>>from >>around the globe. >>It's the cube >>covering Data Citizens >>21 brought to you by culebra. >>Well how everybody john Wallace here as we continue our coverage here on the cube of Data Citizens 21 it is a pleasure of ours to welcome in an award winner here at Data Citizens 21 were with Jacqueline Osborne who is the Managing Director and risk and Finance technology executive at Bank of America and she is also the data citizen of the Year, one of the culebra Excellence Award winners. And Jacqueline congratulations on the honor. Well deserved, I'm sure. >>Thank you so much. It is a true honor and I am so happy to be here and I'm looking forward to our conversation today. Yeah, what is it? >>It's all about just the concept of being a data citizen um in your mind um what is all that about? What are those pillars in terms of being a good data sets? And that gets to the point that you are the data citizen of the year? >>I think that's such a good question and actually is something that I don't even know if I know everything because it's constantly evolving. Being a data citizen yesterday is not what it is today and it's not what it means tomorrow because this field is evolving but with that said I think to me being a data citizen is being is having that awareness that data matters is driving to that data as an asset and really trying to lay the foundation to ensure its the right data in the right place at the right time. >>Yeah, let's talk about that high wire act because it's becoming increasingly more complex as you know, you've been in This realm if you will for what 15 years now? I believe it has evolved dramatically right in terms of capabilities but also complexity. So let's talk about that, about making finding the relevance of data and delivering it on time to the right people within your organization. >>How much >>More challenging is that now than it was maybe five or just you know, 10 years ago? >>I mean it's kind of crazy. There are some areas that make it so much easier and then for your question in some areas that make it so much harder. But if I can, let's start with the easier because I think this is something that really is important is when I started this, I've been in data my entire professional career, I've been achieved data officer since 2013. Um and when I started, I used to joke that I was a used car salesman. I was selling selling something this idea of data quality, data governance that nobody wanted. But now, so the shift of your question is the good if I am now a luxury car salesman selling a product that everybody wants, but shift to the bad nobody wants to pay for. So the complexity of it as data becomes bigger as we talk about big data and unstructured data and social media and facebook feeds. That is hard. It is complex. And the ability to truly manage and govern data to the degree of that perfection is really hard. So the more data we get, the more complexity, the more challenge, the more there is a need to really prioritize align with business strategy and ensure that you are embedding into the culture and the DNA of the corporate and not do it in the silos. >>You know, delivering that data to in the secure environment obviously, critically important for any enterprise, but even more so to put a finer point on financial services in terms of your work in that regard. So, so let's add that layer into this to not only internal, all the communication you have to do in the collaboration, you have to have but you have these external stakeholders to write, you have me, you know, a boa client if you will um that you've got to be aware of and have to communicate with. So so let's talk about that, that kind of merger if you will of not only having to work internally but also externally and making sure that with all the data you've got now that it works >>indeed. And you're kind of moving towards this new one of the newer dimensions, which is privacy, I mean G D p R was the first regulation in the UK, but now you have the C C P A and the California and it's coming and that that right to be forgotten or more importantly, as you said, as a customer of financial issues, that right to understand where your data is is very important because customers do want to know that their information is understood, trusted protected and going to be taken care of. So that ability to really transform back that you have a solid basis and that you are taking the measures and the necessary steps to ensure that that data is air quotes govern is so important. And it really again that shift from that used car salesman to a luxury car salesman. Your question is another example of how that shift is happening. It's no longer a should do or could do. Data governance is really becoming a must do and why you are seeing so many more. Chief data officers. Chief analytics officers, data management professionals. The profession is growing. I mean, incrementally every single day. >>What about the balancing act that you do? Let's just do with the internal audiences that you have to contend with. I shouldn't say content, content has that pejorative term to that you that you that you deal with, you collaborate with. Um you know, governance is also critically important because you want to make data available to the right people at the right time, but only the right people. Right. So what kind of practices or procedures are you putting in a place at B. O. A to make sure that that data is delivered to the right folks, but only to the right people and trying I guess to educate people within your organization as to the need for these strict governance processes. >>Sure. I tend to refer to them as the foundational pillars and if I was to take a step back and say what they are and how we use them. So the first one is metadata management and it is really around that. What data do you have? It's that understanding the information. So I used to refer to it or I still refer to it as when we were going to the library and you used to have to look at the card catalog That metadata manages very similar to the card catalogue for books. It tells you all the information. What's the genre? Who's the author, what the section is, where it is in the library and that is a core pieces. If you don't understand your data you can govern it. So that's kind of Pillar one. Metadata management. Pillar two is what's often referred to his data lineage. But I do think the new buzzword is that a providence? It's really that access low. It's understanding where data comes from the movement along the journey and where it's going. If you don't understand that horizontal front to back you can't govern the information as well because it can be changing hands, it can be altering and so it's that that end to end look at things. This pillar to pillar three is data quality and that's really that measurement of is it the right data and it is made up of a series of data quality dimensions, accuracy, completeness, validity, timeliness, conformity, reasonable nous etcetera. And it's really that fit freezes the data that I have the right data as I said earlier and then last but not least is issue management. At the end of the day there will be problems, there is too much data. It is in too many hands. So it's not we're not trying to remove all data issues but having a process where you can actually log prioritized and ultimately remediate is that that last and final pillar of the data management I would call circle because it has to all come back together and it's rinse and repeat. >>Yeah. And and so you you raise a point, a great point about things are going to go wrong. You know, eventually something happens. We know nothing is foolproof, nothing is bulletproof. Uh and we're certainly seeing that in terms of security now right with breaches pretty well publicized with invasions, ransom, where you name it, right, all kinds of flavors of that. Unfortunately. So from your perspective in terms of being that this data data guardian, if you will um how much of your concerns now have been amplified in terms of security and privacy and and that kind of internal uh communication you have to have or or I guess by in you know to understand the need to make this data ultra secure and ultra private, especially in this environment where the bad actors you know are are prolific, so kind of talk about that it's a struggle but maybe that challenge That you have in this environment here in 2021. >>Yeah, I think what you know the way I would do it is the struggle is again that that need or the desire to to protect everything and at the end of the day that's hard. And so the struggle right now that I have ri faces the prioritization. How do we differentiate what we call the critical few some call it cds chris critical data elements that they call it Katie key dad elements there, there's there's a term but really as that need and that demand grows whether it's for security or privacy or even data democratization, which hopefully we do talk about at some point, all these things are reliance on the right data because like statistics garbage in garbage out. So whether it's because you need the right information because of your analytics and your models or as you talked about its prevention and defensive security reasons that defensive and offensive isn't going away. So the real struggle is not around the driver, but the prioritization. How do you focus to ensure you're spending your time on the right areas and more importantly in alignment with the business priorities? Because one of the things that's critically important for me is ensuring that it's not metadata or data governance or data quality for the sake of it, it is in alignment with that business priority. >>And and and a big part of that is is strategy for the future, right strategy going forward. you know, where you're going to go in the next 18, 24 months and so from uh without, you know, revealing state secrets here. How do you how do you see this playing out in terms of this continual digital transformation? If you will from the B O a side of the fence? Um, you know, what what do you see as being important or in terms of what you would like to accomplish over the next year and a half, two years >>for me? I think it's that and I'm glad you asked that question, cause I wanted to mention that that data democratization I think. And if we if we debunk that or look into that, what do I mean by democratization? It's that real time access, but it's not real time access to the wrong information or to the wrong people as we talked about, it really is ensuring almost like an amazon model that I can simply search for the information I need, I can put it in my shopping cart and I can check out and I am able to that's that data driven, I'm able to use that information knowing it's the right data in the right hands for the right reasons and that's really my future mind where I'm getting to is how do I enable that? How do I democratize it? So data is truly and does become that enterprise asset that everybody and anybody can access, but they can do so in a way that has all of those defensive controls in place, going back to that right data, right place the right time because the shiny toys of ai machine learning all those things is if you're building models off of the wrong data from the wrong place or in the wrong hands, it's going to bite you in about whether it's today, tomorrow, the future. >>Well, exactly. I love that analogy and on that I'm going to thank you for the time. So I'm gonna call you a luxury data salesperson, not a car car salesman. But uh it certainly has paid off and we certainly congratulate you as well on the award that you wanna hear from calabria. >>Thank you so much and thank you for the time. Hopefully you've enjoyed our conversations as much as I have. >>I certainly have. Thank you very much Jacqueline Osborn, joining us on the Bank of America, the data citizen of the Year. Her data citizens 2021. I'm john walls and you've been watching the cube >>mm

foreign welcome back to re invent 2022 we're wrapping up four days well one evening and three solid days wall-to-wall of cube coverage I'm Dave vellante John furrier's birthday is today he's on a plane to London to go see his nephew get married his his great Sister Janet awesome family the furriers uh spanning the globe and uh and John I know you wanted to be here you're watching in Newark or you were waiting to uh to get in the plane so all the best to you happy birthday one year the Amazon PR people brought a cake out to celebrate John's birthday because he's always here at AWS re invented his birthday so I'm really pleased to have two really special guests uh former Cube host Cube Alum great wikibon contributor Stu miniman now with red hat still good to see you again great to be here Dave yeah I was here for that cake uh the twitterverse uh was uh really helping to celebrate John's birthday today and uh you know always great to be here with you and then with this you know Awesome event this week and friend of the cube of many time Cube often Cube contributor as here's a cube analyst this week as his own consultancy sarbj johal great to see you thanks for coming on good to see you Dave uh great to see you stu I'm always happy to participate in these discussions and um I enjoy the discussion every time so this is kind of cool because you know usually the last day is a getaway day and this is a getaway day but this place is still packed I mean it's I mean yeah it's definitely lighter you can at least walk and not get slammed but I subjit I'm going to start with you I I wanted to have you as the the tail end here because cause you participated in the analyst sessions you've been watching this event from from the first moment and now you've got four days of the Kool-Aid injection but you're also talking to customers developers Partners the ecosystem where do you want to go what's your big takeaways I think big takeaways that Amazon sort of innovation machine is chugging along they are I was listening to some of the accessions and when I was back to my room at nine so they're filling the holes in some areas but in some areas they're moving forward there's a lot to fix still it doesn't seem like that it seems like we are done with the cloud or The Innovation is done now we are building at the millisecond level so where do you go next there's a lot of room to grow on the storage side on the network side uh the improvements we need and and also making sure that the software which is you know which fits the hardware like there's a specialized software um sorry specialized hardware for certain software you know so there was a lot of talk around that and I attended some of those sessions where I asked the questions around like we have a specialized database for each kind of workload specialized processes processors for each kind of workload yeah the graviton section and actually the the one interesting before I forget that the arbitration was I asked that like why there are so many so many databases and IRS for the egress costs and all that stuff can you are you guys thinking about reducing that you know um the answer was no egress cost is not a big big sort of uh um show stopper for many of the customers but but the from all that sort of little discussion with with the folks sitting who build these products over there was that the plethora of choice is given to the customers to to make them feel that there's no vendor lock-in so if you are using some open source you know um soft software it can be on the you know platform side or can be database side you have database site you have that option at AWS so this is a lot there because I always thought that that AWS is the mother of all lock-ins but it's got an ecosystem and we're going to talk about exactly we'll talk about Stu what's working within AWS when you talk to customers and where are the challenges yeah I I got a comment on open source Dave of course there because I mean look we criticized to Amazon for years about their lack of contribution they've gotten better they're doing more in open source but is Amazon the mother of all lock-ins many times absolutely there's certain people inside Amazon I'm saying you know many of us talk Cloud native they're like well let's do Amazon native which means you're like full stack is things from Amazon and do things the way that we want to do things and you know I talk to a lot of customers they use more than one Cloud Dave and therefore certain things absolutely I want to Leverage The Innovation that Amazon has brought I do think we're past building all the main building blocks in many ways we are like in day two yes Amazon is fanatically customer focused and will always stay that way but you know there wasn't anything that jumped out at me last year or this year that was like Wow new category whole new way of thinking about something we're in a vocals last year Dave said you know we have over 200 services and if we listen to you the customer we'd have over two thousand his session this week actually got some great buzz from my friends in the serverless ecosystem they love some of the things tying together we're using data the next flywheel that we're going to see for the next 10 years Amazon's at the center of the cloud ecosystem in the IT world so you know there's a lot of good things here and to your point Dave the ecosystem one of the things I always look at is you know was there a booth that they're all going to be crying in their beer after Amazon made an announcement there was not a tech vendor that I saw this week that was like oh gosh there was an announcement and all of a sudden our business is gone where I did hear some rumbling is Amazon might be the next GSI to really move forward and we've seen all the gsis pushing really deep into supporting Cloud bringing workloads to the cloud and there's a little bit of rumbling as to that balance between what Amazon will do and their uh their go to market so a couple things so I think I think we all agree that a lot of the the announcements here today were taping seams right I call it and as it relates to the mother of all lock-in the reason why I say that it's it's obviously very much a pejorative compare Oracle company you know really well with Amazon's lock-in for Amazon's lock-in is about bringing this ecosystem together so that you actually have Choice Within the the house so you don't have to leave you know there's a there's a lot to eat at the table yeah you look at oracle's ecosystem it's like yeah you know oracle is oracle's ecosystem so so that is how I think they do lock in customers by incenting them not to leave because there's so much Choice Dave I agree with you a thousand I mean I'm here I'm a I'm a good partner of AWS and all of the partners here want to be successful with Amazon and Amazon is open to that it's not our way or get out which Oracle tries how much do you extract from the overall I.T budget you know are you a YouTube where you give the people that help you create a large sum of the money YouTube hasn't been all that profitable Amazon I think is doing a good balance of the ecosystem makes money you know we used to talk Dave about you know how much dollars does VMware make versus there um I think you know Amazon is a much bigger you know VMware 2.0 we used to think talk about all the time that VMware for every dollar spent on VMware licenses 15 or or 12 or 20 were spent in the ecosystem I would think the ratio is even higher here sarbji and an Oracle I would say it's I don't know yeah actually 1 to 0.5 maybe I don't know but I want to pick on your discussion about the the ecosystem the the partner ecosystem is so it's it's robust strong because it's wider I was I was not saying that there's no lock-in with with Amazon right AWS there's lock-in there's lock-in with everything there's lock-in with open source as well but but the point is that they're they're the the circle is so big you don't feel like locked in but they're playing smart as well they're bringing in the software the the platforms from the open source they're picking up those packages and saying we'll bring it in and cater that to you through AWS make it better perform better and also throw in their custom chips on top of that hey this MySQL runs better here so like what do you do I said oh Oracle because it's oracle's product if you will right so they are I think think they're filing or not slenders from their go to market strategy from their engineering and they listen to they're listening to customers like very closely and that has sort of side effects as well listening to customers creates a sprawl of services they have so many services and I criticized them last year for calling everything a new service I said don't call it a new service it's a feature of a existing service sure a lot of features a lot of features this is egress our egress costs a real problem or is it just the the on-prem guys picking at the the scab I mean what do you hear from customers so I mean Dave you know I I look at what Corey Quinn talks about all the time and Amazon charges on that are more expensive than any other Cloud the cloud providers and partly because Amazon is you know probably not a word they'd use they are dominant when it comes to the infrastructure space and therefore they do want to make it a little bit harder to do that they can get away with it um because um yeah you know we've seen some of the cloud providers have special Partnerships where you can actually you know leave and you're not going to be charged and Amazon they've been a little bit more flexible but absolutely I've heard customers say that they wish some good tunning and tongue-in-cheek stuff what else you got we lay it on us so do our players okay this year I think the focus was on the upside it's shifting gradually this was more focused on offside there were less talk of of developers from the main stage from from all sort of quadrants if you will from all Keynotes right so even Werner this morning he had a little bit for he was talking about he he was talking he he's job is to Rally up the builders right yeah so he talks about the go build right AWS pipes I thought was kind of cool then I said like I'm making glue easier I thought that was good you know I know some folks don't use that I I couldn't attend the whole session but but I heard in between right so it is really adopt or die you know I am Cloud Pro for last you know 10 years and I think it's the best model for a technology consumption right um because of economies of scale but more importantly because of division of labor because of specialization because you can't afford to hire the best security people the best you know the arm chip designers uh you can't you know there's one actually I came up with a bumper sticker you guys talked about bumper sticker I came up with that like last couple of weeks The Innovation favorite scale they have scale they have Innovation so that's where the Innovation is and it's it's not there again they actually say the market sets the price Market you as a customer don't set the price the vendor doesn't set the price Market sets the price so if somebody's complaining about their margins or egress and all that I think that's BS um yeah I I have a few more notes on the the partner if you you concur yeah Dave you know with just coming back to some of this commentary about like can Amazon actually enable something we used to call like Community clouds uh your companies like you know Goldman and NASDAQ and the like where Industries will actually be able to share data uh and you know expand the usage and you know Amazon's going to help drive that API economy forward some so it's good to see those things because you know we all know you know all of us are smarter than just any uh single company together so again some of that's open source but some of that is you know I think Amazon is is you know allowing Innovation to thrive I think the word you're looking for is super cloud there well yeah I mean it it's uh Dave if you want to go there with the super cloud because you know there's a metaphor for exactly what you described NASDAQ Goldman Sachs we you know and and you know a number of other companies that are few weeks at the Berkeley Sky Computing paper yeah you know that's a former supercloud Dave Linthicum calls it metacloud I'm not really careful I mean you know I go back to the the challenge we've been you know working at for a decade is the distributed architecture you know if you talk about AI architectures you know what lives in the cloud what lives at the edge where do we train things where do we do inferences um locations should matter a lot less Amazon you know I I didn't hear a lot about it this show but when they came out with like local zones and oh my gosh out you know all the things that Amazon is building to push out to the edge and also enabling that technology and software and the partner ecosystem helps expand that and Pull It in it's no longer you know Dave it was Hotel California all of the data eventually is going to end up in the public cloud and lock it in it's like I don't think that's going to be the case we know that there will be so much data out at the edge Amazon absolutely is super important um there some of those examples we're giving it's not necessarily multi-cloud but there's collaboration happening like in the healthcare world you know universities and hospitals can all share what they're doing uh regardless of you know where they live well Stephen Armstrong in the analyst session did say that you know we're going to talk about multi-cloud we're not going to lead with it necessarily but we are going to actually talk about it and that's different to your points too than in the fullness of time all the data will be in the cloud that's a new narrative but go ahead yeah actually Amazon is a leader in the cloud so if they push the cloud even if they don't say AWS or Amazon with it they benefit from it right and and the narrative is that way there's the proof is there right so again Innovation favorite scale there are chips which are being made for high scale their software being tweaked for high scale you as a Bank of America or for the Chrysler as a typical Enterprise you cannot afford to do those things in-house what cloud providers can I'm not saying just AWS Google cloud is there Azure guys are there and few others who are behind them and and you guys are there as well so IBM has IBM by the way congratulations to your red hat I know but IBM won the award um right you know very good partner and yeah but yeah people are dragging their feet people usually do on the change and they are in denial denial they they drag their feet and they came in IBM director feed the cave Den Dell drag their feed the cave in yeah you mean by Dragon vs cloud deniers cloud deniers right so server Huggers I call them but they they actually are sitting in Amazon Cloud Marketplace everybody is buying stuff from there the marketplace is the new model OKAY Amazon created the marketplace for b2c they are leading the marketplace of B2B as well on the technology side and other people are copying it so there are multiple marketplaces now so now actually it's like if you're in in a mobile app development there are two main platforms Android and Apple you first write the application for Apple right then for Android hex same here as a technology provider as and I I and and I actually you put your stuff to AWS first then you go anywhere else yeah they are later yeah the Enterprise app store is what we've wanted for a long time the question is is Amazon alone the Enterprise app store or are they partner of a of a larger portfolio because there's a lot of SAS companies out there uh that that play into yeah what we need well and this is what you're talking about the future but I just want to make a point about the past you talking about dragging their feet because the Cube's been following this and Stu you remember this in 2013 IBM actually you know got in a big fight with with Amazon over the CIA deal you know and it all became public judge wheeler eviscerated you know IBM and it ended up IBM ended up buying you know soft layer and then we know what happened there and it Joe Tucci thought the cloud was Mosey right so it's just amazing to see we have booksellers you know VMware called them books I wasn't not all of them are like talking about how great Partnerships they are it's amazing like you said sub GC and IBM uh with the the GSI you know Partnership of the year but what you guys were just talking about was the future and that's what I wanted to get to is because you know Amazon's been leading the way I I was listening to Werner this morning and that just reminded me of back in the days when we used to listen to IBM educate us give us a master class on system design and decoupled systems and and IO and everything else now Amazon is you know the master educator and it got me thinking how long will that last you know will they go the way of you know the other you know incumbents will they be disrupted or will they you know keep innovating maybe it's going to take 10 or 20 years I don't know yeah I mean Dave you actually you did some research I believe it was a year or so ago yeah but what will stop Amazon and the one thing that worries me a little bit um is the two Pizza teams when you have over 202 Pizza teams the amount of things that each one of those groups needs to take care of was more than any human could take care of people burn out they run out of people how many amazonians only last two or three years and then leave because it is tough I bumped into plenty of friends of mine that have been you know six ten years at Amazon and love it but it is a tough culture and they are driving werner's keynote I thought did look to from a product standpoint you could say tape over some of the seams some of those solutions to bring Beyond just a single product and bring them together and leverage data so there are some signs that they might be able to get past some of those limitations but I still worry structurally culturally there could be some challenges for Amazon to keep the momentum going especially with the global economic impact that we are likely to see in the next year bring us home I think the future side like we could talk about the vendors all day right to serve the community out there I think we should talk about how what's the future of technology consumption from the consumer side so from the supplier side just a quick note I think the only danger AWS has has that that you know Fred's going after them you know too big you know like we will break you up and that can cause some disruption there other than that I think they they have some more steam to go for a few more years at least before we start thinking about like oh this thing is falling apart or anything like that so they have a lot more they have momentum and it's continuing so okay from the I think game is on retail by the way is going to get disrupted before AWS yeah go ahead from the buyer's side I think um the the future of the sort of Technology consumption is based on the paper uh use and they actually are turning all their services to uh they are sort of becoming serverless behind the scenes right all analytics service they had one service left they they did that this year so every service is serverless so that means you pay exactly for the amount you use the compute the iops the the storage so all these three layers of course Network we talked about the egress stuff and that's a problem there because of the network design mainly because Google has a flatter design and they have lower cost so so they are actually squeezing the their their designing this their services in a way that you don't waste any resources as a buyer so for example very simple example when early earlier In This Cloud you will get a VM right in Cloud that's how we started so and you can get 20 use 20 percent of the VM 80 is getting wasted that's not happening now that that has been reduced to the most extent so now your VM grows as you grow the usage and if you go higher than the tier you picked they will charge you otherwise they will not charge you extra so that's why there's still a lot of instances like many different types you have to pick one I think the future is that those instances will go away the the instance will be formed for you on the fly so that is the future serverless all right give us bumper sticker Stu and then Serb G I'll give you my quick one and then we'll wrap yeah so just Dave to play off of sharp G and to wrap it up you actually wrote about it on your preview post for here uh serverless we're talking about how developers think about things um and you know Amazon in many ways you know is the new default server uh you know for the cloud um and containerization fits into the whole serverless Paradigm uh it's the space that I live in uh you know every day here and you know I was happy to see the last few years serverless and containers there's a blurring a line and you know subject we're still going to see VMS for a long time yeah yeah we will see that so give us give us your book Instagram my number six is innovation favorite scale that's my bumper sticker and and Amazon has that but also I I want everybody else to like the viewers to take a look at the the Google Cloud as well as well as IBM with others like maybe you have a better price to Performance there for certain workloads and by the way one vendor cannot do it alone we know that for sure the market is so big there's a lot of room for uh Red Hats of the world and and and Microsoft's the world to innovate so keep an eye on them they we need the competition actually and that's why competition Will Keep Us to a place where Market sets the price one vendor doesn't so the only only danger is if if AWS is a monopoly then I will be worried I think ecosystems are the Hallmark of a great Cloud company and Amazon's got the the biggest and baddest ecosystem and I think the other thing to watch for is Industries building on top of the cloud you mentioned the Goldman Sachs NASDAQ Capital One and Warner media these all these industries are building their own clouds and that's where the real money is going to be made in the latter half of the 2020s all right we're a wrap this is Dave Valente I want to first of all thank thanks to our great sponsors AWS for for having us here this is our 10th year at the cube AMD you know sponsoring as well the the the cube here Accenture sponsor to third set upstairs upstairs on the fifth floor all the ecosystem partners that came on the cube this week and supported our mission for free content our content is always free we try to give more to the community and we we take back so go to thecube.net and you'll see all these videos go to siliconangle com for all the news wikibon.com I publish weekly a breaking analysis series I want to thank our amazing crew here you guys we have probably 30 35 people unbelievable our awesome last session John Walls uh Paul Gillen Lisa Martin Savannah Peterson John Furrier who's on a plane we appreciate Andrew and Leonard in our ear and all of our our crew Palo Alto Boston and across the country thank you so much really appreciate it all right we are a wrap AWS re invent 2022 we'll see you in two weeks we'll see you two weeks at Palo Alto ignite back here in Vegas thanks for watching thecube the leader in Enterprise and emerging Tech coverage [Music]

(bright music) >> Welcome back to Vegas, guys and girls. We're pleased that you're watching theCUBE. We know you've been with us. This is our fourth day. We know you've been with us since day one. Why wouldn't you be? Lisa Martin, here. As I mentioned, day four of theCUBE's coverage of AWS re:Invent. There are north of 55,000 people that have been at this event this week. We're hearing hundreds of thousands online. It really feels like old times, which is awesome. We're pleased to welcome back a gentleman from Dataiku who's actually new to theCUBE but Dataiku is not. Jed Dougherty is here, the VP of Platform Strategy. Thanks to joining me today, Jed. >> Oh, I'm so happy to be here. >> Talk a little bit, for anybody that isn't familiar with Dataiku, tell the audience a little bit about the technology, what you guys do. >> Dataiku is an end-to-end data science machine learning platform. We take everything from data ingestion, piplining of that data, bringing it all together, something that's useful for building models, deploying those models and then managing your ML ops workflow. So, really all the way across. And we sit on top of, basically, tons of different AWS stack as well as lots of the partners that are here today. >> Okay, got it. >> Snowflake, Databricks, all that. >> Got it, so one of the things that, it was funny, I think it was Adam's keynote Tuesday morning. I didn't time it, I watched it, but one of my guests said to me earlier this week that Adam spent exactly 52 minutes talking about data. >> Yeah. >> 52 minutes. Obviously, we can't come to an event like this without talking about data. Every company these days has to be a data company. Whether it's my grocery store or a retailer, a hospital, and so- >> Jed: It is the lifeblood of every modern company. >> It is, but you have to be able to access it. You have to be able to harness it, access it, derive insights from it, and be able to act on that faster than the competitors that are waiting, like, right back here. One of the things Adam Selipsky talked about with our boss, John Furrier, who's the co-CEO of theCUBE, they had a sit-down about a week before re:Invent. John always gets a preview of the show and Adam said, you know, he thinks the role of data analyst is going to go away. Or at least the term, because with data democratization that needs to happen. Putting data in the hands of all the business users, that every business user, whether you're in technology or marketing or ops or finance, it's going to have to analyze data to do their jobs. >> Could not agree more. >> Are you hearing that from customers? >> 100% >> Yeah. >> I was just at the CTO Summit of Bank of America two weeks ago out in California, and they told, their CTO had a statistic, 60,000 technologists in Bank of America, all asking data-type questions. You can have the best team of data scientists in the world, and they do. They have some of the best data scientists in the world there. And this team of data scientists could answer any one of the questions that those 60,000 people might have but they can't answer all of them, right? You need those people to be able to answer their own questions. I don't know if the term data analysts are going away. I think, yeah, everybody's just going to have to become a bit more of one. Just like how Excel taught everybody how to use the spreadsheet, in the future, in the next five, 10 years, the democratization of AI means that tools like Dataiku and other data science tools are going to teach everybody how to analyze data. >> Talk about Dataiku as a facilitator of that, of that democratization. Giving, like the citizen technologist who might be in finance, the ability to do that. >> So, a lot of data science tools are aimed at your hardcore coder, right? Somebody who wants to be sitting at a notebook writing (indistinct) or something like that and running models on some big fancy Spark server. Dataiku is still going to be running models on some big fancy Spark server but we're really obfuscating the challenge of writing code away from the user. So we target low code, no code, and high code users all working together in a collaborative platform. So we really do, we believe that there is always going to be a place for data scientists. That role is not going away. You will always need hardcore coders to take on those moonshot very challenging topics. But for every day AI, anybody should be able to do this and it should be open to anybody. >> Right. >> Jed: Really aim to facilitate that. >> I would love to hear some feedback, you know, this is day four of the show as I was saying, and day four is packed. I mean, this is energy-level-wise, guys, it is the same as it was when we started here on Friday night. But I'd love to hear, Jed, from your perspective some of the customer conversations that you've had, what are some of the challenges? They're coming to you saying, "Jed, Dataiku, help us eradicate these challenges so we can transform our business." >> What I'm hearing from customers and partners and AWS here is, over and over, we don't want to buy tools anymore. We want to buy solutions. We want a vertical solution that's pre-built for our industry. And we want it to be, not necessarily click and run out of the box, but we want a template that we can build off of quickly. And I've heard that customers are also looking to understand how tools can be packaged together. You got how many booths are here? 1000 booths? >> Yes, easily. >> You have 1000 different products being talked about, right behind us. Customers need to know which of these products are friends with each other and how they fit together so that they are making sure that when they purchase a set, a suite of tools to do their jobs, it's all going to work naturally together. So, being able, I think this is a really vital concept for GSIs as well. GSIs needs to understand how to package sets of tools together to deliver a full solution to clients. People don't want to be, you know, I think 10 years ago, five years ago, AWS was in the business of selling servers in the cloud. But basically what you do is, you would buy an EC two instance and you install whatever software you wanted on it. I don't know that they're in that business still but customers don't want to buy servers from AWS anymore. They want to buy solutions. >> Right. >> Rent, whatever. >> Yeah. (chuckles) >> That is the big repeated message that I've heard here. >> So you brought up a good point that there are probably 1000 booths here. You could be here every day and not get to see everything that's going on. Plus this show was going on across the strip. We're only getting a fraction of the people that are here. But with that said, to your point, there are so many tools out there. Customers are looking for solutions. One of the things that we say about theCUBE is, we extract the signal from the noise. How does Dataiku get past the noise? How do you get up the stack to really impact customers so they understand the value that you're delivering? >> I think that Data science and ML sound like a very complicated topic but our value prop is relatively simple. And we appeal both to your end users who are excited to learn about how data science works and how they can leverage these tools in their day-to-day jobs, as well as appealing to IT. IT, right now, at major organizations they want to be able to build a full stack that makes sense. And the big choices they're making right now are around infrastructure. Where am I going to run my compute? So, they're choosing between Snowflake or Databricks or a native AWS compute solution, right? And so they make this big choice around compute and then they realize, "Oh, how many of our users across our organization are actually able to leverage this big compute choice?" Oh, maybe 100, maybe 200. That's not incredibly useful for what we've just decided to completely stand behind. Dataiku, all of a sudden, opens that up to 1000s of users across your organization. So it makes IT feel empowered by being able to help more people. And it makes users feel empowered by being able to use a great tool and start answering their own questions. >> And where are your customer conversations these days? As we look at AI and ML, emerging technologies, so many customers and companies, knowing we have to go in this direction. We have to have AI to speed the business. Are you seeing more of the conversations are still in IT or are they actually going up the stack? >> (chuckles) It's a great question. When you're going into large organizations, there's two sales motions, right? There's convincing the business users that this is a great thing and then convincing IT that it's not going to be too painful. You always have to go to both places. IT doesn't want to take on a boondoggler, or there's an albatross, I don't remember the word, but, something that they're going to have to deal with for the next 10 years and then eventually dismantle and pull apart. I think a lot of IT got very scared about big data platforms and solutions because of Hadoop. To be honest, Hadoop was incredibly powerful but maybe not as mature of technology as IT would've liked it to be. From a maintenance and administration standpoint. So yes, you will always have to sell to IT and help IT feel comfortable with the platform. But no, the conversations that I want to have are the use case conversations with a Chief Data Officer, Chief Revenue Officer, Chief Marketing Officer. That's who I really want to convince that this is going to be a worthwhile opportunity. >> And what are some of the key, sorry. What are some of the key use cases that Dataiku is tackling in the market these days? >> So we work a lot. Two of the biggest organizations, or verticals, that I work with personally are finance and pharmaceuticals. In finance, we are closely embedded with wealth management organizations. So, a lot of that is around customer entertainment, churn, relatively obvious, simple concepts but ones where it's worth a lot of money. In pharma, we work both on the supply side. So, doing supply chain optimization, ensuring the right drugs get to the right places at the right time. As well as on the business and marketing side. So, ensuring that your ad spend is correctly distributed across different advertising platforms. >> So if you're working with a financial organization, I want to understand from a consumer, from the end user's perspective, although obviously this technology impacts the end user who's trying to do a transaction. What's in it for me? And I don't know as the end user that Dataiku is under the hood. >> You'd never know. >> Which is good. I shouldn't have to worry about the technology. >> Jed: You shouldn't have to worry about that at all. >> What's in it for the end user customer? What are they gaining from this? >> So, from a very end user perspective, if you think about when you logged onto maybe your Bank of America, your Chase app, five or 10 years ago, maybe you didn't even have it on your phone five years ago. Or when you logged into your account online. We do 95% of our banking online right now, right? I go into a physical location, what? I don't know, once every six months or something? Get a cashier's check? I don't know. The experience that you're getting and the amount of information you're getting back about your spending habits, where your money is going, what your credit score is, all of these things are being driven by these big data organizations inside the banks. Also, any type, this is a little creepier, but any type of promotional emails or the types of things that you get feedback on when you use your credit card and the offers that you get through that, are all being personalized to you through the information that these banks are collecting about your spending habits. >> Yeah, but we want that as a consumer, we want the personalized. >> Yeah, of course. We want it to be magic slash not creepy. (laughs) >> Right, I want them to recommend the best card for me. >> Right. >> The next best thing. >> It's good for me, it's good for them. >> Don't serve me up something that I've already bought. That always bugs me when I'm like, I already bought that. >> I get that all the time. I'm like, yeah, I have that card already. It's in my wallet. Why are you telling me? >> We only have a couple of minutes left Jed, but talk to me about from a platform strategy perspective, what's next for Dataiku and AWS? >> So we are making a matrix transition right now and it's core to our platform. For a long time, the way that we've installed Dataiku is, we help our customers install it on their AWS account so it runs inside their tenant. This is very comfortable for, for example, large banking clients, pharma clients that have personally identifiable information, all that kind of thing. They own everything. However, as we were talking about before, we're really moving from providing a tool to providing solutions. And part of that is obviously a move to SaaS. So two years ago we released a SaaS offering. We've been expanding it more and more to, this year, we want to be pushing SaaS first. So Dataiku online should be the first option when new customers move on. And that is a huge platform shift. It means making sure that we have the right security in place. It means making sure that we have the right scaling in place, that we have 24-7 support. All this has been a big challenge. A big fascinating challenge, actually, to put together. >> Awesome. Last question for you. Say you get a brand new DeLorean, I hear they're coming back, and you want to put, you really, really want to put a bumper sticker on it, 'cause why not? And it's about Dataiku and it's like a sizzle reel kind of thing. >> A sizzle real, alright. >> Yeah. What does it say? >> Extraordinary people, everyday AI. >> Wow. Drop the mic, Jed. That was awesome. Thank you so much for coming on the program. We really appreciate the update on Dataiku. What you guys are doing for customers, your specialization and solutions for verticals. Awesome stuff, we'll have to have you back. >> Thank you so much. >> Alright, my pleasure. >> Bye-Bye. >> For my guest, I'm Lisa Martin. You're watching theCUBE, the leader in live enterprise and emerging tech coverage. (bright music)

(upbeat techno music) >> Collibra is a company that was founded in 2008 right before the so-called modern big data era kicked into high gear. The company was one of the first to focus its business on data governance. Now, historically, data governance and data quality initiatives, they were back office functions, and they were largely confined to regulated industries that had to comply with public policy mandates. But as the cloud went mainstream the tech giants showed us how valuable data could become, and the value proposition for data quality and trust, it evolved from primarily a compliance driven issue, to becoming a linchpin of competitive advantage. But, data in the decade of the 2010s was largely about getting the technology to work. You had these highly centralized technical teams that were formed and they had hyper-specialized skills, to develop data architectures and processes, to serve the myriad data needs of organizations. And it resulted in a lot of frustration, with data initiatives for most organizations, that didn't have the resources of the cloud guys and the social media giants, to really attack their data problems and turn data into gold. This is why today, for example, there's quite a bit of momentum to re-thinking monolithic data architectures. You see, you hear about initiatives like Data Mesh and the idea of data as a product. They're gaining traction as a way to better serve the the data needs of decentralized business users. You hear a lot about data democratization. So these decentralization efforts around data, they're great, but they create a new set of problems. Specifically, how do you deliver, like a self-service infrastructure to business users and domain experts? Now the cloud is definitely helping with that but also, how do you automate governance? This becomes especially tricky as protecting data privacy has become more and more important. In other words, while it's enticing to experiment, and run fast and loose with data initiatives, kind of like the Wild West, to find new veins of gold, it has to be done responsibly. As such, the idea of data governance has had to evolve to become more automated and intelligent. Governance and data lineage is still fundamental to ensuring trust as data. It moves like water through an organization. No one is going to use data that is entrusted. Metadata has become increasingly important for data discovery and data classification. As data flows through an organization, the continuously ability to check for data flaws and automating that data quality, they become a functional requirement of any modern data management platform. And finally, data privacy has become a critical adjacency to cyber security. So you can see how data governance has evolved into a much richer set of capabilities than it was 10 or 15 years ago. Hello and welcome to theCUBE's coverage of Data Citizens made possible by Collibra, a leader in so-called Data intelligence and the host of Data Citizens 2022, which is taking place in San Diego. My name is Dave Vellante and I'm one of the hosts of our program which is running in parallel to Data Citizens. Now at theCUBE we like to say we extract the signal from the noise, and over the next couple of days we're going to feature some of the themes from the keynote speakers at Data Citizens, and we'll hear from several of the executives. Felix Van de Maele, who is the co-founder and CEO of Collibra, will join us. Along with one of the other founders of Collibra, Stan Christiaens, who's going to join my colleague Lisa Martin. I'm going to also sit down with Laura Sellers, she's the Chief Product Officer at Collibra. We'll talk about some of the the announcements and innovations they're making at the event, and then we'll dig in further to data quality with Kirk Haslbeck. He's the Vice President of Data Quality at Collibra. He's an amazingly smart dude who founded Owl DQ, a company that he sold to Collibra last year. Now, many companies they didn't make it through the Hadoop era, you know they missed the industry waves and they became driftwood. Collibra, on the other hand, has evolved its business, they've leveraged the cloud, expanded its product portfolio and leaned in heavily to some major partnerships with cloud providers as well as receiving a strategic investment from Snowflake, earlier this year. So, it's a really interesting story that we're thrilled to be sharing with you. Thanks for watching and I hope you enjoy the program. (upbeat rock music) Last year theCUBE covered Data Citizens, Collibra's customer event, and the premise that we put forth prior to that event was that despite all the innovation that's gone on over the last decade or more with data, you know starting with the Hadoop movement, we had Data lakes, we had Spark, the ascendancy of programming languages like Python, the introduction of frameworks like Tensorflow, the rise of AI, Low Code, No Code, et cetera. Businesses still find it's too difficult to get more value from their data initiatives, and we said at the time, you know maybe it's time to rethink data innovation. While a lot of the effort has been focused on, you more efficiently storing and processing data, perhaps more energy needs to go into thinking about the people and the process side of the equation. Meaning, making it easier for domain experts to both gain insights from data, trust the data, and begin to use that data in new ways, fueling data products, monetization, and insights. Data Citizens 2022 is back and we're pleased to have Felix Van de Maele who is the founder and CEO of Collibra. He's on theCUBE. We're excited to have you Felix. Good to see you again. >> Likewise Dave. Thanks for having me again. >> You bet. All right, we're going to get the update from Felix on the current data landscape, how he sees it why data intelligence is more important now than ever, and get current on what Collibra has been up to over the past year, and what's changed since Data citizens 2021, and we may even touch on some of the product news. So Felix, we're living in a very different world today with businesses and consumers. They're struggling with things like supply chains, uncertain economic trends and we're not just snapping back to the 2010s, that's clear, and that's really true as well in the world of data. So what's different in your mind, in the data landscape of the 2020s, from the previous decade, and what challenges does that bring for your customers? >> Yeah, absolutely, and and I think you said it well, Dave and the intro that, that rising complexity and fragmentation, in the broader data landscape, that hasn't gotten any better over the last couple of years. When when we talk to our customers, that level of fragmentation, the complexity, how do we find data that we can trust, that we know we can use, has only gotten more more difficult. So that trend that's continuing, I think what is changing is that trend has become much more acute. Well, the other thing we've seen over the last couple of years is that the level of scrutiny that organizations are under, respect to data, as data becomes more mission critical, as data becomes more impactful than important, the level of scrutiny with respect to privacy, security, regulatory compliance, as only increasing as well. Which again, is really difficult in this environment of continuous innovation, continuous change, continuous growing complexity, and fragmentation. So, it's become much more acute. And to your earlier point, we do live in a different world and and the past couple of years we could probably just kind of brute force it, right? We could focus on, on the top line, there was enough kind of investments to be, to be had. I think nowadays organizations are focused or are, are, are are, are, are in a very different environment where there's much more focus on cost control, productivity, efficiency, how do we truly get the value from that data? So again, I think it just another incentive for organization to now truly look at data and to scale with data, not just from a a technology and infrastructure perspective, but how do we actually scale data from an organizational perspective, right? You said at the, the people and process, how do we do that at scale? And that's only, only, only becoming much more important, and we do believe that the, the economic environment that we find ourselves in today is going to be catalyst for organizations to really take that more seriously if, if, if you will, than they maybe have in the have in the past. >> You know, I don't know when you guys founded Collibra, if you had a sense as to how complicated it was going to get, but you've been on a mission to really address these problems from the beginning. How would you describe your, your, your mission and what are you doing to address these challenges? >> Yeah, absolutely. We, we started Collibra in 2008. So, in some sense and the, the last kind of financial crisis and that was really the, the start of Collibra, where we found product market fit, working with large financial institutions to help them cope with the increasing compliance requirements that they were faced with because of the, of the financial crisis. And kind of here we are again, in a very different environment of course 15 years, almost 15 years later, but data only becoming more important. But our mission to deliver trusted data for every user, every use case and across every source, frankly, has only become more important. So, what has been an incredible journey over the last 14, 15 years, I think we're still relatively early in our mission to again, be able to provide everyone, and that's why we call it Data Citizens, we truly believe that everyone in the organization should be able to use trusted data in an easy, easy matter. That mission is is only becoming more important, more relevant. We definitely have a lot more work ahead of us because we still relatively early in that, in that journey. >> Well that's interesting, because you know, in my observation it takes 7 to 10 years to actually build a company, and then the fact that you're still in the early days is kind of interesting. I mean, you, Collibra's had a good 12 months or so since we last spoke at Data Citizens. Give us the latest update on your business. What do people need to know about your current momentum? >> Yeah, absolutely. Again, there's a lot of tailwind organizations that are only maturing their data practices and we've seen that kind of transform or influence a lot of our business growth that we've seen, broader adoption of the platform. We work at some of the largest organizations in the world with its Adobe, Heineken, Bank of America and many more. We have now over 600 enterprise customers, all industry leaders and every single vertical. So it's, it's really exciting to see that and continue to partner with those organizations. On the partnership side, again, a lot of momentum in the org in the, in the market with some of the cloud partners like Google, Amazon, Snowflake, Data Breaks, and and others, right? As those kind of new modern data infrastructures, modern data architectures, are definitely all moving to the cloud. A great opportunity for us, our partners, and of course our customers, to help them kind of transition to the cloud even faster. And so we see a lot of excitement and momentum there. We did an acquisition about 18 months ago around data quality, data observability, which we believe is an enormous opportunity. Of course data quality isn't new but I think there's a lot of reasons why we're so excited about quality and observability now. One, is around leveraging AI machine learning again to drive more automation. And a second is that those data pipelines, that are now being created in the cloud, in these modern data architecture, architectures, they've become mission critical. They've become real time. And so monitoring, observing those data pipelines continuously, has become absolutely critical so that they're really excited about, about that as well. And on the organizational side, I'm sure you've heard the term around kind of data mesh, something that's gaining a lot of momentum, rightfully so. It's really the type of governance that we always believed in. Federated, focused on domains, giving a lot of ownership to different teams. I think that's the way to scale data organizations, and so that aligns really well with our vision and from a product perspective, we've seen a lot of momentum with our customers there as well. >> Yeah, you know, a couple things there. I mean, the acquisition of OwlDQ, you know Kirk Haslbeck and, and their team. It's interesting, you know the whole data quality used to be this back office function and and really confined to highly regulated industries. It's come to the front office, it's top of mind for Chief Data Officers. Data mesh, you mentioned you guys are a connective tissue for all these different nodes on the data mesh. That's key. And of course we see you at all the shows. You're, you're a critical part of many ecosystems and you're developing your own ecosystem. So, let's chat a little bit about the, the products. We're going to go deeper into products later on, at Data Citizens 22, but we know you're debuting some, some new innovations, you know, whether it's, you know, the the under the covers in security, sort of making data more accessible for people, just dealing with workflows and processes, as you talked about earlier. Tell us a little bit about what you're introducing. >> Yeah, absolutely. We we're super excited, a ton of innovation. And if we think about the big theme and like, like I said, we're still relatively early in this, in this journey towards kind of that mission of data intelligence that really bolts and compelling mission. Either customers are still start, are just starting on that, on that journey. We want to make it as easy as possible for the, for organization to actually get started, because we know that's important that they do. And for our organization and customers, that have been with us for some time, there's still a tremendous amount of opportunity to kind of expand the platform further. And again to make it easier for, really to, to accomplish that mission and vision around that Data Citizen, that everyone has access to trustworthy data in a very easy, easy way. So that's really the theme of a lot of the innovation that we're driving, a lot of kind of ease of adoption, ease of use, but also then, how do we make sure that, as clear becomes this kind of mission critical enterprise platform, from a security performance, architecture scale supportability, that we're truly able to deliver that kind of an enterprise mission critical platform. And so that's the big theme. From an innovation perspective, from a product perspective, a lot of new innovation that we're really excited about. A couple of highlights. One, is around data marketplace. Again, a lot of our customers have plans in that direction, How to make it easy? How do we make How do we make available to true kind of shopping experience? So that anybody in the organization can, in a very easy search first way, find the right data product, find the right dataset, that they can then consume. Usage analytics, how do you, how do we help organizations drive adoption? Tell them where they're working really well and where they have opportunities. Homepages again to, to make things easy for, for people, for anyone in your organization, to kind of get started with Collibra. You mentioned Workflow Designer, again, we have a very powerful enterprise platform, one of our key differentiators is the ability to really drive a lot of automation through workflows. And now we provided a, a new Low-Code, No-Code kind of workflow designer experience. So, so really customers can take it to the next level. There's a lot more new product around Collibra protect, which in partnership with Snowflake, which has been a strategic investor in Collibra, focused on how do we make access governance easier? How do we, how do we, how are we able to make sure that as you move to the cloud, things like access management, masking around sensitive data, PIA data, is managed as a much more effective, effective rate. Really excited about that product. There's more around data quality. Again, how do we, how do we get that deployed as easily, and quickly, and widely as we can? Moving that to the cloud has been a big part of our strategy. So, we launch our data quality cloud product, as well as making use of those, those native compute capabilities and platforms, like Snowflake, Databricks, Google, Amazon, and others. And so we are bettering a capability, a capability that we call push down, so we're actually pushing down the computer and data quality, to monitoring into the underlying platform, which again from a scale performance and ease of use perspective, is going to make a massive difference. And then more broadly, we talked a little bit about the ecosystem. Again, integrations, we talk about being able to connect to every source. Integrations are absolutely critical, and we're really excited to deliver new integrations with Snowflake, Azure and Google Cloud storage as well. So that's a lot coming out, the team has been work, at work really hard, and we are really really excited about what we are coming, what we're bringing to market. >> Yeah, a lot going on there. I wonder if you could give us your, your closing thoughts. I mean, you you talked about, you know, the marketplace, you know you think about Data Mesh, you think of data as product, one of the key principles, you think about monetization. This is really different than what we've been used to in data, which is just getting the technology to work has been, been so hard. So, how do you see sort of the future and, you know give us the, your closing thoughts please? >> Yeah, absolutely. And, and I think we we're really at a pivotal moment and I think you said it well. We, we all know the constraint and the challenges with data, how to actually do data at scale. And while we've seen a ton of innovation on the infrastructure side, we fundamentally believe that just getting a faster database is important, but it's not going to fully solve the challenges and truly kind of deliver on the opportunity. And that's why now is really the time to, deliver this data intelligence vision, this data intelligence platform. We are still early, making it as easy as we can, as kind of our, as our mission. And so I'm really, really excited to see what we, what we are going to, how the marks are going to evolve over the next, next few quarters and years. I think the trend is clearly there. We talked about Data Mesh, this kind of federated approach focus on data products, is just another signal that we believe, that a lot of our organization are now at the time, they're understanding need to go beyond just the technology. I really, really think about how to actually scale data as a business function, just like we've done with IT, with HR, with sales and marketing, with finance. That's how we need to think about data. I think now is the time, given the economic environment that we are in, much more focus on control, much more focus on productivity, efficiency, and now is the time we need to look beyond just the technology and infrastructure to think of how to scale data, how to manage data at scale. >> Yeah, it's a new era. The next 10 years of data won't be like the last, as I always say. Felix, thanks so much. Good luck in, in San Diego. I know you're going to crush it out there. >> Thank you Dave. >> Yeah, it's a great spot for an in-person event and and of course the content post-event is going to be available at collibra.com and you can of course catch theCUBE coverage at theCUBE.net and all the news at siliconangle.com. This is Dave Vellante for theCUBE, your leader in enterprise and emerging tech coverage. (upbeat techno music)

>>Collibra is a company that was founded in 2008 right before the so-called modern big data era kicked into high gear. The company was one of the first to focus its business on data governance. Now, historically, data governance and data quality initiatives, they were back office functions and they were largely confined to regulatory regulated industries that had to comply with public policy mandates. But as the cloud went mainstream, the tech giants showed us how valuable data could become and the value proposition for data quality and trust. It evolved from primarily a compliance driven issue to becoming a lynchpin of competitive advantage. But data in the decade of the 2010s was largely about getting the technology to work. You had these highly centralized technical teams that were formed and they had hyper specialized skills to develop data architectures and processes to serve the myriad data needs of organizations. >>And it resulted in a lot of frustration with data initiatives for most organizations that didn't have the resources of the cloud guys and the social media giants to really attack their data problems and turn data into gold. This is why today for example, this quite a bit of momentum to rethinking monolithic data architectures. You see, you hear about initiatives like data mesh and the idea of data as a product. They're gaining traction as a way to better serve the the data needs of decentralized business Uni users, you hear a lot about data democratization. So these decentralization efforts around data, they're great, but they create a new set of problems. Specifically, how do you deliver like a self-service infrastructure to business users and domain experts? Now the cloud is definitely helping with that, but also how do you automate governance? This becomes especially tricky as protecting data privacy has become more and more important. >>In other words, while it's enticing to experiment and run fast and loose with data initiatives kinda like the Wild West, to find new veins of gold, it has to be done responsibly. As such, the idea of data governance has had to evolve to become more automated. And intelligence governance and data lineage is still fundamental to ensuring trust as data. It moves like water through an organization. No one is gonna use data that isn't trusted. Metadata has become increasingly important for data discovery and data classification. As data flows through an organization, the continuously ability to check for data flaws and automating that data quality, they become a functional requirement of any modern data management platform. And finally, data privacy has become a critical adjacency to cyber security. So you can see how data governance has evolved into a much richer set of capabilities than it was 10 or 15 years ago. >>Hello and welcome to the Cube's coverage of Data Citizens made possible by Calibra, a leader in so-called Data intelligence and the host of Data Citizens 2022, which is taking place in San Diego. My name is Dave Ante and I'm one of the hosts of our program, which is running in parallel to data citizens. Now at the Cube we like to say we extract the signal from the noise, and over the, the next couple of days, we're gonna feature some of the themes from the keynote speakers at Data Citizens and we'll hear from several of the executives. Felix Von Dala, who is the co-founder and CEO of Collibra, will join us along with one of the other founders of Collibra, Stan Christians, who's gonna join my colleague Lisa Martin. I'm gonna also sit down with Laura Sellers, she's the Chief Product Officer at Collibra. We'll talk about some of the, the announcements and innovations they're making at the event, and then we'll dig in further to data quality with Kirk Hasselbeck. >>He's the vice president of Data quality at Collibra. He's an amazingly smart dude who founded Owl dq, a company that he sold to Col to Collibra last year. Now many companies, they didn't make it through the Hado era, you know, they missed the industry waves and they became Driftwood. Collibra, on the other hand, has evolved its business. They've leveraged the cloud, expanded its product portfolio, and leaned in heavily to some major partnerships with cloud providers, as well as receiving a strategic investment from Snowflake earlier this year. So it's a really interesting story that we're thrilled to be sharing with you. Thanks for watching and I hope you enjoy the program. >>Last year, the Cube Covered Data Citizens Collibra's customer event. And the premise that we put forth prior to that event was that despite all the innovation that's gone on over the last decade or more with data, you know, starting with the Hado movement, we had data lakes, we'd spark the ascendancy of programming languages like Python, the introduction of frameworks like TensorFlow, the rise of ai, low code, no code, et cetera. Businesses still find it's too difficult to get more value from their data initiatives. And we said at the time, you know, maybe it's time to rethink data innovation. While a lot of the effort has been focused on, you know, more efficiently storing and processing data, perhaps more energy needs to go into thinking about the people and the process side of the equation, meaning making it easier for domain experts to both gain insights for data, trust the data, and begin to use that data in new ways, fueling data, products, monetization and insights data citizens 2022 is back and we're pleased to have Felix Van Dema, who is the founder and CEO of Collibra. He's on the cube or excited to have you, Felix. Good to see you again. >>Likewise Dave. Thanks for having me again. >>You bet. All right, we're gonna get the update from Felix on the current data landscape, how he sees it, why data intelligence is more important now than ever and get current on what Collibra has been up to over the past year and what's changed since Data Citizens 2021. And we may even touch on some of the product news. So Felix, we're living in a very different world today with businesses and consumers. They're struggling with things like supply chains, uncertain economic trends, and we're not just snapping back to the 2010s. That's clear, and that's really true as well in the world of data. So what's different in your mind, in the data landscape of the 2020s from the previous decade, and what challenges does that bring for your customers? >>Yeah, absolutely. And, and I think you said it well, Dave, and and the intro that that rising complexity and fragmentation in the broader data landscape, that hasn't gotten any better over the last couple of years. When when we talk to our customers, that level of fragmentation, the complexity, how do we find data that we can trust, that we know we can use has only gotten kinda more, more difficult. So that trend that's continuing, I think what is changing is that trend has become much more acute. Well, the other thing we've seen over the last couple of years is that the level of scrutiny that organizations are under respect to data, as data becomes more mission critical, as data becomes more impactful than important, the level of scrutiny with respect to privacy, security, regulatory compliance, as only increasing as well, which again, is really difficult in this environment of continuous innovation, continuous change, continuous growing complexity and fragmentation. >>So it's become much more acute. And, and to your earlier point, we do live in a different world and and the the past couple of years we could probably just kind of brute for it, right? We could focus on, on the top line. There was enough kind of investments to be, to be had. I think nowadays organizations are focused or are, are, are, are, are, are in a very different environment where there's much more focus on cost control, productivity, efficiency, How do we truly get value from that data? So again, I think it just another incentive for organization to now truly look at data and to scale it data, not just from a a technology and infrastructure perspective, but how do you actually scale data from an organizational perspective, right? You said at the the people and process, how do we do that at scale? And that's only, only only becoming much more important. And we do believe that the, the economic environment that we find ourselves in today is gonna be catalyst for organizations to really dig out more seriously if, if, if, if you will, than they maybe have in the have in the best. >>You know, I don't know when you guys founded Collibra, if, if you had a sense as to how complicated it was gonna get, but you've been on a mission to really address these problems from the beginning. How would you describe your, your, your mission and what are you doing to address these challenges? >>Yeah, absolutely. We, we started Colli in 2008. So in some sense and the, the last kind of financial crisis, and that was really the, the start of Colli where we found product market fit, working with large finance institutions to help them cope with the increasing compliance requirements that they were faced with because of the, of the financial crisis and kind of here we are again in a very different environment, of course 15 years, almost 15 years later. But data only becoming more important. But our mission to deliver trusted data for every user, every use case and across every source, frankly, has only become more important. So what has been an incredible journey over the last 14, 15 years, I think we're still relatively early in our mission to again, be able to provide everyone, and that's why we call it data citizens. We truly believe that everyone in the organization should be able to use trusted data in an easy, easy matter. That mission is is only becoming more important, more relevant. We definitely have a lot more work ahead of us because we are still relatively early in that, in that journey. >>Well, that's interesting because, you know, in my observation it takes seven to 10 years to actually build a company and then the fact that you're still in the early days is kind of interesting. I mean, you, Collibra's had a good 12 months or so since we last spoke at Data Citizens. Give us the latest update on your business. What do people need to know about your, your current momentum? >>Yeah, absolutely. Again, there's, there's a lot of tail organizations that are only maturing the data practices and we've seen it kind of transform or, or, or influence a lot of our business growth that we've seen, broader adoption of the platform. We work at some of the largest organizations in the world where it's Adobe, Heineken, Bank of America, and many more. We have now over 600 enterprise customers, all industry leaders and every single vertical. So it's, it's really exciting to see that and continue to partner with those organizations. On the partnership side, again, a lot of momentum in the org in, in the, in the markets with some of the cloud partners like Google, Amazon, Snowflake, data bricks and, and others, right? As those kind of new modern data infrastructures, modern data architectures that are definitely all moving to the cloud, a great opportunity for us, our partners and of course our customers to help them kind of transition to the cloud even faster. >>And so we see a lot of excitement and momentum there within an acquisition about 18 months ago around data quality, data observability, which we believe is an enormous opportunity. Of course, data quality isn't new, but I think there's a lot of reasons why we're so excited about quality and observability now. One is around leveraging ai, machine learning, again to drive more automation. And the second is that those data pipelines that are now being created in the cloud, in these modern data architecture arch architectures, they've become mission critical. They've become real time. And so monitoring, observing those data pipelines continuously has become absolutely critical so that they're really excited about about that as well. And on the organizational side, I'm sure you've heard a term around kind of data mesh, something that's gaining a lot of momentum, rightfully so. It's really the type of governance that we always believe. Then federated focused on domains, giving a lot of ownership to different teams. I think that's the way to scale data organizations. And so that aligns really well with our vision and, and from a product perspective, we've seen a lot of momentum with our customers there as well. >>Yeah, you know, a couple things there. I mean, the acquisition of i l dq, you know, Kirk Hasselbeck and, and their team, it's interesting, you know, the whole data quality used to be this back office function and, and really confined to highly regulated industries. It's come to the front office, it's top of mind for chief data officers, data mesh. You mentioned you guys are a connective tissue for all these different nodes on the data mesh. That's key. And of course we see you at all the shows. You're, you're a critical part of many ecosystems and you're developing your own ecosystem. So let's chat a little bit about the, the products. We're gonna go deeper in into products later on at, at Data Citizens 22, but we know you're debuting some, some new innovations, you know, whether it's, you know, the, the the under the covers in security, sort of making data more accessible for people just dealing with workflows and processes as you talked about earlier. Tell us a little bit about what you're introducing. >>Yeah, absolutely. We're super excited, a ton of innovation. And if we think about the big theme and like, like I said, we're still relatively early in this, in this journey towards kind of that mission of data intelligence that really bolts and compelling mission, either customers are still start, are just starting on that, on that journey. We wanna make it as easy as possible for the, for our organization to actually get started because we know that's important that they do. And for our organization and customers that have been with us for some time, there's still a tremendous amount of opportunity to kind of expand the platform further. And again, to make it easier for really to, to accomplish that mission and vision around that data citizen that everyone has access to trustworthy data in a very easy, easy way. So that's really the theme of a lot of the innovation that we're driving. >>A lot of kind of ease of adoption, ease of use, but also then how do we make sure that lio becomes this kind of mission critical enterprise platform from a security performance architecture scale supportability that we're truly able to deliver that kind of an enterprise mission critical platform. And so that's the big theme from an innovation perspective, From a product perspective, a lot of new innovation that we're really excited about. A couple of highlights. One is around data marketplace. Again, a lot of our customers have plans in that direction, how to make it easy. How do we make, how do we make available to true kind of shopping experience that anybody in your organization can, in a very easy search first way, find the right data product, find the right dataset, that data can then consume usage analytics. How do you, how do we help organizations drive adoption, tell them where they're working really well and where they have opportunities homepages again to, to make things easy for, for people, for anyone in your organization to kind of get started with ppia, you mentioned workflow designer, again, we have a very powerful enterprise platform. >>One of our key differentiators is the ability to really drive a lot of automation through workflows. And now we provided a new low code, no code kind of workflow designer experience. So, so really customers can take it to the next level. There's a lot more new product around K Bear Protect, which in partnership with Snowflake, which has been a strategic investor in kib, focused on how do we make access governance easier? How do we, how do we, how are we able to make sure that as you move to the cloud, things like access management, masking around sensitive data, PII data is managed as much more effective, effective rate, really excited about that product. There's more around data quality. Again, how do we, how do we get that deployed as easily and quickly and widely as we can? Moving that to the cloud has been a big part of our strategy. >>So we launch more data quality cloud product as well as making use of those, those native compute capabilities in platforms like Snowflake, Data, Bricks, Google, Amazon, and others. And so we are bettering a capability, a capability that we call push down. So actually pushing down the computer and data quality, the monitoring into the underlying platform, which again, from a scale performance and ease of use perspective is gonna make a massive difference. And then more broadly, we, we talked a little bit about the ecosystem. Again, integrations, we talk about being able to connect to every source. Integrations are absolutely critical and we're really excited to deliver new integrations with Snowflake, Azure and Google Cloud storage as well. So there's a lot coming out. The, the team has been work at work really hard and we are really, really excited about what we are coming, what we're bringing to markets. >>Yeah, a lot going on there. I wonder if you could give us your, your closing thoughts. I mean, you, you talked about, you know, the marketplace, you know, you think about data mesh, you think of data as product, one of the key principles you think about monetization. This is really different than what we've been used to in data, which is just getting the technology to work has been been so hard. So how do you see sort of the future and, you know, give us the, your closing thoughts please? >>Yeah, absolutely. And I, and I think we we're really at this pivotal moment, and I think you said it well. We, we all know the constraint and the challenges with data, how to actually do data at scale. And while we've seen a ton of innovation on the infrastructure side, we fundamentally believe that just getting a faster database is important, but it's not gonna fully solve the challenges and truly kind of deliver on the opportunity. And that's why now is really the time to deliver this data intelligence vision, this data intelligence platform. We are still early, making it as easy as we can. It's kind of, of our, it's our mission. And so I'm really, really excited to see what we, what we are gonna, how the marks gonna evolve over the next, next few quarters and years. I think the trend is clearly there when we talk about data mesh, this kind of federated approach folks on data products is just another signal that we believe that a lot of our organization are now at the time. >>The understanding need to go beyond just the technology. I really, really think about how do we actually scale data as a business function, just like we've done with it, with, with hr, with, with sales and marketing, with finance. That's how we need to think about data. I think now is the time given the economic environment that we are in much more focus on control, much more focused on productivity efficiency and now's the time. We need to look beyond just the technology and infrastructure to think of how to scale data, how to manage data at scale. >>Yeah, it's a new era. The next 10 years of data won't be like the last, as I always say. Felix, thanks so much and good luck in, in San Diego. I know you're gonna crush it out there. >>Thank you Dave. >>Yeah, it's a great spot for an in-person event and, and of course the content post event is gonna be available@collibra.com and you can of course catch the cube coverage@thecube.net and all the news@siliconangle.com. This is Dave Valante for the cube, your leader in enterprise and emerging tech coverage. >>Hi, I'm Jay from Collibra's Data Office. Today I want to talk to you about Collibra's data intelligence cloud. We often say Collibra is a single system of engagement for all of your data. Now, when I say data, I mean data in the broadest sense of the word, including reference and metadata. Think of metrics, reports, APIs, systems, policies, and even business processes that produce or consume data. Now, the beauty of this platform is that it ensures all of your users have an easy way to find, understand, trust, and access data. But how do you get started? Well, here are seven steps to help you get going. One, start with the data. What's data intelligence? Without data leverage the Collibra data catalog to automatically profile and classify your enterprise data wherever that data lives, databases, data lakes or data warehouses, whether on the cloud or on premise. >>Two, you'll then wanna organize the data and you'll do that with data communities. This can be by department, find a business or functional team, however your organization organizes work and accountability. And for that you'll establish community owners, communities, make it easy for people to navigate through the platform, find the data and will help create a sense of belonging for users. An important and related side note here, we find it's typical in many organizations that data is thought of is just an asset and IT and data offices are viewed as the owners of it and who are really the central teams performing analytics as a service provider to the enterprise. We believe data is more than an asset, it's a true product that can be converted to value. And that also means establishing business ownership of data where that strategy and ROI come together with subject matter expertise. >>Okay, three. Next, back to those communities there, the data owners should explain and define their data, not just the tables and columns, but also the related business terms, metrics and KPIs. These objects we call these assets are typically organized into business glossaries and data dictionaries. I definitely recommend starting with the topics that are most important to the business. Four, those steps that enable you and your users to have some fun with it. Linking everything together builds your knowledge graph and also known as a metadata graph by linking or relating these assets together. For example, a data set to a KPI to a report now enables your users to see what we call the lineage diagram that visualizes where the data in your dashboards actually came from and what the data means and who's responsible for it. Speaking of which, here's five. Leverage the calibra trusted business reporting solution on the marketplace, which comes with workflows for those owners to certify their reports, KPIs, and data sets. >>This helps them force their trust in their data. Six, easy to navigate dashboards or landing pages right in your platform for your company's business processes are the most effective way for everyone to better understand and take action on data. Here's a pro tip, use the dashboard design kit on the marketplace to help you build compelling dashboards. Finally, seven, promote the value of this to your users and be sure to schedule enablement office hours and new employee onboarding sessions to get folks excited about what you've built and implemented. Better yet, invite all of those community and data owners to these sessions so that they can show off the value that they've created. Those are my seven tips to get going with Collibra. I hope these have been useful. For more information, be sure to visit collibra.com. >>Welcome to the Cube's coverage of Data Citizens 2022 Collibra's customer event. My name is Dave Valante. With us is Kirk Hasselbeck, who's the vice president of Data Quality of Collibra Kirk, good to see you. Welcome. >>Thanks for having me, Dave. Excited to be here. >>You bet. Okay, we're gonna discuss data quality observability. It's a hot trend right now. You founded a data quality company, OWL dq, and it was acquired by Collibra last year. Congratulations. And now you lead data quality at Collibra. So we're hearing a lot about data quality right now. Why is it such a priority? Take us through your thoughts on that. >>Yeah, absolutely. It's, it's definitely exciting times for data quality, which you're right, has been around for a long time. So why now and why is it so much more exciting than it used to be? I think it's a bit stale, but we all know that companies use more data than ever before and the variety has changed and the volume has grown. And, and while I think that remains true, there are a couple other hidden factors at play that everyone's so interested in as, as to why this is becoming so important now. And, and I guess you could kind of break this down simply and think about if Dave, you and I were gonna build, you know, a new healthcare application and monitor the heartbeat of individuals, imagine if we get that wrong, you know, what the ramifications could be, what, what those incidents would look like, or maybe better yet, we try to build a, a new trading algorithm with a crossover strategy where the 50 day crosses the, the 10 day average. >>And imagine if the data underlying the inputs to that is incorrect. We will probably have major financial ramifications in that sense. So, you know, it kind of starts there where everybody's realizing that we're all data companies and if we are using bad data, we're likely making incorrect business decisions. But I think there's kind of two other things at play. You know, I, I bought a car not too long ago and my dad called and said, How many cylinders does it have? And I realized in that moment, you know, I might have failed him because, cause I didn't know. And, and I used to ask those types of questions about any lock brakes and cylinders and, and you know, if it's manual or, or automatic and, and I realized I now just buy a car that I hope works. And it's so complicated with all the computer chips, I, I really don't know that much about it. >>And, and that's what's happening with data. We're just loading so much of it. And it's so complex that the way companies consume them in the IT function is that they bring in a lot of data and then they syndicate it out to the business. And it turns out that the, the individuals loading and consuming all of this data for the company actually may not know that much about the data itself, and that's not even their job anymore. So we'll talk more about that in a minute, but that's really what's setting the foreground for this observability play and why everybody's so interested. It, it's because we're becoming less close to the intricacies of the data and we just expect it to always be there and be correct. >>You know, the other thing too about data quality, and for years we did the MIT CDO IQ event, we didn't do it last year, Covid messed everything up. But the observation I would make there thoughts is, is it data quality? Used to be information quality used to be this back office function, and then it became sort of front office with financial services and government and healthcare, these highly regulated industries. And then the whole chief data officer thing happened and people were realizing, well, they sort of flipped the bit from sort of a data as a, a risk to data as a, as an asset. And now as we say, we're gonna talk about observability. And so it's really become front and center just the whole quality issue because data's so fundamental, hasn't it? >>Yeah, absolutely. I mean, let's imagine we pull up our phones right now and I go to my, my favorite stock ticker app and I check out the NASDAQ market cap. I really have no idea if that's the correct number. I know it's a number, it looks large, it's in a numeric field. And, and that's kind of what's going on. There's, there's so many numbers and they're coming from all of these different sources and data providers and they're getting consumed and passed along. But there isn't really a way to tactically put controls on every number and metric across every field we plan to monitor, but with the scale that we've achieved in early days, even before calibra. And what's been so exciting is we have these types of observation techniques, these data monitors that can actually track past performance of every field at scale. And why that's so interesting and why I think the CDO is, is listening right intently nowadays to this topic is, so maybe we could surface all of these problems with the right solution of data observability and with the right scale and then just be alerted on breaking trends. So we're sort of shifting away from this world of must write a condition and then when that condition breaks, that was always known as a break record. But what about breaking trends and root cause analysis? And is it possible to do that, you know, with less human intervention? And so I think most people are seeing now that it's going to have to be a software tool and a computer system. It's, it's not ever going to be based on one or two domain experts anymore. >>So, So how does data observability relate to data quality? Are they sort of two sides of the same coin? Are they, are they cousins? What's your perspective on that? >>Yeah, it's, it's super interesting. It's an emerging market. So the language is changing a lot of the topic and areas changing the way that I like to say it or break it down because the, the lingo is constantly moving is, you know, as a target on this space is really breaking records versus breaking trends. And I could write a condition when this thing happens, it's wrong and when it doesn't it's correct. Or I could look for a trend and I'll give you a good example. You know, everybody's talking about fresh data and stale data and, and why would that matter? Well, if your data never arrived or only part of it arrived or didn't arrive on time, it's likely stale and there will not be a condition that you could write that would show you all the good in the bads. That was kind of your, your traditional approach of data quality break records. But your modern day approach is you lost a significant portion of your data, or it did not arrive on time to make that decision accurately on time. And that's a hidden concern. Some people call this freshness, we call it stale data, but it all points to the same idea of the thing that you're observing may not be a data quality condition anymore. It may be a breakdown in the data pipeline. And with thousands of data pipelines in play for every company out there there, there's more than a couple of these happening every day. >>So what's the Collibra angle on all this stuff made the acquisition, you got data quality observability coming together, you guys have a lot of expertise in, in this area, but you hear providence of data, you just talked about, you know, stale data, you know, the, the whole trend toward real time. How is Calibra approaching the problem and what's unique about your approach? >>Well, I think where we're fortunate is with our background, myself and team, we sort of lived this problem for a long time, you know, in, in the Wall Street days about a decade ago. And we saw it from many different angles. And what we came up with before it was called data observability or reliability was basically the, the underpinnings of that. So we're a little bit ahead of the curve there when most people evaluate our solution, it's more advanced than some of the observation techniques that that currently exist. But we've also always covered data quality and we believe that people want to know more, they need more insights, and they want to see break records and breaking trends together so they can correlate the root cause. And we hear that all the time. I have so many things going wrong, just show me the big picture, help me find the thing that if I were to fix it today would make the most impact. So we're really focused on root cause analysis, business impact, connecting it with lineage and catalog metadata. And as that grows, you can actually achieve total data governance at this point with the acquisition of what was a Lineage company years ago, and then my company Ldq now Collibra, Data quality Collibra may be the best positioned for total data governance and intelligence in the space. >>Well, you mentioned financial services a couple of times and some examples, remember the flash crash in 2010. Nobody had any idea what that was, you know, they just said, Oh, it's a glitch, you know, so they didn't understand the root cause of it. So this is a really interesting topic to me. So we know at Data Citizens 22 that you're announcing, you gotta announce new products, right? You're yearly event what's, what's new. Give us a sense as to what products are coming out, but specifically around data quality and observability. >>Absolutely. There's this, you know, there's always a next thing on the forefront. And the one right now is these hyperscalers in the cloud. So you have databases like Snowflake and Big Query and Data Bricks is Delta Lake and SQL Pushdown. And ultimately what that means is a lot of people are storing in loading data even faster in a SaaS like model. And we've started to hook in to these databases. And while we've always worked with the the same databases in the past, they're supported today we're doing something called Native Database pushdown, where the entire compute and data activity happens in the database. And why that is so interesting and powerful now is everyone's concerned with something called Egress. Did your, my data that I've spent all this time and money with my security team securing ever leave my hands, did it ever leave my secure VPC as they call it? >>And with these native integrations that we're building and about to unveil, here's kind of a sneak peek for, for next week at Data Citizens. We're now doing all compute and data operations in databases like Snowflake. And what that means is with no install and no configuration, you could log into the Collibra data quality app and have all of your data quality running inside the database that you've probably already picked as your your go forward team selection secured database of choice. So we're really excited about that. And I think if you look at the whole landscape of network cost, egress, cost, data storage and compute, what people are realizing is it's extremely efficient to do it in the way that we're about to release here next week. >>So this is interesting because what you just described, you know, you mentioned Snowflake, you mentioned Google, Oh actually you mentioned yeah, data bricks. You know, Snowflake has the data cloud. If you put everything in the data cloud, okay, you're cool, but then Google's got the open data cloud. If you heard, you know, Google next and now data bricks doesn't call it the data cloud, but they have like the open source data cloud. So you have all these different approaches and there's really no way up until now I'm, I'm hearing to, to really understand the relationships between all those and have confidence across, you know, it's like Jak Dani, you should just be a note on the mesh. And I don't care if it's a data warehouse or a data lake or where it comes from, but it's a point on that mesh and I need tooling to be able to have confidence that my data is governed and has the proper lineage, providence. And, and, and that's what you're bringing to the table, Is that right? Did I get that right? >>Yeah, that's right. And it's, for us, it's, it's not that we haven't been working with those great cloud databases, but it's the fact that we can send them the instructions now, we can send them the, the operating ability to crunch all of the calculations, the governance, the quality, and get the answers. And what that's doing, it's basically zero network costs, zero egress cost, zero latency of time. And so when you were to log into Big Query tomorrow using our tool or like, or say Snowflake for example, you have instant data quality metrics, instant profiling, instant lineage and access privacy controls, things of that nature that just become less onerous. What we're seeing is there's so much technology out there, just like all of the major brands that you mentioned, but how do we make it easier? The future is about less clicks, faster time to value, faster scale, and eventually lower cost. And, and we think that this positions us to be the leader there. >>I love this example because, you know, Barry talks about, wow, the cloud guys are gonna own the world and, and of course now we're seeing that the ecosystem is finding so much white space to add value, connect across cloud. Sometimes we call it super cloud and so, or inter clouding. All right, Kirk, give us your, your final thoughts and on on the trends that we've talked about and Data Citizens 22. >>Absolutely. Well, I think, you know, one big trend is discovery and classification. Seeing that across the board, people used to know it was a zip code and nowadays with the amount of data that's out there, they wanna know where everything is, where their sensitive data is. If it's redundant, tell me everything inside of three to five seconds. And with that comes, they want to know in all of these hyperscale databases how fast they can get controls and insights out of their tools. So I think we're gonna see more one click solutions, more SAS based solutions and solutions that hopefully prove faster time to value on, on all of these modern cloud platforms. >>Excellent. All right, Kurt Hasselbeck, thanks so much for coming on the Cube and previewing Data Citizens 22. Appreciate it. >>Thanks for having me, Dave. >>You're welcome. Right, and thank you for watching. Keep it right there for more coverage from the Cube. Welcome to the Cube's virtual Coverage of Data Citizens 2022. My name is Dave Valante and I'm here with Laura Sellers, who's the Chief Product Officer at Collibra, the host of Data Citizens. Laura, welcome. Good to see you. >>Thank you. Nice to be here. >>Yeah, your keynote at Data Citizens this year focused on, you know, your mission to drive ease of use and scale. Now when I think about historically fast access to the right data at the right time in a form that's really easily consumable, it's been kind of challenging, especially for business users. Can can you explain to our audience why this matters so much and what's actually different today in the data ecosystem to make this a reality? >>Yeah, definitely. So I think what we really need and what I hear from customers every single day is that we need a new approach to data management and our product teams. What inspired me to come to Calibra a little bit a over a year ago was really the fact that they're very focused on bringing trusted data to more users across more sources for more use cases. And so as we look at what we're announcing with these innovations of ease of use and scale, it's really about making teams more productive in getting started with and the ability to manage data across the entire organization. So we've been very focused on richer experiences, a broader ecosystem of partners, as well as a platform that delivers performance, scale and security that our users and teams need and demand. So as we look at, Oh, go ahead. >>I was gonna say, you know, when I look back at like the last 10 years, it was all about getting the technology to work and it was just so complicated. But, but please carry on. I'd love to hear more about this. >>Yeah, I, I really, you know, Collibra is a system of engagement for data and we really are working on bringing that entire system of engagement to life for everyone to leverage here and now. So what we're announcing from our ease of use side of the world is first our data marketplace. This is the ability for all users to discover and access data quickly and easily shop for it, if you will. The next thing that we're also introducing is the new homepage. It's really about the ability to drive adoption and have users find data more quickly. And then the two more areas of the ease of use side of the world is our world of usage analytics. And one of the big pushes and passions we have at Collibra is to help with this data driven culture that all companies are trying to create. And also helping with data literacy, with something like usage analytics, it's really about driving adoption of the CLE platform, understanding what's working, who's accessing it, what's not. And then finally we're also introducing what's called workflow designer. And we love our workflows at Libra, it's a big differentiator to be able to automate business processes. The designer is really about a way for more people to be able to create those workflows, collaborate on those workflow flows, as well as people to be able to easily interact with them. So a lot of exciting things when it comes to ease of use to make it easier for all users to find data. >>Y yes, there's definitely a lot to unpack there. I I, you know, you mentioned this idea of, of of, of shopping for the data. That's interesting to me. Why this analogy, metaphor or analogy, I always get those confused. I let's go with analogy. Why is it so important to data consumers? >>I think when you look at the world of data, and I talked about this system of engagement, it's really about making it more accessible to the masses. And what users are used to is a shopping experience like your Amazon, if you will. And so having a consumer grade experience where users can quickly go in and find the data, trust that data, understand where the data's coming from, and then be able to quickly access it, is the idea of being able to shop for it, just making it as simple as possible and really speeding the time to value for any of the business analysts, data analysts out there. >>Yeah, I think when you, you, you see a lot of discussion about rethinking data architectures, putting data in the hands of the users and business people, decentralized data and of course that's awesome. I love that. But of course then you have to have self-service infrastructure and you have to have governance. And those are really challenging. And I think so many organizations, they're facing adoption challenges, you know, when it comes to enabling teams generally, especially domain experts to adopt new data technologies, you know, like the, the tech comes fast and furious. You got all these open source projects and get really confusing. Of course it risks security, governance and all that good stuff. You got all this jargon. So where do you see, you know, the friction in adopting new data technologies? What's your point of view and how can organizations overcome these challenges? >>You're, you're dead on. There's so much technology and there's so much to stay on top of, which is part of the friction, right? It's just being able to stay ahead of, of and understand all the technologies that are coming. You also look at as there's so many more sources of data and people are migrating data to the cloud and they're migrating to new sources. Where the friction comes is really that ability to understand where the data came from, where it's moving to, and then also to be able to put the access controls on top of it. So people are only getting access to the data that they should be getting access to. So one of the other things we're announcing with, with all of the innovations that are coming is what we're doing around performance and scale. So with all of the data movement, with all of the data that's out there, the first thing we're launching in the world of performance and scale is our world of data quality. >>It's something that Collibra has been working on for the past year and a half, but we're launching the ability to have data quality in the cloud. So it's currently an on-premise offering, but we'll now be able to carry that over into the cloud for us to manage that way. We're also introducing the ability to push down data quality into Snowflake. So this is, again, one of those challenges is making sure that that data that you have is d is is high quality as you move forward. And so really another, we're just reducing friction. You already have Snowflake stood up. It's not another machine for you to manage, it's just push down capabilities into Snowflake to be able to track that quality. Another thing that we're launching with that is what we call Collibra Protect. And this is that ability for users to be able to ingest metadata, understand where the PII data is, and then set policies up on top of it. So very quickly be able to set policies and have them enforced at the data level. So anybody in the organization is only getting access to the data they should have access to. >>Here's Topica data quality is interesting. It's something that I've followed for a number of years. It used to be a back office function, you know, and really confined only to highly regulated industries like financial services and healthcare and government. You know, you look back over a decade ago, you didn't have this worry about personal information, g gdpr, and, you know, California Consumer Privacy Act all becomes, becomes so much important. The cloud is really changed things in terms of performance and scale and of course partnering for, for, with Snowflake it's all about sharing data and monetization, anything but a back office function. So it was kind of smart that you guys were early on and of course attracting them and as a, as an investor as well was very strong validation. What can you tell us about the nature of the relationship with Snowflake and specifically inter interested in sort of joint engineering or, and product innovation efforts, you know, beyond the standard go to market stuff? >>Definitely. So you mentioned there were a strategic investor in Calibra about a year ago. A little less than that I guess. We've been working with them though for over a year really tightly with their product and engineering teams to make sure that Collibra is adding real value. Our unified platform is touching pieces of our unified platform or touching all pieces of Snowflake. And when I say that, what I mean is we're first, you know, able to ingest data with Snowflake, which, which has always existed. We're able to profile and classify that data we're announcing with Calibra Protect this week that you're now able to create those policies on top of Snowflake and have them enforce. So again, people can get more value out of their snowflake more quickly as far as time to value with, with our policies for all business users to be able to create. >>We're also announcing Snowflake Lineage 2.0. So this is the ability to take stored procedures in Snowflake and understand the lineage of where did the data come from, how was it transformed with within Snowflake as well as the data quality. Pushdown, as I mentioned, data quality, you brought it up. It is a new, it is a, a big industry push and you know, one of the things I think Gartner mentioned is people are losing up to $15 million without having great data quality. So this push down capability for Snowflake really is again, a big ease of use push for us at Collibra of that ability to, to push it into snowflake, take advantage of the data, the data source, and the engine that already lives there and get the right and make sure you have the right quality. >>I mean, the nice thing about Snowflake, if you play in the Snowflake sandbox, you, you, you, you can get sort of a, you know, high degree of confidence that the data sharing can be done in a safe way. Bringing, you know, Collibra into the, into the story allows me to have that data quality and, and that governance that I, that I need. You know, we've said many times on the cube that one of the notable differences in cloud this decade versus last decade, I mean ob there are obvious differences just in terms of scale and scope, but it's shaping up to be about the strength of the ecosystems. That's really a hallmark of these big cloud players. I mean they're, it's a key factor for innovating, accelerating product delivery, filling gaps in, in the hyperscale offerings cuz you got more stack, you know, mature stack capabilities and you know, it creates this flywheel momentum as we often say. But, so my question is, how do you work with the hyperscalers? Like whether it's AWS or Google, whomever, and what do you see as your role and what's the Collibra sweet spot? >>Yeah, definitely. So, you know, one of the things I mentioned early on is the broader ecosystem of partners is what it's all about. And so we have that strong partnership with Snowflake. We also are doing more with Google around, you know, GCP and kbra protect there, but also tighter data plex integration. So similar to what you've seen with our strategic moves around Snowflake and, and really covering the broad ecosystem of what Collibra can do on top of that data source. We're extending that to the world of Google as well and the world of data plex. We also have great partners in SI's Infosys is somebody we spoke with at the conference who's done a lot of great work with Levi's as they're really important to help people with their whole data strategy and driving that data driven culture and, and Collibra being the core of it. >>Hi Laura, we're gonna, we're gonna end it there, but I wonder if you could kind of put a bow on, you know, this year, the event your, your perspectives. So just give us your closing thoughts. >>Yeah, definitely. So I, I wanna say this is one of the biggest releases Collibra's ever had. Definitely the biggest one since I've been with the company a little over a year. We have all these great new product innovations coming to really drive the ease of use to make data more valuable for users everywhere and, and companies everywhere. And so it's all about everybody being able to easily find, understand, and trust and get access to that data going forward. >>Well congratulations on all the pro progress. It was great to have you on the cube first time I believe, and really appreciate you, you taking the time with us. >>Yes, thank you for your time. >>You're very welcome. Okay, you're watching the coverage of Data Citizens 2022 on the cube, your leader in enterprise and emerging tech coverage. >>So data modernization oftentimes means moving some of your storage and computer to the cloud where you get the benefit of scale and security and so on. But ultimately it doesn't take away the silos that you have. We have more locations, more tools and more processes with which we try to get value from this data. To do that at scale in an organization, people involved in this process, they have to understand each other. So you need to unite those people across those tools, processes, and systems with a shared language. When I say customer, do you understand the same thing as you hearing customer? Are we counting them in the same way so that shared language unites us and that gives the opportunity for the organization as a whole to get the maximum value out of their data assets and then they can democratize data so everyone can properly use that shared language to find, understand, and trust the data asset that's available. >>And that's where Collibra comes in. We provide a centralized system of engagement that works across all of those locations and combines all of those different user types across the whole business. At Collibra, we say United by data and that also means that we're united by data with our customers. So here is some data about some of our customers. There was the case of an online do it yourself platform who grew their revenue almost three times from a marketing campaign that provided the right product in the right hands of the right people. In other case that comes to mind is from a financial services organization who saved over 800 K every year because they were able to reuse the same data in different kinds of reports and before there was spread out over different tools and processes and silos, and now the platform brought them together so they realized, oh, we're actually using the same data, let's find a way to make this more efficient. And the last example that comes to mind is that of a large home loan, home mortgage, mortgage loan provider where they have a very complex landscape, a very complex architecture legacy in the cloud, et cetera. And they're using our software, they're using our platform to unite all the people and those processes and tools to get a common view of data to manage their compliance at scale. >>Hey everyone, I'm Lisa Martin covering Data Citizens 22, brought to you by Collibra. This next conversation is gonna focus on the importance of data culture. One of our Cube alumni is back, Stan Christians is Collibra's co-founder and it's Chief Data citizens. Stan, it's great to have you back on the cube. >>Hey Lisa, nice to be. >>So we're gonna be talking about the importance of data culture, data intelligence, maturity, all those great things. When we think about the data revolution that every business is going through, you know, it's so much more than technology innovation. It also really re requires cultural transformation, community transformation. Those are challenging for customers to undertake. Talk to us about what you mean by data citizenship and the role that creating a data culture plays in that journey. >>Right. So as you know, our event is called Data Citizens because we believe that in the end, a data citizen is anyone who uses data to do their job. And we believe that today's organizations, you have a lot of people, most of the employees in an organization are somehow gonna to be a data citizen, right? So you need to make sure that these people are aware of it. You need that. People have skills and competencies to do with data what necessary and that's on, all right? So what does it mean to have a good data culture? It means that if you're building a beautiful dashboard to try and convince your boss, we need to make this decision that your boss is also open to and able to interpret, you know, the data presented in dashboard to actually make that decision and take that action. Right? >>And once you have that why to the organization, that's when you have a good data culture. Now that's continuous effort for most organizations because they're always moving, somehow they're hiring new people and it has to be continuous effort because we've seen that on the hand. Organizations continue challenged their data sources and where all the data is flowing, right? Which in itself creates a lot of risk. But also on the other set hand of the equation, you have the benefit. You know, you might look at regulatory drivers like, we have to do this, right? But it's, it's much better right now to consider the competitive drivers, for example, and we did an IDC study earlier this year, quite interesting. I can recommend anyone to it. And one of the conclusions they found as they surveyed over a thousand people across organizations worldwide is that the ones who are higher in maturity. >>So the, the organizations that really look at data as an asset, look at data as a product and actively try to be better at it, don't have three times as good a business outcome as the ones who are lower on the maturity scale, right? So you can say, ok, I'm doing this, you know, data culture for everyone, awakening them up as data citizens. I'm doing this for competitive reasons, I'm doing this re reasons you're trying to bring both of those together and the ones that get data intelligence right, are successful and competitive. That's, and that's what we're seeing out there in the market. >>Absolutely. We know that just generally stand right, the organizations that are, are really creating a, a data culture and enabling everybody within the organization to become data citizens are, We know that in theory they're more competitive, they're more successful. But the IDC study that you just mentioned demonstrates they're three times more successful and competitive than their peers. Talk about how Collibra advises customers to create that community, that culture of data when it might be challenging for an organization to adapt culturally. >>Of course, of course it's difficult for an organization to adapt but it's also necessary, as you just said, imagine that, you know, you're a modern day organization, laptops, what have you, you're not using those, right? Or you know, you're delivering them throughout organization, but not enabling your colleagues to actually do something with that asset. Same thing as through with data today, right? If you're not properly using the data asset and competitors are, they're gonna to get more advantage. So as to how you get this done, establish this. There's angles to look at, Lisa. So one angle is obviously the leadership whereby whoever is the boss of data in the organization, you typically have multiple bosses there, like achieve data officers. Sometimes there's, there's multiple, but they may have a different title, right? So I'm just gonna summarize it as a data leader for a second. >>So whoever that is, they need to make sure that there's a clear vision, a clear strategy for data. And that strategy needs to include the monetization aspect. How are you going to get value from data? Yes. Now that's one part because then you can leadership in the organization and also the business value. And that's important. Cause those people, their job in essence really is to make everyone in the organization think about data as an asset. And I think that's the second part of the equation of getting that right, is it's not enough to just have that leadership out there, but you also have to get the hearts and minds of the data champions across the organization. You, I really have to win them over. And if you have those two combined and obviously a good technology to, you know, connect those people and have them execute on their responsibilities such as a data intelligence platform like s then the in place to really start upgrading that culture inch by inch if you'll, >>Yes, I like that. The recipe for success. So you are the co-founder of Collibra. You've worn many different hats along this journey. Now you're building Collibra's own data office. I like how before we went live, we were talking about Calibra is drinking its own champagne. I always loved to hear stories about that. You're speaking at Data Citizens 2022. Talk to us about how you are building a data culture within Collibra and what maybe some of the specific projects are that Collibra's data office is working on. >>Yes, and it is indeed data citizens. There are a ton of speaks here, are very excited. You know, we have Barb from m MIT speaking about data monetization. We have Dilla at the last minute. So really exciting agen agenda. Can't wait to get back out there essentially. So over the years at, we've doing this since two and eight, so a good years and I think we have another decade of work ahead in the market, just to be very clear. Data is here to stick around as are we. And myself, you know, when you start a company, we were for people in a, if you, so everybody's wearing all sorts of hat at time. But over the years I've run, you know, presales that sales partnerships, product cetera. And as our company got a little bit biggish, we're now thousand two. Something like people in the company. >>I believe systems and processes become a lot important. So we said you CBRA isn't the size our customers we're getting there in of organization structure, process systems, et cetera. So we said it's really time for us to put our money where is and to our own data office, which is what we were seeing customers', organizations worldwide. And they organizations have HR units, they have a finance unit and over time they'll all have a department if you'll, that is responsible somehow for the data. So we said, ok, let's try to set an examples that other people can take away with it, right? Can take away from it. So we set up a data strategy, we started building data products, took care of the data infrastructure. That's sort of good stuff. And in doing all of that, ISA exactly as you said, we said, okay, we need to also use our product and our own practices and from that use, learn how we can make the product better, learn how we make, can make the practice better and share that learning with all the, and on, on the Monday mornings, we sometimes refer to eating our dog foods on Friday evenings. >>We referred to that drinking our own champagne. I like it. So we, we had a, we had the driver to do this. You know, there's a clear business reason. So we involved, we included that in the data strategy and that's a little bit of our origin. Now how, how do we organize this? We have three pillars, and by no means is this a template that everyone should, this is just the organization that works at our company, but it can serve as an inspiration. So we have a pillar, which is data science. The data product builders, if you'll or the people who help the business build data products. We have the data engineers who help keep the lights on for that data platform to make sure that the products, the data products can run, the data can flow and you know, the quality can be checked. >>And then we have a data intelligence or data governance builders where we have those data governance, data intelligence stakeholders who help the business as a sort of data partner to the business stakeholders. So that's how we've organized it. And then we started following the CBRA approach, which is, well, what are the challenges that our business stakeholders have in hr, finance, sales, marketing all over? And how can data help overcome those challenges? And from those use cases, we then just started to build a map and started execution use of the use case. And a important ones are very simple. We them with our, our customers as well, people talking about the cata, right? The catalog for the data scientists to know what's in their data lake, for example, and for the people in and privacy. So they have their process registry and they can see how the data flows. >>So that's a starting place and that turns into a marketplace so that if new analysts and data citizens join kbra, they immediately have a place to go to, to look at, see, ok, what data is out there for me as an analyst or a data scientist or whatever to do my job, right? So they can immediately get access data. And another one that we is around trusted business. We're seeing that since, you know, self-service BI allowed everyone to make beautiful dashboards, you know, pie, pie charts. I always, my pet pee is the pie chart because I love buy and you shouldn't always be using pie charts. But essentially there's become proliferation of those reports. And now executives don't really know, okay, should I trust this report or that report the reporting on the same thing. But the numbers seem different, right? So that's why we have trusted this reporting. So we know if a, the dashboard, a data product essentially is built, we not that all the right steps are being followed and that whoever is consuming that can be quite confident in the result either, Right. And that silver browser, right? Absolutely >>Decay. >>Exactly. Yes, >>Absolutely. Talk a little bit about some of the, the key performance indicators that you're using to measure the success of the data office. What are some of those KPIs? >>KPIs and measuring is a big topic in the, in the data chief data officer profession, I would say, and again, it always varies with to your organization, but there's a few that we use that might be of interest. Use those pillars, right? And we have metrics across those pillars. So for example, a pillar on the data engineering side is gonna be more related to that uptime, right? Are the, is the data platform up and running? Are the data products up and running? Is the quality in them good enough? Is it going up? Is it going down? What's the usage? But also, and especially if you're in the cloud and if consumption's a big thing, you have metrics around cost, for example, right? So that's one set of examples. Another one is around the data sciences and products. Are people using them? Are they getting value from it? >>Can we calculate that value in ay perspective, right? Yeah. So that we can to the rest of the business continue to say we're tracking all those numbers and those numbers indicate that value is generated and how much value estimated in that region. And then you have some data intelligence, data governance metrics, which is, for example, you have a number of domains in a data mesh. People talk about being the owner of a data domain, for example, like product or, or customer. So how many of those domains do you have covered? How many of them are already part of the program? How many of them have owners assigned? How well are these owners organized, executing on their responsibilities? How many tickets are open closed? How many data products are built according to process? And so and so forth. So these are an set of examples of, of KPIs. There's a, there's a lot more, but hopefully those can already inspire the audience. >>Absolutely. So we've, we've talked about the rise cheap data offices, it's only accelerating. You mentioned this is like a 10 year journey. So if you were to look into a crystal ball, what do you see in terms of the maturation of data offices over the next decade? >>So we, we've seen indeed the, the role sort of grow up, I think in, in thousand 10 there may have been like 10 achieve data officers or something. Gartner has exact numbers on them, but then they grew, you know, industries and the number is estimated to be about 20,000 right now. Wow. And they evolved in a sort of stack of competencies, defensive data strategy, because the first chief data officers were more regulatory driven, offensive data strategy support for the digital program. And now all about data products, right? So as a data leader, you now need all of those competences and need to include them in, in your strategy. >>How is that going to evolve for the next couple of years? I wish I had one of those balls, right? But essentially I think for the next couple of years there's gonna be a lot of people, you know, still moving along with those four levels of the stack. A lot of people I see are still in version one and version two of the chief data. So you'll see over the years that's gonna evolve more digital and more data products. So for next years, my, my prediction is it's all products because it's an immediate link between data and, and the essentially, right? Right. So that's gonna be important and quite likely a new, some new things will be added on, which nobody can predict yet. But we'll see those pop up in a few years. I think there's gonna be a continued challenge for the chief officer role to become a real executive role as opposed to, you know, somebody who claims that they're executive, but then they're not, right? >>So the real reporting level into the board, into the CEO for example, will continue to be a challenging point. But the ones who do get that done will be the ones that are successful and the ones who get that will the ones that do it on the basis of data monetization, right? Connecting value to the data and making that value clear to all the data citizens in the organization, right? And in that sense, they'll need to have both, you know, technical audiences and non-technical audiences aligned of course. And they'll need to focus on adoption. Again, it's not enough to just have your data office be involved in this. It's really important that you're waking up data citizens across the organization and you make everyone in the organization think about data as an asset. >>Absolutely. Because there's so much value that can be extracted. Organizations really strategically build that data office and democratize access across all those data citizens. Stan, this is an exciting arena. We're definitely gonna keep our eyes on this. Sounds like a lot of evolution and maturation coming from the data office perspective. From the data citizen perspective. And as the data show that you mentioned in that IDC study, you mentioned Gartner as well, organizations have so much more likelihood of being successful and being competitive. So we're gonna watch this space. Stan, thank you so much for joining me on the cube at Data Citizens 22. We appreciate it. >>Thanks for having me over >>From Data Citizens 22, I'm Lisa Martin, you're watching The Cube, the leader in live tech coverage. >>Okay, this concludes our coverage of Data Citizens 2022, brought to you by Collibra. Remember, all these videos are available on demand@thecube.net. And don't forget to check out silicon angle.com for all the news and wiki bod.com for our weekly breaking analysis series where we cover many data topics and share survey research from our partner ETR Enterprise Technology Research. If you want more information on the products announced at Data Citizens, go to collibra.com. There are tons of resources there. You'll find analyst reports, product demos. It's really worthwhile to check those out. Thanks for watching our program and digging into Data Citizens 2022 on the Cube, your leader in enterprise and emerging tech coverage. We'll see you soon.

(bright upbeat music) >> Greetings, brilliant community and thank you so much for tuning in to theCUBE here for the last three days where we've been live from Detroit, Michigan. I've had the pleasure of spending this week with Lisa Martin and John Furrier. Thank you both so much for hanging out, for inviting me into the CUBE family. It's our first show together, it's been wonderful. >> Thank you. >> You nailed it. >> Oh thanks, sweetheart. >> Great job. Great job team, well done. Free wall to wall coverage, it's what we do. We stay till everyone else-- >> Savannah: 100 percent. >> Everyone else leaves, till they pull the plug. >> Lisa: Till they turn the lights out. We're still there. >> Literally. >> Literally last night. >> Still broadcasting. >> Whatever takes to get the stories and get 'em out there at scale. >> Yeah. >> Great time. >> 33. 33 different segments too. Very impressive. John, I'm curious, you're a trend watcher and you've been at every single KubeCon. >> Yep. >> What are the trends this year? Give us the breakdown. >> I think CNCF does this, it's a hard job to balance all the stakeholders. So one, congratulations to the CNCF for another great KubeCon and CloudNativeCon. It is really hard to balance bringing in the experts who, as time goes by, seven years we've been all of, as you said, you get experts, you get seniority, and people who can be mentors, 60% new people. You have vendors who are sponsoring and there's always people complaining and bitching and moaning. They want this, they want that. It's always hard and they always do a good job of balancing it. We're lucky that we get to scale the stories with CUBE and that's been great. We had some great stories here, but it's a great community and again, they're inclusive. As I've said before, we've talked about it. This year though is an inflection point in my opinion, because you're seeing the developer ecosystem growing so fast. It's global. You're seeing events pop up, you're seeing derivative events. CNCF is at the center point and they have to maintain the culture of developer experts, maintainers, while balancing the newbies. And that's going to be >> Savannah: Mm-hmm. really hard. And they've done a great job. We had a great conversation with them. So great job. And I think it's going to continue. I think the attendance metric is a little bit of a false positive. There's a lot of online people who didn't come to Detroit this year. And I think maybe the combination of the venue, the city, or just Covid preferences may not look good on paper, on the numbers 'cause it's not a major step up in attendance. It's still bigger, but the community, I think, is going to continue to grow. I'm bullish on it. >> Yeah, I mean at least we did see double the number of people that we had in Los Angeles. Very curious. I think Amsterdam, where we'll be next with CNCF in the spring, in April. I think that's actually going to be a better pulse check. We'll be in Europe, we'll see what's going on. >> John: Totally. >> I mean, who doesn't like Amsterdam in the springtime? Lisa, what have been some of your observations? >> Oh, so many observations. The evolution of the conference, the hallway track conversations really shifting towards adjusting to the enterprise. The enterprise momentum that we saw here as well. We had on the show, Ford. >> Savannah: Yes. We had MassMutual, we had ING, that was today. Home Depot is here. We are seeing all these big companies that we know and love, become software companies right before our eyes. >> Yeah. Well, and I think we forget that software powers our entire world. And so of course they're going to have to be here. So much running on Kubernetes. It's on-prem, it's at the edge, it's everywhere. It's exciting. Woo, I'm excited. John, what do you think is the number one story? This is your question. I love asking you this question. What is the number one story out KubeCon? >> Well, I think the top story is a combination of two things. One is the evolution of Cloud Native. We're starting to see web assembly. That's a big hyped up area. It got a lot of attention. >> Savannah: Yeah. That's kind of teething out the future. >> Savannah: Rightfully so. The future of this kind of lightweight. You got the heavy duty VMs, you got Kubernetes and containers, and now this web assembly, shows a trajectory of apps, server-like environment. And then the big story is security. Software supply chain is, to me, was the number one consistent theme. At almost all the interviews, in the containers, and the workflows, >> Savannah: Very hot. software supply chain is real. The CD Foundation mentioned >> Savannah: Mm-hmm. >> they had 16,000 vulnerabilities identified in their code base. They were going to automate that. So again, >> Savannah: That was wild. >> That's the top story. The growth of open source exposes potential vulnerabilities with security. So software supply chain gets my vote. >> Did you hear anything that surprised you? You guys did this great preview of what you thought we were going to hear and see and feel and touch at KubeCon, CloudNativeCon 2022. You talked about, for example, the, you know, healthcare financial services being early adopters of this. Anything surprise either one of you in terms of what you predicted versus what we saw? Savannah, let's start with you. >> You know what really surprised me, and this is ironic, so I'm a community gal by trade. But I was really just impressed by the energy that everyone brought here and the desire to help. The thing about the open source community that always strikes me is, I mean 187 different countries participating. You've got, I believe it's something like 175,000 people contributing to the 140 projects plus that CNCF is working on. But that culture of collaboration extends far beyond just the CNCF projects. Everyone here is keen to help each other. We had the conversation just before about the teaching and the learnings that are going on here. They brought in Detroit's students to come and learn, which is just the most heartwarming story out of this entire thing. And I think it's just the authenticity of everyone in this community and their passion. Even though I know it's here, it still surprises me to see it in the flesh. Especially in a place like Detroit. >> It's nice. >> Yeah. >> It's so nice to see it. And you bring up a good point. It's very authentic. >> Savannah: It's super authentic. >> I mean, what surprised me is one, the Wasm, or web assembly. I didn't see that coming at the scale of the conversation. It sucked a lot of options out of the room in my opinion, still hyped up. But this looks like it's got a good trajectory. I like that. The other thing that surprised me that was a learning was my interview with Solo.io, Idit, and Brian Gracely, because he's a CUBE alumni and former host of theCUBE, and analyst at Wikibon, was how their go-to-market was an example of a modern company in Covid with a clean sheet of paper and smart people, they're just doing things different. They're in Slack with their customers. And I walked away with, "Wow that's like a playbook that's not, was never, in the go-to-market VC-backed company playbook." I thought that was, for me, a personal walk away saying that's important. I like how they did that. And there's a lot of companies I think could learn from that. Especially as the recession comes where partnering with customers has always been a top priority. And how they did that was very clever, very effective, very efficient. So I walked away with that saying, "I think that's going to be a standard." So that was a pleasant surprise. >> That was a great surprise. Also, that's a female-founded company, which is obviously not super common. And the growth that they've experienced, to your point, really being catalyzed by Covid, is incredibly impressive. I mean they have some massive brand name customers, Amex, BMW for example. >> Savannah: Yeah. >> Great point. >> And I interviewed her years ago and I remember saying to myself, "Wow, she's impressive." I liked her. She's a player. A player for sure. And she's got confidence. Even on the interview she said, "We're just better, we have better product." And I just like the point of view. Very customer-focused but confident. And I just took, that's again, a great company. And again, I'm not surprised that Brian Gracely left Red Hat to go work there. So yeah, great, great call there. And of course other things that weren't surprising that I predicted, Red Hat continued to invest. They continue to bring people on theCUBE, they support theCUBE but more importantly they have a good strategy. They're in that multicloud positioning. They're going to have an opportunity to get a bite at the apple. And I what I call the supercloud. As enterprises try to go and be mainstream, Cloud Native, they're going to need some help. And Red Hat is always has the large enterprise customers. >> Savannah: What surprised you, Lisa? >> Oh my gosh, so many things. I think some of the memorable conversations that we had. I love talking with some of the enterprises that we mentioned, ING Bank for example. You know, or institutions that have been around for 100 plus years. >> Savannah: Oh, yeah. To see not only how much they've innovated and stayed relevant to meet the demands of the consumer, which are only increasing, but they're doing so while fostering a culture of innovation and a culture that allows these technology leaders to really grow within the organization. That was a really refreshing conversation that I think we had. 'Cause you can kind of >> Savannah: Absolutely. think about these old stodgy companies. Nah, of course they're going to digitize. >> Thinking about working for the bank, I think it's boring. >> Right? >> Yeah. And they were talking about, in fact, those great t-shirts that they had on, >> Yeah, yeah, yeah, yeah. were all about getting more people to understand how fun it is to work in tech for ING Bank in different industries. You don't just have to work for the big tech companies to be doing really cool stuff in technology. >> What I really liked about this show is we had two female hosts. >> Savannah: Yeah. >> How about that? Come on. >> Hey, well done, well done on your recruitment there, champ. >> Yes, thank you boss. (John laughs) >> And not to mention we have a really all-star production team. I do just want to give them a little shout out. To all the wonderful folks behind the lines here. (people clapping) >> John: Brendan. Good job. >> Yeah. Without Brendan, Anderson, Noah, and Andrew, we would be-- >> Of course Frank Faye holding it back there too. >> Yeah, >> Of course, Frank. >> I mean, without the business development wheels on the ship we'd really be in an unfortunate spot. I almost just swore on television. We're not going to do that. >> It's okay. No one's regulating. >> Yeah. (all laugh) >> Elon Musk just took over Twitter. >> It was a close call. >> That's right! >> It's going to be a hellscape. >> Yeah, I mean it's, shit's on fire. So we'll just see what happens next. I do, I really want to talk about this because I think it's really special. It's an ethos and some magic has happened here. Let's talk about Detroit. Let's talk about what it means to be here. We saw so many, and I can't stress this enough, but I think it really matters. There was a commitment to celebrating place here. Lisa, did you notice this too? >> Absolutely. And it surprised me because we just don't see that at conferences. >> Yeah. We're so used to going to the same places. >> Right. >> Vegas. Vegas, Vegas. More Vegas. >> Your tone-- >> San Francisco >> (both laugh) sums up my feelings. Yes. >> Right? >> Yeah. And, well, it's almost robotic but, and the fact that we're like, oh Detroit, really? But there was so much love for this city and recognizing and supporting its residents that we just don't see at conferences. You uncovered a lot of that with your swag-savvy segments, >> Savannah: Yeah. >> And you got more of that to talk about today. >> Don't worry, it's coming. Yeah. (laughs) >> What about you? Have you enjoyed Detroit? I know you hadn't been here in a long time, when we did our intro session. >> I think it's a bold move for the CNCF to come here and celebrate. What they did, from teaching the kids in the city some tech, they had a session. I thought that was good. >> Savannah: Loved that. I think it was a risky move because a lot of people, like, weren't sure if they were going to fly to Detroit. So some say it might impact the attendance. I thought they did a good job. Their theme, Road Ahead. Nice tie in. >> Savannah: Yeah. And so I think I enjoyed Detroit. The weather was great. It didn't rain. Nice breeze outside. >> Yeah. >> The weather was great, the restaurants are phenomenal. So Detroit's a good city. I missed some hockey games. I'd love to see the Red Wings play. Missed that game. But we always come back. >> I think it's really special. I mean, every time I talked to a company about their swag, that had sourced it locally, there was a real reason for this story. I mean even with Kasten in that last segment when I noticed that they had done Carhartt beanies, Carhartt being a Michigan company. They said, "I'm so glad you noticed. That's why we did it." And I think that type of, the community commitment to place, it all comes back to community. One of the bigger themes of the show. But that passion and that support, we need more of that. >> Lisa: Yeah. >> And the thing about the guests we've had this past three days have been phenomenal. We had a diverse set of companies, individuals come on theCUBE, you know, from Scott Johnston at Docker. A really one on one. We had a great intense conversation. >> Savannah: Great way to kick it off. >> We shared a lot of inside baseball, about Docker, super important company. You know, impressed with companies like Platform9 it's been around since the OpenStack days who are now in a relevant position. Rafi Systems, hot startup, they don't have a lot of resources, a lot of guerilla marketing going on. So I love to see the mix of startups really contributing. The big players are here. So it's a real great mix of companies. And I thought the interviews were phenomenal, like you said, Ford. We had, Kubia launched on theCUBE. >> Savannah: Yes. >> That's-- >> We snooped the location for KubeCon North America. >> You did? >> Chicago, everyone. In case you missed it, Bianca was nice enough to share that with us. >> We had Sarbjeet Johal, CUBE analyst came on, Keith Townsend, yesterday with you guys. >> We had like analyst speed dating last night. (all laugh) >> How'd that go? (laughs) >> It was actually great. One of the things that they-- >> Did they hug and kiss at the end? >> Here's the funny thing is that they were debating the size of the CNC app. One thinks it's too big, one thinks it's too small. And I thought, is John Goldilocks? (John laughs) >> Savannah: Yeah. >> What is John going to think about that? >> Well I loved that segment. I thought, 'cause Keith and Sarbjeet argue with each other on Twitter all the time. And I heard Keith say before, he went, "Yeah let's have it out on theCUBE." So that was fun to watch. >> Thank you for creating this forum for us to have that kind of discourse. >> Lisa: Yes, thank you. >> Well, it wouldn't be possible without the sponsors. Want to thank the CNCF. >> Absolutely. >> And all the ecosystem partners and sponsors that make theCUBE possible. We love doing this. We love getting the stories. No story's too small for theCUBE. We'll go with it. Do whatever it takes. And if it wasn't for the sponsors, the community wouldn't get all the great knowledge. So, and thank you guys. >> Hey. Yeah, we're, we're happy to be here. Speaking of sponsors and vendors, should we talk a little swag? >> Yeah. >> What do you guys think? All right. Okay. So now this is becoming a tradition on theCUBE so I'm very delighted, the savvy swag segment. I do think it's interesting though. I mean, it's not, this isn't just me shouting out folks and showing off t-shirts and socks. It's about standing out from the noise. There's a lot of players in this space. We got a lot of CNCF projects and one of the ways to catch the attention of people walking the show floor is to have interesting swag. So we looked for the most unique swag on Wednesday and I hadn't found this yet, but I do just want to bring it up. Oops, I think I might have just dropped it. This is cute. Is, most random swag of the entire show goes to this toothbrush. I don't really have more in terms of the pitch there because this is just random. (Lisa laughs) >> But so, everyone needs that. >> John: So what's their tagline? >> And you forget these. >> Yeah, so the idea was to brush your cloud bills. So I think they're reducing the cost of-- >> Kind of a hygiene angle. >> Yeah, yeah. Very much a hygiene angle, which I found a little ironic in this crowd to be completely honest with you. >> John: Don't leave the lights on theCUBE. That's what they say. >> Yeah. >> I mean we are theCUBE so it would be unjust of me not to show you a Rubik's cube. This is actually one of those speed cubes. I'm not going to be able to solve this for you with one hand on camera, but apparently someone did it in 17 seconds at the booth. Knowing this audience, not surprising to me at all. Today we are, and yesterday, was the t-shirt contest. Best t-shirt contest. Today we really dove into the socks. So this is, I noticed this trend at KubeCon in Los Angeles last year. Lots of different socks, clouds obviously a theme for the cloud. I'm just going to lay these out. Lots of gamers in the house. Not surprising. Here on this one. >> John: Level up. >> Got to level up. I love these 'cause they say, "It's not a bug." And anyone who's coded has obviously had to deal with that. We've got, so Star Wars is a huge theme here. There's Lego sets. >> John: I think it's Star Trek. But. >> That's Star Trek? >> John: That's okay. >> Could be both. (Lisa laughs) >> John: Nevermind, I don't want to. >> You can flex your nerd and geek with us anytime you want, John. I don't mind getting corrected. I'm all about, I'm all about the truth. >> Star Trek. Star Wars. Okay, we're all the same. Okay, go ahead. >> Yeah, no, no, this is great. Slim.ai was nice enough to host us for dinner on Tuesday night. These are their lovely cloud socks. You can see Cloud Native, obviously Cloud Native Foundation, cloud socks, whole theme here. But if we're going to narrow it down to some champions, I love these little bee elephants from Raft. And when I went up to these guys, I actually probably would've called these my personal winner. They said, again, so community focused and humble here at CNCF, they said that Wiz was actually the champion according to the community. These unicorn socks are pretty excellent. And I have to say the branding is flawless. So we'll go ahead and give Wiz the win on the best sock contest. >> John: For the win. >> Yeah, Wiz for the win. However, the thing that I am probably going to use the most is this really dope Detroit snapback from Kasten. So I'm going to be rocking this from now on for the rest of the segment as well. And I feel great about this snapback. >> Looks great. Looks good on you. >> Yeah. >> Thanks John. (John laughs) >> So what are we expecting between now and KubeCon in Amsterdam? >> Well, I think it's going to be great to see how they, the European side, it's a chill show. It's great. Brings in the European audience from the global perspective. I always love the EU shows because one, it's a great destination. Amsterdam's going to be a great location. >> Savannah: I'm pumped. >> The American crowd loves going over there. All the event cities that they choose are always awesome. I missed Valencia cause I got Covid. I'm really bummed about that. But I love the European shows. It's just a little bit, it's high intensity, but it's the European chill. They got a little bit more of that siesta vibe going on. >> Yeah. >> And it's just awesome. >> Yeah, >> And I think that the mojo that carried throughout this week, it's really challenging to not only have a show that's five days, >> but to go through all week, >> Savannah: Seriously. >> to a Friday at 4:00 PM Eastern Time, and still have the people here, the energy and all the collaboration. >> Savannah: Yeah. >> The conversations that are still happening. I think we're going to see a lot more innovation come spring 2023. >> Savannah: Mm-hmm. >> Yeah. >> So should we do a bet, somebody's got to buy dinner? Who, well, I guess the folks who lose this will buy dinner for the other one. How many attendees do you think we'll see in Amsterdam? So we had 4,000, >> Oh, I'm going to lose this one. >> roughly in Los Angeles. Priyanka was nice enough to share with us, there was 8,000 here in Detroit. And I'm talking in person, we're not going to meddle this with the online. >> 6500. >> Lisa: I was going to say six, six K. >> I'm going 12,000. >> Ooh! >> I'm going to go ahead and go big I'm going to go opposite Price Is Right. >> One dollar. >> Yeah. (all laugh) That's exactly where I was driving with it. I'm going, I'm going absolutely all in. I think the momentum here is building. I think if we look at the numbers from-- >> John: You could go Family Feud >> Yeah, yeah, exactly. And they mentioned that they had 11,000 people who have taken their Kubernetes course in that first year. If that's a benchmark and an indicator, we've got the veteran players here. But I do think that, I personally think that the hype of Kubernetes has actually preceded adoption. If you look at the data and now we're finally tipping over. I think the last two years we were on the fringe and right now we're there. It's great. (voice blares loudly on loudspeaker) >> Well, on that note (all laugh) On that note, actually, on that note, as we are talking, so I got to give cred to my cohosts. We deal with a lot of background noise here on theCUBE. It is a live show floor. There's literally someone on an e-scooter behind me. There's been Pong going on in the background. The sound will haunt the three of us for the rest of our lives, as well as the production crew. (Lisa laughs) And, and just as we're sitting here doing this segment last night, they turned the lights off on us, today they're letting everyone know that the event is over. So on that note, I just want to say, Lisa, thank you so much. Such a warm welcome to the team. >> Thank you. >> John, what would we do without you? >> You did an amazing job. First CUBE, three days. It's a big show. You got staying power, I got to say. >> Lisa: Absolutely. >> Look at that. Not bad. >> You said it on camera now. >> Not bad. >> So you all are stuck with me. (all laugh) >> A plus. Great job to the team. Again, we do so much flow here. Brandon, Team, Andrew, Noah, Anderson, Frank. >> They're doing our hair, they're touching up makeup. They're helping me clean my teeth, staying hydrated. >> We look good because of you. >> And the guests. Thanks for coming on and spending time with us. And of course the sponsors, again, we can't do it without the sponsors. If you're watching this and you're a sponsor, support theCUBE, it helps people get what they need. And also we're do a lot more segments around community and a lot more educational stuff. >> Savannah: Yeah. So we're going to do a lot more in the EU and beyond. So thank you. >> Yeah, thank you. And thank you to everyone. Thank you to the community, thank you to theCUBE community and thank you for tuning in, making it possible for us to have somebody to talk to on the other side of the camera. My name is Savannah Peterson for the last time in Detroit, Michigan. Thanks for tuning into theCUBE. >> Okay, we're done. (bright upbeat music)

>>Set restaurants. And who says TEUs had got a little ass more skin in the game for us, in charge of his destiny? You guys are excited. Robert Worship is Chief Alumni. >>My name is Dave Ante, and I'm a long time industry analyst. So when you're as old as I am, you've seen a lot of transitions. Everybody talks about industry cycles and waves. I've seen many, many waves. Met a lot of industry executives and of a little bit of a, an industry historian. When you interview many thousands of people, probably five or 6,000 people as I have over the last half of a decade, you get to interact with a lot of people's knowledge and you begin to develop patterns. And so that's sort of what I bring is, is an ability to catalyze the conversation and, you know, share that knowledge with others in the community. Our philosophy is everybody's expert at something. Everybody's passionate about something and has real deep knowledge about that's something well, we wanna focus in on that area and extract that knowledge and share it with our communities. This is Dave Ante. Thanks for watching the Cube. >>Hello everyone and welcome back to the Cube where we are streaming live this week from CubeCon. I am Savannah Peterson and I am joined by an absolutely stellar lineup of cube brilliance this afternoon. To my left, a familiar face, Lisa Martin. Lisa, how you feeling? End of day two. >>Excellent. It was so much fun today. The buzz started yesterday, the momentum, the swell, and we only heard even more greatness today. >>Yeah, yeah, abs, absolutely. You know, I, I sometimes think we've hit an energy cliff, but it feels like the energy is just >>Continuous. Well, I think we're gonna, we're gonna slide right into tomorrow. >>Yeah, me too. I love it. And we've got two fantastic analysts with us today, Sarge and Keith. Thank you both for joining us. We feel so lucky today. >>Great being back on. >>Thanks for having us. Yeah, Yeah. It's nice to have you back on the show. We were, had you yesterday, but I miss hosting with you. It's been a while. >>It has been a while. We haven't done anything in since, Since pre >>Pandemic, right? Yeah, I think you're >>Right. Four times there >>Be four times back in the day. >>We, I always enjoy whole thing, Lisa, cuz she's so well prepared. I don't have to do any research when I come >>Home. >>Lisa will bring up some, Oh, sorry. Jeep, I see that in 2008 you won this award for Yeah. Being just excellent and I, I'm like, Oh >>Yeah. All right Keith. So, >>So did you do his analysis? >>Yeah, it's all done. Yeah. Great. He only part, he's not sitting next to me too. We can't see it, so it's gonna be like a magic crystal bell. Right. So a lot of people here. You got some stats in terms of the attendees compared >>To last year? Yeah, Priyanka told us we were double last year up to 8,000. We also got the scoop earlier that 2023 is gonna be in Chicago, which is very exciting. >>Oh, that is, is nice. Yeah, >>We got to break that here. >>Excellent. Keith, talk to us about what some of the things are that you've seen the last couple of days. The momentum. What's the vibe? I saw your tweet about the top three things you were being asked. Kubernetes was not one of them. >>Kubernetes were, was not one of 'em. This conference is starting to, it, it still feels very different than a vendor conference. The keynote is kind of, you know, kind of all over the place talking about projects, but the hallway track has been, you know, I've, this is maybe my fifth or sixth CU con in person. And the hallway track is different. It's less about projects and more about how, how do we adjust to the enterprise? How do we Yes. Actually do enterprise things. And it has been amazing watching this community grow. I'm gonna say grow up and mature. Yes. You know, you know, they're not wearing ties yet, but they are definitely understanding kind of the, the friction of implementing new technology in, in an enterprise. >>Yeah. So ge what's your, what's been your take, We were with you yesterday. What's been the take today to take aways? >>NOMA has changed since yesterday, but a few things I think I, I missed talking about that yesterday were that, first of all, let's just talk about Amazon. Amazon earnings came out, it spooked the market and I think it's relevant in this context as well, because they're number one cloud provider. Yeah. And all, I mean, almost all of these technologies on the back of us here, they are related to cloud, right? So it will have some impact on these. Like we have to analyze that. Like will it make the open source go faster or slower in, in lieu of the fact that the, the cloud growth is slowing. Right? So that's, that's one thing that's put that's put that aside. I've been thinking about the, the future of Kubernetes. What is the future of Kubernetes? And in that context, I was thinking like, you know, I think in, when I put a pointer there, I think in tangents, like, what else is around this thing? So I think CN CNCF has been writing the success of Kubernetes. They are, that was their number one flagship project, if you will. And it was mature enough to stand on its own. It it was Google, it's Google's Borg dub da Kubernetes. It's a genericized version of that. Right? So folks who do tech deep down, they know that, Right. So I think it's easier to stand with a solid, you know, project. But when the newer projects come in, then your medal will get tested at cncf. Right. >>And cncf, I mean they've got over 140 projects Yeah. Right now. So there's definitely much beyond >>Kubernetes. Yeah. So they, I have numbers there. 18 graduated, right, 37 in incubation and then 81 in Sandbox stage. They have three stages, right. So it's, they have a lot to chew on and the more they take on, the less, you know, quality you get goes into it. Who is, who's putting the money behind it? Which vendors are sponsoring like cncf, like how they're getting funded up. I think it >>Something I pay attention to as well. Yeah. Yeah. Lisa, I know you've got >>Some insight. Those are the things I was thinking about today. >>I gotta ask you, what's your take on what Keith said? Are you also seeing the maturation of the enterprise here at at coupon? >>Yes, I am actually, when you say enterprise versus what's the other side? Startups, right? Yeah. So startups start using open source a lot more earlier or lot more than enterprises. The enterprise is what they need. Number one thing is the, for their production workloads, they want a vendor sporting them. I said that yesterday as well, right? So it depend depending on the size of the enterprise. If you're a big shop, definitely if you have one of the 500 or Fortune five hundreds and your tech savvy shop, then you can absorb the open source directly coming from the open source sort of universe right. Coming to you. But if you are the second tier of enterprise, you want to go to a provider which is managed service provider, or it can be cloud service provider in this case. Yep. Most of the cloud service providers have multiple versions of Kubernetes, for example. >>I'm not talking about Kubernetes only, but like, but that is one example, right? So at Amazon you can get five different flavors of Kubernetes, right? Fully manage, have, manage all kind of stuff. So people don't have bandwidth to manage that stuff locally. You have to patch it, you have to roll in the new, you know, updates and all that stuff. Like, it's a lot of work for many. So CNCF actually is formed for that reason. Like the, the charter is to bring the quality to open source. Like in other companies they have the release process and they, the stringent guidelines and QA and all that stuff. So is is something ready for production? That's the question when it comes to any software, right? So they do that kind of work and, and, and they have these buckets defined at high level, but it needs more >>Work. Yeah. So one of the things that, you know, kind of stood out to me, I have good friend in the community, Alex Ellis, who does open Fast. It's a serverless platform, great platform. Two years ago or in 2019, there was a serverless day date. And in serverless day you had K Native, you had Open Pass, you had Ws, which is supported by IBM completely, not CNCF platforms. K native came into the CNCF full when Google donated the project a few months ago or a couple of years ago, now all of a sudden there's a K native day. Yes. Not a serverless day, it's a K native day. And I asked the, the CNCF event folks like, what happened to Serverless Day? I missed having open at serverless day. And you know, they, they came out and said, you know what, K native got big enough. >>They came in and I think Red Hat and Google wanted to sponsor a K native day. So serverless day went away. So I think what what I'm interested in and over the next couple of years is, is they're gonna be pushback from the C against the cncf. Is the CNCF now too big? Is it now the gatekeeper for do I have to be one of those 147 projects, right? In order enough to get my project noticed the open, fast, great project. I don't think Al Alex has any desire to have his project hosted by cncf, but it probably deserves, you know, shoulder left recognition with that. So I'm pushing to happen to say, okay, if this is open community, this is open source. If CNC is the place to have the cloud native conversation, what about the projects that's not cncf? Like how do we have that conversation when we don't have the power of a Google right. Or a, or a Lenox, et cetera, or a Lenox Foundation. So GE what, >>What are your thoughts on that? Is, is CNC too big? >>I don't think it's too big. I think it's too small to handle the, what we are doing in open source, right? So it's a bottle. It can become a bottleneck. Okay. I think too big in a way that yeah, it has, it has, it has power from that point of view. It has that cloud, if you will. The people listen to it. If it's CNCF project or this must be good, it's like in, in incubators. Like if you are y white Combinator, you know, company, it must be good. You know, I mean, may not be >>True, but, >>Oh, I think there's a bold assumption there though. I mean, I think everyone's just trying to do the best they can. And when we're evaluating projects, a very different origin and background, it's incredibly hard. Very c and staff is a staff of 30 people. They've got 180,000 people that are contributing to these projects and a thousand maintainers that they're trying to uphold. I think the challenge is actually really great. And to me, I actually look at events as an illustration of, you know, what's the culture and the health of an organization. If I were to evaluate CNCF based on that, I'd say we're very healthy right now. I would say that we're in a good spot. There's a lot of momentum. >>Yeah. I, I think CNCF is very healthy. I'm, I'm appreciative for it being here. I love coupon. It's becoming the, the facto conference to have this conversation has >>A totally >>Different vibe to other, It's a totally different vibe. Yeah. There needs to be a conduit and truth be told, enterprise buyers, to subject's point, this is something that we do absolutely agree on, on enterprise buyers. We want someone to pick winners and losers. We do, we, we don't want a box of Lego dumped on our, the middle of our table. We want somebody to have sorted that out. So while there may be five or six different service mesh solutions, at least the cncf, I can go there and say, Oh, I'll pick between the three or four that are most popular. And it, it's a place to curate. But I think with that curation comes the other side of it. Of how do we, how, you know, without the big corporate sponsor, how do I get my project pushed up? Right? Elevated. Elevated, Yep. And, and put onto the show floor. You know, another way that projects get noticed is that startups will adopt them, Push them. They may not even be, I don't, my CNCF project may not, my product may not even be based on the CNCF product. But the new stack has a booth, Ford has a booth. Nothing to do with a individual prod up, but promoting open source. What happens when you're not sponsored? >>I gotta ask you guys, what do you disagree on? >>Oh, so what, what do we disagree on? So I'm of the mindset, I can, I can say this, I I believe hybrid infrastructure is the future of it. Bar none. If I built my infrastructure, if I built my application in the cloud 10 years ago and I'm still building net new applications, I have stuff that I built 10 years ago that looks a lot like on-prem, what do I do with it? I can't modernize it cuz I don't have the developers to do it. I need to stick that somewhere. And where I'm going to stick that at is probably a hybrid infrastructure. So colo, I'm not gonna go back to the data center, but I'm, I'm gonna look, pick up something that looks very much like the data center and I'm saying embrace that it's the future. And if you're Boeing and you have, and Boeing is a member, cncf, that's a whole nother topic. If you have as 400 s, hpu X, et cetera, stick that stuff. Colo, build new stuff, but, and, and continue to support OpenStack, et cetera, et cetera. Because that's the future. Hybrid is the future. >>And sub g agree, disagree. >>I okay. Hybrid. Nobody can deny that the hybrid is the reality, not the future. It's a reality right now. It's, it's a necessity right now you can't do without it. Right. And okay, hybrid is very relative term. You can be like 10% here, 90% still hybrid, right? So the data center is shrinking and it will keep shrinking. Right? And >>So if by whole is the data center shrinking? >>This is where >>Quick one quick getting guys for it. How is growing by a clip? Yeah, but there's no data supporting. David Lym just came out for a report I think last year that showed that the data center is holding steady, holding steady, not growing, but not shrinking. >>Who sponsored that study? Wait, hold on. So the, that's a question, right? So more than 1 million data centers have been closed. I have, I can dig that through number through somebody like some organizations we published that maybe they're cloud, you know, people only. So the, when you get these kind of statements like it, it can be very skewed statements, right. But if you have seen the, the scene out there, which you have, I know, but I have also seen a lot of data centers walk the floor of, you know, a hundred thousand servers in a data center. I cannot imagine us consuming the infrastructure the way we were going into the future of co Okay. With, with one caveat actually. I am not big fan of like broad strokes. Like make a blanket statement. Oh no, data center's dead. Or if you are, >>That's how you get those esty headlines now. Yeah, I know. >>I'm all about to >>Put a stake in the ground. >>Actually. The, I think that you get more intelligence from the new end, right? A small little details if you will. If you're golden gold manak or Bank of America, you have so many data centers and you will still have data centers because performance matters to you, right? Your late latency matters for applications. But if you are even a Fortune 500 company on the lower end and or a healthcare vertical, right? That your situation is different. If you are a high, you know, growth startup, your situation is different, right? You will be a hundred percent cloud. So cloud gives you velocity, the, the, the pace of change, the pace of experimentation that actually you are buying innovation through cloud. It's proxy for innovation. And that's how I see it. But if you have, if you're stuck with older applications, I totally understand. >>Yeah. So the >>We need that OnPrem. Yeah, >>Well I think the, the bring your fuel sober, what we agree is that cloud is the place where innovation happens. Okay? At some point innovation becomes legacy debt and you have thus hybrid, you are not going to keep your old applications up to date forever. The, the, the math just doesn't add up. And where I differ in opinion is that not everyone needs innovation to keep moving. They need innovation for a period of time and then they need steady state. So Sergeant, we >>Argue about this. I have a, I >>Love this debate though. I say it's efficiency and stability also plays an important role. I see exactly what you're talking about. No, it's >>Great. I have a counter to that. Let me tell you >>Why. Let's >>Hear it. Because if you look at the storage only, right? Just storage. Just take storage computer network for, for a minute. There three cost reps in, in infrastructure, right? So storage earlier, early on there was one tier of storage. You say pay the same price, then now there are like five storage tiers, right? What I'm trying to say is the market sets the price, the market will tell you where this whole thing will go, but I know their margins are high in cloud, 20 plus percent and margin will shrink as, as we go forward. That means the, the cloud will become cheaper relative to on-prem. It, it, in some cases it's already cheaper. But even if it's a stable workload, even in that case, we will have a lower tier of service. I mean, you, you can't argue with me that the cloud versus your data center, they are on the same tier of services. Like cloud is a better, you know, product than your data center. Hands off. >>I love it. We, we are gonna relish in the debates between the two of you. Mic drops. The energy is great. I love it. Perspective. It's not like any of us can quite see through the crystal ball that we have very informed opinions, which is super exciting. Yeah. Lisa, any last thoughts today? >>Just love, I love the debate as well. That, and that's, that's part of what being in this community is all about. So sharing about, sharing opinions, expressing opinions. That's how it grows. That's how, that's how we innovate. Yeah. Obviously we need the cloud, but that's how we innovate. That's how we grow. Yeah. And we've seen that demonstrated the last couple days and I and your, your takes here on the Cuban on Twitter. Brilliant. >>Thank you. I absolutely love it. I'm gonna close this out with a really important analysis on the swag of the show. Yes. And if you know, yesterday we were looking at what is the weirdest swag or most unique swag We had that bucket hat that took the grand prize. Today we're gonna focus on something that's actually quite cool. A lot of the vendors here have really dedicated their swag to being local to Detroit. Very specific in their sourcing. Sonotype here has COOs. They're beautiful. You can't quite feel this flannel, but it's very legit hand sound here in Michigan. I can't say that I've been to too many conferences, if any, where there was this kind of commitment to localizing and sourcing swag from around the corner. We also see this with the Intel booth. They've got screen printers out here doing custom hoodies on spot. >>Oh fun. They're even like appropriately sized. They had local artists do these designs and if you're like me and you care about what's on your wrist, you're familiar with Shinola. This is one of my favorite swags that's available. There is a contest. Oh going on. Hello here. Yeah, so if you are Atan, make sure that you go and check this out. The we, I talked about this on the show. We've had the founder on the show or the CEO and yeah, I mean Shine is just full of class as since we are in Detroit as well. One of the fun themes is cars. >>Yes. >>And Storm Forge, who are also on the show, is actually giving away an Aston Martin, which is very exciting. Not exactly manufactured in Detroit. However, still very cool on the car front and >>The double oh seven version named the best I >>Know in the sixties. It's love it. It's very cool. Two quick last things. We talk about it a lot on the show. Every company now wants to be a software company. Yep. On that vein, and keeping up with my hat theme, the Home Depot is here because they want everybody to know that they in fact are a technology company, which is very cool. They have over 500,000 employees. You can imagine there's a lot of technology that has to go into keeping Napa. Absolutely. Yep. Wild to think about. And then last, but not at least very quick, rapid fire, best t-shirt contest. If you've ever ran to one of these events, there are a ton of T-shirts out there. I rate them on two things. Wittiest line and softness. If you combine the two, you'll really be our grand champion for the year. I'm just gonna hold these up and set them down for your laughs. Not afraid to commit, which is pretty great. This is another one designed by locals here. Detroit Code City. Oh, love it. This one made me chuckle the most. Kiss my cash. >>Oh, that's >>Good. These are also really nice and soft, which is fantastic. Also high on the softness category is this Op Sarah one. I also like their bird logo. These guys, there's just, you know, just real nice touch. So unfortunately, if you have the fumble, you're not here with us, live in Detroit. At least you're gonna get taste of the swag. I taste of the stories and some smiles hear from those of us on the cube. Thank you both so much for being here with us. Lisa, thanks for another fabulous day. Got it, girl. My name's Savannah Peterson. Thank you for joining us from Detroit. We're the cube and we can't wait to see you tomorrow.

>>Hello and welcome back to the live coverage of the Cube here. Live in Detroit, Michigan for Cub Con, our seventh year covering all seven years. The cube has been here. M John Fur, host of the Cube, co-founder of the Cube. I'm here with Lisa Mart, my co-host, and our new host, Savannah Peterson. Great to see you guys. We're wrapping up day one of three days of coverage, and our guest analyst is Sario Wall, who's the cube analyst who's gonna give us his report. He's been out all day, ear to the ground in the sessions, peeking in, sneaking in, crashing him, getting all the data. Great to see you, Sarvi. Lisa Savannah, let's wrap this puppy up. >>I am so excited to be here. My first coupon with the cube and being here with you and Lisa has just been a treat. I can't wait to hear what you have to say in on the report side. And I mean, I have just been reflecting, it was last year's coupon that brought me to you, so I feel so lucky. So much can change in a year, folks. You never know where you're be. Wherever you're sitting today, you could be living your dreams in just a few >>Months. Lisa, so much has changed. I mean, just look at the past this year. Events we're back in person. Yeah. Yep. This is a big team here. They're still wearing masks, although we can take 'em off with a cube. But mask requirement. Tech has changed. Conversations are upleveling, skill gaps still there. So much has changed. >>So much has changed. There's so much evolution and so much innovation that we've also seen. You know, we started out the keynote this morning, standing room. Only thousands of people are here. Even though there's a mass requirement, the community that is CNCF Co Con is stronger than I, stronger than I saw it last year. This is only my second co con. But the collaboration, what they've done, their devotion to the maintainers, their devotion to really finding mentors for mentees was really a strong message this morning. And we heard a >>Lot of that today. And it's going beyond Kubernetes, even though it's called co con. I also call it cloud native con, which I think we'll probably end up being the name because at the end of day, the cloud native scaling, you're starting to see the pressure points. You're start to see where things are breaking, where automation's coming in, breaking in a good way. And we're gonna break it all down Again. So much going on again, I've overs gonna be in charge. Digital is transformation. If you take it to its conclusion, then you will see that the developers are running the business. It isn't a department, it's not serving the business, it is the business. If that's the case, everything has to change. And we're, we're happy to have Sarib here with us Cube analysts on the badge. I saw that with the press pass. Well, >>Thank you. Thanks for getting me that badge. So I'm here with you guys and >>Well, you got a rapport. Let's get into it. You, I >>Know. Let's hear what you gotta say. I'm excited. >>Yeah. Went around, actually attend some sessions and, and with the analysts were sitting in, in the media slash press, and I spoke to some people at their booth and the, there are a few, few patterns, you know, which are, some are the exaggeration of existing patterns or some are kind of new patterns emerging. So things are getting complex in open source. The lawn more projects, right. They have, the CNCF has graduated some projects even after graduation, they're, they're exploring, right? Kubernetes is one of those projects which has graduated. And on that front, just a side note, the new projects where, which are entering the cncf, they're the, we, we gotta see that process and the three stages and all that stuff. I tweeted all day long, if you wanna know what it is, you can look at my tweets. But when I will look, actually write right on that actually after, after the show ends, what, what I saw there, these new projects need to be curated properly. >>I think they need to be weed. There's a lot of noise in these projects. There's a lot of overlap. So the, the work is cut out for CNCF folks, by the way. They're sort of managerial committee or whatever you call that. The, the people who are leading it, they're try, I think they're doing their best and they're doing a good job of that. And another thing actually, I really liked in the morning's keynote was that lot of women on the stage and minorities represented. I loved it, to be honest with you. So believe me, I'm a minority even though I'm Indian, but from India, I'm a minority. So people who have Punjab either know that I'm a minority, so I, I understand their pain and how hard it is to, to break through the ceiling and all that. So I love that part as well. Yeah, the >>Activity is clear. Yeah. From day one. It's in the, it's in the dna. I mean, they'll reject anything that the opposite >>Representation too. I mean, it's not just that everyone's invited, it's they're celebrated and that's a very big difference. Yeah. It's, you see conferences offer discounts for women for tickets or minorities, but you don't necessarily see them put them running where their mouth is actually recruit the right women to be on stage. Right. Something you know a little bit about John >>Diversity brings better outcomes, better product perspectives. The product is better with all the perspectives involved. Percent, it might go a little slower, maybe a little debates, but it's all good. I mean, it's, to me, the better product comes when everyone's in. >>I hope you didn't just imply that women would make society. So >>I think John men, like slower means a slower, >>More diversity, more debate, >>The worst. Bringing the diversity into picture >>Wine. That's, that's how good groups, which is, which is >>Great. I mean, yeah, yeah, >>Yeah, yeah. I, I take that mulligan back and say, hey, you knows >>That's >>Just, it's gonna go so much faster and better and cheaper, but that not diversity. Absolutely. >>Yes. Well, you make better products faster because you have a variety >>Of perspectives. The bigger the group, there's more debate. More debate is key. But the key to success is aligning and committing. Absolutely. Once you have that, and that's what open sources has been about for. Oh God, yeah. Generations >>Has been a huge theme in the >>Show generations. All right, so, so, >>So you have to add another, like another important, so observation if you will, is that the security is, is paramount right. Requirement, especially for open source. There was a stat which was presented in the morning that 60% of the projects in under CNCF have more vulnerabilities today than they had last year. So that was, That's shocking actually. It's a big jump. It's a big jump. Like big jump means jump, jump means like it can be from from 40 to 60 or or 50 or 60. But still that percentage is high. What, what that means is that lot more people are contributing. It's very sort of di carmic or ironic that we say like, Oh this project has 10,000 contributors. Is that a good thing? Right. We do. Do we know the quality of that, where they're coming from? Are there any back doors being, you know, open there? How stringent is the process of rolling those things, which are being checked in, into production? You know, who is doing that? I've >>Wondered about that. Yeah. The quantity, quality, efficacy game. Yes. And what a balance that must be for someone like CNCF putting in the structure to try and >>That's >>Hard. Curate and regulate and, and you know, provide some bumpers on the bowling lane, so to speak, of, of all of these projects. Yeah. >>Yeah. We thought if anybody thought that the innovation coming from, or the number of services coming from AWS or Google Cloud or likes of them is overwhelming, look at open source, it's even more >>Overwhelming. What's your take on the supply chain discussion? More code more happening. What are you hearing there? >>The supply chain from the software? Yeah. >>Supply chain software, supply chain security pays. Are people talking about that? What are you >>Seeing? Yeah, actually people are talking about that. The creation, the curation, not creation. Curation of suppliers of software I think is best done in the cloud. Marketplaces Ive call biased or what, you know, but curation of open source is hard. It's hard to know which project to pick. It's hard to know which project will pan out. Many of the good projects don't see the day light of the day, but some decent ones like it becomes >>A marketing problem. Exactly. The more you have out there. Exactly. The more you gotta get above the noise. Exactly. And the noise echo that. And you got, you got GitHub stars, you got contributors, you have vanity metrics now coming in to this that are influencing what's real. But sometimes the best project could have smaller groups. >>Yeah, exactly. And another controversial thing a little bit I will say that is that there's a economics of the practitioner, right? I usually talk about that and economics of the, the enterprise, right? So practitioners in our world, in software world especially right in systems world, practitioners are changing jobs every two to three years. And number of developers doubles every three years. That's the stat I've seen from Uncle Bob. He's authority on that software side of things. Wow. So that means there's a lot more new entrance that means a lot of churn. So who is watching out for the enterprise enterprises economics, You know, like are we creating stable enterprises? How stable are our operations? On a side note to that, most of us see the software as like one band, which is not true. When we talk about all these roles and personas, somebody's writing software for, for core layer, which is the infrastructure part. Somebody's writing business applications, somebody's writing, you know, systems of bracket, some somebody's writing systems of differentiation. We talk about those things. We need to distinguish between those and have principle based technology consumption, which I usually write about in our Oh, >>So bottom line in Europe about it, in your opinion. Yeah. What's the top story here at coupon? >>Top story is >>Headline. Yeah, >>The, the headline. Okay. The open source cannot be ignored. That's a headline. >>And what should people be paying attention to if there's a trend coming out? See any kind of trends coming out or any kind of signal, What, what do you see that people should pay attention to here? The put top >>Two, three things. The signal is that, that if you are a big shop, like you'd need to assess your like capacity to absorb open source. You need to be certain size to absorb the open source. If you are below that threshold, I mean we can talk about that at some other time. Like what is that threshold? I will suggest you to go with the managed services from somebody, whoever is providing those managed services around open source. So manage es, right? So from, take it from aws, Google Cloud or Azure or IBM or anybody, right? So use open source as managed offering rather than doing it yourself. Because doing it yourself is a lot more heavy lifting. >>I I, >>There's so many thoughts coming, right? >>Mind it's, >>So I gotta ask you, what's your rapport? You have some swag, What's the swag look >>Like to you? I do. Just as serious of a report as you do on the to floor, but I do, so you know, I come from a marketing background and as I, I know that Lisa does as well. And one of the things that I think about that we touched on in this is, is you know, canceling the noise or standing out from the noise and, and on a show floor, that's actually a huge challenge for these startups, especially when you're up against a rancher or companies or a Cisco with a very large budget. And let's say you've only got a couple grand for an activation here. Like most of my clients, that's how I ended up in the CU County ecosystem, was here with the A client before. So there actually was a booth over there and I, they didn't quite catch me enough, but they had noise canceling headphones. >>So if you just wanted to take a minute on the show floor and just not hear anything, which I thought was a little bit clever, but gonna take you through some of my favorite swag from today and to all the vendors, you know, this is why you should really put some thought into your swag. You never know when you're gonna end up on the cube. So since most swag is injection molded plastic that's gonna end up in the landfill, I really appreciate that garden has given all of us a potable plant. And even the packaging is plantable, which is very exciting. So most sustainable swag goes to garden. Well done >>Rep replicated, I believe is their name. They do a really good job every year. They had some very funny pins that say a word that, I'm not gonna say live on television, but they have created, they brought two things for us, yet it's replicated little etch sketch for your inner child, which is very nice. And given that we are in Detroit, we are in Motor City, we are in the home of Ford. We had Ford on the show. I love that they have done the custom K eight s key chains in the blue oval logo. Like >>Fords right behind us by the way, and are on you >>Interviewed, we had 'em on earlier GitLab taking it one level more personal and actually giving out digital portraits today. Nice. Cool. Which is quite fun. Get lap house multiple booths here. They actually IPOed while they were on the show floor at CubeCon 2021, which is fun to see that whole gang again. And then last but not least, really embracing the ship wheel logo of a Kubernetes is the robusta accrue that is giving out bucket hats. And if you check out my Twitter at sabba Savvy, you can see me holding the ship wheel that they're letting everyone pose with. So we are all in on Kubernetes. That cove gone 2022, that's for sure. Yeah. >>And this is something, day one guys, we've got three. >>I wanna get one of those >>Hats. We we need to, we need a group photo >>By the end of Friday we will have a beverage and hats on to sign off. That's, that's my word. If I can convince John, >>Don, what's your takeaway? You guys did a great kind of kickoff about last week or so about what you were excited about, what your thoughts were going to be. We're only on day one, There's been thousands of people here, we've had great conversations with contributors, the community. What's your take on day one? What's your, what's your tagline? >>Well, Savannah and I had at we up, we, we were talking about what we might see and I think we, we were right. I think we had it right. There's gonna be a lot more people than there were last year. Okay, check. That's definitely true. We're in >>Person, which >>Is refreshing. I was very surprised about the mask mandate that kind of caught me up guard. I was major. Yeah. Cause I've been comfortable without the mask. I'm not a mask person, but I had to wear it and I was like, ah, mask. But I understand I support that. But whatever. It's >>Corporate travel policy. So you know, that's what it is. >>And then, you know, they, I thought that they did an okay job with the gates, but they wasn't slow like last time. But on the content side, definitely Kubernetes security, top line headline, Kubernetes at scale security, that's, that's to me the bumper sticker top things to pay attention to the supply chain and the role of docker and the web assembly was a surprise. You're starting to see containers ecosystem coming back to, I won't say tension growth in the functionality of containers cuz they have to solve the security problem in the container images. Okay, you got scanning technology so it's a little bit in the weeds, but there's a huge movement going on to fix that problem to scale it so it's not a problem area contain. And then Dr sent a great job with productivity interviews. Scott Johnston over a hundred million in revenue so far. That's my number. They have not publicly said that. That's what I'm reporting from sources extremely well financially. And they, and they love their business model. They make productivity for developers. That's a scoop. That's new >>Information. That's a nice scoop we just dropped there on the co casually. >>You're watching that. Pay attention to that. But that, that's proof. But guess what, Red Hat's got developers too. Yes. Other people have to, So developers gonna go where it's the best. Yeah. Developers are voting with their code, they're voting with their feet. You will see the winners with the developers and that's what we've talked about. >>Well and the companies are catering to the developers. Savannah and I had a great conversation with Ford. Yeah. You saw, you showed their fantastic swag was an E for Ev right behind us. They were talking about the, all the cultural changes that they've really focused on to cater towards the developers. The developers becoming the influencers as you say. But to see a company that is as, as historied as Ford Motor Company and what they're doing to attract and retain developer talent was impressive. And honestly that surprised me. Yeah. >>And their head of deb relations has been working for, for, for 29 years. Which I mean first of all, most companies on the show floor haven't been around for 29 years. Right. But what I love is when you put community first, you get employees to stick around. And I think community is one of the biggest themes here at Cuco. >>Great. My, my favorite story that surprised me and was cool was the Red Hat Lockheed Martin interview where they had edge deployments with micro edge, >>Micro shift, >>Micro >>Shift, new projects under, there's, there are three new projects under, >>Under that was so, so cool because it was an edge story in deployment for the military where lives are on the line, they actually had it working. That is a real world example of Kubernetes and tech orchestrating to deploy the industrial edge. And I think that's proof in my mind that Kubernetes and this ecosystem is gonna move faster through this next wave of growth. Because once things start clicking, you get hybrid on premise to super cloud and edge. That was, that was my favorite cause it was real. That was real >>Story that it can make is literally life and death on the battlefield. Yeah, that was amazing. With what they're doing and what >>They're talking check out the Lockheed Martin Red Hat edge story on Silicon Angle and then a press release all pillar. >>Yeah. Another actually it's impressive, which we knew this which is happening, but I didn't know that it was happening at this scale is the finops. The finops is, I saw your is a discipline which most companies are adopting bigger companies, which are spending like hundreds of millions dollars in cloud average. Si a team size of finops for finops is seven people. And average number of tools is I think 3.5 or around 3.7 or something like that. Average number of tools they use to control the cost. So finops is a very generic term for years. It's not financial operations, it's the financial operations for the cloud cost, you know, containing the cloud costs. So that's a finops that is a very emerging sort of discipline >>To keep an eye on. And well, not only is that important, I talked to, well one of the principles over there, it's growing and they have real big players in that foundation. Their, their events are highly attended. It's super important. It's just, it's the cost side of cloud. And, and of course, you know, everyone wants to know what's going on. No one wants to leave there. Their Amazon on Yeah, you wanna leave the lights on the cloud, as we always say, you never know what the bill's gonna look like. >>The cloud is gonna reach $3 billion in next few years. So we might as well control the cost there. Yeah, >>It was, it was funny to get the reaction I found, I don't know if I was, how I react, I dunno how I felt. But we, we did introduce Super Cloud to a couple of guests and a, there were a couple reactions, a couple drawn. There was a couple, right. There was a couple, couple reactions. And what I love about the super cloud is that some people are like, oh, cringing. And some people are like, yeah, go. So it's a, it's a solid debate. It is solid. I saw more in the segments that I did with you together. People leaning in. Yeah. Super fun. We had a couple sum up, we had a couple, we had a couple cringes, I'll say their names, but I'll go back and make sure I, >>I think people >>Get 'em later. I think people, >>I think people cringe on the, on the term not on the idea. Yeah. You know, so the whole idea is that we are building top of the cloud >>And then so I mean you're gonna like this, I did successfully introduce here on the cube, a new term called architectural list. He did? That's right. Okay. And I wanna thank Charles Fitzgerald for that cuz he called super cloud architectural list. And that's exactly the point of super cloud. If you have a great coding environment, you shouldn't have to do an architecture to do. You should code and let the architecture of the Super cloud make it happen. And of course Brian Gracely, who will be on tomorrow at his cloud cast said Super Cloud enables super services. Super Cloud enables what Super services, super service. The microservices underneath the covers have to be different. High performing, automated. So again, the debate and Susan, the goal is to keep it open. And that's our, that's our goal. But we had a lot of fun with that. It was fun to poke the bear a little bit. So >>What is interesting to see just how people respond to it too, with you throwing it out there so consistently, >>You wanna poke the bear, get a conversation going, you know, let let it go. We'll see, it's been positive so far. >>There, there I had a discussion outside somebody who is from Ford but not attending this conference and they have been there for a while. I, I just some moment hit like me, like I said, people, okay, technologists are horizontal, the codes are horizontal. They will go from four to GM to Chrysler to Bank of America to, you know, GE whatever, you know, like cross vertical within vertical different vendors. So, but the culture of a company is local, right? Right. Ford has been building cars for forever. They sort of democratize it. They commercialize it, right? But they have some intense culture. It's hard to change those cultures. And how do we bring in the new thinking? What is, what approach that should be? Is it a sandbox approach for like putting new sensors on the car? They have to compete with te likes our Tesla, right? Yeah. But they cannot, if they are afraid of deluding their existing market or they're afraid of failure there, right? So it's very >>Tricky. Great stuff. Sorry. Great to have you on as our cube analyst breaking down the stories. We'll document that, that we'll roll out a post on it. Lisa Savannah, let's wrap up the show for day one. We got day two and three. We'll start with you. What's your summary? Quick bumper sticker. What's today's show all about? >>I'm a community first gal and this entire experience is about community and it's really nice to see the community come together, celebrate that, share ideas, and to have our community together on stage. >>Yeah. To me, to me it was all real. It's happening. Kubernetes cloud native at scale, it's happening, it's real. And we see proof points and we're gonna have faster time to value. It's gonna accelerate faster from here. >>The proof points, the impact is real. And we saw that in some amazing stories. And this is just a one of the cubes >>Coverage. Ib final word on this segment was well >>Said Lisa. Yeah, I, I think I, I would repeat what I said. I got eight, nine years back at a rack space conference. Open source is amazing for one biggest reason. It gives the ability to the developing nations to be at somewhat at par where the dev develop nations and, and those people to lift up their masses through the automation. Cuz when automation happens, the corruption goes down and the economy blossoms. And I think it's great and, and we need to do more in it, but we have to be careful about the supply chains around the software so that, so our systems are secure and they are robust. Yeah, >>That's it. Okay. To me for SAR B and my two great co-host, Lisa Martin, Savannah Peterson. I'm John Furry. You're watching the Cube Day one in, in the Books. We'll see you tomorrow, day two Cuban Cloud Native live in Detroit. Thanks for watching.

(upbeat music) >> Last year, the Cube covered Data Citizens, Collibra's customer event. And the premise that we put forth prior to that event was that despite all the innovation that's gone on over the last decade or more with data, you know, starting with the Hadoop movement. We had data lakes, we had Spark, the ascendancy of programming languages like Python, the introduction of frameworks like TensorFlow, the rise of AI, low code, no code, et cetera. Businesses still find it's too difficult to get more value from their data initiatives. And we said at the time, you know, maybe it's time to rethink data innovation. While a lot of the effort has been focused on more efficiently storing and processing data, perhaps more energy needs to go into thinking about the people and the process side of the equation, meaning making it easier for domain experts to both gain insights from data, trust the data, and begin to use that data in new ways, fueling data products, monetization, and insights. Data Citizens 2022 is back, and we're pleased to have Felix Van de Maele, who is the founder and CEO of Collibra. He's on the Cube. We're excited to have you, Felix. Good to see you again. >> Likewise Dave. Thanks for having me again. >> You bet. All right, we're going to get the update from Felix on the current data landscape, how he sees it, why data intelligence is more important now than ever, and get current on what Collibra has been up to over the past year, and what's changed since Data Citizens 2021. And we may even touch on some of the product news. So Felix, we're living in a very different world today with businesses and consumers. They're struggling with things like supply chains, uncertain economic trends, and we're not just snapping back to the 2010s. That's clear. And that's really true, as well, in the world of data. So what's different in your mind in the data landscape of the 2020s from the previous decade, and what challenges does that bring for your customers? >> Yeah, absolutely. And I think you said it well, Dave, in the intro that rising complexity and fragmentation in the broader data landscape that hasn't gotten any better over the last couple of years. When we talk to our customers, that level of fragmentation, the complexity, how do we find data that we can trust, that we know we can use, has only gotten kind of more difficult. So that trend is continuing. I think what is changing is that trend has become much more acute. Well, the other thing we've seen over the last couple of years is that the level of scrutiny that organizations are under with respect to data, as data becomes more mission critical, as data becomes more impactful and important, the level of scrutiny with respect to privacy, security, regulatory compliance, is only increasing as well. Which again, is really difficult in this environment of continuous innovation, continuous change, continuous growing complexity and fragmentation. So it's become much more acute. And to your earlier point, we do live in a different world, and the past couple of years, we could probably just kind of brute force it, right? We could focus on the top line. There was enough kind of investments to be had. I think nowadays organizations are focused, or are in a very different environment where there's much more focus on cost control, productivity, efficiency. How do we truly get value from that data? So again, I think it's just another incentive for organizations to now truly look at that data and to scale that data, not just from a technology and infrastructure perspective, but how do we actually scale data from an organizational perspective, right? Like you said, the people and process, how do we do that at scale? And that's only becoming much more important. And we do believe that the economic environment that we find ourselves in today is going to be a catalyst for organizations to really take that more seriously if you will than they maybe have in the past. >> You know, I don't know when you guys founded Collibra, if you had a sense as to how complicated it was going to get, but you've been on a mission to really address these problems from the beginning. How would you describe your mission, and what are you doing to address these challenges? >> Yeah, absolutely. We started Collibra in 2008. So in some sense in the last kind of financial crisis. And that was really the start of Collibra, where we found product market fit working with large financial institutions to help them cope with the increasing compliance requirements that they were faced with because of the financial crisis, and kind of here we are again in a very different environment of course, 15 years, almost 15 years later. But data only becoming more important. But our mission to deliver trusted data for every user, every use case, and across every source, frankly has only become more important. So while it's been an incredible journey over the last 14, 15 years, I think we're still relatively early in our mission to, again, be able to provide everyone, and that's why we call it Data Citizens. We truly believe that everyone in the organization should be able to use trusted data in an easy, easy manner. That mission is only becoming more important, more relevant. We definitely have a lot more work ahead of us because we're still relatively early in that journey. >> Well, that's interesting because, you know, in my observation, it takes seven to 10 years to actually build a company, and then the fact that you're still in the early days is kind of interesting. I mean, Collibra's had a good 12 months or so since we last spoke at Data Citizens. Give us the latest update on your business. What do people need to know about your your current momentum? >> Yeah, absolutely. Again, there's a lot of tailwinds, organizations are only maturing their data practices, and we've seen it kind of transform, or influence a lot of our business growth that we've seen, broader adoption of the platform. We work at some of the largest organizations in the world, whether it's Adobe, Heineken, Bank of America, and many more. We have now over 600 enterprise customers, all industry leaders and every single vertical. So it's really exciting to see that and continue to partner with those organizations. On the partnership side, again, a lot of momentum in the market with some of the cloud partners like Google, Amazon, Snowflake, Databricks, and others, right? As those kind of new modern data infrastructures, modern data architectures, are definitely all moving to the cloud. A great opportunity for us, our partners, and of course our customers, to help them kind of transition to the cloud even faster. And so we see a lot of excitement and momentum there. We did an acquisition about 18 months ago around data quality, data observability, which we believe is an enormous opportunity. Of course data quality isn't new, but I think there's a lot of reasons why we're so excited about quality and observability now. One is around leveraging AI, machine learning, again to drive more automation. And the second is that those data pipelines that are now being created in the cloud, in these modern data architectures, they've become mission critical. They've become real time. And so monitoring, observing those data pipelines continuously has become absolutely critical. So we're really excited about that as well. And on the organizational side, I'm sure you've heard a term around kind of data mesh, something that's gaining a lot of momentum, rightfully so. It's really the type of governance that we always believed in. Federated, focused on domains, giving a lot of ownership to different teams. I think that's the way to scale the data organizations, and so that aligns really well with our vision, and from a product perspective, we've seen a lot of momentum with our customers there as well. >> Yeah, you know, a couple things there. I mean, the acquisition of OwlDQ, you know, Kirk Haslbeck and their team, it's interesting, you know, the whole data quality used to be this back office function and really confined to highly regulated industries. It's come to the front office, it's top of mind for chief data officers, data mesh, you mentioned. You guys are a connective tissue for all these different nodes on the data mesh. That's key. And of course we see you at all the shows. You're a critical part of many ecosystems, and you're developing your own ecosystem. So let's chat a little bit about the products. We're going to go deeper into products later on at Data Citizens '22, but we know you're debuting some new innovations, you know, whether it's, you know, the under the covers in security, sort of making data more accessible for people, just dealing with workflows and processes as you talked about earlier. Tell us a little bit about what you're introducing. >> Yeah, absolutely. We're super excited, a ton of innovation. And if we think about the big theme, and like I said, we're still relatively early in this journey towards kind of that mission of data intelligence, that really bold and compelling mission. Either customers are just starting on that journey, and we want to make it as easy as possible for the organization to actually get started, because we know that's important that they do. And for our organization and customers that have been with us for some time, there's still a tremendous amount of opportunity to kind of expand the platform further. And again, to make it easier for, really to accomplish that mission and vision around that data citizen that everyone has access to trustworthy data in a very easy, easy way. So that's really the theme of a lot of the innovation that we're driving, a lot of kind of ease of adoption, ease of use, but also then, how do we make sure that as Collibra becomes this kind of mission critical enterprise platform from a security performance architecture scale, supportability that we're truly able to deliver that kind of an enterprise mission critical platform. And so that's the big theme. From an innovation perspective, from a product perspective, a lot of new innovation that we're really excited about. A couple of highlights. One is around data marketplace. Again, a lot of our customers have plans in that direction. How do we make it easy? How do we make available a true kind of shopping experience so that anybody in your organization can, in a very easy search first way, find the right data product, find the right data set that data can then consume, use its analytics. How do we help organizations drive adoption, tell them where they're working really well, and where they have opportunities. Home pages, again, to make things easy for people, for anyone in your organization, to kind of get started with Collibra. You mentioned workflow designer, again, we have a very powerful enterprise platform. One of our key differentiators is the ability to really drive a lot of automation through workflows. And now we provided a new low code, no code, kind of workflow designer experience. So really customers can take it to the next level. There's a lot more new product around Collibra Protect, which in partnership with Snowflake, which has been a strategic investor in Collibra, focused on how do we make access governance easier? How do we, how are we able to make sure that as you move to the cloud, things like access management, masking around sensitive data, PII data, is managed in a much more effective way. Really excited about that product. There's more around data quality. Again, how do we get that deployed as easily and quickly and widely as we can? Moving that to the cloud has been a big part of our strategy. So we launched our data quality cloud product as well as making use of those native compute capabilities in platforms like Snowflake, Databricks, Google, Amazon, and others. And so we are bettering a capability that we call push down. So we're actually pushing down the computer and data quality, the monitoring, into the underlying platform, which again, from a scale performance and ease of use perspective is going to make a massive difference. And then more broadly, we talked a little bit about the ecosystem. Again, integrations that we talk about, being able to connect to every source. Integrations are absolutely critical, and we're really excited to deliver new integrations with Snowflake, Azure, and Google Cloud Storage as well. So there's a lot coming out. The team has been at work really hard, and we are really, really excited about what we are coming, what we're bringing to markets. >> Yeah, a lot going on there. I wonder if you could give us your closing thoughts. I mean, you talked about the marketplace, you know, you think about data mesh, you think of data as product, one of the key principles. You think about monetization. This is really different than what we've been used to in data, which is just getting the technology to work has been been so hard, so how do you see sort of the future? And, you know, give us your closing thoughts please. >> Yeah, absolutely. And I think we're really at this pivotal moment, and I think you said it well. We all know the constraint and the challenges with data, how to actually do data at scale. And while we've seen a ton of innovation on the infrastructure side, we fundamentally believe that just getting a faster database is important, but it's not going to fully solve the challenges and truly kind of deliver on the opportunity. And that's why now is really the time to deliver this data intelligence vision, the data intelligence platform. We are still early, making it as easy as we can. It's kind of our, as our mission. And so I'm really, really excited to see what we are going to, how the markets are going to evolve over the next few quarters and years. I think the trend is clearly there, when we talk about data mesh, this kind of federated approach, focus on data products is just another signal that we believe that a lot of our organizations are now at the time, they understand the need to go beyond just the technology, how to really, really think about how to actually scale data as a business function, just like we've done with IT, with HR, with sales and marketing, with finance. That's how we need to think about data. I think now's the time given the economic environment that we are in, much more focus on control, much more focus on productivity, efficiency, and now's the time we need to look beyond just the technology and infrastructure to think of how to scale data, how to manage data at scale. >> Yeah, it's a new era. The next 10 years of data won't be like the last, as I always say. Felix, thanks so much, and good luck in San Diego. I know you're going to crush it out there. >> Thank you Dave. >> Yeah, it's a great spot for an in person event, and of course, the content post event is going to be available at collibra.com, and you can of course catch the Cube coverage at thecube.net, and all the news at siliconangle.com. This is Dave Vellante for the Cube, your leader in enterprise and emerging tech coverage. (light music)

(upbeat music) >> Announcer: theCUBE presents UiPath Forward5. Brought to you by UiPath. >> Hi everybody, we're back in Las Vegas. We're live with Cube's coverage of Forward 5 2022. Dave Vellante with Dave Nicholson Ted Kumer this year is the Executive Vice President, product and engineering at UiPath. Brought on to do a lot of the integration and bring on new capabilities for the platform and we've seen that over the last several years. And he's joined by Dr. Edward Challis, who's the co-founder of the recent acquisition that UiPath made, company called Re:infer. We're going to learn about those guys. Gents, welcome to theCUBE. Ted, good to see you again. Ed, welcome. >> Good to be here. >> First time. >> Thank you. >> Yeah, great to be here with you. >> Yeah, so we have seen, as I said, this platform expanding. I think you used the term business automation platform. It's kind of a new term you guys introduced at the conference. Where'd that come from? What is that? What are the characteristics that are salient to the platform? >> Well, I see the, the evolution of our platform in three chapters. You understand the first chapter, we call that the RPA chapter. And that's where we saw the power of UI automation applied to the old problems of how do I integrate apps? How do I automate processes? That was chapter one. You know, chapter two gets us to Forward3 in 2019, and the definition of this end-to-end automation platform you know, with the capabilities from discover to measure, and building out that core platform. And as the platform's progressed, what we've seen happen with our customers is the use of it goes from being very heavy in automating the repetitive and routine to being more balanced, to now where they're implementing new brought business process, new capability for their organization. So that's where the name, Business Automation Platform, came from. Reflecting now that it's got this central role, as a strategic tool, sitting between their application landscape, their processes, their people, helping that move forward at the rate that it needs to. >> And process mining and task mining, that was sort of the enabler of chapter two, is that right? >> Well, I'd say chapter two was, you know, first the robots got bigger in terms of what they could cover and do. API integration, long running workflows, AI and ML skills integrated document processing, citizen development in addition to professional development, engaging end users with things like user interfaces built with UiPath apps. And then the discovery. >> So, more robustness of the? Yeah, okay. >> Yeah. Just an expansion of the whole surface area which opened up a lot of things for our customers to do. That went much broader than where core RPA started. And so, and the other thing about this progression to the business automation platform is, you know, we see customers now talking more about outcomes. Early on they talk a lot about hours saved and that's great, but then what about the business outcomes it's enabling? The transformations in their business. And the other thing we're doing in the platform is thinking about, well, where can we land with solutions capabilities that more directly land on business, measurable business outcomes? And so we had started, for example, offering an email automation solution, big business problem for a lot of our customers last year. And we'd started encountering this company Re:infer as we were working with customers. And then, and we encountered Re:infer being used with our platform together. And we saw we can accelerate this. And what that is giving us now is a solution now that aligns with a very defined business outcome. And this way, you know, we can help you process communications and do it efficiently and provide better service for your customers. And that's beginning of another important progression for us in our platform. >> So that's a nice segue, Ed. Tell about Re:infer. Why did you start the company? >> Right, yeah, so my whole career has been in machine learning and AI and I finished my PhD around 2013, it was a very exciting time in AI. And me and my co-founders come from UCL, this university in London, and Deep Mind, this company which Google acquired a few years later, came from our same university. So very exciting time amongst the people that really knew about machine learning and AI. And everyone was thinking, you know, how do we, these are just really big breakthroughs. And you could just see there was going to be a whole bunch of subsequent breakthroughs and we thought NLP would be the next breakthrough. So we were really focused on machine reading problems. And, but we also knew as people that had like built machine learning production systems. 'Cause I'd also worked in industry that built that journey from having a hypothesis that machine learning can solve a problem to getting machine learning into production. That journey is of painful, painful journey and that, you know, you can see that you've got these advances, but getting into broad is just way too hard. >> So where do you fit in the platform? >> Yeah, so I think when you look in the enterprise just so many processes start with a message start with a no, start with a case ticket or, you know, some other kind of request from a colleague or a customer. And so it's super exciting to be able to, you know, take automation one step higher in that process chain. So, you could automatically read that request, interpret it, get all the structured data you need to drive that process forward. So it's about bringing automation into these human channels. >> So I want to give the audience a sense here. So we do a lot of events at the Venetian Conference Center, and it's usually very booth heavy, you know, brands and big giant booths. And here the booths are all very small. They're like kiosks, and they're all pretty much the same size. So it's not like one vendor trying to compete with the other. And there are all these elements, you know I feel like there's clouds and there's, you know, of course orange is the color here. And one of the spots is, it has this really kind of cool sitting area around customer stories. And I was in there last night reading about Deutsche Bank. Deutsche Bank was also up on stage. Deutsche Bank, you guys were talking about a Re:infer. So share with our audience what Deutsche Bank are doing with UiPath and Re:infer. >> Yeah, so I mean, you know, before we automate something, we often like to do what we call communications mining. Which is really understanding what all of these messages are about that might be hitting a part of the business. And at Deutsche Bank and in many, you know, like many large financial services businesses, huge volumes of messages coming in from the clients. We analyze those, interpret the high volume query types and then it's about automating against those to free up capacity. Which ultimately means you can provide faster, higher quality service because you've got more time to do it. And you're not dealing with all of those mundane tasks. So it's that whole journey of mining to automation of the coms that come into the corporate bank. >> So how do I invoke the service? So is it mother module or what's the customer onboarding experience like? >> So, I think the first thing that we do is we generate some understanding of actually the communications data they want to observe, right? And we call it mining, but you know, what we're trying to understand is like what are these communications about? What's the intent? What are they trying to accomplish? Tone can be interesting, like what's the sentiment of this customer? And once you understand that, you essentially then understand categories of conversations you're having and then you apply automations to that. And so then essentially those individual automations can be pointed to sets of emails for them to automate the processing of. And so what we've seen is customers go from things they're handling a hundred percent manual to now 95% of them are handled basically with completely automated processing. The other thing I think is super interesting here and why communications mining and automation are so powerful together is communications about your business can be very, very dynamic. So like, new conversations can emerge, something happens right in your business, you have an outage, whatever, and the automation platform, being a very rapid development platform, can help you adapt quickly to that in an automated way. Which is another reason why this is such a powerful thing to put the two things together. >> So, you can build that event into the automation very quickly you're saying? >> Speaker 1: Yeah. >> Speaker 2: That's totally right. >> Cool. >> So Ed, on the subject of natural language processing and machine learning versus machine teaching. If I text my wife and ask her would you like to go to an Italian restaurant tonight? And she replies, fine. Okay, how smart is your machine? And, of course, context usually literally denotes things within the text, and a short response like that's very difficult to do this. But how do you go through this process? Let's say you're implementing this for a given customer. And we were just talking about, you know, the specific customer requirements that they might have. What does that process look like? Do you have an auditor that goes through? And I mean do you get like 20% accuracy, and then you do a pass, and now you're at 80% accuracy, and you do a pass? What does that look? >> Yeah, so I mean, you know when I was talking about the pain of getting a machine learning model into production one of the principle drivers of that is this process of training the machine learning model. And so what we use is a technique called active learning which is effectively where the AI and ML model queries the user to say, teach me about this data point, teach me about this sentence. And that's a dynamic iterative process. And by doing it in that way you make that training process much, much faster. But critically that means that the user has, when you train the model the user defines how you want to encode that interpretation. So when you were training it you would say fine from my wife is not good, right? >> Sure, so it might be fine, do you have a better suggestion? >> Yeah, but that's actually a very serious point because one of the things we do is track the quality of service. Our customers use us to attract the quality of service they deliver to their clients. And in many industries people don't use flowery language, like, thank you so much, or you know, I'm upset with you, you know. What they might say is fine, and you know, the person that manages that client, that is not good, right? Or they might say I'd like to remind you that we've been late the last three times, you know. >> This is urgent. >> Yeah, you know, so it's important that the client, our client, the user of Re:infer, can encode what their notions of good and bad are. >> Sorry, quick follow up on that. Differences between British English and American English. In the U.K., if you're thinking about becoming an elected politician, you stand for office, right? Here in the U.S., you run for office. That's just the beginning of the vagaries and differences. >> Yeah, well, I've now got a lot more American colleagues and I realize my English phrasing often goes amiss. So I'm really aware of the problem. We have customers that have contact centers, some of them are in the U.K., some of them are in America, and they see big differences in the way that the customers get treated based on where the customer is based. So we've actually done analysis in Re:infer to look at how agents and customers interact and how you should route customers to the contact centers to be culturally matched. Because sometimes there can be a little bit of friction just for that cultural mapping. >> Ted, what's the what's the general philosophy when you make an acquisition like this and you bring in new features? Do you just wake up one day and all of a sudden there's this new capability? Is it a separate sort of for pay module? Does it depend? >> I think it depends. You know, in this case we were really led here by customers. We saw a very high value opportunity and the beginnings of a strategy and really being able to mine all forms of communication and drive automated processing of all forms of communication. And in this case we found a fantastic team and a fantastic piece of software that we can move very quickly to get in the hands of our customer's via UiPath. We're in private preview now, we're going to be GA in the cloud right after the first of the year and it's going to continue forward from there. But it's definitely not one size fits all. Every single one of 'em is different and it's important to approach 'em that way. >> Right, right. So some announcements, StudioWeb was one that I think you could. So I think it came out today. Can't remember what was today. I think we talked about it yesterday on the keynotes anyway. Why is that important? What is it all about? >> Well we talked, you know, at a very top level. I think every development platform thinks about two things for developers. They think, how do I make it more expressive so you can do other things, richer scenarios. And how do I make it simpler? 'Cause fast is always better, and lower learning curves is always better, and those sorts of things. So, Re:infer's a great example of look the runtime is becoming more and more expressive and now you can buy in communications state as part of your automation, which is super cool. And then, you know StudioWeb is about kind of that second point and Studios and Studio X are already low code visual, but they're desktop. And part of our strategy here is to elevate all of that experience into the web. Now we didn't elevate all of studio there, it's a subset. It is API integration and web based application automation, Which is a great foundation for a lot of apps. It's a complete reimagining of the studio user interface and most importantly it's our first cross-platform developer strategy. And so that's been another piece of our strategy, is to say to the customers we want to be everywhere you need us to be. We did cross-platform deployment with the automation suite. We got cross-platform robots with linear robots, serverless robots, Mac support and now we got a cross-platform devs story. So we're starting out with a subset of capabilities maybe oriented toward what you would associate with citizen scenarios. But you're going to see more roadmap, bringing more and more of that. But it's pretty exciting for us. We've been working on this thing for a couple years now and like this is a huge milestone for the team to get to this, this point. >> I think my first conversation on theCUBE with a customer was six years ago maybe at one of the earlier Forwards, I think Forward2. And the pattern that I saw was basically people taking existing processes and making them better, you know taking the mundane away. I remember asking customers, yeah, aren't you kind of paving the cow path? Aren't there sort of new things that you can do, new process? And they're like, yeah, that's sort of the next wave. So what are you seeing in terms of automating existing processes versus new processes? I would see Re:infer is going to open up a whole new vector of new processes. How should we think about that? >> Yeah, I think, you know, I mean in some ways RPA has this reputation because there's so much value that's been provided in the automating of the repetitive and routine. But I'd say in my whole time, I've been at the company now for two and a half years, I've seen lots of new novel stuff stood up. I mean just in Covid we saw the platform being used in PPP loan processing. We saw it in new clinical workflows for COVID testing. We see it and we've just seen more and more progression and it's been exciting that the conference, to see customers now talking about things they built with UiPath apps. So app experiences they've been delivering, you know. I talked about one in healthcare yesterday and basically how they've improved their patient intake processing and that sort of thing. And I think this is just the front end. I truly believe that we are seeing the convergence happen and it's happening already of categories we've talked about separately, iPass, BPM, low-code, RPA. It's happening and it's good for customers 'cause they want one thing to cover more stuff and you know, I think it just creates more opportunity for developers to do more things. >> Your background at Microsoft probably well prepared you for a company that you know, was born on-prem and then went all in on the cloud and had, you know, multiple code bases to deal with. UiPath has gone through a similar transformation and we talked to Daniel last night about this and you're now cloud first. So how is that going just in terms of managing multiple code bases? >> Well it's actually not multiple Code bases. >> Oh, it's the same one, Right, deployment models I should say. >> Is the first thing, Yeah, the deployment models. Another thing we did along the way was basically replatform at an infrastructure level. So we now can deploy into a Kubernetes Docker world, what you'd call the cloud native platform. And that allows us to have much more of a shared infrastructure layer as we look to deliver to the automation cloud. The same workload to the automation cloud that we now deliver in the automation suite for deployment on-prem or deploying a public cloud for a customer to manage. Interesting and enough, that's how Re:infer was built, which is it was built also in the cloud native platform. So it's going to be pretty easy. Well, pretty easy, there's some work to do, but it's going to be pretty easy for us to then bring that into the platform 'cause they're already working on that same platform and provide those same services both on premises and in the cloud without having your developers have to think too much about both. >> Okay, I got to ask you, so I could wrap my stack in a container and put it into AWS or Azure or Google and it'll run great. As well, I could tap some of the underlying primitives of those respective clouds, which are different and I could run them just fine. Or/and I could create an abstraction layer that could hide those underlying primitives and then take the best of each and create an automation cloud, my own cloud. Does that resonate? Is that what you're doing architecturally? Is that a roadmap, or? >> Certainly going forward, you know, in the automation cloud. The automation cloud, we announced a great partnership or a continued partnership with Microsoft. And just Azure and our platform. We obviously take advantage of anything we can to make that great and native capabilities. And I think you're going to see in the Automation Suite us doing more and more to be in a deployment model on Azure, be more and more optimized to using those infrastructure services. So if you deploy automation suite on-prem we'll use our embedded distro then when we deploy it say on Azure, we'll use some of their higher level managed services instead of our embedded distro. And that will just give customers a better optimized experience. >> Interesting to see how that'll develop. Last question is, you know what should we expect going forward? Can you show us a little leg on on the future? >> Well, we've talked about a number of directions. This idea of semantic automation is a place where you know, you're going to, I think, continue to see things, shoots, green shoots, come up in our platform. And you know, it's somewhat of an abstract idea but the idea that the platform is just going to become semantically smarter. You know, I had to serve Re:infer as a way, we're semantically smarter now about communications data and forms of communications data. We're getting semantically smarter about documents, screens you know, so developers aren't dealing with, like, this low level stuff. They can focus on business problem and get out of having to deal with all this lower level mechanism. That is one of many areas I'm excited about, but I think that's an area you're going to see a lot from us in the next coming years. >> All right guys, hey, thanks so much for coming to theCUBE. Really appreciate you taking us through this. Awesome >> Yeah Always a pleasure. >> Platform extension. Ed. All right, keep it right there, everybody. Dave Nicholson, I will be back right after this short break from UiPath Forward5, Las Vegas. (upbeat music)

(bright upbeat music) >> Hi, everyone, welcome back to theCUBE's Unstoppable Domains Partner Showcase. I'm John Furrier, host of theCUBE. This segment in this session is about expansion into Asia Pacific and Europe for Unstoppable Domains. It's a hot startup in the Web3 area, really creating a new innovation around NFTs, crypto, single sign-on, and digital identity, giving users the power like they should. We've got two great guests, Sajjad Rehman, Head of Europe, and Nilkanth, known as Nil, Iyer, head of Asia. Sajjad, Nil, welcome to this CUBE, and let's talk about the expansion. It's not really an expansion, the global economy is global, but showcase here about Unstoppables going to Europe. Thanks for coming on. >> Thanks for inviting us. >> Thanks John, for inviting us. >> So we're living in a global world, obviously, crypto, blockchain, decentralized applications. You're starting to see mainstream adoption, which means the shift is happening. There are more apps coming, and it means more infrastructure, and things got to get easier, right? So, reduce the steps it takes to do stuff, makes the wallets better, give people more secure access and control of their data. This is what Unstoppable is all about. You guys are in the middle of it, you're on this wave. What is the potential of Web3 with Unstoppable, and in general, in Asia and in Europe? >> I can go first. So, now, let's look at the Asia market. I mean, typically, we see the US market, the Europe markets, for typical Web 2.0 software and infrastructure is definitely the larger markets, with US typically accounting for about 60%, and Europe about 20 to 30%, and Asia has always been small. But we see in this whole world of blockchain, crypto, Web 3.0, Asia already has about 160 million users. They have more than 35 local exchanges. And if you really look at the number of countries, in terms of the rate of adoption, many of the Asian countries, which probably you'd have never even heard of, like Vietnam, actually topping the list, right? One of the reasons that this is happening, again, if you go through the Asian Development Bank's latest report, you have these Gen Zs and millennials, of that's 50% of the Asian population. And if you really look at 50% of the Asian population, that's 1.1 billion people out of the total, 1.8 billion Gen Z and millennials that you have have in the world. And these folks are digitally native, they're people, in fact, the Gen Zs are mobile first, and millennials, many of us, like myself, at least, are people who are digital, and 20% of the world's economy is currently digital, and the rest, 40 to 50%, which is going to happen in the Web 3.0 world, and that's going to be driven by millennials and Gen Zs. I think that's why this whole space is so exciting, because it's being driven by the users, by the new generation. I mean, that's my broad thought on this whole thing. >> Before we get get this started, I want to just comment, Asia, also, in other areas where mobile first came, you had the younger demographics absolutely driving the change, because they're like, "Well, I don't want the old way." They go right from scratch at the beginning, they're using the technologies. That has propelled the crypto world. I mean, that is absolutely true. Everyone's kind of seeing that. And that's now influencing some of these developer nations, like say, in Europe, for instance, and even North America, I think Europe's more advanced than North America, in my opinion, but we'll get to that. Oh, so potential in Europe. Sajjad, take us through your thoughts on... As head of Europe, for our audience. >> Absolutely, so, Nil's right. I think Asia is way ahead in terms of Gen Z user adopting crypto, Europe is actually a distant second, but it's surprising to note that Europe actually has the highest transactional activity in crypto over the last year and a half. And if you dig a bit deeper, I'd say, arguably, for Europe, I think the opportunity in Web3 is perhaps the largest. And then perhaps it can mean the most for Europe. Europe, for the last decade, has been trailing behind Asia and North America, when it comes to birthing unicorns, and I think Web3 can provide a StepChain opportunity. This belief, for me, stems from the fact that Europe's policy, right, like, for example, GDPR, is focused on enabling your data ownership. And I think I recently read a very good paper out of Stanford, by Patrick Henson. He speaks about Web3 being the best part, here, for Europe enabling patient sovereignty. So what that means is users control the data, they're paying to enter it, and they harness the value from it. And on one hand, while Europe is enabling that regulation, that's entered in that code, Web3 actually brings it into action. So I think with more enablement, better regulation, and we'll see more hubs, like the Crypto Valley in Switzerland pop up, that will bring, I think, I'd rather be careful, better to say, not over-regulation, the right regulation. We can expect more in prop capital, more builder talent, that then drives more adoption. So I think the prospects for Europe in terms of usage, as well as builders, are quite bright. >> Yeah, and I think, also, you guys are in areas where the cultural shift is so dramatic. You mentioned Asia, the demographics, even the entrepreneurial culture in Europe right now is booming. You look at all the venture-backed startups, and the young generation building companies! And again, cloud computing is a big part of that, obviously. But look at, compared to the United States, you go back 15 years ago, Europe was way behind, on the startup scene. Now it's booming and pumping on all cylinders. And it kind of points at this cultural shift. It's almost like a generational... It's like the digital hippies changing the world. The Web3, it's kind of, "I don't want to be Web2, Web2 is so old, I don't want to do that." And then it's all because it's changing, right? And there are things inadequate with Web2, on the naming system. Also the arbitrage around fake information, bots, users being manipulated, and also merchandised and monetized through these portals. Okay, that's kind of ending. So talk about the dynamic of Web2, 3, at those areas. You've got users and you've got companies, who build applications. They're going to shift and be forced, in our opinion, and I want to get your reaction to that. Do you think applications are going to have to be Web3, or users will reject them? >> Yeah, I think that I'll jump in and add to there in Nil's part. I think the Web3 is built on three principles, right? They're decentralization, ownership, and composability. And I think these are not binary. So if I look further on in the future, I don't see a future where you have just Web3. I think there's going to be coexistence or cooperation between Web2 companies, Web3, building bridges. I think there's going to be... There's a sliding scale to decentralization, versus centralization. Similarly, ownership. And I think users will find what works best for them in different contexts. I think what Unstoppable is doing is essentially providing the identity system for Web3, and that's way more powerful when it comes to being built on blockchains, than with the naming system we had for Web2, right? The identity system can serve the purpose of taking a user's personal identifier, password, blockchain, domain name, and attaching all kinds of attributes that define who you are, both in the physical and digital world, and filling out information that you can transact on the basis of. And I think the users would, as we go to a no-code and low-code future, right, where in Web2, more of the users were essentially consumers, or readers of the internet. And in Web3, with more low-code and no-code technology platforms taking shape and getting proliferation, you would see more users being actually writers, publishers, and developers on the internet. And they would value owning their data, and to harness the most amount of value from it. So I think that's the power concept, and I think that's the future I see, where Web3 will dominate. Nil, what do you think? >> Well, I think you put it very, very nicely, Sajjad. I think you covered most of the points, I think. But I'm seeing a lot of different things that are happening at the ground. I think a lot of the governments, a lot of the Web 2.0 players, the traditional banks, these guys are not sitting quiet on the blockchain space. There are a lot of pilots happening in the blockchain space, right? I mean, I can give you real life examples. I mean, one of the biggest examples is in my home state of Maharashtra, where Mumbai is. They actually partnered with Polygon (MATIC), right? Actually built a private blockchain-based capability to kind of deliver your COVID vaccination certificates with the QR code, right? And that's the only way they could deliver that kind of volumes in that short a time, with the kind of user control, the user control the user has on the data. That could only be possible because of blockchain. Of course, it's still private, because it's healthcare data, they still want to keep it, something that's not fully on a blockchain. But that is something. Similarly, there is a consortium of about nine banks who have actually trying to work on making things like remittances or trade finance much, much easier. I mean, remittances through a traditional, Web 2.0 world is very, very costly. And especially in the Asian countries, a lot of people from Southeast Asia work across the world and send back money home. It's a very costly and a time-taking affair. So they have actually partnered and built a blockchain-based capability, again, in a pilot stage, to kind of reduce the transaction costs. For example, if you just look at the trade finance days where there are 14 million traders, who do 2.4, 5 trillion dollars, of transaction, they were able to actually reduce the time that it takes from eight to nine days, to about two to three days. And so, to add on to what you're saying, I think these two worlds are going to meet, and meet very soon. And when they meet, what they need is a single digital identity, a human-readable way of being able to send and receive and do commerce. I think that's where I see Unstoppable Domains, very nicely positioned to be able to integrate these two worlds, so that's my thought on all the logistics. >> That was a great point. I was going to get into which industries, and kind of what areas, you see in your geographies. But it's a good point about saving time. I like how you brought that up, because in these new waves, you either got to reduce the steps it takes to do something, or save time, make it easy. And this is the successful formula, in anything, whether it's an app or UI or whatever, but what specifically are they doing in your areas? And what about Unstoppable are they attracted to? Is it because of the identity? Is it because of the apps? Is it because of the single sign-on? What is the reason that they're leaning in, and unpacking this further into their pilots? >> Sajjad, do you want to take that? >> Yeah, absolutely, man. >> Because. >> Yeah, I'm happy. Please jump in if you want. So I think, and let me clarify the question, John, you're talking about Web2 companies, looking to partner in software, or potential partnerships, right? >> Yeah, what are they seeing, and what are they seeing as the value that these pilots we heard from Nilkanth around the financial industry? And obviously, gaming's one, it's obvious. Huge: financial, healthcare, I mean, these are obviously verticals that are going to be heavily impacted in a positive way. What are they seeing as value? What's getting them motivated to do these pilots? Why are they jumping in, with both feet, if you will, on these projects? Is it because it's saving money, is it time, or both, is it ease of use, is it the user's expectations? Trying to tease out how you guys see that evolving. >> Yeah, yeah, I think... This is still, the space is, the movement is going very fast, but I think the space is still young. And right now, a lot of these companies are seeing the potential that Web3 offers. And I think the key, key dimensions, right, composability, decentralization, and ownership. So I think the key thing I'm seeing in EU is these Web2 companies seeing the momentum and looking to harness that by enabling bridges to Web3. One of the key trends in Europe has been Fintech, I think over the last five to six years, we have the Revolut, N26, e-TOTAL creating platforms, new banks and super finance, super apps rising to the forefront. And they are all enabling, or also connecting a bridge with Web3 in some shape and form, either enabling creating of crypto, some are launching their own native wallets, and these are, essentially, ways that they can, one, attract users. So the Gen Z who are looking for more friction in finance, to get them on board, but also to look to enable more adoption by their own users, who are not using these services that potentially create new revenue streams, and create allocation of capital that they could not access, to have access to otherwise. So I think that's one trend I'm seeing over here. I think the other key trend is, in Europe, at least, has been games. And again, dead links or damaged, web creators would call the metaverse. So a lot of game companies are looking to step into Game Fire, which is, again, a completely different business model to what traditional game companies used to use. Similarly, metaverse is where again, ownership creates a different business model and they see that users and gamers of the future would want to engage with that, versus just being monetized on the basis of subscription or ads. And I think that's something that they're becoming aware of, and moving quickly in the space, launching their own metaverses, or game by applications. Or creating interoperability with these decentralized applications. >> You know, I wanted to get into this point, but I was going to ask about the community empowerment piece of this equation, 'cause digital identity is about the user's identity, which implies they're part of a community. Web3 is very community-centric. But you mentioned gaming, I mean, people who have been watching the gaming world, like ourselves, know that communities and marketplaces have been very active for years, many years, over 15 years. Community, games, currency, in-game activity, has been out there, right, but siloed within the games themselves. So now, it seems that that paradigm's coming in and empowering all communities. Is this something that you guys see and agree with? And if so, what's different about that? How are communities being empowered? I guess that's the question. >> Yeah, I can maybe take that, Sajjad. So, I mean, I must have heard of Axie Infinity, I mean, 40% of their user base is in Vietnam. And the average earning that a person makes in a month, out of playing this game, is more than the national, daily or minimum wage that is there, right? So that's the kind of potential. Actually, going back, as a combination of actually answering your earlier question, and I think over and above what Sajjad said, what's very unique in Asia is we still have a lot of unbanked people, right? So if you really look at the total unbanked population of the world, it's 1.6 billion, and 24% of that is in Asia, so almost 375 million people are in Asia. So these are people who do not have access to finance or credit. So the whole idea is, how do we get these people on to a banking system, onto peer-to-peer lending, or peer-to-peer finance kind of capabilities. I think, again, Unstoppable Domains kind of helps in that, right? If you just look at the pure Web 3.0 world, and the complex, technical way in which money or other crypto is transferred from one wallet to the other, it's very difficult for an unbanked person who probably cannot even do basic communication, cannot read and write, to actually be able to do it. But something that's very human-readable, something that's very easy for him to understand, something that's visual, something that he can see on his mobile. With 2G network, we are not talking of... The world is talking about 5G, but there are parts of Asia, which are still using 2G and 2.5G kind of network, right? So I think that's one key use case. I think the banks are trying to solve because for them, this is a whole new customer segment. And, sorry, I actually went back a little bit, to your earlier question, but coming to this whole community-building, right? So on March 8th, we're launching something called this Women of Web3, or, oh, that is WoW3, right? This is basically to, again, empower. So if you, again, look at Asia, women need a lot of training, they need a lot of enablement, for them to be able to leverage the power of Web 3.0. I can talk about India, of course, being from India. A lot of the women do not... They do all the small businesses, but the money is taken by middlemen, or taken by their husbands. With Web 3.0, fundamentally, the money comes to them, because that's what they use to educate their children. And it's the same thing in a lot of other Southeast Asian countries as well. I think it's very important to build those communities, communities of women entrepreneurs. I think this is a big opportunity to really get the section of society, which probably will take 10 more years, if we go through the normal Web1 to Web 2.0 progression, where the power is with corporations, and not with the individuals. >> And that's a great announcement, by the way, you mentioned the $10 million worth of domains being issued out for... This is democratization, it's what it's all about. Again, this is a new revolution. I mean, this is a new thing. So great stuff, more education, more learning. And going to get the banks up and running, get those people banking, 'cause once they're banking, they get wallets, right? So they need the wallets. So let's get to the real meat here. You guys are in the territory, Europe and Asia, where there's a lot of wallets. There's a lot of exchanges, 'cause that's... They're not in the United States. There's a few of them there, but most of them outside the United States. And you've got a lot of dApps developing, decentralized applications, okay? So you got all this coming together in your territory. What's the strategy, how you going to attack that? You got the wallets, you got the exchanges, and you got D applications. DApps. >> Yeah, I'm happy to (indistinct). So I think, and just quickly there, I think one point is, and Nil really expressed it beautifully, is finding inclusion. That is something that has inspired me, how Web3 can make the internet more inclusive. That inspired my move here. Yeah, I think, for us, I think we are at the base start when it comes to Europe, right? And the key focus, in terms of our approach in Europe would be that, we want to do two things. One, we want to increase the utility of these domain names. And the second thing is, we will invite proliferation with our partners. So when I speak about utility, I think utility is when you have a universal identifier, which is a domain name, and then you have these attributes around it, right? What then defines your identity. So in the context, in Europe, we would look to find partners to help us enrich that identity around the domain name. And that adds value for users, in terms of acquiring these domains and new clients. And on the other end, when it comes to proliferation, I think it's about working with all those crypto, and crypto and Web3, Web3 participants as well as Web3-adjacent companies, brands, and services, who can help us educate current and future, and upcoming Web3 users about the utility of domain names, and help us onboard them to the decentralized internet. So I think that's going to be the general focus. I think the key is that, as, oh, and hopefully, we'll be having one, overarching regulation, EU, that allowed us to do this at a vision level. But I would say I think it's going to be tackling it country by country, identifying countries where there's deeper penetration for Web3, and then making sure that we are partnered with local, trusted partners that are already developing for local communities there. So, yeah, that's my view and Nil, I believe those are wants in, for Asia. >> Oh, I think, yeah, so again, in Asia, one is you have a significant part of humanity living in Asia, right? So obviously, all the other challenges and the opportunities that we talk about, I think the first area of focus would be educating the people on the massive opportunity that they have, and if you're able to get them in early, I think it's great for them as well, right? Because by the time governments, regulations, large banking, financial companies move, but if you can get the larger population into this whole space, it's good for them, so they are first movers in that space. I think we are doing a lot of things on this, worldwide. I think we've done more than 100 past podcasts, just educating people on what is Web 3.0, what are NFT domains? What is DeFi, and so on and so forth. I think it would need some bit of localization, customization, in Asia, given that India itself has about 22 languages. And then there are the other countries which, each of them with their own local languages and syntax, semantics and all those things, right? So I think that that is very important, to be able to disseminate the knowledge, although it's global, but I think to get the grassroot people to understand the opportunity, I think it would need some amount of work there. I think also building communities, I think, John, you talked about communities, so did Sajjad talk about communities. I think it's very important to build communities, because communities create ideation. It talks about... People share their challenges, so that people don't repeat the same mistakes. So I think it's very important to build communities based on interest. I think we all know in the technology world, you can build communities around Elegram, Telegram, Discord, Twitter spaces, and all those things. But, again, when you're talking of financial inclusion, you're talking of a different kind of community-building. I think that that would be important. And then of course I will kind of, primarily from a company perspective, I think getting the 35 odd exchanges in Asia, the wallets to partner with us. Just as an example, MATIC. They had, until September of last year, about 3,500 apps. In just one quarter, it doubled to 7,000 dApps on their platform. But that is the pace, or the speed of innovation that we are seeing on this whole 3.0 space. I think it's very important to get those key partners, Who are developing those dApps. See the power of single sign-on, having a human-readable, digital identity, being able to seamlessly transfer all your assets, digital assets, across multiple cryptos, across multiple NFT marketplaces, and so on and so forth. >> Yeah, and I think the whole community thing, too, is also you seeing the communities being part of, certainly in the entertainment area, and the artistry, creator world, the users are art of the community, they own it, too. So it goes both ways, but this brings up the marketplace, too, as well, because you guys have the opportunity to have trust built into the software layer, right? So now you can keep the reputation data. You can be anonymous, but it's trustworthy, versus bots, which we all know bots can be killed and then started again with... And no one knows what the tagalong has been around. So the whole inadequacy of Web2, which is just growing pains, right? This is what it evolution looks like, next abstraction layer. So I love that vibe. How advanced do you think that thinking is, where people are saying, Hey, we need this abstraction layer. We need this digital identity. We need to start expanding our applications so that the users can move across these and break down those silos where the data is, 'cause that's... This is like the nerd problem, right? It's the data silos that are holding it back. What's your guys' reaction to that? The killing the silos and making it horizontally scalable? >> Yeah, I think it's a nerd problem. It is a problem of people who understand technology. It's a problem of a lot of the people in the business who want to compete effectively against those giants, which are holding all the data. So I think those are the people who will innovate and move. Again, coming back to financial inclusion, coming back to the unbanked, those guys just want to do their business. They want to live their daily life. I think that's not where you'll see... You will see innovation in a different form, but they're not going to disrupt the disrupters. I think that would be the people, Fintechs, I think they would be the first to move on to something like that. I mean, that's my humble opinion. >> Sajjad, you heard. >> Yeah, I think- >> Go ahead. >> I mean, absolutely. I think, I mean, I touched on creators, right? So, like I said earlier, right, we are heading to a future where more people will be creators on the internet. Whether you're publishing, writing something, you're creating video content, and that means that they have data they own, but that's their data, they bring it to the internet. That's more powerful, more useful, and they should be able to transact on that basis. So I think people are recognizing that, and they will increasingly look to do so. And as they do that, they would want these systems that enable them to hold permission to their data. They will want to be able to control what their permission and what they want to provide, dApp. And at the end of the day, these applications have to work backwards from customers, and the customer's looking for that. That's where... That's what they will build. >> The users want freedom. They want to be able to be connected, and not be restricted. They want to freely move around the global internet and do whatever they want with the friends and apps that they want to consume, and not feel arbitraged. They don't want to feel like they're kind of nailed into a walled garden and stuck there and having to come back. It's the new normal. >> They don't want to be the product, right, so. >> They don't want to be the product. Gentlemen, great to have you on, great conversation. We're going to continue this later. Certainly want to keep the updates coming. You guys are in a very hot area in Europe and Asia Pacific. That's where a lot of the action is happening. We see the entrepreneurial activity, the business transformation, certainly with the new paradigm shift, and this big wave that's coming. It's here, it's mainstream. Thanks for coming on and sharing your insights. Appreciate it. >> Thanks, John. >> Thanks, John, Thanks for the opportunity, have a good day. >> Okay, okay, great conversation. All the action's moving and happening real fast. This is theCUBE Unstoppable Domains Partner Showcase. I'm John Furrier, your host. Thanks for watching. (contemplative music)

(upbeat music) >> Hello, welcome to theCUBE's presentation of Women in Tech, Global Event, celebrating International Women's Day. I'm John Furrier, your host of theCUBE here in Palo Alto, California. We got two great guests. Cindy Polin, head of Solution Architects for Public Sector in Mexico for AWS. And Fernanda Spinardi, who's also the head of Solution Architects for Public Sector in Brazil, both with AWS. Thanks for coming, appreciate your time. >> Thanks for the invitation. >> Thank you, John. >> So we're celebrating International Women's Day this week, and this month, and pretty much every day, I think we're going to be doing a lot of good stuff. But today's a special day. And talking about people's careers, their roles, the gender gap, is a big theme this year. These are all the topics that are going on and being discussed. So, it's a been a lot of fun when learning a lot, I have to ask you guys with AWS, Cindy we'll start with you. How is AWS addressing the gender gap in its technical teams? Because solution architects, they're technical. And we need more women in there. How is AWS addressing the gender gap with its technical teams? >> Yes, for sure, thank you very much. Let me start with a quick note about what is the situation in Mexico. Let me go first into a report published by IMCO, and this is talking about this gender gaps in a STEM career. So let me tell you that three out of 10 professionals who choose careers related with the STEM, with the science technology, engineering and mathematics, are women. So, can you imagine this difference, It's really critical because for sure, we have few women. And in the moment that you try to reach people, to be part of the company, it's difficult. So it's important for AWS to be very very supportive in this initiative and also to be supporting diverse teams. So, that's why we are very supportive in bringing diverse talent in the company. >> There's a lot of focus on getting people early into the pipe lining. Is that some another big area? Did the study show anything there? >> Well, basically it's that we are studying to push harder, to bring more information to the ladies, to the women in general. And also to start developing the technical skills. Because it's really difficult and in the moment that you try to do this, it start like seeing these behaviors or stigmas about this is only for men, it's not for women. So we are trying to start breaking this point in general. >> Fernanda, we had a great chat about Latin America reinvent on theCUBE with your leader over there and, we were talking about the broader community and how you guys are partnering with external organizations and customers. How is Amazon Web Services, AWS, aiming to foster better balance and gender balance and technology partnerships in Latin America? >> Sure, so while the situation in Brazil is not different from the situation that Cindy was mentioning in Mexico right? Our research shows that women only represent around 37% of the workforce where in the country we have over 51-52% of women as part of our population. While we can take this from a gap perspective, also, we can take it from an opportunity perspective. There is such a huge unexplored workforce that we can bring to be part of AWS in the technology world, right? So for us on AWS and Amazon, it's part part of our day one culture. So we are still learning, right? And we are still trying, experimenting to see how we can bring more women to the tech world. One of the things that we are investing in Brazil and in Latin America, are the early in career talent programs. This is something that we have the opportunity to work with the students. And in LATAM, it's a little bit different from the US. We have the opportunity to work with them for one year sometimes for two years in a role while they work they are still in the university and we prepare that talent really early in their career and bring them to be part of Amazon. So yeah, I'm super excited with those programs, I can, talk more about it, but this is one of the initiatives that we are betting that will maybe be a game changer for us in the technology. >> Yeah, those are very interesting stats, 37% of the workers in country where women represent over half of the population. So definitely a lot of work to be done. I got to ask both of you. Amazon has a leadership principle that says that they want to strive to be the world's, or earth's best employer earth being, Earth Day and all that sustainability as well. Diversity, inclusion and equity is a big part of that mission more. And also Amazon's also known for high performing work environment. So, so having the best diversity and inclusion you know, is a, is a, as some say and many are saying is a force multiplier in performance. How is that going in your areas? Can you talk about how the culture that you're in, the countries that you're in and the Amazonian leadership principles tie together? Can you share your thoughts and experiences? >> Sure. I can, I can get started maybe with that one. So, although we have a new leadership principle from my perspective, we have we have always had leadership principles that foster diversity and, and inclusion, right. Pick up, earn trust as an example like it says, listen carefully, right. And speak candidly, this is for me it's the baseline for any, any inclusion conversation. Right. And also you have things like have backbone, disagree and commit. Like you are empowering people to actually have an opinion and bring back that opinion and be heard. Right. So it was already there. I think the thing now is that we have a very specific leadership principle so that there is no, no room for interpretation. Right. It's right there saying that there is a mission a mission to, to be the best employer. Right. And, and I'm, I'm very excited about it. >> John: Cindy, share your thoughts too. I like that comment because you know, Amazon culture's known for, you know, debate then align. Okay. And now you got that cultural factor. Now it's in the leadership principle. What's your reaction? >> Yes. And, and let me add a comment on that about Fernanda's point is that this LP is giving us like the empower to give this environment to prepare, to to give this space to the team and also to be more creative. And also to be more diverse is really important for us to have this space with a lot of empathy, with the in the space to have a lot of fun. And it's important to keep all the time in mind that are we doing the right thing for our employees? Are we are empowering them to be the best of, of the world? So, that is something that is critical for us and, and well that is something that we are right now working on it. >> Okay. So first of all I'm very impressed by both of you. You're inspiring. And I can also tell you that being a solution architect is not an easy job. But it's also in high demand. A lot of people want to, they need solution architects. It's one of the most coveted positions in the industry right now. So how do we get more women in that role? What ideas do you guys have besides being great role models, yourselves? How do we get more solution architects? Because it's super valuable and everyone wants to hire them. >> Fernanda, did you want to start? >> It's you guys. >> You touched a very important point, John. It's about having, having good examples. Like, I mean, it's about you seeing yourself in the role right? You, you believing that it's, it's possible. It's for everyone. If you have a spirit where you, you want to build things if you have this spirit of exploring new possibilities if you like to experiment, well, then you have all that we need in a solution architect, right? It's just then a matter of, you know, know learning technical, learning technology, technical stuff. But this is, this is about having fun on your journey as as a solution architect as well. >> And, and let me tell you something that we are also investing in trainings. Training is online for the for the women that they are, that has this interest that they want to learn more about the technology. They want to have a deeper knowledge about the technical stuff. So we are supporting these initiatives and that is something that they can do background and in their own pace. >> And this is an important role because they need the leadership as head of solution architects. It's a good thing. Is, is there any ways that you found that's a best practice for identifying or advice for people to know if they have what it takes or they have an affinity towards technology? Sometimes it's math. Because cloud is great levels it out. I mean, cloud is new, is more jobs open now that didn't exist years ago, couple years ago. So anyone can rise to the top. >> Yeah. I think that's the beauty of the cloud. There is so much space when we say technology I think this is such a, a broad word, right? It means so much, right. It can be someone that likes to develop code. It can be someone that likes to work with infrastructure. It can be someone that likes machine learning or databases or someone that is inspired about applications for the education world or to research genomes or cure cancer. So, yeah, I don't think that there is like any more like a specific profile. I think it's very open for everyone to explore what they love doing. And even from a technology perspective AWS is working to simplify access to the technology. If we take our services on machine learning. For instance, they are for people, for business people like you don't have to know much about algorithms, right. To use some of the AWS services. So I think we're experiencing the democratization of the technology, and with that more opportunity for people to join us. >> A lot of people are changing careers into cloud. So Cindy, I want to ask you guys also if you can share how the mentoring process works there. Is there mentoring? How does that work? Do you match people? Have you found a nice formula for providing some mentoring and some pathways as people come in? >> Yes, we have many ways but one is very important, is that we have user groups. That is a way that we have like a community with internal and external people, and we share advices, guidance, best practices for the people that is interested in this matter. So for one side as I already mentioned, we have training online that you can reach. We have a lot of free courses. Maybe you can start jumping into artificial intelligence. IUT whatever you want to, to, to want that given them. But in the other hand, we have this option to have this kind of support. We have AWS Girl Chile user groups. We have AWS women, Colombian user groups girls in Argentina, we have many of them. We have four hundreds of user communities. So, that is the way that we can keep in touch. >> Any other programs? I mean, Amazon Web Service and Amazon has very strong representation of women. There's a lot of pockets of women groups in all over the world. How does it come together? Because you also have customers in the user groups. You have partners in the partner network. You have technologists learning. So you have this ecosystem of people. It's not just AWS. How are you guys extending that gap into those areas? >> Exactly. And those conversations are getting more and more constant with our customers, right? So we used to talk about technology, we used to talk about business problems, now we talk about diversity. We talk about improving representation and improving the sentiment of inclusion within our customers as well. And one of the things that I can bring, we have been working with a number of our customers in Brazil just to mention New Bank, one of our customers there in building programs. between AWS and the customer, where we train people, and we expose that people to the market, even if it's inside AWS, inside New Bank or any other partner in that ecosystem. So we are building talent not only for us, but for for the entire ecosystem to benefit from. >> Okay, so I have to ask you guys How did you guys get into the tech, Cindy? What was your way? Did it just jump at you? Did it grab you? Did you kind of discover it early? When did you kind of get into the tech? >> That's a good question. I was remembering this moment that when I was seven years old I just started like working with cars and also with that kind of companies, literally companies. And in that moment say, "I want to be part of this technology work." And after that in high school, I have the opportunity to touch a computer. In that moment I said, "This is the thing that I want to do in the rest of my life." >> Yeah. that's it right there. You got the diction, you taste it. Fernanda, what about you? What's your story? How did you get into it? What was the moment? Was there an exact moment or did it just surround you? >> Yeah, I think I was always curious about how things work. I was not thinking about a career in tech honestly. I was thinking about becoming a lawyer, but at some point in time just clicked, right? And I had actually to fight my way into the technical world literally because, I had this very important university close to my house, like maybe 15 minutes from my house. But at that point in time in Brazil, that particular institution was not accepting women. And believe me, it was not like a hundred years ago. Like it was.... (laughing) >> Yeah, you're young, it's just recently. >> Yeah, so I had to move out out of my hometown, back to the city, to Sao Paulo, which is our biggest city in Brazil to find a place for me on an university that would take women. So yeah, I had to fight my way into technology, but I am very proud of that I was able to. >> Yeah, you know what's great now is you have YouTube, you have all these resources, these videos are going to be going everywhere. We're going to put this out there. There's communities where people can learn and see people like themselves out in positions of leadership and technology. So more and more contents being out there. And I think hopefully no one will have to fight to get into tech. If they like it, they're in it. One of the leaders at AWS she said, "We're in a nerd native environment now, the young generation is natively technical." And, I believe that, I see that. I think that's going to be a really exciting trend and seeing leaders like yourselves out there is really wonderful, so thank you for spending the time with us here on theCUBE. Final question I'll ask you, what's next for you Cindy and Fernanda? What's next in your journey? >> Okay, I think the next for me is to keep pushing the women in Mexico to keep installing and also to start thinking into what is the next step in my career? Where should I go? So I think that is the point that I want to do. >> Cindy, what's next for you? >> I feel I'm just starting. (laughing) So much to do, so much to do. I mean, there is a big business for us to make happen in Brazil right now, and we are looking for talent. So, if the video's going to go on YouTube, I would like everybody there to know that yeah, we are looking for talents in Brazil with opportunities all over the world actually. And yeah, that's building, building and building. >> And there's some rig twitch channels by the way too on some developer programmings, tons of programming, it's all out there. Congratulations, and we're looking forward to following up with you both in the future to get an update and thank you for spending the time and sharing your your stories here on theCUBE I really appreciate, thank you. >> Thank you too. >> Thank you so much. >> Okay, theCUBE presentation of Women in Tech, Global Events celebrating International Women's Day. This is the beginning of more programming. We're going to see more episodes from theCUBE, I'm John Furrier, your host. Thanks for watching. (upbeat music)

(upbeat music) >> Hey everyone. Welcome to theCUBE's coverage of Women In Tech, International Women's Day 2022. I'm your host, Lisa Martin. I have two guests from AWS here with me. Carolina Pina joins us, the head of Enterprise Enablement for LATAM and Laura Alvarez Modernel is here as well, Public Sector Programs Manager at AWS. Ladies, it's great to have you on theCUBE. >> Nice to meet you. >> Thank you for having us. >> Carolina, let's start with you. Talk to me a little bit about your role, what it is that you're doing there. >> So my role in AWS is to actually create mechanisms of massive training to try to close the talent gap that we have in the region. And when I mentioned talent gap, I'm talking about obviously digital and cloud-computing skills. So that's, that's, in a nutshell what my role entails. >> Lisa: Got it. How long have you been in that role? Just curious. >> So I've been at AWS a little bit over, over two years. I was actually in the public sector team when I joined, leading the education vertical for Latin American Canada. And I recently joined the commercial sector now leading these massive training efforts for the region for LATAM. >> And Laura, you're in public sector. Talk to me a little bit about your role. >> Yes, I'm in public sector. I'm also based in Buenos Aires, Argentina. So yeah, I'm from Latin America, and I lead educational and community impact programs in the Southern cone of Latin America. I also lead diversity, equity and inclusion efforts and I'm part of the Women at Amazon global board. That's our affinity group to make sure we make efforts towards building a more equal world. And on a personal note I'm really passionate about the topic of gender equality because I truly think it affects us all as women and as Latins. So that's something that I'm always interested in collaborating with. >> Lisa: Excellent. Carolina back to you. If we think about from an enablement perspective how is AWS partnering with its customers and its partners to train and employ women particularly in technology? >> Oh, sure. Lisa, so it's not a surprise. We, like I mentioned, you know we have a big cloud skills, talent gap in the region. In fact, you know, 69% of companies have reported talent shortages and difficulty hiring. So, and this represents a 15 year high. So, many of these companies are actually, you know, our own commercial customers. So they approach us saying, you know, asking for for support training and developing their talent. So like I mentioned, in my role I create massive training efforts and initiatives. So we always take into consideration women, minorities, underrepresented community, and not just for the current talent, meaning like the people that are currently employed, but also to ensure that we are proactively implementing initiatives to develop a talent of younger you know, a younger generation and a talent. So we can, you know, to inspire them and, and ensure that they, that we're seeing them represented in companies like AWS, you know and our customers, and in our partners. And obviously we, when we sit down with customers to craft these massive trainings you know, leveraging their ecosystems and communities, we actually try to use all our AWS training and certification portfolio which includes, you know, in live in class with live in structures, in classroom trainings. We also have our AWS Skill Builder platform which is the platform that allows us to, you know to reach a broader audience because it has, you know over 500 free and on-demand classes. And we also have a lot of different other programs that touches in different audiences. You know, we have AWS re/Start for underrepresented, and underemployed minorities. We also have AWS Academy, which is the program that we have for higher education institutions. And we have AWS, you know, Educate which also touches, you know, cloud beginners. So in every single of these programs, we ensure that we are encompassing and really speaking to women and developing training and developing women. >> Lisa: That's a great focus there. Laura, talk to me about upskilling. I know AWS is very much about promoting from within. What are some of the things that it's doing to help women in Latin America develop those tech skills and upskill from where, maybe where they are now? >> Well, Lisa, I think that is super interesting because there's definitely a skills gap problem, right? We have all heard about. And what's funny is also that we have this huge opportunity in Latin America to train people and to help further develop the countries. And we have the companies that need the talent. So why is there still a gap, right? And I think that's because there's no magic solution to solving this problem. No, like epic Hollywood movie scene that it's going to show how we close the gap. And it takes stepping out of our comfort zone. And as Carolina mentioned, collaborating. So, we at AWS have a commitment to help 29 million people globally to grow their technical skills with free cloud-computing skills training by 2025. I know that sounds a lot through educational programs but we do have as Carolina mentioned, a Skill Builder you can go into the website for free, enter, choose your path, get trained. We have Academy that we implement with universities. Re/Start that is a program that's already available in Argentina, Brazil, Chile, Colombia, Mexico, Peru, and Costa Rica. So there are a lot of opportunities, but you also mentioned something else that I would like to dive a bit deeper that is Latin American women. And yesterday we had the opportunity to record a panel about intersectionality with three amazing Latin women. And what we have to learn from that is that these are two minorities that intersect, right. We're talking about females that are minority. Latinas are minority. And in tech, that is also something that is even bigger minority. So there are more difficulties there and we need to make sure that we are meeting that talent that is there that is in Latin America, that exists. We know for sure we have unicorns in Latin America that are even AWS customers like Mercado Libre, and we have to meet them with the opportunities. And that's why we created a program that came from identifying how this problem evolves in Latin America, that there is a lack of confidence in women also that they don't feel prepared or equipped. There is a cultural component why we don't choose tech careers. And we partner with universities, more than 12 universities in Latin America with the International American Development Bank as well to create tech skills that's a free five weeks program in order to get students and get female in Latin America, into the tech world. And we also have them with mentorship. So I think that is an opportunity to truly collaborate because we as AWS are not going to solve these by ourselves, right? We need everyone pitching in on that. >> Lisa: Right. It's absolutely a team effort. You mentioned something important in terms of helping women, and especially minorities get out of their comfort zone. Carolina, I'm curious when you're talking with women and getting them into the program and sharing with them all of the enablement programs that you have, how do you help them be confident to get out of that comfort zone? That's a hard thing to do. >> Yeah, no, for sure. For sure, Lisa, well, I, you know, a lot of times actually I use myself as an example because, you know, I studied engineering and industrial systems engineering many years ago. And you know, a lot of my career has been in in higher education and innovation and startups. And as I mentioned in the intro I've been at AWS for a little bit over two years. So I, my career has not been in cloud and I recently joined the cloud. So I actually had to go through our own trainings and get our own certifications. So I, that's, you know a lot of times I actually, I use my own example, so people understand that you don't have to come from tech, you don't have to come, you can actually be a non-tech person and, and also see the the benefits of the cloud. And you don't have to only, you know, learn cloud if you're in the IT department or in an IT team. So sometimes, I also emphasize that the cloud and the future is absolutely the cloud. In fact, the world economic foreign, you know teaches us that cloud-computing is that the technology that's going to be mostly adopted by 2025. So that's why we need to ensure that every single person, women and others are really knowledgeable in the cloud. So that's why, you know, technical and untechnical. But I, you know, I use myself as an example for them to say, you know, you can actually do it. And obviously also I collaborate with Laura and a lot of the women at Amazon Latin America Group to also you know, ensure that we're doing webinars and panels. So we show them ourselves as role model like, Laura is an incredible role model for our community. And so it's also to to show examples of what the possibilities are. And that's what we do. >> Lisa: I love that you're sharing >> And can I make a note there also? >> Please, yes. >> To add to that. I think it also requires the companies and the, and the private sector to get out of their comfort zone, right? Because we are not going to find solutions doing what we are already doing. We truly need to go and get near these persons with a new message. Their interest is there in these programs we have reached more than 3,000 women already in Latin America with tech skills. So it's not that women are not interested. It's like, how do we reach them with a message that resounds with them, right? Like how we can explain the power of technology to transform the world and to actually improve their communities. I think there's something there also that we need to think further of. >> It's so important. You know, we say often when we're talking about women in tech, that she needs to see what she can be or if she can't see it, she can't be it. So having those role models and those mentors and sponsors is absolutely critical for women to get, I call it getting comfortably uncomfortable out of that comfort zone and recognizing there's so many opportunities. Carolina, to your point, you know, these days every company is a tech company, a data company whether you're talking about a car dealer, a grocery market. So your point about, you know, and obviously the future being cloud there's so much opportunity that that opens up, for everybody really, but that's an important thing for people to recognize how they can be a part of that get out of their comfort zone and try something that they maybe hadn't considered before. >> Yes. And, actually, Lisa I would love to share an example. So we have a group, O Boticário, which is one of our customers one of the, the lead retails in Brazil. And they've been a customer of AWS since 2013 when they realized that, you know the urgency and the importance of embracing state of the art technology, to your point, like, you know this is a retail company that understands that needs to be, you know embrace digital transformation, especially because, you know they get very busy during mother's days and other holidays during the year. So they realized that they, instead of outsourcing their IT requirements to technology experts they decided to actually start developing and bringing the talent, you know within itself, within, you know, technology in-house. So they decided to start training within. And that's when we, obviously we partnered with them to also create a very comprehensive training and certification plan that started with, you know a lot of the infrastructure and security teams but then it was actually then implemented in the rest of the company. So going back to the point like everybody really needs to know. And what we also love about O Boticário is they they really care about the diversion and inclusion aspect of this equation. And we actually collaborated with them as well through this program called Desenvolve with the Brazilian government. And Desenvolve means developing Portuguese and they this program really ensures that we are also closing that gender and that race gap and ensuring that they're actually, you know, developing talent in cloud for Brazil. So we, you know, obviously have been very successful with them and we will continue to do even more things with them particular for this topic. >> Lisa: I've always known how customer focused AWS is every time we get to go to re:Invent or some of the events but it's so nice to hear these the educational programs that you're doing with customers to help them improve DEI to help them enable their own women in their organizations to learn skills. I didn't realize that. I think that's fantastic very much a symbiotic part of AWS. If we think about the theme for this year's International Women's Day, Breaking The Bias I want to get both of your opinions and Laura we'll start with you, what that means to you, and where do you think we are in Latin America with breaking the bias? >> Well, I think breaking the bias is the first step to truly being who we are every day and being able to bring that to our work as well. I think we are in a learning curve of that. The companies are changing culturally, as Carolina mentioned we have customers that are aware of the importance of having women. And as we say at AWS not only because there is a good business reason because there is, because there are studies that show that we can increase the country's CPD, but also because it's important and it's the right thing to do. So in terms of breaking the bias I think we are learning and we have a long way to go. I talked a bit earlier about intersectionality and that is something that is also important to highlight, right? Because we are talking about females but we are also talking about another minorities. We're talking about underrepresented communities, Indigenous People, Latins. So when these overlap, we face even bigger challenges to get where we want to get, right? And to get to decision making places because technology is transforming the ways we take decisions, we live, and we need someone like us taking those decisions. So I think it's important at first to be aware and to see that you can get there and eventually to start the conversation going and to build the conversation, not to just leave it but to make sure we hear people and their input and what they're going through. >> Lisa: Yes. We definitely need to hear them. Carolina, what's your take on breaking the bias and where do you from your experience, where do you think we are with it? >> Yeah, no, I'm as passionate as Laura on this topic. And that's why we, you know we're collaborating in the Women at Amazon Latin America Chapter, because we're both very, I think breaking the bias starts with us and ourselves. And we are very proactive within AWS and externally. And I feel it's also, I mean, Lisa, what we've been doing is not only, obviously gathering you know, the troops and really making sure that, that we have very aggressive goals internally, but also bringing you know, bringing our male counterparts, and other, you know, other members of the other communities, because the change, we're not going to make it alone. Like the change where it is not women only talking to women is going to make the change. We actually need to make sure the male and other groups are represented. And the dialogue that they're that we're very conscious about that. And I feel like we're seeing more and more that the topic is becoming more of a priority not only within AWS and Amazon but we also see it because now that I meet with when I meet with customers around the region they really want to see how we can collaborate in these diversion and inclusion initiatives. So I think we are breaking the bias because now this topic is more top of mind. And then we are being more proactively addressing it and and training people and educating people. And I feel we're really in a pivoted point where the change that we've really been wanting to we will see in the next you know, few years which is very exciting. >> Lisa: Excellent, and we'll see that with the help of women like you guys. Thank you so much for joining me today, talking about what you're doing, how you're helping organizations across AWS's ecosystem, customers, partners, and helping, of course, folks from within you, right. It's a holistic effort, but we are on our way to breaking that bias and again, I thank you both for your insights. >> Thank you. >> Thank you, Lisa, for the opportunity. >> My pleasure. For Carolina Pina and Laura Alvarez Modernel, I'm Lisa Martin. You're watching theCUBE's coverage of Women in Tech, International Women's Day 2022. (upbeat music)

from the cube studios in palo alto in boston bringing you data driven insights from the cube and etr this is breaking analysis with dave vellante last week's aws re invent brought into focus the degree to which cloud computing generally and aws specifically have impacted the technology landscape from making infrastructure orders of magnitude simpler to deploy to accelerating the pace of innovation to the formation of the world's most active and vibrant infrastructure ecosystem it's clear that aws has been the number one force for change in the technology industry in the last decade now going forward we see three high-level contributors from aws that will drive the next 10 years of innovation including one the degree to which data will play a defining role in determining winners and losers two the knowledge assimilation effect of aws's cultural processes such as two pizza teams customer obsession and working backwards and three the rise of super clouds that is clouds that run on top of hyperscale infrastructure that focus not only on i.t transformation but deeper business integration and digital transformation of entire industries hello everyone and welcome to this week's wikibon cube insights powered by etr in this breaking analysis we'll review some of the takeaways from the 10th annual aws re invent conference and focus on how we see the rise of super clouds impacting the future of virtually all industries one of the most poignant moments for me was a conversation with steve mullaney at aw aws re invent he's the ceo of networking company aviatrix now just before we went on the cube nick sterile one of aviatrix's vcs looked up at steve and said it's happening now before i explain what that means this was the most important hybrid event of the year you know no one really knew what the crowd would be like but well over twenty 000 people came to reinvent and i'd say at least 25 to 26 000 people attended the expo and probably another 10 000 or more came without badges to have meetings and side meetings and do networking off the expo floor so let's call it somewhere between thirty to forty thousand people physically attended the reinvent and another two hundred thousand or more online so huge event now what nick sterile meant by its happening was the next era of cloud innovation is upon us and it's happening in earnest the cloud is expanding out to the edge aws is bringing its operating model its apis its primitives and services to more and more locations yes data and machine learning are critical we talk about that all the time but the ecosystem flywheel was so evident at this year's re invent more so than any other re invent partners were charged up you know there wasn't nearly as much chatter about aws competing with them rather there was much more excitement around the value that partners are creating on top of aws's massive platform now despite aggressive marketing from competitive hyperscalers other cloud providers and as a service or on-prem slash hybrid offerings aws lead appears to be accelerating a notable example is aws's efforts around custom silicon far more companies especially isvs are tapping into aws's silicon advancements we saw the announcement of graviton 3 and new chips for training and inference and as we've reported extensively aws is now on a curve a silicon curve that will outpace x86 vis-a-vis performance price performance cost power consumption and speed of innovation and its nitro platform is giving aws and its partners the greatest degree of optionality in the industry from cpus gpus intel amd and nvidia and very importantly arm-based custom silicon springing from aws's acquisition of annapurna aws started its custom silicon journey in 2008 and is and it has invested massive resources into this effort other hyperscalers notably microsoft google and alibaba which have the scale economics to justify such custom silicon efforts are just recently announcing initiatives in this regard others who don't have the scale will be relying on third-party silicon providers a perfectly reasonable strategy but because aws has control of the entire stack we believe it has a strategic advantage in this respect silicon especially is a domain where to quote andy jassy there is no compression algorithm for experience b on the curve matters a lot and the biggest story in my view this past week was the rise of the super clouds in his 2020 book with steve hamm frank slootman laid out the case for the rise of data cloud a title which i've conveniently stolen for this breaking analysis rise of the super cloud thank you frank in his book slootman made a case for companies to put data at the center of their organizations rather than organizing just around people for example the idea is to create data networks while people of course are critical organizing around data and enabling people to access and share data will lead to the democracy democratization of data and network effects will kick in this was essentially metcalfe's law for data bob metcalf was the inventor of ethernet ethernet he put forth that premise when we we both worked or the premise when we both worked for pat mcgovern at idg that the value of a network is proportional to the square of the number of its users or nodes on the network thought of another way the first connection isn't so valuable but the billionth connection is really valuable slootman's law if i may says the more people that have access to the data governed of course and the more data connections that can be shared or create sharing the more value will be realized from that data exponential value in fact okay but what is a super cloud super cloud is an architecture that taps the underlying services and primitives of hyperscale clouds to deliver incremental value above and beyond what's available from the public cloud provider a super cloud delivers capabilities through software consumed as services and can run on a single hyperscale cloud or span multiple clouds in fact to the degree that a super cloud can span multiple clouds and even on-premises workloads and hide the underlying complexity of the infrastructure supporting this work the more adoption and the more value will be realized now we've listed some examples of what we consider to be super clouds in the making snowflake is an example we use frequently frequently building a data cloud that spans multiple clouds and supports distributed data but governs that data centrally somewhat consistent with the data mesh approach that we've been talking about for quite some time goldman sachs announced at re invent this year a new data management cloud the goldman sachs financial cloud for data with amazon web services we're going to come back to that later nasdaq ceo adina friedman spoke at the day one keynote with adam silipsky of course the new ceo of aws and talked about the super cloud they're building they didn't use that term that's our term dish networks is building a super cloud to power 5g wireless networks united airlines is really in my view they're porting applications to aws as part of its digital transformation but eventually it will start building out a super cloud travel platform what was most significant about the united effort is the best practices they're borrowing from aws like small teams and moving fast but many others that we've listed here are on a super cloud journey just some of the folks we talked to at reinvent that are building clouds on top of clouds that are shown here cohesity building out a data management cloud focused on data protection and governance hashicorp announced its ipo at a 13 billion valuation building an it automation super cloud data bricks chaos search z-scaler z-scaler is building a security super cloud and many others that we spoke with at the event now we want to take a moment to talk about castles in the cloud it's a premise put forth by jerry chen and the team at greylock it's a really important piece of work that is building out a data set and categorizing the various cloud services to better understand where the cloud giants are investing where startups can participate and how companies can play in the castles that are being built that have been built by the hyperscalers and how they can cross the moats that have been dug and where innovation opportunities exist for other companies now frequently i'm challenged about our statements that there really are only four hyperscalers that exist in the world today aws microsoft google and alibaba while we recognize that companies like oracle have done a really excellent job of improving their clouds we don't consider companies like oracle ibm and other managed service providers as hyperscalers and one of the main data points that we use to defend our thinking is capex investment this was a point that was made in castles in the cloud there are many others that we look at elder kpi size of ecosystem partner acceleration enablement for partners feature sets etc but capex is a big one here's a chart from platform nomics a firm that is obsessed with cl with capex showing annual capex spend for five cloud companies amazon google microsoft ibm and oracle this data goes through 2019 it's annual spend and we've superimposed the direction for each of these companies amazon spent more than 40 billion dollars on capex in 2020 and will spend more than 50 billion this year sure there are some warehouses for the amazon retail business in there and there's other capital expenses in these numbers but the vast majority spent on building out its cloud infrastructure same with google and microsoft now oracle is at least increasing its cap x it's going to spend about 4 billion but it's de minimis compared to the cloud giants and ibm is headed in the other direction it's choosing to invest for instance 34 billion dollars in acquiring red hat instead of putting its capital into a cloud infrastructure look that's a very reasonable strategy but it underscores the gap okay another metric we look at is i as revenue here's an updated chart that we showed last month in our cloud update which at the time excluded alibaba's most recent quarter results so we've updated that very slight change it wasn't really material so you see the four hyperscalers and by the way they invested more than a hundred billion dollars in capex last year it's gonna be larger this year they'll collectively generate more than 120 billion dollars in revenue this year and they're growing at 41 collectively that is remarkable for such a large base of revenue and for aws the rate of revenue growth is accelerating it's the only hyperscaler that can say that that's unreal at their size i mean they're going to do more than 60 billion dollars in revenue this year okay so that's why we say there are only four hyperscalers but so what there are so many opportunities to build on top of the infrastructure that the three u.s giants especially are building as folks are really cautious about china at the moment so let's take a look at what some of the companies that we've been following are doing in the super cloud arena if you will this chart shows some etr data plotting net score or spending momentum on the vertical axis and market share or presence in the etr data set on the horizontal axis most every name on the chart is building some type of super cloud but let me start as we often do calling out aws and azure i guess they're already super clouds but they're not building necessarily on top of of of other people's clouds and there are a little bit you know microsoft does some of that certainly google's doing some of that amazon really bringing its cloud to the edge at this point it's not participating in multi-cloud actively anyway aws and azure they stand alone as the cloud leaders and you can debate what's included in azure in our previous chart on revenue attempts to strip out the microsoft sas business but this is a customer view they see microsoft as a cloud leader which it is so that's why its presence on the horizontal axis and its momentum is is you know very large and very strong stronger than even in aws in this view even though it's is revenue that we showed earlier microsoft is significantly smaller but they both have strong momentum on the vertical axis as shown by that red horizontal line anything above that remember is considered considered elevated that 40 percent or above now google cloud it's well behind these two to we kind of put a red dotted line around it but look at snowflake that blue circle i mean i realize we repeat ourselves often but snowflake continues to hold a net score in the mid to high 70s it held 80 percent for a long time it's getting much much bigger it's so hard to hold that and in 165 mentions in the survey which you can see in the inserted table it continues to expand its market's presence on the horizontal axis now all the technology companies that we track of all of them we feel snowflake's vision and execution on its data cloud and that strategy is most is the most prominent example of a super cloud truly every tech company every company should be paying attention to snowflakes moves and carving out unique value propositions for their customers by standing on the shoulders of cloud giants as ceo ed walsh likes to say now on the left hand side of the chart you can see a number of companies that we spoke with that are in various stages of building out their super clouds data bricks dot spot data robots z z scalar mentioned hashi you see elastic confluent they're all above the forty percent line and somewhat below that line but still respectable we see vmware with tanzu cohesity rubric and veeam and many others that we didn't necessarily speak with directly at reinvent and or they don't show up in the etr dataset now we've also called out cisco dell hpe and ibm we didn't plot them because there's so much other data in there that's not apples to apple but we want to call them up because they all have different points of view and are two varying degrees building super clouds but to be honest these large companies are first protecting their respective on-prem turf you can't blame them those are very large install basis now they're all adding as a service offerings which is cloud-like i mean they're behind way behind trying to figure out you know things like billing and they don't nearly have the ecosystem but they're going to fight rightly they're going to fight hard and compete with their respective portfolios with their channels and their vastly improved simplicity but when you speak to customers at re invent and these are not just startups we're talking to we're talking about customers of these enterprise tech companies these customers want to build on aws they look at aws as cloud and that is the cloud that they want to write to now they want to connect they're on-prem but they're still largely different worlds when you when you talk to these customers now they'll fully admit they can't or won't move everything out of their data centers but the vast vast majority of the customers i spoke with last week at reinvent have much more momentum around moving towards aws they're not repatriating as everybody's talking about or not everybody but many are talking about and yeah there's some recency bias because we just got back but the numbers that we shared earlier don't lie the trend is very clear now these large firms that we mentioned these incumbents in the tech industry these big enterprise tech giants they're starting to move in the super cloud direction and they will have much more credibility around multi-cloud than the hyperscalers but my honest view is that aws's lead is actually accelerating the gap in my opinion is not closing now i want to come back and dig into super cloud a little bit more around 2010 and 2011 we collaborated with two individuals who really shaped our thinking in the big data space peter goldmaker was a cell side analyst at common at the time and abi abhishek meta was with bank of america and b of a was transforming its data operations and avi was was leading that now peter was you know an analyst sharp and less at the time he said you know it's going to be the buyers of big data technology and those that apply big data to their operations who would create the most value he used an example of sap he said look you you couldn't have chosen that sap was going to lead an erp but if you could have figured out who which companies were going to apply erp to their business you would have made a lot of money investing so that was kind of one of his investment theses now he posited that the companies that would apply the big data technology the buyers if you will would create far more value than the cloud errors or the hortonworks or a collection of other number of big data players and clearly he was right in that regard now abi mehta was an example of that and he posited that ecosystems would evolve within vertical industries around data kind of going back to frank slootman's premise that in putting data at the core and that would power the next generation of value creation via data machine learning and business transformation and he was right and that's what we're seeing with the rise of super cloud now after the after the first reinvent we published a post seen on the right hand side of this chart on wikibon about the making of a new gorilla aws and we said the way to compete would be to take an industry focus or one way to compete with take an industry focus and become best to breed within that industry and we aligned really with abbey meta's point of view that industry ecosystems would evolve around data and offer opportunities for non-hyperscalers to compete now what we didn't predict at the time but are now seeing clearly emerge is that these super clouds are going to be built on top of aws and other hyperscale clouds makes sense goldman's financial cloud for data is taking a page out of aws it's pointing its proprietary data algorithms tools and processes at its clients just like amazon did with its technology and it's making these assets available as a service on top of the aws cloud a super cloud for financial services if you will they are relying on aws for infrastructure compute storage networking security and other services like sagemaker to power that super cloud but they're bringing their own ip to the table nasdaq and dish similarly bringing forth their unique value and as i said as i said earlier united airlines will in our view eventually evolve from migrating its apps portfolio to the cloud to building out a super cloud for travel what about your logo what's your super cloud strategy i'm sure you've been thinking about it or perhaps you're already well down the road i'd love to hear how you're doing it and if you see the trends the same or differently as we do okay that's it for now don't forget these episodes are all available as podcasts wherever you listen all you do is search breaking analysis podcast you definitely want to check out etr's website at etr.plus for all the survey data remember we publish a full report every week on wikibon.com and siliconangle.com you can email me if you want to get in touch with david.velante at siliconangle.com you can dm me at devolante on twitter you can comment on our linkedin posts this is dave vellante for the cube insights powered by etr have a great week stay safe be well and we'll see you next time [Music] you

(upbeat music) >> Welcome back to theCUBE's continuous coverage of AWS re:invent 2021. I'm here with my co-host John Furrier and we're running one of the largest, most significant technology events in the history of 2021. Two live sets here in Las Vegas, along with our two studios. And we are absolutely delighted. We're incredibly delighted to welcome a returning alumni. It's not enough to just say that you're an alumni because you have been such a fixture of theCUBE for so many years. Annie Weinberger. And Annie is head of product marketing for applications at AWS. Annie, welcome. >> Thank you so much, it's great to be back. >> It's wonderful to have you back. Let's dive right into it. >> Okay. >> Talk to us about Connect. What does that mean when I say Connect? >> Yes, well, I think if we talk about Amazon Connect, we have to go back to the beginning of the origin story. So, over 10 years ago, when Amazon retail was looking for a solution to manage their customer service and their contact center, we went out and we looked at different solutions and nothing really met our needs. Nothing could kind of provide the scale that we needed at Amazon, or could really be as flexible as we needed to ensure that we're our customer obsession could come through in our customer service. So we built our own solution. And over the years, customers were coming to us and asking, you know, what do you use for your customer service technology? And so we launched Amazon Connect, our omni-channel cloud contact center solution just over four years ago. And it is the one of the fastest growing services at AWS. We have tens of thousands of customers using it today, like Capital One into it, Bank of Omaha, Mutual of Omaha, Best Western, you know, I can go on and on. And they're using it to have over 10 million interactions with customers every day. So it's, you know, growing phenomenally and we just couldn't be more proud to help our customers with their customer service. >> So, yeah. Talk about some of the components that go into that. What are the sort of puzzle pieces that make up AWS Connect? Because obviously connecting with a customer can take a whole bunch of different forms with email, text, voice. >> Yeah >> What's included in that? >> So it's an omni-channel cloud contact center. It provides, you know, any way you want to talk to your customers. There's traditional methods of voice. There's automated ways to connect. So IVRs or interactive voice responses where you call with voice prompts, there's chat, you know. We have Lex Bots that use the same technology that powers Alexa for natural language understanding. And I think customers really like it for a few reasons. One is that unlike kind of other contact center solutions, you can set it up in minutes. You know, American Preparatory Academy had to set up a contact center, they did it in two days. And then it's very, very easy to customize and use. So another example is, you know, when Priceline was going through COVID and they realized their call volume went up 300% overnight, and everybody was just sitting near the queue waiting to talk to an agent. So in 20 minutes, we were able to go in and very easily with a drag and drop interface, customize the ad flow so that people who had a reservation in the next 72 hours were prioritized. So very, very easily. >> You just jumped the gun on me. I was going to ask this because we never boarding that Connect during the pandemic was a huge success. >> Annie: Yes. >> It was many, many examples where people were just located, disrupted by the pandemic. And you guys had tons of traction from government public sector to commercial across the board. Adam Solecki told me in person a couple weeks ago that it was on fire, Connect was on fire. So again, a tailwind, one of those examples with the pandemic, but it highlights this idea or purpose built, ready to go. >> Pre-built the applications. >> Pre-built application. This is a phenomenon. >> It's moving up the stack for AWS. It's very exciting. I think, yeah, we had over 5,000 new contact centers stood up in March and April of 2020 alone. >> Dave: Wow. >> Give it some scale, just go back to the scale piece. Cause this is like, like amazing to stand up a call center like hours, days. Like this is like incredible to, give us some stats on some examples of how fast people were standing up Connect. >> Yeah, I mean, you could stand it up overnight. American Preparatory Academy, as I mentioned did it in two days, we had, you know, this county of Los Angeles did theirs I think at a day. You could go and right now you don't need any technical expertise, even though you have some. >> theCUBE call center, we don't need people calling. >> We had everyone from a Mexican restaurant needed to take to go orders. Cause now it's COVID and they don't have a call. They've been able to set that up, grab a phone number and start taking takeout orders all the way to like capital one, you know, with 40,000 agents that need to move remote overnight. And I think that it's because of that ease to set up, but also the scale and the way that we charge. So, you know, it's AWS consumption-based pricing. You only pay for the interactions with customers. So the barrier to entry is really, really low. You don't have to migrate everything over and buy a bunch of new licenses. You can just stand it up and you're only charged for the interactions with customers. And then if you want to scale down like into it, obviously tax season they're bringing on a lot more agents to handle calls, when those agents aren't really needed for that busy time, you're not paying for those seats. >> You're flex. Take me through the, okay, that's a win, I get that. So home run, great success. Now, the machine learning story is interesting too, because you have the purpose-built platform. There's some customizations that can happen on top of it. So it's not just, here's a general purpose piece of software. People are using some customizations. Take us through the other things. >> Well, the exciting thing is they're not even real customizations because we're AWS, we can leverage the AML services and built pre-built purpose-built features. So there it's embedded and you know, Amazon Connect has been cloud native and AI born since the very beginning. So we've taken a lot of the AI services and built them into you don't need any knowledge. You don't have to know anything about AIML. You can just go in and start leveraging it. And it has huge powerful effects for our customers. We launched three new features this year. One was Amazon Wisdom. That's part of Amazon Connect. And what that does is, you know, if you're an agent and you're on the phone and customer's asking questions, today what they have to do is go in and search across all these different knowledge repositories to find the answer or, you know, how do I issue a refund? You know, we're hearing about this feature that's broken on our product. We're listening behind the scenes to that call and then just automatically providing the knowledge articles as they're on the call saying, this is what you should do, giving them recommendations so we can help the customer much more quickly. >> I love them moving up the stack. Again, a huge fan of Connect. We've highlighting in all of our stories. It's a phenomenon that's translating to other areas, but I want to tie back in where it goes next cause on these keynotes, Adam Solecki's and today was Swami, the conversations about a horizontal data plane. And so as customers would say, use Connect, I might want, if I'm a big customer I want to integrate that into my data because it's voice data, it's call centers, customer data, but I have other databases. So how do you guys look at that integration layer snapping it together with say, a time series database, or maybe a CRM system or retail e-commerce because again, it's all data but it's connected call center. Some may think it's silo, but it's not really siloed. So, I'm a customer. How do I integrate call center? >> Yeah and it's, you know, we have a very strong partner with Salesforce. They're actually a reseller of Connect. So we work with them very, very closely. We have out of the box integrations with Salesforce, with your other, you know, analytics databases with Marketo with other services that you need. I think again, it's one of the benefits of being AWS, it's very extensible, very flexible, and really easy to bring in and share the data that we have with other systems. >> John: So it's not an issue then. >> One of the conversation points that's come up is the, this idea that a large majority of IT Spend is still on premises today. In other words, the AWS total addressable market hasn't been tapped yet. And, you imagine going through the pandemic, someone using AWS Connect to create a virtual call center, now as we hopefully come out and people some return to the office, but now they have the tools to be able to stay at home and be more flexible. Those people, maybe they weren't in the cloud that much before. But to John's point, now you start talking about connecting all of those other data sources. Well, where do those data sources belong? They belong in AWS. So, from your perspective, on the surface it looks like, well, wait, you have these products, but really those are gateways to everything else that AWS does. Is that a fair statement? >> I think it's very, yeah. Absolutely. >> Yeah. >> The big thing I want to get into is okay, we're, I mean, we don't have a lot of people calling for theCUBE but I mean, we wouldn't use the call center, but there's audio involved. Are people more going back to the old school phones for support now with the pandemic? Cause you've mentioned that earlier about the price line, having more- >> I think it's, you know, when we talk to our customers too, it's about letting, letting any customer contact you the way they want to. You know, we, you know, I was talking to Delta, spoke with us yesterday in the business application leadership session. And she said, you know, when someone has a flight issue, I'm sure you can attest to this. I did the same thing. They call, you know, if your, if your flight got canceled or it's looking like it's going to keep pushing, you don't necessarily want to go, you know, use a chat bot or send an email or a text, but there's other use cases where you just want a quick answer, you know, if you contact, I haven't received my product yet, you know, it said it was shipped, I didn't get it. I don't necessarily want to talk to someone, but so, it's just about making that available. >> On the voice side, is it other apps are integrating voice? So what's the interface to call center? Is it, can I integrate like an app voice integrated through the app or it's all phone? >> Because for the agents, there's an agent UI. So they'll see kind of calls that they have in their queue coming up, they'll see the tasks that they have to issue or refund. They'll see the kind of analytics that they have. The knowledge works. There's a supervisor view, so they could go see, you know, we with contact lens for Amazon Connect, we had a launch this, you know, this week, every event around contact lens, it lets you see the trends and sentiment of what's going on the call. It gives them like those training moments. If people aren't using the standard sign-off or the standard greeting on the call, it's a training moment and they can kind of see what's happening and get real-time alerts. If two keywords of a customer saying they cancel into the call, that can get a flag and they can go in and help the agent if necessary. So. >> All kinds of metadata extraction going on in real time. >> Yeah. >> How do you, how would AWS to go through the process of determining what should be bespoke solution hearing versus something that can be productized? And we know there are 475 different kinds of instances. However, you can come up with a package solution where people could pick features and get up and running really quickly. How is that decision making process? >> Well, I mean, you know, 90% at least of what we do build, it comes from what our customers ask for. So we don't, it's the onus is not on us. We listen to our customers, they tell us what they want us to build. Contact center solutions are their line of business applications are purchased by business decision makers and they're used to doing more buying than building. So they wanted to be more out of the box, more like pre-built, but we still are AWS. We make it very, very extensible, very easy to customize, like pull in other data sources. But when we look at how we are going to move up the stack and other areas, we just continue to listen to our customers. >> What's the biggest thing you learned in the pandemic from the team? What's the learnings coming out of the pandemic as hybrid world is upon us? >> I mean, I think a few things with, you know, starting, as you mentioned with the cloud, that the kind of idea of a contact center being a massive building, usually in the middle of America where, you know, people go and they sit and they have conversations. If that was really turned on its head and you can have very secure and accessible solutions through the cloud so that you can work from anywhere. So that was really fantastic to see. >> That's going to be interesting to see moving forward. How that paradigm shifts some centralized call centers, but a lot of this aggregated work that can be done. >> I mean, who knows the, you know, gig economy could be in the contact center, you know. >> Yeah, absolutely >> Yeah >> Maybe get some CUBE hosts, give us theCUBE Connect. We get some CUBE hosts remote. >> That's important work, yeah. >> We need, we need to talk. I got to got my phone number in that list. Annie, it's been fantastic to have you. >> Thank you guys so much. I really appreciate it. >> For John Furrier, this is Dave Nicholson telling you, thank you for joining our continuous coverage of AWS reinvent 2021. Stick with theCUBE for the best in hybrid event coverage. (upbeat music)

(upbeat music) >> Greetings from Los Angeles, Lisa Martin here with Dave Nicholson. We are on day three of the caves wall-to-wall coverage of KubeCon CloudNativeCon North America 21. We're pleased to welcome Mark Hinkle to the program, the co-founder and CEO of TriggerMesh. Mark welcome. >> Thank you, It's nice to be here. >> Lisa: Love the name. Very interesting TriggerMesh. Talk to us about what TriggerMesh does and what, when you were founded and what some of the gaps were that you saw in the market. >> Yeah, so TriggerMesh actually the Genesis of the name is in, cloud event, driven architecture. You trigger workloads. So that's the trigger and trigger mesh, and then mesh, we mesh services together, so cloud, so that's why we're called TriggerMesh. So we're a cloud native open source integration platform. And the idea is that, the number of cloud services are proliferating. You still have stuff in your data center that you can't decommission and just wholesale lift and shift to the cloud. So we wanted to provide a platform to create workflows from the data center, to the cloud, from cloud to cloud and not, and use all the cloud native design principles, but not leave your past behind. So that's, what we do. We're, very, we were cloud, we are cloud operators and developers, and we wanted the experience to be very similar to the way that DevOps folks are doing infrastructure code and deploying that we want to make it easy to do integration as code. So we follow the same design patterns, use the same domain languages, some of those tools like Hashi corpse, Terraform, and that that's what we do and how we go about doing it. >> Lisa: And when were you guys founded? >> September, 2018. >> Oh so your young, your three years young. >> Three years it's feels like 21 >> I bet. >> And startup years it's a lot has happened, but yeah, we my co-founder and I were former early cloud folks. We were at cloud.com worked through the OpenStack years and the CloudStack, and we just saw the pattern of, abstraction coming about. So first you abstract the hardware, then you abstract the operating system. And now at with the Kubernetes container, you know, evolution, you're abstracting it up to the application layer and we want it to be able to provide tooling that lets you take full advantage of that. >> Dave: So being founded in 2018, what's your perception of that? The shift that happened during the pandemic in terms of the drive towards cloud adoption and the demands for services like you provide? >> Mark: Yeah, I think it's a mixed blessing. So we, people became more remote. They needed to enable digital transformation. Biggest thing, I think that that for us is, you know, you don't go to the bank anymore. And the banking industry is doing, you know, exponentially more remote, online transactions than in person. And it's very important. So we decided that financial services is where we were going to start with first because they have a lot of legacy architecture. They have a lot of need to move to the cloud to have better digital experiences. And we wanted to enable them to, you know, keep their mainframes online while they were still doing cutting edge, you know, mobile applications, that kind of thing. >> Lisa: And of course the legacy institutions like the BFA's the Wells Fargo, they're competing with the fintechs who are much more nimble, much more agile and able to sort of disrupt the financial services industry. Was that part of also your decision to start in financial services? >> It was a little bit of luck because we started with our network and it turned out the, you know, we saw, we started talking to our friends early on, cause we're a startup and said, this is what we're going to do. And where it really resonated was PNC bank was our, one of our first customers. You know, another financial regulatory company was another one, a couple of banks in Europe. And we, you know, as we started talking about what we were doing, that we just gravitated there because they had the, the biggest need, even though everybody has the need, their businesses are, you know, critically tied to digital transformation. >> So starting with financial services. >> It's, it's counter intuitive, isn't it? >> It was counterintuitive, but it lends credibility to any other industry vertical that you're going to approach. >> Yeah, yeah it does. It's a, it's a great, they're going to be our hardest customers and they have more at stake than a lot of like transactions are millions and millions of dollars per hour for these folks. So they don't want to play around, they, they have no tolerance for failure. So it's a good start, but it's sort of like taking up jogging and running a marathon in your first week. It's very very grilling in that sense, but it really has made us a lot better and gave us a lot of insight into the kinds of things we need to do from not just functionality, but security and that kind of thing. >> Where are you finding these customers with respect to adoption of Kubernetes? Are they leading? Are they knowing we've got to get there eventually from an infrastructure perspective? >> So the interesting thing is Kubernetes is a platform for us to deliver on, so we, we don't require you to be a Kubernetes expert we offer it as a SaaS, but what happens is that the Kubernetes folks are the ones that we end up really engaging with earlier on. And I think that we find that they're in this phase of they're containerizing their apps, that's the first step. And then they're putting them on Kubernetes and then their next step is a security and integration path. So once she, I think they call it and this is my buzzword of the show day two operations, right? So they, they get to day two and then they have a security and an integration concern before they go live. So they want to be able to make sure that they don't increase their attack face. And then they also want to make sure that this newly deployed containerized infrastructure is as well integrated as the previous, you know, virtualized or even, you know, on the server infrastructure that they had before. >> So TriggerMesh, doesn't solely work in the containerized world, you're, you're sort of you're bridging the divide. >> Mark: Yes. >> What percentage of the workloads that you're seeing are the result of modernization migration, as opposed to standing up net new application environments in Kubernetes? Do you have a sense for that? >> I think we live in a lot in the brown field. So, you know, folks that have an existing project that they're trying to bridge to it versus the Greenfield kind of, you know, the, the huge wins that you saw in the early cloud days of the Netflix and the Twitter's Dwayne scale. Now we're talking to the enterprises who have, you know, they have existing concerns. So I would say that it's, it's mostly people that are, you know, very few net new projects, unless it's a modernization and they're getting ready to decommission an old one, which is. >> Dave: So Brownfield financial services. You just said, you know, let's just, let's just go after that. >> You know, yeah. I mean, we had this dart forward and we put up buzzwords, but no, it was, it was actually just, and you know, we're still finding our way as far as early on where we're open source folks. And we did not open source from day one, which is very weird when everybody's new, your identity is, you know, I worked, I was the VP of marketing for Linux foundation and no JS and all these open source projects. And my co-founder and I are Apache committers. And our project wasn't open yet because we had to get to the point where it could be open and people could be productive in the use and contribution. And we had to staff up engineers. And now I think this week we open-sourced our entire platform. And I think that's going to open up, you know, that's where we started because it was not necessarily the lowest hanging fruit, but the profitable, less profitable, lowest hanging fruit was financial services. Now we are letting our code out into the wild. And I think it'll be interesting to see what comes back. >> So you just announced that this week TriggerMesh integration platform as an open source project here at KubeCon, what's been some of the feedback? >> It's all been positive. I haven't heard anything negative. We did it, so we're very, very, there's a very, the culture around open source is very tough. It's very critical if you don't do it right. So I think we did a good job, we used enough, we used a OSI approved. They've been sourced, licensed the Apache software, a V2 license. We hired someone who was well-respected in the DevREL world from a chef who understands the DevOps sort of culture methodologies. We staffed up our engineers who are going to be helping the free and open source users. So they're successful and we're betting that that will yield business results down the road. >> Lisa: And what are the two I see on your website, two primary use cases that you guys support. Can you dig into details on that? >> So the first one is sort of a workflow automation and a really simple example of that is you have a, something that happens in one cloud. So for example, you take a picture on your phone and you upload it and it goes to Amazon and there is a service that wants to identify what's in that picture. And once you put it on the line and the internship parlance, you could kick off a workflow from TensorFlow, which is artificial intelligence to identify the picture. And there isn't a good way for clouds to communicate from one to the other, without writing custom blue, which is really what, what we're helping to get rid of is there's a lot of blue written to put together cloud native applications. So that's a workflow, you know, triggering a server less function is the workflow. The other thing is actually breaking up data gravity. So I have a warehouse of data, in my data center, and I want to start replicating some portion of that. As it changes to a database as a service, we can based on an event flow, which is passive. We're not, we're not making, having a conversation like you would with an API where there's an event stream. That's like drinking from the fire hose and TriggerMesh is the nozzle. And we can direct that data to a DBaaS. We can direct that data to snowflake. We can direct that data to a cloud-based data lake on Microsoft Azure, or we can split it up, so some events could go to Splunk and all of the events can go to your data lake or some of those, those things can be used to trigger workloads on other systems. And that event driven architecture is really the design pattern of the individual clouds. We're just making it multi-cloud and on-prem. >> Lisa: Do you have a favorite customer example that you think really articulates that the value of that use case? >> Mark: Yeah I think a PNC is probably our, well for the, for the data flow one, I would say we have a regular to Oracle and one of their customers it was their biggest SMB customer of last year. The Oracle cloud is very, very important, but it's not as tool. It doesn't have the same level of tooling as a lot of the other ones. And to, to close that deal, their regulatory customer wanted to use Datadog. So they have hundreds and hundreds of metrics. And what TriggerMesh did was ingest the hundreds and hundreds of metrics and filter them and connect them to Datadog so that, they could, use Datadog to measure, to monitor workloads on Oracle cloud. So that, would be an example of the data flow on the workflow. PNC bank is, is probably our best example and PNC bank. They want to do. I talked about infrastructure code integration is code. They want to do policy as code. So they're very highly regulatory regulated. And what they used to do is they had policies that they applied against all their systems once a month, to determine how much they were in compliance. Well, theoretically if you do that once a month, it could be 30 days before you knew where you were out of compliance. What we did was, we provided them a way to take all of the changes within their systems and for them to a server less cluster. And they codified all of these policies into server less functions and TriggerMesh is triggering their policies as code. So upon change, they're getting almost real-time updates on whether or not they're in compliance or not. And that's a huge thing. And they're going to, they have, within their first division, we worked with, you know, tens of policies throughout PNC. They have thousands of policies. And so that's really going to revolutionize what they're able to do as far as compliance. And that's a huge use case across the whole banking system. >> That's also a huge business outcome. >> Yes. >> So Mark, where can folks go to learn more about TriggerMesh, maybe even read about more specifically about the announcement that you made this week. >> TriggerMesh.com is the best way to get an overview. The open source project is get hub.com/triggermesh/trigger mesh. >> Awesome Mark, thank you for joining Dave and me talking to us about TriggerMesh, what you guys are doing. The use cases that you're enabling customers. We appreciate your time and we wish you best of luck as you continue to forge into financial services and other industries. >> Thanks, it was great to be here. >> All right. For Dave Nicholson, I'm Lisa Martin coming to you live from Los Angeles at KubeCon and CloudNativeCon North America 21, stick around Dave and I, will be right back with our next guest.