>> live from London, England. It's the queue covering a ws summat. London twenty nineteen, brought to you by Amazon Web services. >> Welcome back to London, Everybody. This is David Lamont and you watch the Cube. The leader and live tech coverage has been a incredible week for the Cube. Three events this week in London that we had six events worldwide. We started out yesterday with a public sector session. Special mini session We did for Teresa Carlson at eight of US headquarters. And we did it impact investor event last night, Of course. All day here at the eight of US Summit in London at Excel Centre. Twelve thousand people. We're going to wrap up now. My good friend Kim Myers here is the managing director of M. C. I experience Kim. Thanks for coming on. My pleasure. First time on the Cube You got to give you a sticker. >> Thank you. Make you know, great to see you is also great to be here >> to have you. So you are branding expert. We've had a lot of conversations about this. You and I go way back. Do you brand Is everything every touch point? I mean, you would tell me a story last night and I let you pick it up from here of Apple. You see the apple logo, but so why is Brandon so important? What's M. C I experience and how are you helping brands? >> Yeah, Well, Dave, I think it's really amazing, like this event today. You know, we have a lot of technology out there today. We're really digitally enabled, and that's great. I mean, it's amazing what we can do now with technology, but, you know, it also is a little distracting. And and some in fact, there was a recent study that said that kids air haven't developed social skills because there is, they feel more comfortable communicating online, you know? So I think the technology is really great and it's important. But that human human connection is really the thing that makes the difference. And I think brands are starting to recognize that that actually live experiences do cut through the clutter, the digital clutter and getting people together with common interests, getting them engaged. Letting them participate really makes a difference in terms of their affinity and loyalty and even advocacy for your brand. >> So M. C. I experience does that. >> Yeah, that's were essentially work with companies across a lot of industries, but certainly the tech industry. But helping companies, um, developed ways of engaging with their audiences and more meaningful ways. And actually, it's a very human centric approach. So basically the way we look at it is it's not so much about logistics. That's important. Of course, right. You gotta register people. You're gonna have so many breakout rooms got over that gotta, gotta thank you guys. But it's really more about understanding your audience on DH, where they drive benefit and making sure that you're meeting that need. And that's really where your band, your brand, starts to benefit. So we use a design thinking methodology. We're really very focused on the audience using empathy and ideation and you know, just really, really getting to know who those guys are like this crowd and making sure that every touch point of the experience, how it smells the temperature, the lighting, everything smells house. No, seventy percent of your memory is from smell, you know, and yet we never even think about >> it. It's weird when you run a defense, >> you don't even think about it. really. It's just like Exactly. So it's, uh, that sort of multi sensory, engaging aspect of what we do is what m. C. A Experienced specializes in and working with clients to help them sort of look at new ways of creating experiences that really engaged their audiences and really create community around those audiences in terms of loyal fans and customers. >> So we hear it at Amazon. You see this audience? Obviously a developer crowd? Yeah. Um what, do your thoughts here just walking around? >> Well, as I was saying, I think you know, we were talking about this earlier. You know, developer crowd doesn't like flashy marketing because they're suspicious of it, right? You think I like you? David Tyree? Exactly. Uh, Mrs Perfect Tone. I think the tone created here is great. It's a little rough and ready, and that's great. And that's how it should be because that's ah, developers and warranted in the content than the show. And I think it's got the audience bang on. >> So how do you use data to inform this brand experience? >> Yeah, so date is becoming obviously really important, and event technology is you know, it's amazing today the kinds of things we can do. I mean, we can track people and monitor them and take their temperature. I mean, if we want to, you know, you could do an amazing number of things, see >> how they smell >> exactly. And the thing about it is, that date is important. Of course it is. But insights even more important. And that means using data in the right way the right analytics asking the right questions, not just relying on demographics, but really getting to know people on building personas and understanding who your audience is. And I think it's the two things need to fit hand in hand in hand. >> Data is plentiful, actionable insights, you're saying are not necessary, >> not necessarily, not necessarily, and that that that, I think, is really, really important. You know, we call an empathy planning, but it's kind of like walking in the shoes of your audience like, would you like this? Would you be happy with this, or would you find this long queue to register annoying? You know, you have to sort of, you know, actually get in there, get in their shoes and and feel it just like you're going to feel it. >> Well, it's sometimes it's hard to predict it. It is. This is a pretty large venue. But it was packed today, but I don't think they could hold many more people. So I guess you have to say sorry. We've got to cut it off of this because of the experience. I mean, making hard decisions like that. Is that what you recommend? Yeah, >> I think of you. Well, the other thing, too, is, you know, our our attention span time. Someone told me recently that our attention spans like less than a gold fish. I don't know, I don't know anymore, but, you know, it's ah, you know what I want. One thing about the audience now is that they don't need to be polite, and they don't need to pay attention to boring content. And they don't need to do any of that because they're in power, right? Exactly. You know how many bent So I've been to where the entire audience is like looking at their phones with their ipads or the computers on DH checking out on the content, you know. So if you really want to engage people, you need to make sure that the experience really resonates with them. And having said that, you need to use technology because we live in this kind of on live world and people say to me like What's on line like you ever drive was sat Now you know you're driving, but you're being instructed by an application and a lot of what we do today, whether you're finding the bank on your phone, your dentist or your phone or you're doing this or that, we're connected in both ways. And so I think that's really important that we recognize that you can't tell people to turn their phones off. You can't necessarily, you know, use technology and interruptive way. It needs to be part of how people live their lives around this. >> So I have observed that we do a lot of these events and that's it becomes like rock concerts, and sometimes you say, Wow, this is a little over the top Now that's not from inferring right. That's not necessarily a bad thing. If your audience is into it, if your audience is, you know, some guy who provisions lungs, you know every day and gets out to Las Vegas once a year. Maybe that's an OK thing. I think it is. It's really understanding the audience. >> It is understanding the audience. And I think it is a good okay thing. And, you know, you want to have your audience entertained, engaged and, you know, have fun. And I want to tell people about it. Like I'm in Las Vegas. You're not, You know, they're like, you want people to get really fired up about what you're doing. And and and by the way, they're going to give your brand credit for that. They're going to say, you know, bam. I was at this event. Was it rocked? It was amazing. There was great entertainment. There is also a great content. There was great networking, you know, And the beer wasn't all that cheap. So, you know, you get all that stuff together and you have a really great time. >> So you're built your now building out a team? Yeah. Yeah. Tell me about tell me about the team and your vision. >> Okay, So, m c. I is a big company. We're in sixty three countries around the world, so we're not small fry. But the truth is, you know, the A big part of our business had been P. C. A. Is PCO professional. Congress organizes a lot of association events, and that's something and meetings, planning. And that's one thing. And of course, today experiences. They're changing. And it's not about just the logistics. It's really about again. Understand your audience, using strategy and creative to create compelling experiences. And that's what I'm CIA experience is doing. And we're doing it here in the UK we're getting set up, and it's going really, really well, and we're going to roll it out, you know, it's going to It's going to go around the world. So, um, we're working with some Fantastic brand's doing some fantastic project so we're all really excited. >> So what? Follow up question. But other than that, you're awesome. You are. You really have been an expert at this. You've You've worked. You know, I'd G worked G p j worked at Freeman, and I'm not on. Yeah, yeah. You've seen it around too much. You've seen the good, the bad and the ugly. And now you've taken that experience and you're bringing it to M. C. I experience no pun intended and you're trying to build out a sort of a next generation experience from Butt. But other than the fact that you're awesome, why should I work with you? >> Well, I tell you, you know, I think that the most of the clients that we work with come to us saying, You know, we don't know. We don't know And I think that's really, really important. I always tell this story. It's called the It's called the Drunkards Paradox, where a drunk man is underneath the lamppost pounding the ground and another man walks by. And so So what do you doing? And he says, I'm looking for my keys. And so the other guy gets down on his hands and knees. He's padding around. And then he said, Did you drop your keys right here under the lamppost? Because no, I dropped them across the street in the dark. Well, then why are you looking here? Because the light is much better here. And I have I tell you that I have a lot of experience in this business and events professionals on DH. Even some experience agencies tend to look where the light is better not where the breakthrough ideas are, and I think we are committed to making sure that we were really closely replying to really understand their brand, really understand who they're trying to build relationships with and and beg, borrow and steal from other disciplines, you know, in an intersectional way to create new kinds of opportunities for engagement. >> One of the things that mantra inside one of the many monsters inside of Amazon has raised the bar. I was at their UK headquarters yesterday, and she raised the bar signs all over the place. It's not a rinse and repeat culture. That's really what you're saying here that is easy to rinse and repeat. It's easy to look for the keys where the light the light is better, right? But that's not transformational. That's not transformation. It's really awesome. Having I'LL give you the last word the conference >> are Well, I think the conference was It was a great day here, and I think, you know, just just testimony to that is how long people stayed and stayed till the very end. You know, they were they were engaged and lots of great conversations were going on, you know, so fantastic. Well done. A WS and Amazon Web services and, um, yeah. More to come. >> Pleasure having you. Thanks for coming. All right. Thank you for watching everybody. That's a wrap here from London. Check out silicon angle dot com for all the news. The cube dot net is where all you find all these videos. Wicked bond dot com for the research Is David Dante signing out from London? Thanks for watching.

>> From the Regency Center in San Francisco, it's theCUBE, covering Serverlessconf, San Francisco, 2018. Brought to you by SiliconANGLE Media. >> Hi, I'm Stu Miniman, and you're watching theCUBE here at Serverlessconf, 2018 in San Francisco. Happy to welcome to the program Michael Garski, who's the director of platform engineering at Fender. Thanks so much for joining me. >> Thanks, Stu. Thanks for having me on. >> All right, so, luckily, I don't need to introduce Fender because I think most of our audience will be familiar with, you know, Fender, guitars, music, all that stuff, but we're going to talk a little bit about the tech side. >> Okay. >> Even though, let me ask, there's a question I usually ask. Most companies, you know, going through the digital transformation, lots of changes there. How does digital impact Fender? >> Digitally, Fender started a digital division in late 2015 and it was a focus on all-new digital products to complement our well-known physical products. Since then we've launched Fender Mod Shop, where a user can order a customized guitar online, have it delivered in a month. We have a single sign-on solution across all of our web and mobile applications, a guitar tuner, we have connected amplifiers, with companion apps to control amplifiers remotely. And our flagship product is Fender Play, which is an instructional app which allows the user to learn to play guitar, ukulele, and coming soon, bass. >> Love it. I'm guessing that has something to do with what you're involved with on the cloud and Serverless side to enable those technologies on the mobile side. >> Exactly. We've fully embraced AWS Lambda to support all of the services for the web and mobile applications. >> Okay, so A Cloud Guru's a training company and we've talked to them extensively as to why Serverless was a good fit for them, and enabled them to do it, but bring us through what led to your adoption of AWS Lambda, give us a little bit about what kind of technologies you were using before, and how you got to this solution. >> Well, we started out building services and go, just standard EC2 based microservices, and then we started tinkering a bit with Lambda. We had to adjust the product catalog from SAP. They could deliver a file, drop it into an S3 bucket, so it was simple enough to create a function that can process that file and ingest it into elastic search. From there, we used custom authorizers with API Gateway mapping templates to save custom tunings for users, and then as we started building for Tone and Play, Tone especially is a very limited audience. It's whoever buys the amplifiers. So we're not talking millions of people, it's going to be hundreds of thousands. So, it was a very good use case to go ahead and do that. Same thing with Play, we're starting a new business that's a great model for us, that we can just pay per usage. >> All right, so, yeah it sounds like you were using cloud and the usage model fit for what Serverless was built for, correct? >> Exactly, yes. >> All right, how much is management aware of, you know, kind of the underlying technology? Is your group, kind of just allowed free reign to kind of deal with this? Or are there anything you need to go to the CFO, and be like, well, you know our billings going to change a little bit compared to what you might have known in the past? >> It's, we pretty much have free reign. And our biggest AWS expense is actually what we pay for, in AWS Glacier for storage for the raw footage, of all the 4K footage from, instructional video shoots, and Lambda on top of that is simply a rounding error. >> Yeah, excellent. And the mobile apps that you've built, are there trials on there? Is everybody up to sign-up to be able to use it? Is it a freemium model or is it a paid model? >> The Tuner is a completely free application. There is an in-app purchase for cord and scale libraries, and some pro features of the tuner. Custom tunings are free. The Play application comes with a 30-day free trial, so user can sign up either on the web, or via the Google or Apple app stores on their mobile device. >> Okay, so, with that kind of model, I would think that Lambda would be nice. There's, you know, you said your expenses aren't that high using this kind of service. >> No, not at all, like I, in the month of June, we spent, I think it was like $132 for 68 million Lambda invocations. And to kind of put that in perspective a bit, it's what we pay for some EC2 services, EC2 instances that support our legacy authentication service, but we're also moving that over to Cognito now so we can get rid of all the EC2 instances. >> Okay, when you started using this technology, how'd you first learn about it? How'd you get up to speed on it? Tell us a little bit about kind of, training adoption. >> It was a lot of experimentation. So, we have it set up where we use one account for our QA and production environments and another account for our development environment. All the engineers on the team have free-reign to do whatever they want to in the development environment. They can spin up whatever they need to. So we just started playing around with things and experimenting. Like, let's hook up Lambda function to API Gateway, oh, this is going to work really well! And just kind of proceeded down that path. >> All right, great, and any learnings, anything that you tried playing with and said, like wow, this just isn't going to be a fit for what I need? Tell us, you know, what worked, what didn't? >> I would say about the only thing we found that really doesn't fit within Lambda and Serverless would be really very low latency applications. You're doing an auto complete for a search system. You want that snappy. It's, humans observe, I think it's about 100 milliseconds things seemed instantaneous, and that's going to be very challenging to get from API Gateway Lambda to get that consistently. >> Okay, great. And you're speaking here at the conference, how'd that end up happening, what are you looking to share with your peers? >> How it happened was I submitted a talk for a conference and then Drew from A Cloud Guru approached me and asked me to submit I had to tell him I already did, so they went ahead and approved it. And, I'm sharing what we've done and built at Fender Digital, and sort of what we found as far as tools for monitoring, performance optimization, as well as some things to really be cautious of when you're dealing with Lambda, especially with regards to concurrency controls. >> 'Kay, great and, how have you found the show so far? You were at the keynote, got about 500 people here. >> Yeah, it's really interesting. I'd really like the focus all on Serverless. You see, go to a lot of conferences, there might be one or two talks that kind of focus on that. It's nice to have something completely focused in that space. >> All right, and, you know, from a maturity standpoint, are there things that you're looking for in the roadmap from Amazon? They've been baking Serverless kind of into all of their services, so do you expect to stay on Lambda, or are there other services that kind of, you know FAZ or Serverless built into it that you might be using? >> We expect to stay on Lambda for the near term. I don't, we don't have any plans or looking at anything else like Azure or Google Cloud functions, our intention is to stay with AWS. They have a lot of other services, their new machine learning services, we use DynamoDB quite extensively, and so we're probably going to stick with them. >> Yeah, but inside Amazon, they've been expanding their Serverless portfolio as it was. >> Oh, yeah. >> And I remember, I was at the show when Lambda was announced, and then, you know it's Aurora with Serverless underneath and all those, so do you expect to adopt some of those other services that have AWS Serverless kind of baked into it as opposed to just using, kind of a Lambda tool. >> Absolutely, especially with, you just mentioned the Aurora Serverless model. That's one that we're taking a look at and evaluating as we've got some data in DynamoDB, but as requirements have shifted in the business over time it's really, it's becoming very difficult to model in DynamoDB, so we're going to kind of take a look at that, and possibly move to Aurora Serverless. >> I'm curious, how does Fender, does Fender think of the data involved? Is that something that, you mentioned AI, some of these, is that something that you'll be able to take the data and leverage that potentially even make new business revenue streams out of that in the future? >> We're doing some of that already by just watching user, analyzing user behavior so we can improve our products internally. And we're looking at adding more features to where we can really understand what people are doing, and then make our products better. >> All right. Michael, want to give you the final word. For your peers out there that might be saying hey, I've heard of Serverless, I'm kind of thinking at it, what advice would you give them? >> Just dive in, get started, don't hesitate. It's, it doesn't cost you anything, really to experiment with it. That model works very, very nice. >> Yeah, and it's one of the things that's great. It used to be you would take a lot of period of time and some big investment to be able to try a technology out or maybe you would get some demo, but Serverless is pretty easy to get started on. >> Exactly. Especially if you're using a framework like say, Serverless framework, or maybe using AWS. Excuse me, AWS's Serverless application model, it really helps as far as setting up all the resources that your function needs as well. >> All right well, Michael really appreciate you riffing with us on your deployments with Serverless and hope your peers will definitely check it out. All right, lots more coverage here from The Serverless Conference here in San Fransisco. I'm Stu Miniman, and thanks for watching theCUBE. (electronic music)

>> Live from Orlando, Florida, it's The Cube, covering Cisco Live 2018. Brought to you by Cisco, Net App and The Cube's ecosystem partnership. >> Welcome back, we're here live at The Cube here in Orlando, Florida, for Cisco Live 2018. I'm John Furrier, Stu Miniman have been co-hosts all week here for three days live coverage. Day one and I'm winding down. Great keynotes, CEO of Cisco laying out the next generation network and it's not just the old networking, it's a whole nother thing. Our next guest is Salman Asadullah, who is the CTO and VP in Engineering at Netnology.io. Like technology, Netnology.io, former Cisco fellow been twenty- >> Distinguished engineer. >> Distinguished engineer, sorry, fellow engineer, well you look distinguished today. So how many years have you been at Cisco? >> 22 years. >> 22 years, welcome to The Cube. Thanks for joining us. >> Thank you for the invitation. >> So I got to ask you, before I get into the company, which we were talking before we came on camera, you doing really, I think you're on the front end of a big wave we see, certainly in The Cube, but you've been at Cisco 20 years and I've been working with Cisco since the beginning of time, 1993, in some capacity or another in the industry and I've had friends that have sold companies to Cisco. There's always been a debate within Cisco's engineering organization as to how to move up the stack. One team, yes no. So there's been but now it's time. Can you add some color and reaction to that because I think that's kind of where it is now. So all those conversations, even go back 15 years ago, where in the stack should we go? What's the right time? How about some of the history of Cisco and now they're moving up the stack. >> Yeah so I think first of all just to start with, our company name is Netnology.io but our tagline is full stack system integrator because we call ourselves a full stack system integrator because we know end networking, we know Cisco but we know how to move up in the stack as well. With the APIs and the STKs and what not. So the thing what is happened when you kind of look into this from Cisco's perspective, and I was there for 22 years, I am what I am because of Cisco, like when people say in Cisco when they work in Cisco I am Cisco but I still say I am Cisco because all of our business, 70% of our business is around Cisco. But the thing is when people are in Cisco, from Cisco's perspective when they say okay we are a software company and all of that good stuff, they look at the software from a networking perspective but the world, the industry when they say software, they are kind of talking about up in the stack from the application perspective. This is what you see even in Cisco they are sort of trying to pivot and all of the requisitions which are happening is around that. That they are acquiring companies which are basically up in the stack. There are more application based companies and also they are building organically some stuff in there as well. >> What's interesting is that the trend is their friend right now because they are getting to have their cake and eat it too. They are going to have best of both worlds. The networking is becoming more and more important with something to find and then you've got Kubernetes which Google Cloud is out there on the stage today. You've got Kubernetes and containers and Service Mesh is coming on that all look like networking. It's got words like policy, QOS, I mean this is networking world moving it up the stack. What does that mean for a customer? Is that the path in your mind? >> Yeah and I'm a big believer of that. I'm a big believer of that even before leaving Cisco for last five years of Cisco, I was basically working around all of these SDN, NFE, APIs and making sure in organizations I was leading or I was part of that how do I enable our engineering force to do some of that, to gain those capabilities. This is what we are trying to mimic on a much smaller scale in our company. That the way we sort of call it we are a bunch of hybrid engineers. The people who are CCIs but they can also code as well. This is our sort of a focus because just like what you said John, five years ago or three years ago when people talked about this stuff it was only about if you are a data center, cloud these things matter. But now, if you really see all Cisco's solutions are around APIs, around STKs, around SDN and NFE concepts. So let's say if you look into Cisco enterprise solution like SDA or SDVAN it's all around that. If you look into collaboration, Spark, Intropo it's all around that. So the point is that for any network, for any engineer or any organization to get to the next level they have to go through this evolution. >> And that's scaling too then. The network's got to scale and the new software environment. >> You bet. >> So there has been a big debate in the networking world, Salman, for many years, okay I ran networks, wait I have to be a coder. Maybe there's not that skillset. Will my solution providers and my software providers and the platforms I build on take care of some of that or is the traditional role of the network dead? You're saying your company's got a hybrid role but what percentage of people that are the CCIEs and the network admins today, how many of them need to be coding, developing, working with APIs and everything in the future? >> Yeah I think the way I sort of look at it that there's some push back. There is some push back but mainly more in the younger generation. They get it, they get it because if I give you an example of our company, we have 15 to 20 people company, the last two hires we had these were fresh grads, computer science grads and what I asked them to do, first six months go get your CCNA so then they start to understand some of the basics of the networking so they can work with our senior CCI engineers who know how to write 50 lines of five tone script but they can work with the coders to get bigger things developed. >> That's the new strategy from millennials. Throw them in CIE training, get them up to speed. Okay I got to ask you the question, because I want Netnology, the company that you're the co-founder of, is small but you're doing a unique thing. You're taking and SIE approach, obviously Cisco DNA is in your blood, you in the Cisco family if you will, but you still got to work with other platforms like Amazon and what not, as you guys go out there is a trend towards automation and we're seeing that professional services, whether they are from global SIs, the trend is towards accelerating down the cycle of deployment, faster, faster, faster, it's almost like the old days was eight months to roll out an SAP deployment, now that's eight weeks, now is it going to be eight minutes. This is the trend, it requires automation, what is your vision on how this is going to pan out going forward because this is the beginning of a new kind of Cloud scale at a service level. What's your vision? >> So if you really see from the compute world guys they were already doing that stuff for the longest time and they always asked us, the networking people, how come if my CAPEX is 30% but my OPPEX is 70% when it comes to the networking because we were lacking all of those capabilities. And the reason was that all the vendors they had these closed systems but now with this whole trend of SDN, NFE, people want to have more control. Cisco, and a lot of the vendors, they have all opened up their APIs and given the SD case so now you have the capability to go and take this talk to the compute guys. Say you are ahead of the game but we are catching up as well. By using all of these different tools what we are using in our deployments day in and day out. So if I give you an example, recently we did a project for a customer which was a multi-vendor fabric, VXLAN fabric, for data center, and we automated that whole deployment using Ansible Tower. So the thing is that if you would have done that manually, my God it would have taken a long time but now you can do it in minutes. >> Sal, talk about the Devnet explosion, because obviously we've reported all day today it came out in the keynote, over half a million developers are on Devnet, Susie Wee who's heading up Devnet and now Devnet Create which is the Cloud version of Devnet. Those two worlds are coming together and you're seeing network guys, even old school folks, adopting Cloud Navis. A natural migration and the younger guys are going and get networking as you pointed out. Devnet's been popular, you're seeing some great demos here. You can get a free Meraki Switch if you can code a little bit, take it home with you and play with it. A lot of tools, a lot of APIs as you're talking about, this is the new software development environment. What are you guys doing with Devnet? Can you share some insight into some of the things that you're doing that's relevant? Things that you're kicking the tires on? What's up? >> So first of all, to start with, we do a lot of work with Cisco Devnet and we are so humbled and honored by that because we get to learn while we are working on a lot of cool stuff. Then we can go sell that to our customers. Just to kind of tell you tomorrow, Susie Wee is announcing Devnet's cord exchange you might have heard about. So we are among those few partners who have contributed to that cord exchange. So we have put our code for everybody go get it, play with it, like we couple of use cases we have shared on that cord exchange, free for everybody. Think about you have Cisco VNFs running on AWFs how would you use cisco Cloud Center to model and deploy that service on AWFs? Using the APIs and then in the back end we have done scripting using Python and Shell and Ansible. These sort of things. And also we have a booth over here at the Devnet zone partner village and we are demonstrating some of these demos over there as well. >> That's really the standard now, people are getting the scale up in multiple clouds then deploying. That seems to be the big trend, automation there. >> Oh yeah, because as I said, the way we are partnered with Cisco we are also partnering with AWS and GCP so we have close to 35 certifications in our team including 13 CCIs. >> You're a veteran at Cisco, obviously to work at Cisco that long it's very entrepreneurial inside so it's always kind of been there. It's still a big company even when you were there but not you're an entrepreneur. What's it like on the other side? >> Oh my god, I'm living someone's dream. I'm blessed to be afford to do this. It's an awesome time for us. Of course it's a little stressful. >> Heavy lift there huh? It's not easy right? >> Me being in the silicon valley and I wanted to kind of do this but I tell you I recently Cisco included me in the Cisco designated VIP, which is a very selected group of people and worldwide, so I'm one of those people and I wrote a blog about that and I said something in there that although I have left Cisco but I don't feel like I've left Cisco because I'm still you know- >> Extended family. >> Yeah extended family. >> So what's up for the company, what's next? What's you're mission? Are you hiring? What are you working on? Share some insight into what's next for you guys? What's on your road map? >> So it's the growing pains. It's the growing pains, we are growing, our work is expanding. We are basically hiring some good talent. But more exciting something that we are also building a platform. So hopefully in the next six months we are going to be releasing something around that as well. Because again, think about we are recently named as a top 10 SDN providers by Enterprise Networking Magazine, so we are focusing on three Cisco SDN solutions. SDI in data center, SDA in branch and campus, and SDVAN on the VAN side. Now think about that you have segmentation in all of these solutions. How you can simplify this whole thing. How you can map these different perimeters between these three different solutions. So we are working on some cool ideas and some product as well so that's something really exciting for us. >> Are you guys self funded? >> Until now we are all privately funded. >> Sal, I'll put the hard question to you. As a startup, congratulations by the way, we know all about startups, we started a startup ourselves, it's growing pains but it's fun. It's hard work but it's a whole different joy. What problem are you solving? When you look at hiring an engineer what's the tough problem that you guys are trying to tackle? If you could boil it down into, the full stack great mission, what's the hard problem that you guys are trying to solve? >> So we just want to further simplify the Cisco story. As a matter of fact, in some of these SDN NFE based environments, that's our goal. How we can further simplify it. We are small enough that we can tackle some of these things. >> So tackle the complexity, that's where your mission is? >> Yes. >> Salman, thanks for coming on The Cube. Great to meet you, great to have you here. Thanks for sharing your insight here on The Cube with us live here- >> Very good, I appreciate the opportunity. >> Yeah let's follow up, love what you do. I think the future is going to be changing the game on how professional services are built, deployed and leveraged. Certainly code sharing. Collaboration is the new competitive behavior. You don't have to beat the other guy to win, you can work together. This is the new normal. This is what's going on at Cisco Live. Here in The Cube we're bringing you all the content. Stay with us, we'll see you tomorrow for day two of coverage. Thanks for watching.