>> Narrator: TheCUBE's live coverage is made possible by funding from Dell Technologies. Creating technologies that drive human progress. >> All right, welcome back to the Fira in Barcelona. This is Dave Vellante with Dave Nicholson. Day 4 of coverage MWC 23. We've been talking all week about the disaggregation of the telco networks, how telcos need to increase revenue how they're not going to let the over the top providers do it again. They want to charge Netflix, right? And Netflix is punching back. There maybe are better ways to do revenue acceleration. We're going to talk to that topic with Dave Trigg who's the Global Vice President of Telecom systems business at Dell Technologies. And Ken Burns, who's a global telecom partner, sales lead. Guys, good to see you. >> Good to see you. Great to be here. >> Dave, you heard my, you're welcome. You heard my intro. It's got to be better ways to, for the telcos to make money. How can they accelerate revenue beyond taxing Netflix? >> Yeah, well, well first of all, sort of the promise of 5G, and a lot of people talk about 5G as the enterprise G. Right? So the promise of 5G is to really help drive revenue enterprise use cases. And so, it's sort of the promise of the next generation of technology, but it's not easy to figure out how we monetize that. And so we think Dell has a pretty significant role to play. It's a CEO conversation for every telco and how they accelerate. And so it's an area we're investing heavily into three different areas for telcos. One is the IT space. Dell's done that forever. 90% of the companies leaning in on that. The other places network, network's more about cost takeout. And the third area where we're investing in is working with what we call their line of businesses, but it's really their business units, right? How can we sit down with them and really understand what services do they take to market? Where do they go? So, we're making significant investments. So one way they can do it is working with Dell and and we're making big investments 'cause in most Geos we have a fairly significant sales force. We've brought in an industry leader to help us put it together. And we're getting very focused on this space and, you know, looking forward to talking more about it. >> So Ken, you know, the space inside and out, we just had at AT&T on... >> Dave Trigg: Yep. >> And they were saying we have to be hypersensitive because of our platinum brand to the use of personal information. >> Ken: Yeah. >> So we're not going to go there yet. We're not going to go directly monetize, but yet I'm thinking well, Netflix knows what I'm watching and they're making recommendations and they're, and and that's how they make money. And so the, the telcos are, are shy about doing that for right reasons, but they want to make better offers. They want to put, put forth better bundles. You know, they don't, they don't want to spend all their time trying to figure that out and not being able to change when they need to change. So, so what is the answer? If they're not going to go toward that direct monetization of data? >> Ken: Yeah. >> How do they get there? >> So I, I joined Dell in- at the end of June and brought on, as David said, to, to build and lead this what we call the line of business strategy, right? And ultimately what it is is tying together Dell technology solutions and the best of breed of what the telecoms bring to bear to solve the business outcomes of our joint customers. And there's a few jewels inside of Dell. One of it is that we have 35,000 sellers out there all touching enterprise business customers. And we have a really good understanding of what those customer needs are and you know what their outcomes needs to be. The other jewel is we have a really good understanding of how to solve those business outcomes. Dell is an open company. We work with thousands of integrators, and we have a really good insight in terms of how to solve those business outcomes, right? And so in my conversations with the telecom companies when you talk about, you know combining the best assets of Dell with their capabilities and we're all talking to the same customers, right? And if we're giving them the same story on these solutions solving business outcomes it's a beautiful thing. It's a time to market. >> What's an example of a, of a, of a situation where you'll partner with telcos that's going to drive revenue for, for both of you and value for the customer? >> Yeah, great question. So we've been laser focused on four key areas, cyber, well, let me start off with connected laptops, cyber, private mobility, and edge. Right? Now, the last two are a little bit squishy, but I'll I'll get to that in a bit, right? Because ultimately I feel like with this 5G market, we could actually make the market. And the way that we've been positioning this is almost, almost on a journey for IOT. When we talk about laptops, right? Dell is the, is the number one company in the world to sell business laptops. Well, if we start selling connected laptops the telcos are starting to say, well, you know what? If all of those laptops get connected to my network, that's a ton of 5G activations, right? We have the used cases on why having a connected workforce makes sense, right? So we're sharing that with the telcos to not simply sell a laptop, but to sell the company on why it makes sense to have that connected workforce. >> Dave Vellante: Why does it make sense? It could change the end customer. >> Ken: Yeah. So, you know, I'm probably not the best to answer that one right? But, but ultimately, you know Dell is selling millions and millions of laptops out there. And, and again, the Verizon's, the AT&T's, the T-mobile's, they're seeing the opportunity that, you know, connecting those laptops, give those the 5G activations right? But Dave, you know, the way that we've been positioning this is it's not simply a laptop could be really a Trojan horse into this IOT journey. Because ultimately, if you sell a thousand laptops to an enterprise company and you're connecting a thousand of their employees, you're connecting people, right? And we can give the analytics around that, what they're using it for, you know, making sure that the security, the bios, all of that is up to date. So now that you're connecting their people you could open up the conversation to why don't we we connect your place and, you know, allowing the telecom companies to come in and educate customers and the Dell sales force on why a private 5G mobility network makes sense to connecting places. That's a great opportunity. When you connect the place, the next part of that journey is connecting things in that place. Robotics, sensors, et cetera, right? And, and so really, so we're on the journey of people, places, things. >> So they got the cyber angle angle in there, Dave. That, that's clear benefit. If you, you know, if you got all these bespoke laptops and they're all at different levels you're going to get, you know, you're going to get hacked anyway. >> Ken: That's right. >> You're going to get hacked worse. >> Yeah. I'm curious, as you go to market, do you see significant differences? You don't have to name any names, but I imagine that there are behemoths that could be laggards because essentially they feel like they're the toll booth and all they have to do is collect, keep collecting the tolls. Whereas some of the smaller, more nimble, more agile entities that you might deal with might be more receptive to this message. That seems to be the sort of way the circle of life are. Are you seeing that? Are you seeing the big ones? Are you seeing the, you know, the aircraft carriers realizing that we got to turn into the wind guys and if we don't start turning into the wind now we're going to be in trouble. >> So this conference has been absolutely fantastic allowing us to speak with, you know, probably 30 plus telecom operators around this strategy, right? And all of the big guys, they've invested hundreds of billions of dollars in their 5G network and they haven't really seen the ROI. So when we're coming into them with a story about how Dell can help monetize their 5G network I got to tell you they're pretty excited >> Dave Nicholson: So they're receptive? >> Oh my God. They are very receptive >> So that's the big question, right? I mean is, who's, is anybody ever going to make any money off of 5G? And Ken, you were saying that private mobility and edge are a little fuzzy but I think from a strategy standpoint I mean that is a potential gold mine. >> Yeah, but it, for, for lot of the telcos and most telcos it's a pretty significant shift in mentality, right? Cause they are used to selling sim cards to some degree and how many sim cards are they selling and how many, what other used cases? And really to get to the point where they understand the use case, 'cause to get into the enterprise to really get into what can they do to help power a enterprise business more wholly. They've got to understand the use case. They got to understand the more complete solution. You know, Dell's been doing that for years. And that's where we can bring our Salesforce, our capabilities, our understanding of the customer. 'cause even your original question around AT&T and trying to understand the data, that's just really a how do you get better understanding of your customer, right? >> Right. Absolutely. >> And, and combined we're better together 'cause we bring a more complete picture of understanding our customers and then how can we help them understand what the edge is. Cause nobody's ever bought an Edge, right? They're buying an Edge to get a business outcome. You know, back in the day, nobody ever bought a data lake, right? Like, you know, they're buying an outcome. They want to use, use that data lake or they want to use the edge to deliver something. They want to use 5G. And 5G has very real capabilities. It's got intrinsic security, which, you know a lot of the wifi doesn't. It's got guaranteed on time, you know, for areas where you can't lose connectivity: autonomous vehicles, et cetera. So it's got very real capabilities that helps deliver that outcome. But you got to be able to translate that into the en- enterprise language to help them solve a problem. And that's where we think we need the help of the telcos. I think the telcos we can help them as well and, and really go drive that outcome. >> So Dell's bringing its go to market expertise and its technology. The telcos obviously have the the connectivity piece and what they do. There's no overlap in terms of the... >> Yeah. >> The, the equipment and the software that you're selling. I mean, they're going to, they're going to take your equipment and create new networks. Beautiful. And, and it's interesting you, like, you think about how Dell has transformed prior to EMC, Dell was, you know, PC maker with a subpar enterprise business, right? Kind of a wannabe enterprise business. Sorry Dell, it's the truth. And then EMC was largely, you know, a company sold storage boxes, but you owned VMware and then brought those two together. Now all of a sudden you had Dell powerhouse leader and Michael Dell, you had VMware incredibly strategic and important and it got EMC with amazing go to market. All of a sudden this Dell, Dell technologies became incredibly attractive to CIOs, C-level executives, board level. And you've come out of that transition VMware's now a separate company, right? And now, but now you have these relationships and you got the shops to be able to go into these edge locations at companies And actually go partner with the telcos. And you got a very compelling value proposition. >> Well, it's been interesting as in, in this show, again most telcos think of Dell as a server provider, you know? Important, but not overly strategic in their journey. But as we've started to invest in this business we've started to invest in things like automation. We've brought together things in our Infra Blocks and then we help them develop revenue. We're not only helping 'em take costs out of their network we're not helping 'em take risk out of deploying that network. We're helping them accelerate the deployment of that network. And then we're helping 'em drive revenue. We are having, you know, they're starting to see us in a new light. Not done yet, but, you know, you can start to see, one, how they're looking at Dell and two, and then how we can go to market. And you know, a big part of that is helping 'em drive and generate revenue. >> Yeah. Well, as, as a, as a former EMC person myself, >> Yeah? >> I will assert that that strategic DNA was injected into Dell by the acquisition of, of EMC. And I'm sticking... >> I won't say that. Okay I'll believe you on that. >> I'm sticking with the story. And it makes sense when you think about moving up market, that's the natural thing. What's, what's what's nearly impossible is to say, we sell semi-trucks but we want to get into the personal pickup truck market. That's that, that doesn't work. Going the other way works. >> Dave Trigg: Yeah. >> Now, now back to the conversation that you had with, with, with AT&T. I'm not buying this whole, no offense to AT&T, but I'm not buying this whole story that, you know, oh we're concerned about our branded customer data. That sounds like someone who's a little bit too comfortable with their existing revenue stream. If I'm out there, I want to be out partnering with folks who are truly aggressive about, about coming up with the next cool thing. You guys are talking about being connected in a laptop. Someone would say, well I got wifi. No, no, no. I'm thinking I want to sim in my laptop cause I don't want to screw around with wifi. Okay, fine. If I know I'm going to be somewhere with excellent wifi connectivity, great. But most of the time it's not excellent. >> That's right. >> So the idea that I could maybe hit F2 and have it switch over to my sim and know that anywhere that I've got coverage, I have high speed connections. Just the convenience of that. >> Ken: Absolutely. >> I'd pay extra for that as an end user consumer. >> Absolutely. >> And I pay for the service. >> Like I tell you, if it interests AT&T I think it's more not, they ask, they're comfortable. They don't know how to monetize that data. Now, of course, AT&T has a media >> Dave Nicholson: Business necessity is the mother of invention. If they don't see the necessity then they're not going to think about it. >> It's a mentality shift. Yes, but, but when you start talking about private mobility and edge, there's there's no concern about personal information there. You're going in with basically a business transformation. Hey, your, your business is, is not, not digital. It's not automated. Now we're going to automate that and digitize that. It's like the, the Dell booth with the beer guys. >> Right. >> You saw that, right? >> I mean that's, I mean that's a simple application. Yeah, a perfect example of how you network and use this technology. >> I mean, how many non-digital businesses are that that need to go digital? >> Dave Nicholson: Like, hundred percent of them. >> Everyone. >> Dave Nicholson: Pretty much. >> Yeah. And this, and this jewel that we have inside of Dell our global industries group, right, where we're investing really heavily in terms of what is the manufacturing industry looking for retail, finance, et cetera. So we have a CTO that came in, that it would be the CTO of manufacturing that gives us a really good opportunity to go to at AT&T or to Verizon or any telco out there, right? To, to say, these are the outcomes. There's Dell technology already in place. How do we connect it to your network? How do we leverage your assets, your manager professional services to provide a richer experience? So it's, there's, you said before Dave, there's really no overlap between Dell and, and our telecom partners. >> You guys making some serious investments here. I mean I, I've been, I was been critical over the years of, hey, you can't just take an X86 block, put a name on it that says edge something and throw it over the fence because that's what you were doing. >> Dave Trigg: And we would agree. >> Yeah. Right. But, of course, but that's all you had at the time. And so you put some... >> We may not have agreed then, but we would agree. >> You bought, brought some people in, you know, like Ken, who really know the business. You brought people into the technical side and you can really see it happening. It's not going to happen overnight. You know, I mean, you know if I were an investor in Dell, I'd be like, okay when are you going to start making money at this business? I'd be like, be patient. You know, it's going to take some time but look at the TAM. >> Yep. >> You know, you guys do a good, good TAM. Tennis is a pro at this stuff. >> We've been at, we've been at this two, three years and we're just now coming with some real material products. You've seen our server line really start to get more purpose-built, really start to get in there as we've started to put out some software that allows for quicker automation, quicker deployments. We have some telcos that are using it to deploy at 10,000 locations. They're literally turning up thousands of locations a week. And so yeah, we're starting to put out some real capability. Got a long way to go. A lot of exciting things on the roadmap. But to your point, it doesn't, you know the ship doesn't turn overnight, you know. >> It could be a really meaningful portion of Dell's business. I'm, I'm excited for the day that Tom Sweet starts reporting on it. Here's our telco business. Yeah. The telco business. But that's not going to happen overnight. But you know, Dell's pretty good at things like ROI. And so you guys do a lot of planning a lot of TAM analysis, a lot of technical analysis, bringing the ecosystem together. That's what this business needs. I, I just don't, it's, it feels unstoppable. You know, you're at this show everybody recognizes the need to open up. Some telcos are moving faster than others. The ones that move faster are going to disrupt. They're going to probably make some mistakes, you know but they're going to get there first. >> Well we've, we've seen the disruptors are making some mistakes and are kind of re- they're already at the phase where they're reevaluating, you know, their approach. Which is great. You know, you, you learn and adjust. You know, you run into a wall, you, you make a turn. And the interesting thing, one of the biggest learnings I've taken out of the show is talking to a bunch of the telcos that are a little bit more of the laggards. They're like, Nope, we, we don't believe in open. We don't think we can do it. We don't have the skillset. They're maybe in a geo that it's hard to find the skillset. As they've been talking to us, and we've been talking about, there's almost a glimmer of hope. They're not convinced yet, but they're like, well wait, maybe we can do this. Maybe open, you know, does give us choice. Maybe it can help us accelerate revenue. So it's been interesting to see a little bit of the, just a little bit, but a little bit of that shift. >> We all remember at 2010, 2011, you talked to banks and financial services companies about, the heck, the Cloud is happening, the Cloud's going to take over the world. We're never going to go into the Cloud. Now they're the biggest, you know Capital One's launching Cloud businesses, Western Union, I mean, they're all in the cloud, right? I mean, it's the same thing's going to happen here. Might, it might take a different pattern. Maybe it takes a little longer, but it's, it's it's a fate are completely >> I was in high school then, so I don't remember all that. >> Sorry, Dave. >> Wow, that was a low blow, like you know? >> But, but the, but the one thing that is for sure there's money to be made convincing people to get off of the backs of the dinosaurs they're riding. >> Dave Vellante: That's right. >> And also, the other thing that's a certainty is that it's not easy. And because it's not easy, there's opportunity there. So I know, I know it's, it, it, it, it, it all sounds great to talk about the the wonderful vision of the future, but I know how hard the the road is that you have to go down to get people, especially if you're comfortable with the revenue stream, if you're comfortable running the plumbing. If you're so comfortable that you can get up on stage and say, I want more money from you to pump your con- your content across my network. I love the Netflix retort, right Dave? >> Yeah, totally Dave. And, but the, the other thing is, telco's a great business. It's, they got monopolies that print money. So... >> Dave Nicholson: It's rational. It's rational. I understand. >> There's less of an incentive to move but what's going to be the incentive is guys like Dish Network coming in saying, we're going to, we're going to disrupt, we're going to build new apps. >> That's right. >> Yeah. >> Well and it's, you know, revenue acceleration, the board level, the CEO level know that they have to, you know, do things different. But to your point, it's just hard, and there's so much gravity there. There's hundreds of years literally of gravity of how they've operated their business. To your point, a lot of them, you know, lot- most of 'em were regulated and most Geos around the world at one point, right? They were government owned or government regulated entities. It's, it's a big ship to turn and it's really hard. We're not claiming we can help them turn the ship overnight but we think we can help evolve them. We think we can go along with the journey and we do think we are better together. >> IT the network and the line of business. Love the strategy. Guys, thanks so much for coming in theCUBE. >> Thank you so much. >> Thank you. >> All right, for Dave, Nicholson, Dave Vellante here, John Furrier is in our Palo Alto studio banging out all the news, keep it right there. TheCUBE's coverage of MWC 23. We'll be right back.

(modern music) >> Welcome back, everyone to theCUBE's live coverage here in San Francisco for VMware Explore, formerly VMworld. theCUBE's been here 12 years today, we've been watching the evolution of the user conference. It's been quite a journey to see and, you know, virtualization just explode. We got two great guests here, we're going to break it all down. Ash McCarty, director of Multicloud Product Management Dell Technologies, no stranger to the VMworld, now VMware Explore, and Josh Prewitt, Chief Product Officer at Rackspace Technology. Great to see you guys, thanks for coming on. >> Absolutely. >> Yeah, thanks so much, thanks for having us. >> So, you know, the theme this year is multicloud, but it's really all about vSphere 8's out, you got VxRail, you got containers, you got the magic going on around cloud native, which it really points to the future state of where this is going, which is agile enterprises, infrastructure as code, high performance under the hood, I mean, all the things that you guys have been doing for many, many years and decades and business, but now with VMware putting it all together, it feels like, this year, it's like you got visibility into the value proposition, people have clear line of sight into where the performances are from the hardware software and now Cloud, it's kind of coming together, feels like it's coming together. Let's talk about that and the relationship between you guys, Rackspace and Dell and VMware. >> Perfect. That sounds great. Well, thanks so much for having us. You know, I'll sort of kick that off. We've got a huge lifelong partnership and relationship with Dell and VMware and the technologies that these guys create that we're able to put in front of our customers are really what allows us to go drive those business outcomes. So, yeah, happy to dive into it. >> Yeah, and I think to add to that, we understand that customers have a tremendously complex challenge ahead of them on managing their infrastructure. That's why with VxRail, we have intelligent infrastructure. We want it to simplify the outcomes for customers no matter if they're managing VMware or if they're managing the actual hardware infrastructure underneath it. >> Yeah, one of the things that we always talk about, you know, you read about it on the blogs and the news and the startup world, is "Oh, product-market fit," and, well, it kind of applies here, if you think about what's going on on the product side with the Edge emerging, hybrid cloud on pace with private cloud, and obviously, cloud native is great too if you have native applications in there, but now, putting it all together, you're hearing things like the telco cloud, I hear buzzwords like that, I hear supercloud, which we promoting, which you see in companies becoming cloud themselves, with the CapEx being handled by either public cloud or optimized on premise or hosted hardware. I mean, this is now, this is not all about everything's going to the cloud, this is now cloud operations on premise and in hosting hardware, so I'd love to get your perspective on that because you guys are huge hosting, you've got huge experience there, modernizing all the time. What does the modern era look like for the customer? >> Yeah, yeah, so, I mean, I think it's very clear to everybody that it's a multicloud world, right? I think the main question is, are you multicloud as a strategy, or are you multicloud as a situation? Because everybody's multicloud. That ship has sailed, right? >> Yeah, exactly. >> And so, when I look at the capabilities that we have with the partnership with Dell and the VxRail technologies, you know, life-cycle management that you have to go and perform across your fleet can be extremely difficult, and whenever you take something like the VxRail and you add, you know, you have the hardware and you have the software all fully integrated there, it makes it much easier to do life-cycle management, so for a company like Rackspace, where we have tens of thousands of nodes that we're managing for customers across 29 global data centers, and we're all over the place, the ability to have that strength with Dell's hardware, the VMware platform improve life-cycle management makes it so much easier for us to manage our fleet and be able to deliver those outcomes even faster for customers. >> So assuming that VxRail isn't a virtual railroad that delivers data to Rackspace data centers, if it's not that, what is it, Ash? Give us a little premier on what VxRail is. >> Well, VxRail is the first and only jointly engineered HCI system with VMware, so everything we do with VMware is better. >> So hyperconverged infrastructure. >> Hyperconverged infrastructure. >> What we used to call a server because all the bits are in the box, right? >> All the storage is computed in there. >> Everything's in there. Right. >> Simplifies management. And we built in with the VxRail HCI system software, which is really our secret sauce, we built in to actually add those automation capabilities with VMware, so it allows you to scale out very quickly, scale up very quickly. And one of our big capabilities is our life-cycle management, which is full stack, meaning it life-cycles the entire vSphere stack as well as the hardware infrastructure underneath as one continuously validated state, meaning that customers can focus more on their business outcomes and driving their business forward versus spending time managing their infrastructure. >> And when you talk about customers, it's also the value proposition that's flowing through Rackspace because Rackspace, when you install these systems, how long does it take to spin up to have a VM available for use when you install one of these systems? >> Oh, so you can have the system up and running very quickly. So we automate all the day one deployment, so you can have the system up and running in your labs, in your data centers in 45 minutes, and you can have VMs up in provision very shortly after that. >> So what do you do with that kind of agility? >> Oh my gosh, so we've actually taken that, and we've taken the VxRail platform and we've created what we call Rackspace Services for VMware Cloud, and this is our platform that is based on VxRail, it's based on vCloud Director from VMware, and by having the VxRail is already RackStacked, ready to go for our customers, we're able to sign a customer up today, and then, within a matter of minutes, give them access to a vCloud Director portal where they can go in and spin up a new VM anytime they want, but then, it also integrates into all of those cloud management platforms and tools, right? It integrates into your Terraform, so you've got, you know, your full CI/CD pipeline, and so you have that full end-to-end capability. If you want to go click around on a portal, you can using vCloud Director and using vSphere and all that great stuff. If you want to automate it, you can do that too. And we do it all in the backs of that VxRail hyperconverged infrastructure. >> Talk about the DPU dynamic. We're hearing a lot about DPUs. VxRail, you guys have some HCI-like vibe there with DPUs. How is that impacting performance, can you guys see? 'Cause we're hearing a lot of buzz around the VxRail and the VMware DPUs really making things much faster. >> I mean, it's the thing we talk about most with customers now is their challenges with scaling their infrastructure, and VxRail is going to be the first and only jointly engineered system that will have vSphere 8 with DPUs functionality and will have the full life-cycle management, and what this really empowers customers to do is, as they're growing their environments that they're scaling out their workloads in the data center, they need a way to scale to that next generation of networking and network security, and that's what DPUs allow you to do. They give you that offload and that high performance capability. >> Talk about the... I'd love to get your guys' perspective, while we're just riffing on this real quick sidebar for a second, if VxRail has these capabilities which you guys are promoting it does and some of the things go on in the modern era, the next gen apps are going to look a lot different. We're kind of calling it supercloud, if you will, for lack of a better description. Yeah, multicloud is a state, I agree. It's a situation and a state, but supercloud is really the functionality of what cloud does. So what do you guys see as, maybe it's tea leaves reading now or dots connecting, what are some of those next gen apps? I mean the Edge is there with, "Oh, the Edge is going to explode," and I can see the Edge having new kinds of apps that we've never seen before, whether it's on premise building lights and however they work or IoT changing. What do you guys see as the next gen app/apps coming out that's not looking the same as now, or how are apps today changing for next gen? 'Cause you get more performance at the Edge, you get more action, you get more co-locations in GEOS, so it's clear multicloud multi-presence is happening too, right? So what are you guys seeing? What's this... >> Yeah, I would say two areas that resonate most with customers is customers transitioning to their cloud native journey, so beginning it and using things like Tanzu for Kubernetes Operations, which we fully support and have a white paper out there list for customers, another area is really in the AIML space, so we've been partnering with both VMware and Nvidia to simplify how customers deploy new AIML infrastructure. I mean, it's challenging, complex, a lot of customers are wanting to dive in because it really enables them to better operate and operate on insights and analytics they get from running their business. >> Josh? >> And, you know, I think it really comes down to, whether you want to call it Edge or IoT or, you know, smart things, whatever, right? It all comes down to how we are expected, now, to capture all of the data to create a better user experience, and that's what we're seeing the modern applications being built around, right, is how do you leverage all of the data that's now at your fingertips, whether it's from wearables, machine vision, whatever it may be, and drive that improved user experience. And so that's the apps that we're seeing now, right? You know, of course, you still have all your business apps, all your ERP capabilities that need to exist and all of that great stuff, but at the same time, I also expect that, whenever, you know, now, whenever I'm walking into a store and their machine vision picks me up and they're pinging my phone and pushing me push notifications, I expect to have a better user experience. >> And do a database search on you too, by the way. >> Yeah, exactly, right? >> No search warrants out for 'em, you know, you're good. >> That's exactly it, so, you know, you kind of expect that better user experience and that's where I'm seeing a lot of the new app development. >> Yeah, it's fun, as these cases are intoxicating to think about all the weird coolness around it. The thing that I want to get your thoughts on is, we were just talking on the analyst session earlier in theCUBE, if DevOps is here and won, which we believe it has and infrastructure as code is happening, the cloud native discussion, shifting left CI/CD pipeline, that's DevOps in my mind, that's like cloud native developers, that's like traditional IT in my mind, so that's all part of the coding. DataOps and Security Ops seem to be the most robust areas of conversations where that's the new Ops, right? So, I mean, I made the term up, but new Ops, in terms of the focus, what are you making more efficient? What are you optimizing for? What's your guys reaction to that? Because all the conversations that we talk about is data, security, and then the rest seems to be cool, all good on the developer's side. Yeah, shift left events happening up there, Kubernetes containers, but all the action on the Ops side seems to be data and security. >> Yeah. >> What's your reaction to that? Is that right? >> So personally, I do think that it's right. I think that, you know with great power comes great responsibility, right? And so the clouds have brought that to us, all of your infrastructure as code has brought that to us. We have that great power now, right? But then you start to see, kind of, the pipeline attacks that are starting to become more and more popular. And so how you secure something that is as complex as, you know, a cloud native development pipeline is really hard, it's really challenging, so I do think that it warrants the attention. Then on the data side, I think that that matters because when I talked about those examples of a better user experience, I don't want my better user experience tomorrow, I don't want it 20 minutes from now. I want that real time capability, and so with that comes massive requirements from a compute and hardware perspective, massive requirements from a software perspective, and from, you know, what folks are now calling DataOps perspective >> Data addressability, having the data available to be delivered in real time. >> You know, there there's been a lot of talk, here at the conference, about the disaggregation of, you know, the brainularism, if we're going to make up words, you know, the horsepower that's involved, CPU, DPU, GPU. I'll make up another word. We're familiar with the thermometers used during COVID to measure temperature. Pretend that I've invented a device called a Care-o-meter and I'm pointing at various people's foreheads, who needs to care about DPUs and GPUs and CPUs? You know, John was referencing the idea of security at the Edge, data. Well, wow, we've got GPUs that can do things. Who needs to care about that? Obviously, we care about it. You care about it. You care about it. You're building this stuff, you're deploying this stuff, but at what level in the customer stack do they need to care about it? Are you going in, is RackSpace engaging customers and saying, "Look, here's the value proposition: we understand your mission to be this. We believe we can achieve your mission." How far down in the organization do you go before you get to someone where you have to have the DPU conversation? 'Cause we didn't even define DPU yet here, which is always offensive to me. >> I think I defined it actually. >> Did you define DPU? Good. Thank you John. >> Yeah, yeah. >> But so who should care? Who should really care about that? >> Oh, that's such a complex question, right? Because everybody, Rackspace included >> But a good one. But a good question. >> Oh, it's a great question. >> Thank you. >> Great question. (laughing) >> Everybody, Rackspace included, is talking about selling business outcomes, right? And ultimately, that is what matters. It is what matters, is selling those business outcomes to the customer. And so of course we're dealing with our business buyers who are just looking for, "Hey, improve my KPIs, make this run faster, better, stronger, all of that great stuff," but ultimately you get down to an IT staff, and to the IT staff, these things matter because the IT staff, they all have budgets that they have to hit. The realities start to hit them and they can't just go and spend whatever they want, you know, trying to hit the KPIs of the marketing department or the finance department, right? And so you have your business buyers that do care significantly about buying their outcomes, and so we're having, you know, the business outcomes conversations with them and then, oftentimes, they will come back to us and say, "Okay, but now we need you to talk to this person over in our IT organization. We need you to talk with our CIO, with our VP of infrastructure," whatever that may be, where we really get down to the nuts and bolts and we talk about how, you know, we can stretch the hardware coming from Dell, we can stretch the software coming from VMware, and we can deliver a higher caliber experience, a lower TCO, by taking advantage of some of the new technologies coming out. >> Yeah, so there's a reason why I ask that awesome question, and it's because I can imagine a scenario where, and this speaks to RackSpace's position in the market today and moving forward and what your history has been, people want to know, "Well, why should I work with Rackspace instead of some mega-hyper-monster-cloud?" If part of the answer is: well, it's because, for very specific application environments, like healthcare we talked about earlier, that might be a conversation where you're actually bringing in Dell to have a conversation about how you are specifically optimizing hardware and software to achieve things that otherwise can't be achieved with t-shirt sizes of servers in a hyperscale cloud. I mean, is that part of the Rackspace value proposition moving forward, that you can do things like that with partners like Dell that the other folks aren't going to focus on? >> Absolutely, it is, right? And a lot of the power of Rackspace is that, you know, we're the best-in-class pure play cloud solutions provider, and we can talk to you about your AWS, your Azure, your GCP, all of that great stuff, but we can also talk to you about private cloud solutions that are built on the backs of Dell Technologies, and in this multicloud world, you don't have that one size fits all for every single application. There are some things that run great in a hyperscale provider, and we can help you get there, but just exactly like you said, there are these verticals where you have applications that don't necessarily run all that well or they're not modernized, they haven't been refactored to be able to take advantage of cloud native services. And if all you're going to do is run that on bare metal in VMs, a hosted private cloud is, by far, the best way to do that, right? And Rackspace provides that hosted private cloud on the backs of Dell technology, on the backs of VMware technology, and we can go deliver those custom bespoke solutions to customers. >> So the infrastructure and the hardware still matters, Ash, yes? >> Absolutely, and I think he just highlighted, while what he does with his customers and what's important to his internal organization is being to deliver faster outcomes, better outcomes, give those customers, to meet those KPIs of those customers consuming their infrastructure at Rackspace, so I think, really, what the DPU and the underlying infrastructure enables is all that full stack integration to allow them to quickly scale to the demands of those customers and what they need in their infrastructure. >> Guys, while we got you here, what do you think about this year's VMware Explore, a lot of anticipation around how many people are going to show up and, you know, all kinds of things around the new name and Broadcom. Big attendance here, I mean, I was very surprised about the size of the attendance and the show floor, the ecosystem, this train is not stopping. I mean, this is VMware's third act, no matter what the contextual situation is. What's your observation of the show? Do you agree, or is there anything that you could want to share about for folks who didn't make it, what they missed? >> Yeah, I mean it really highlights, I mean, you've seen the breadth of the show, I know people that aren't here that aren't able to see it are really missing the excitement. So there's a lot of great announcements around multicloud, around all the announcements, around the vSphere 8 with the DPUs, the vSAN Express Storage architecture, ton of new exciting technologies that are really empowering how customers, you know, the future of how customers are going to consume their workloads in their data centers. >> Josh, they're not short on products and stuff. A lot of moving parts. vSphere 8, a bunch of new stuff. And the cloud native stuff's looking pretty good too, off the tee. >> You know, it does feel like a focus on the core, though, in a way. So I don't think there's been a lot of peripheral noise at the show. Sometimes it's, you know, "And we got this, and this, and this, and this." It's vSphere 8, vSAN 8, cloud software, you know, really hammering it home and refining it. >> But you don't think of it as a little bit of a circus act. I mean the general keynote was theatrical, I thought, I mean, I thought they did a good job on that. I think vSphere 8 was buried a little bit, I thought they could have... They checked the box at the beginning. >> That's true, that's true. >> I mean, they mentioned it, but we didn't see the demos. You know? Demos are usually great. But that's my only criticism. >> Well, that's why we supplemented it with the VxRail announcements, right? With our big announcements around vSphere 8 and with the DPUs as well as the vSAN Express Storage architecture being integrated into VxRail, so I think, you know, it's always that ongoing partnership and, you know, doing what's best for our customers, showing them the next generation and how they consume that technology. >> Yeah, you guys got good props on VxRail. We had a great chat about it yesterday. Rackspace, you guys doing good? Quick update on what's happening with you guys. Give a quick plug. What's going on at Rackspace? What's hot? What's going on? Give a quick plug for what the services are and the products you got going on there. >> Yeah, absolutely. So we are that end-to-end cloud provider, right? And so we've got really exciting offers in market, helping customers take advantage of all the hyperscale providers, and then giving them that private cloud experience. We've got everything from single-tenant running in our data centers on the backs of vSphere, vCloud Director, and VxRails, all the way through to, like, multi-tenant burstable capability that runs within our own data centers as well. It's a really exciting time for technology, a really exciting time for Rackspace. >> Congratulations, we've been following your journey for a long time. Dell, you guys do continue to do a great job and end-to-end phenomenal work. The telco thing's a huge opportunity, we didn't even go there. But Ash, thanks. Josh, thanks for coming on. Appreciate it. >> Yeah, thanks so much. Thanks for having us. >> Thank you very much. >> Okay, thanks for watching theCUBE. We're live, day two of three days of wall-to-wall coverage. Two sets here in Moscone West on the ground level, in the lobby, checking out all the action. Stay with us for more coverage after this short break. (modern music)

(upbeat music) >> From the CUBE studios in Palo Alto, in Boston, connecting with thought leaders all around the world. This is a CUBE conversation. >> Hi everyone, this is Dave Vellante from the CUBE. And we're getting ready for the Snowflake Data cloud summit four geographies, eight tracks more than 40 sessions for this global event. Starts on November 17th, where we're tracking the rise of the Data cloud. You're going to hear a lot about that, now, by now, you know, the story of Snowflake or you know, what maybe you don't but a new type of cloud native database was introduced in the middle part of last decade. And a new set of analytics workloads has emerged that is powering a transformation within organizations. And it's doing this by putting data at the core of businesses and organizations. You know, for years we marched to the cadence of Moore's law. That was the innovation engine of our industry, but now that's changed it's data plus machine intelligence plus cloud. That's the new innovation cocktail for the technology industry and industries overall. And at the Data cloud summit we'll hear from Snowflake executives, founders, technologists, customers, and ecosystems partners. And of course, you going to hear from interviews on the CUBE. So, let's dig in a little bit more and help me are two Snowflake experts. Felipe Hoffa is a data cloud advocate and Kent Graziano is a chief technical evangelist post at Snowflake. Gents, great to see you. Thanks for coming on. >> Yeah, thanks for having us on, this is great. >> Thank you. >> So guys first, I got to congratulate you on getting to this point. You've achieved beyond escape velocity and obviously one of the most important IPOs of the year, but you got a lot of work to do. I know that what, what are the substantive aspects behind the Data cloud? >> I mean, it's a new concept right? We've been talking about infrastructure clouds and SaaS applications living in application clouds and Data cloud is the ability to really share all that data that we've been collected. You know, we've spent what how many a decade or more with big data now but have we been able to use it effectively? And that's really where the Data cloud is coming in and Snowflake and making that a more seamless, friendly, easy experience to get access to the data. I've been in data warehousing for nearly 30 years now. And our dream has always been to be able to augment an organization's analytics with data from outside their organization. And that's just been a massive pain in the neck with having to move files around and replicate the data and maybe losing track of where it came from or where it went. And the Data cloud is really giving our customers the ability to do that in a much more governed way, a much more seamless way and really make it push button to give anyone access to the data they need and have the performance to do the analytics in near real time. It's total game changer is as you already know and just it's crazy what we're able to do today compared it to what we could do when I started out in my career. >> Well, I'm going to come back to that 'cause I want to tap your historical perspective, but Felipe let me ask you, So, why did you join Snowflake? You're you're the newbie here? What attracted you? >> Exactly? I'm the newbie, I used to work at Google until August. I was there for 10 years. I was a developer advocate there also for data you might have heard about the BigQuery. I was doing a lot of that. And then as time went by Snowflake started showing up more and more in my feeds within my customers in my community. And it came the time, well, I felt that like, you know, when wherever you're working, once in a while you think I should leave this place I should try something new, I should move my career forward. While at Google, I thought that so many times, as anyone would do, and it was only when Snowflake showed up, like where Snowflake is going now, why Snowflake is being received by all the customers that I saw this opportunity. And I decided that moving to Snowflake would be a step forward for me. And so far I'm pretty happy, like the timing has been incredible, but more than the timing and everything, it's really, really a great place for data. What I love first is data, sharing data, analyzing data and how Snowflake is doing it's for me to mean phenomenal. >> So, Kent, I want to come back to you and I say tap maybe your historical perspective here. And you said it's always been a dream that you could do these other things bringing in external data. I would say this, that I don't want to push a little bit on this because I have often said that the EDW marketplace really never lived up to its promises of 360 degree views of the customer real time or near real time analytics. And, and it really has been as you kind of described are a real challenge for a lot of organizations. When Hadoop came in we got excited that it was going to actually finally live up to that vision and, and duped it a lot and don't get me wrong, I mean, the whole concept of bring that compute to data and lowering the cost and so forth. But it certainly didn't minimize complexity. And, and it seems like, feels like Snowflake is on the cusp of actually delivering on that promise that we've been talking about for 30 years. I wonder, if you could share your perspective is it, are we going to get there this time? >> Yeah. And as far as I can tell working with all of our customers some of them are there. I mean, they thought through those struggles that you were talking about that I saw throughout my career and now with getting on Snowflake they're delivering customer 360 they're integrating weblogs and IOT data with structured data from their ERP systems or CRM systems, their supply chain systems. And it really is coming to fruition. I mean, the industry leaders, you know, Bill Inman and Claudia Imhoff, they've had this vision the whole time but the technology just wasn't able to support it. And the cloud, as we said about the internet, changed everything. And then Ben wine teary, and they're in their vision and building the system, taking the best concepts from the Hadoop world and the data Lake world and the enterprise data warehouse world and putting it all together into this, this architecture that's now Snowflake and the Data cloud solve it. I mean, it's the classic benefit of hindsight is 2020 after years in the industry, they'd seen these problems and said like, how can we solve them? Does the Cloud let us solve these problems? And the answer was yes, but it did require writing everything from scratch and starting over with, because the architecture of the Cloud just allows you to do things that you just couldn't do before. >> Yeah. I'm glad you brought up you know, some of the originators of the data warehouse because it really wasn't their fault. They were trying to solve a problem. It was the marketers that took it and really kind of made promises that they couldn't keep. But, the reality is when you talk to customers in the so old EDW days and this is the other thing I want to tap you guys' brains on. It was very challenging. I mean, one customer one time referred to it as a snake, swallowing a basketball. And what he meant by that is every time there's a change Sarbanes Oxley comes and we have to ingest all this new data. It's like, Oh, it's to say everything slows down to a grinding halt. Every time Intel came out with a new microprocessor, they would go out and grab a new server as fast as they possibly could. He called it chasing the chips and it was this endless cycle of pain. And so, you know, the originators of the data whereas they didn't have the compute power they didn't have the Cloud. And so, and of course they didn't have the 30, 40 years of pain to draw upon. But I wonder if you could, could maybe talk a little bit about the kinds of things that can be done now that we haven't been able to do here to form. >> Well, yeah. I remember early on having a conversation with Bill about this idea of near real time data warehousing and saying, is this real, is this something really people need? And at the time he was a couple of decades ago, he said now to them they just want to load their data sooner than once a month. That was the goal. And that was going to be near real time for them. And, but now I'm seeing it with our customers. It's like, now we can do it, you know, with things like the Kafka technology and snow pipe in Snowflake that people are able to get that refresh way faster and have near real time analytics access to that data in a much more timely manner. And so it really is coming true. And the, the compute power that's there, as you said, we've now got this compute power in the Cloud that we never dreamed of. I mean, you would think of only certain, very large, massive global companies or governments could afford super computers. And that's what it would have taken. And now we've got nearly the power of a super computer in our mobile device that we all carry around with us. So being able to harness all that now in the Cloud is really opening up opportunities to do things with data and access data in a way that, again really, we just kind of dreamed of before as like we can democratize data when we get to this point. And I think that's where we are. We're at that inflection point where now it's possible to do it. So the challenge on organizations is going to be how do we do it effectively? How do we do it with agility? And how do we do it in a governed manner? You mentioned Sarbanes Oxley, GDPR, CCPA, all of those are out there. And so we have all of that as well. And so that's where we're going to get into it, right into the governance and being able to do that in a very quick, flexible, extensible manner and Snowflakes really letting people do it now. >> Well, yeah. And you know, again, we've been talking about Hadoop and I, again, for all my fond thoughts of that era, and it's not like Hadoop is gone but it was a lot of excitement around it, but governance was a huge problem. And it was kind of a bolt on. Now, Felipe I going to ask you, like, when you think about a company like Google, your former employer, you know, data is at the core of their business. And so many companies the data is not at the core of their business. Something else is, it's a process or a manufacturing facility or whatever it is. And the data is sort of on the outskirts. You know, we often talk about in, in stove pipes. And so we're now seeing organizations really put data at the core of their, it becomes central to their DNA. I'm curious as to your thoughts on that. And also, if you've got a lot of experience with developers, is there a developer angle here in this new data world? >> For sure, I mean, I love seeing everything like throughout my career at Google and my two months here and talking to so many companies, you never thought before like these are database companies but they are the ones that keep rowing. The ones that keep moving to the next stage of their development is because they are focusing on data. They are adapting the processes, they are learning from it. Me, I focus a lot on developers. So, I met when I started this career as an advocate of first, I was a software engineer and my work so far, has we worked, I really loved talking to the engineers on the other companies. Like, maybe I'm not the one solving the business problem, but at the end of the day, when these companies have a business problem that they want to grow, they want to have data. There are other engineers that are scientists like me that want to work for the company and bring the best technology to solve the problems. And Yeah, there's so much where data can help, yes, as we evolved the system for the company, and also for us, for understanding the systems things like of survivability, and recently there was a big company a big launch on survivability (indistinct) whether they are running all of their data warehousing needs. And all of that needs on snowflake, just because running these massive systems and being able to see how they're working generates a lot of data. And then how do you manage it? How do you analyze it? Or Snowflake is really there to help cover the two areas. >> It's interesting my business partner, John farrier cohost of the CUBE, he said, gosh I would say middle of the last decade, maybe even around the time 2013, when Snowflake was just coming out, he said, he predicted the data would be the new development kit. And it's really at the center of a lot of the data life cycle the what I call the data pipelines. I know people use that term differently but I'm very excited about the Data cloud summit and what we're going to learn there. And I get to interview a lot of really cool people. So, I appreciate you guys coming up, but, Kent who should attend the Data cloud summit, I mean, what should they expect to learn? >> Well, as you said earlier, Dave, there's so many tracks and there's really kind of something for everyone. So, we've got a track on unlocking the value of the Data cloud, which is really going to speak to the business leaders, you know, as to what that vision is, what can we do from an organizational perspective with the Data cloud to get that value from the data to move our businesses forward. But we've also done for the technicians migrating to snowflake. Sessions on how to do the migration, modernizing your data Lake, data science, how to do analytics with the, and data science in Snowflake and in the Data cloud, and even down to building apps. So the developers and building data products. So, you know, we've got stuff for developers, we've got stuff for data scientists. We've got stuff for the data architects like myself and the data engineers on how to build all of this out. And then there's going to be some industry solution spotlights as well. So we can talk about different verticals folks in FinTech and healthcare, there's going to be stuff for them. And then for our data superheroes we have a hallway track where we're going to get talks from the folks that are in our data superheroes which is really our community advocacy program. So these are folks who are out there in the trenches using Snowflake delivering value at their organizations. And they're going to talk down and dirty. How did they make this stuff happen? So it's going to be to some hope, really something for everyone, fireside chats with our executives. Of course something I'm really looking forward to myself. So was fun to hear from Frank and Christian and Benoit about what's the next big thing, what are we doing now? Where are we going with all of this? And then there is going to be a some awards we'll be giving out our data driver awards for our most innovative customers. So this is going to be a lot, a lot for everybody to consume and enjoy and learn about this, this new space of, of the Data cloud. >> Well, thank you for that Kent. And I'll second that, at least there's going to be a lot for everybody. If you're an existing Snowflake customer there's going to be plenty of two or one content, we can get in to the how to use and the best practice, if you're really not that familiar with Snowflake, or you're not a customer, there's a lot of one-on-one content going on. So, Felipe, I'd love to hear from you what people can expect at the Data cloud summit. >> Totally, so I would like to plus one to everyone that can say we have a phenomenal schedule that they, the executive will be there. I really wanted to especially highlight the session I'm preparing with Trevor Noah. I'm sure you might have heard of him. And we are having him at the Data cloud summit and we are going to have a session. We are going to talk about data. We are preparing a session. That's all about how people that love data that people that want to make that actionable. How can they bring storytelling and make it more, have more impact as he has well learn to do through his life? >> That's awesome, So, we have Trevor Noah, we're not just going to totally geek out here. we're going to have some great entertainment as well. So, I want you to go to snowflake.com and click on Data cloud summit 2020 there's four geos. It starts on November 17th and then runs through the week and in the following week in Japan. So, so check that out. We'll see you there. This is Dave Vellante for the CUBE. Thanks for watching. (upbeat music)

>> (Instructor)From the cube studios in Palo Alto, in Boston, connecting with thought leaders all around the world. This is a cube conversation. >> Hi everyone. This is Dave Volante, the cube, and we're getting ready for the snowflake data cloud summit four geographies eight tracks, more than 40 sessions for this global event starts on November 17th, where we're tracking the rise of the data cloud. You're going to hear a lot about that now by now, you know the story of Snowflake or you know, what maybe you don't, but a new type of cloud native database was introduced in the middle part of last decade. And a new set of analytics workloads has emerged that is powering a transformation within organizations. And it's doing this by putting data at the core of businesses and organizations. You know for years, we marched to the cadence of Moore's law. That was the innovation engine of our industry, but now that's changed it's data plus machine intelligence plus cloud. That's the new innovation cocktail for the technology industry and industries overall. And at the data cloud summit, we'll hear from snowflake executives, founders, technologists, customers, and ecosystems partners. And of course, you're going to hear from interviews on the cube. So let's dig in a little bit more and to help me, are two snowflake experts, Filipe Hoffa is a data cloud advocate and Kent Graziano is a chief technical evangelists post at Snowflake. Gents great to see you. Thanks for coming on. >> Yeah thanks for having us on this is great. >> Thank you. >> So guys, first, I got to congratulate you on getting to this point. You've achieved beyond escape velocity, and obviously one of the most important IPOs of the year, but you got a lot of work to do I know that Filipe, let me start with you data cloud. What's a data cloud and what are we going to learn about it at the data cloud summit? >> Oh, that's an excellent question. And let me tell you a little bit about our story here. And I really, really, really admire what Kent has done. I joined the snowflake like less than two months ago, and for me it's been a huge learning experience. And I look up to Kent a lot on how we deliver the message and how do we deliver all of that. So I would love to hear his answer first. >> Okay, that's cool. Okay Kent later on. So talk of data cloud, that's a catchy phrase, right? But it vectors into at least two of the components of my innovation, innovation cocktail. What, what are the substantive substantive aspects behind the data cloud? >> I mean, it's a, it's a new concept, right? We've been talking about infrastructure clouds and SAS applications living in an application clouds so data cloud is the ability to really share all that data that we've been collecting. You know, we've, we've spent what, how many days a decade or more with big data now, but have we been able to use it effectively? And that's, that's really where the data cloud is coming in and snowflake in making that a more seamless, friendly, easy experience to get access to the data. I've been in data warehousing for nearly 30 years now. And our dream has always been to be able to augment an organization's analytics with data from outside their organization. And that's just been a massive pain in the neck with having to move files around and replicate the data and maybe losing track of where it came from or where it went. And the data cloud is really giving our customers the ability to do that in a much more governed way, a much more seamless way, and really make it push button to give anyone access to the data they need and have the performance to do the analytics in near real time. It's it's total game changer as, as you already know, and just it's crazy what we're able to do today, compared to what we could do when I started out in my career. >> Well, I'm going to come back to that cause I want to tap your historical perspective, but Filipe, let me ask you. So why did you join snowflake? You're you're the newbie here. What attracted you? >> Exactly, I'm the newbie. I used to work at Google until August. I was there for 10 years. I was a developer advocate there also for data, you might have heard about a big query. I was doing a lot of that and then as time went by, Snowflake started showing up more and more in my feeds, within my customers, in my community. And it came the time. When, I felt that like, you know, when wherever you're working, once in a while you think I should leave this place, I should try something new. I should move my career forward. While at Google, I thought that so many times as anyone would do, and it was only when snowflake showed up, like where snowflake is going now, how snowflake is, is being received by all the customers that I saw this opportunity. And I decided that moving to Snowflake would be a step forward for me. And so far I'm pretty happy. Like the timing has been incredible, but more than the timing and everything, it's really, really a great place for data. What I love first is data sharing data, analyzing data and how Snowflake is doing it it promotes me in phenomena. >> So Ken, I want to come back to you and I say, tap, maybe your historical perspective here. And you said, you know, it's always been a dream that you could do these other things bring in external data. I would say this, that I don't want to push a little bit on this because I have often said that the EDW marketplace really never lived up to its promises of 360 degree views of the customer in real time or near real time analytics. And, and it really has been, as you kind of described are a real challenge for a lot of organizations when Hadoop came in you know, we had, we we we got excited that it was kind of going to actually finally live up to that vision and and and we duped it a lot. And it don't get me wrong. I mean, the whole concept of, you know, bring the compute to data and the lowering the cost and so forth, but it certainly didn't minimize complexity. And, and it seems like, feels like Snowflake is on the cusp of actually delivering that promise that we've been talking about for 30 years. I wonder if you could share your perspective, is it, are we going to get there this time? >> Yeah. And as far as I can tell working with all of our customers, some of them are there. I mean, they're, they Fought through those struggles that you were talking about that I saw throughout my career and now with getting on Snowflake they're, they're delivering customer 360, they're integrating weblogs and IOT data with structured data from their ERP systems or CRM systems, their supply chain systems. And it really is coming to fruition. I mean, the, you know, the industry leaders, you know, Bill Inman and Claudia M Hoff, they've had this vision the whole time, but the technology just wasn't able to support it. And the cloud, as we said about the internet, changed everything and then Ben Y and Terry, in their vision and building the system, taking the best concepts from the Hadoop world and the data Lake world and the enterprise data warehouse world, and putting it all together into this, this architecture, that's now, you know Snowflake and the data cloud solved it. I mean, it's the, you know, the, the classic benefit of her insight is 2020 after years in the industry, they had seen these problems and said like, how can we solve them? Does the cloud let us solve these problems? And the answer was yes, but it did require writing everything from scratch and starting over with because the architecture the cloud just allows you to do things that you just couldn't do before. Yeah I'm glad you brought up, you know, some of the originators of the data warehouse, because it really wasn't their fault. They were trying to solve a problem. That was the marketers that took it and really kind of made promises that they couldn't keep. But the reality is when you talk to customers in the, in the, so the old EDW days, and this is the other thing I want to, I want to tap your guys' brains on. It was very challenging. I mean, one, one customer, one time referred to it as a snake, swallowing a basketball. And what he meant by that is you know, every time there's a change, you know, Sarbanes Oxley comes and we have to ingest all this new data. It's like, Oh, it's just everything slows down to a grinding halt. Every time Intel came out with a new microprocessor, they would go out and grab a new server as fast as they possibly could. He called it chasing the chips, and it was this endless cycle of pain. And so, you know, the originators of the data whereas they didn't, they didn't have you know the compute power, they didn't have the cloud. >> Yeah. >> And so, and of course they didn't have the 30- 40 years of pain to draw upon. But, but I wonder if you could, could maybe talk a little bit about the kinds of things that can be done now that we haven't been able to do here before. >> Well, yeah I remember early on having a conversation with, with Bill about this idea of near real time data warehousing and saying, is this real? Is this something really need people need? And at the time it was, was a couple of decades ago, he said no to them they just want to load their data sooner than once a month. >> Yeah. >> That was the goal. And that was going to be near real time for them. And, but now I'm seeing it with our customers. It's like, now we can do it, you know, with things like the Kafka technology and snow pipe in, in Snowflake, that people are able to get that refresh way faster and have near real time analytics access to that data in a much more timely manner. And so it really is coming true. And the, the compute power that's there, as you said, you know we, we've now got this compute power in the cloud that we never dreamed of. I mean, you would think of only certain very large, massive global companies or governments could afford supercomputers. And that's what it would have taken. And now we've got nearly the power of a supercomputer in our mobile device that we all carry around with us. So being able to harness all that now in the cloud is really opening up opportunities to do things with data and access data in a way that again really we just kind of dreamed of before. It's like, we can, we can democratize data when we get to this point. And I think that's the, that's where we are, we're at that inflection point where now it's, it's possible to do it. So the challenge on organizations is going to be, how do we do it effectively? How do we do it with agility? And how do we do it in a governed manner? You mentioned Sarbanes Oxley, GDPR, CCPA, all of those are out there. And so we have all of that as well. And so that's where, that's where we're going to get into it, right. Is into the governance and being able to do that in a very quick, flexible, extensible manner and you know, Snowflakes really letting people do it now. >> Well, yeah and you know, again, we've been talking about Hadoop and again, for all my, my fond thoughts of that era, and it's not like hadoop is gone, but, but it was a lot of excitement around it but but governance was a huge problem and it was kind of a ball tough enough. Felipe I got to ask you, like when you think about a company like Google your former employer, you know, data is at the core of their business. And so many companies, the data is not at the core of their business. Something else is it's a process or a manufacturing facility or you know whatever it is. And the data is sort of on the outskirts. You know, we often talk about in, in stove pipes. And so we're now seeing organizations really put data at the core of their it becomes, you know, central to their, to their DNA. I'm curious as to your thoughts on that. And also if you've got a lot of experience with developers, is there, is there a developer angle here in this new data world? >> Oh, for sure. I mean, I love seeing every, like throughout my career at Google and my two months here and talking to so many companies, you never thought before, like these are database companies, but the the ones that keep rowing. The ones that keep moving to the next stage of their development is because they are focusing on data. They are adapting the processes they learning from it. And me, I focus a lot on developers. So I mean when I started This career as an advocate. First I was a software engineer and my work so far, has been work, I really loved talking to the engineers on the other companies. Like maybe I'm not the one solving the business problem, but at the end of the day, when these companies have a business problem that they want to row, they want to have data. There are other engineers that are scientists likes me that are, that, that want to work for work for the company and bring the best technology to solve the problems. Yeah, there's so much where data can help as we evolve the system for the company. And also for us for understanding the systems, things like observability and recently, there was a big company, a big launch on observability the company name is observable, where they are running all of their data warehousing needs. And all of their data needs on Snowflake, just because running these massive systems and being able to see how they're working generates a lot of data. And then how do you manage it? How do you analyze it? Or snowflake is already there to help. >> Well you know >> I covered the two areas. >> It's interesting my, my business partner, John farrier, cohost of the cube, he said, gosh, I would say middle of the last decade, maybe even around the time, you know, 2013, when Snowflake was just coming out, he said, he predicted the data would be the new development kit. And you know, it's really at the center of a lot of, you know, the data life cycle, the, the, what I call the data pipelines. I know people use that term differently, but, but I'm, I'm very excited about the data cloud summit and what we're going to learn there. And I get to interview a lot of really cool people. And so I appreciate you guys coming on, but Kent, who, who should attend the data cloud summit, I mean, what, what are the, what should they expect to learn? >> Well, as you said earlier, Dave, there's, there's so many tracks and there's really kind of something for everyone. So we've got a track on unlocking the value of the data cloud, which is really going to speak to, you know, the business leaders, you know, as to what that vision is, what can we do from an organizational perspective, with the data cloud to get that value from the data to, to move our businesses forward. But we've also got, you know, for the technicians migrating to Snowflake training sessions on how to do the migration, modernizing your data like data science, you know how to do analytics with the, and data science in Snowflake and in the data cloud and even down to building apps. So the developers and building data products. So, you know, we've got stuff for developers, we've got stuff for data scientists. We've got stuff for the, the data architects like myself and the data engineers on how to, how to build all of this out. And then there's going to be some industry solutions spotlights as well. So we can talk about different verticals of folks in FinTech and, and in healthcare. There's going to be stuff for them. And then for our, our data superheroes, we have a hallway track where we're going to get talks from the folks that are in our data superheroes, which is really our community advocacy program. So these are folks who are out there in the trenches using Snowflake, delivering value at, at their organizations. And they're going to talk you know down and dirty. How did they make this stuff happen? So there's going to be just really something for everyone, fireside chats with our executives, of course, something I'm really looking forward to in myself. It's always fun to, to hear from Frank and Christian. And Benwah about, you know, what's the next big thing, you know, what are we doing now? Where are we going with all of this? And then there is going to be some awards. We'll be giving out our data driver awards for our most innovative customers. So this is going to be a lot, a lot for everybody to consume and enjoy and learn about this, this new space of, of the data cloud. >> Well, thank you for that Kent. And I'll second that, I mean, there's going to be a lot for everybody. If you're an existing Snowflake customer, there's going to be plenty of two on one content we can get in to the how to's and the best practice. If you're really not that familiar with Snowflake, or you're not a customer, there's a lot of one-on-one content going on. If you're an investor and you want to figure out, okay, what is this vision? And can, you know, will this company grow into its massive valuation and how are they going to do that? I think you're going to, you're going to hear about the data cloud and really try get a perspective. And you can make your own judgment as to, to, you know, whether or not you think that it's going to be as large a market as many people think. So Felipe, I'd love to hear from you what people can expect at the data cloud summit. >> Totally, so I would love to plus one to everyone that Kent said. We have a phenomenal schedule that the the executive will be there. And I really wanted to specially highlight the session I'm preparing with Trevor Noah. I'm sure you might have heard of him. And we are having him at the data cloud summit, and we are going to have a session. We're going to talk about data. We are preparing a session, That's all about how people that love data, that people that want to make data actionable. How can they bring storytelling and make it more, have more impact as he has well learned to do through his life. >> That's awesome, So yeah, Trevor Noah, we're not just going to totally geek out here. We're going to, we're going to have some great entertainment as well. So I want you to go to snowflake.com and click on data cloud summit, 2020 there's four geos. It starts on November 17th and then runs through the week and then the following week in Japan. So, so check that out. We'll see you there. This is Dave Volante for the cube. Thanks for watching. (soft music)

>> Narrator: From theCUBE Studios in Palo Alto in Boston, connecting with thought leaders all around the world, this is theCUBE Conversation. >> Hi everyone, this is Dave Vellante at theCUBE, and we're getting ready for the Snowflake Data Cloud Summit. four geographies, eight tracks, more than 40 sessions for this global event. starts on November 17th, where we're tracking the rise of the data cloud. You're going to hear a lot about that. Now, by now, you know the story of Snowflake or, you know what? Maybe you don't. But a new type of cloud-native database was introduced in the middle part of the last decade. And a new set of analytics workloads has emerged, that is powering a transformation within the organizations. And it's doing this by putting data at the core of businesses and organizations. For years, we marched to the cadence of Moore's law. That was the innovation engine of our industry, but now that's changed. It's data, plus machine intelligence, plus cloud. That's the new innovation cocktail for the technology industry and industries overall. And in the Data Cloud Summit, we'll hear from Snowflake executives, founders, technologists, customers, and ecosystems partners. And of course, you're going to hear from interviews on theCUBE. So let's dig in a little bit more. And to help me are two Snowflake experts. Felipe Hoffa is a data cloud advocate and Kent Graziano is a chief technical evangelist, both at Snowflake. Gents, great to see you, thanks for coming on. >> Thanks for having us on, this is great. >> Thank you. >> So guys, first, I got to congratulate you on getting to this point. You've achieved beyond escape velocity and obviously one of the most important IPOs of the year, but you got a lot of work to do and I know that. Felipe, let me start with you. Data cloud, what's a data cloud and what are we going to learn about it at the Data Cloud Summit? >> Oh, that's an excellent question. And, let me tell you a little bit about our story here. And I really, really, really admire what Kent has done. I joined Snowflake like less than two months ago and for me, it's been a huge learning experience. And I look up to Kent a lot on how we deliver the method here, how do we deliver all of that? So, I would love to hear his answer first. >> Dave: Okay, that's cool. Okay Kent, leader on. (Kent laughing) So we took it. Data cloud, that's a catchy phrase, right? But it vectors into at least two of the components of my innovation cocktail. What are the substantive aspects behind the data cloud? >> I mean, it's a new concept, right? We've been talking about infrastructure clouds and SaaS applications living in the application cloud, so data cloud is the ability to really share all that data that we've been collecting. We've spent what? How many da-- A decade or more with big data now, but have we been able to use it effectively? And that's really where the data cloud is coming in and Snowflake, in making that a more seamless, friendly, easy experience to get access to the data. I've been in data warehousing for nearly 30 years now. And our dream has always been to be able to augment an organization's analytics with data from outside their organization. And that's just been a massive pain in the neck with having to move files around and replicate the data and maybe losing track of where it came from or where it went. And the data cloud is really giving our customers the ability to do that in a much more governed way, a much more seamless way, and really make it push button to give anyone access to the data they need and have the performance to do the analytics in near real-time. It's a total game changer as you already know. And just, it's crazy what we're able to do today compared to what we could do when I started out in my career. >> Well, I'm going to come back to that 'cause I want to tap your historical perspective. But Felipe, let me ask you, so why did you join Snowflake? You're the newbie here, what attracted you? >> And finally, I'm the newbie. I used to work at Google until August. I was there for 10 years, I was a developer advocate there also for data, you might have heard about the BigQuery, I was doing a lot of that. And though as time went by, Snowflake started showing up more and more in my feeds, within my customers, in my community. And it came the time when I felt like-- Wherever you're working, once in a while you think, "I should leave this place, "I should try something new, "I should move my career forward." While at Google, I thought that so many times as anyone will do. And it was only when Snowflake showed up, like where Snowflake is going now, how Snowflake is being received by all the customers, that I saw this opportunity. And I decided that moving to Snowflake would be a step forward for me. And so far I'm pretty happy, like the timing has been incredible, but more than the timing and everything, it's really, really a great place for data. What I love first is data, sharing data, analyzing data and how Snowflake is doing it, its promising phenomena. >> So, Kent, I want to come back to you and I said, tap maybe your historical perspective here. And you said, it's always been a dream that you could do these other things, bring in external data. I would say this, that I would want to push a little bit on this because I have often said that the EDW marketplace really never lived up to its promises of 360 degree views of the customer, in real-time or near real-time analytics. And it really has been, as you kind of described it, a real challenge for a lot of organizations. When Hadoop came in, we had-- We got excited that it was going to actually finally live up to that vision and Hadoop did a lot. And don't get me wrong, I mean, the whole concept of, bring the computer data and lowering the cost and so forth. But it certainly didn't minimize complexity. And it seems like, feels like Snowflake is on the cusp of actually delivering on that promise that we've been talking about for 30 years. I wonder if you could share your perspective as an o-- Are we going to get there this time? >> Yeah. And as far as I can tell working with all of our customers, some of them are there. I mean, they thought through those struggles that you were talking about, that I saw throughout my career. And now with getting on Snowflake they're delivering customer 360, they're integrating weblogs and IOT data with structured data from their ERP systems or CRM systems, their supply chain systems and it really is coming to fruition. I mean, the industry leaders, Bill Inmon and Claudia Imhoff, they've had this vision the whole time, but the technology just wasn't able to support it and the cloud, as we said about the internet, changed everything. And then Benoit and Thierry in their vision in building the system, taking the best concepts from the Hadoop world and the data lake world and the enterprise data warehouse world, and putting it all together into this architecture, that's now Snowflake and the data cloud, solved it. I mean, it's-- The classic benefit of hindsight is 20/20, after years in the industry, they had seen these problems and said like, "How can we solve them? "Does the cloud let us solve these problems?" And the answer was, yes, but it did require writing everything from scratch and starting over with, because the architecture of the cloud just allows you to do things that you just couldn't do before. >> Yeah, I'm glad you brought up some of the originators of the data warehouse, because it really wasn't their fault, they were trying to solve a problem. It was the marketers that took it and really kind of made promises that they couldn't keep. But, the reality is when you talk to customers in the sort of the old EDW days, and this is the other thing I want to tap you guys' brains on, it was very challenging. I mean, and one customer one time referred to it as a snake swallowing a basketball. And what he meant by that is, every time there's a change, or Sarbanes-Oxley comes and we have to ingest all this new data. It's like aargh! It's just everything slows down to a grinding halt. Every time Intel came out with a new microprocessor they would go out and grab a new server as fast as they possibly could, he called it chasing the chips. And it was this endless cycle of pain. And so, the originators of the data warehouse, they didn't have the compute power, they didn't have the cloud. And so-- And of course they didn't have like 30, 40 years of pain to draw upon. But I wonder if you could maybe talk a little bit about the kinds of things that can be done now that we haven't been able to do here tofore. >> Well, yeah. I remember early on having a conversation with Bill about this idea of near real-time data warehousing and saying, "Is this real? "Is this something really people need?" And at the time, it was a couple of decades ago, he said, "No, to them, they just want to load their data "sooner than once a month." That was the goal. And they-- That was going to be near real-time for them. And, but now I'm seeing it with our customers. It's like, now we can do it. With things like the Kafka technology and Snowpipe in Snowflake, that people are able to get that refresh way faster and have near real-time analytics access to that data in a much more timely manner. And so it really is coming true. And the compute power that's there, as you said, we've now got this compute power in the cloud that we never dreamed of. I mean, you would think of only certain, very large, massive global companies or governments could afford supercomputers. And that's what it would have taken. And now we've got nearly the power of a super computer in our mobile device that we all carry around with us. So being able to harness all of that now in the cloud, is really opening up opportunities to do things with data and access data in a way that, again, really, we just kind of dreamed of before. Its like, we can democratize data when we get to this point. And I think that's where we are, we're at that inflection point, where now it's possible to do it. So the challenge on organizations is going to be how do we do it effectively? How do we do it with agility? And how do we do it in a governed manner? You mentioned Sarbanes-Oxley, GDPR, CCPA, all of those are out there. And so we have all of that as well. And so that's where we're going to get into it, ride us into the governance and being able to do that in a very quick, flexible, extensible manner. And Snowflakes really letting people do it now. >> Well, yeah. And again, we've been talking about Hadoop, and again, for all my fond thoughts of that era, and it's not like Hadoop is gone, but there was a lot of excitement around it, but governance was a huge problem. And it was kind of a bolt on. And now, Felipe I got to ask you, when you think about a company like Google, your former employer, data is at the core of their business. And so many companies, the data is not at the core of their business, something else is, it's a process or a manufacturing facility or whatever it is. And the data is sort of on the outskirts. We often talk about in stovepipes. And so we're now seeing organizations really, put data at the core of their... And it becomes central to their DNA. I'm curious as to your thoughts on that. And also, if you've got a lot of experience with developers, is there a developer angle here in this new data world? >> Oh, for sure. I mean, I love seeing every-- Like throughout my career at Google and my two months here, I'm talking to so many companies, that you never thought before, like these are database companies. But the ones that keep growing, the ones that keep moving to the next stage of their development is because they are focusing on data, they are adopting the processes, They are learning from it. And, me per-- I focus a lot on developers, so I mean, when I started this career as an advocate, first, I was a software engineer. And my work so far, has been... (mumbles) I really love talking to the engineers on the other companies, like... Maybe I'm not the one solving the business problem, but at the end of the day, when these companies have a business problem through out the world, they want to have data. There are other engineers that are scientists like me that are... That want to work for the company and bring the best technology to solve the problems. Yeah, for example, there's so much where data can help. If, as we evolve the systems for the company and also for us for understanding these systems, things like observability. And recently, there was a big company, a big launch on observability, on the company names of Cyberroam, where they are running all of their data warehousing needs and all of their data needs on Snowflake. Just because running these massive systems and being able to see how they're working, generates a lot of data. And then how do you manage it? How do you analyze it? Snowflake is ready there to help and support the two areas. >> It's interesting, my business partner, John Furrier, co-host of theCUBE, he said, gosh, I would say the middle of the last decade, maybe even around the time, 2013, when Snowflake was just coming out. He said... He predicted that data would be the new development kit. And, it's really at the center of a lot of the data life cycle, the-- What I call the data pipelines, I know people use that term differently. But, I'm very excited about the Data Cloud Summit and what we're going to learn there. And I get to interview a lot of really cool people. And so I appreciate you guys coming on. But Kent, who should attend the Data Cloud Summit? I mean, what are the-- What should they expect to learn? >> Well, as you said earlier Dave, there's so many tracks and there's really kind of something for everyone. So we've got a track on unlocking the value of the data cloud, which is really going to speak to the business leaders, as to what that vision is, what can we do from an organizational perspective with the data cloud to get them value from the data to move our businesses forward? But we've also got for the technicians, migrating to Snowflake. Training sessions on how to do the migration and modernizing your data lake, data science. How to do analytics with, and data science in Snowflake and in the data cloud. And even down to building apps, for the developers and building data products. So, we've got stuff for developers, we've got stuff for data scientists, we've got stuff for the data architects like myself and the data engineers, on how to build all of this out. And then there's going to be some industry solutions spotlights as well. So we can talk about different verticals, folks in FinTech and in healthcare, there's going to be stuff for them. And then for our data superheroes, we have a hallway track where we're going to get talks from the folks that are in our data superheroes, which is really our community advocacy program. So these are folks that are out there in the trenches using Snowflake, delivering value at their organizations. And they're going to talk down and dirty of how did they make this stuff happen? So there's going to be just really, something for everyone. Fireside chats with our executives, of course, something I'm really looking forward to myself. It's always fun to hear from Frank and Christian and Benoit, about what's the next big thing, what are we doing now? Where are we going with all of this? And then there is going to be some awards. We'll be giving out our Data Driver Awards for our most innovative customers. So there's going to be a lot for everybody to consume and enjoy and learn about this new space of the data cloud. >> Well, thank you for that Kent and I'll second that, and there's going to be a lot for everybody. If you're an existing Snowflake customer, there's going to be plenty of two of one content, where we can get in to the how tos and the best practice. If you're really not that familiar with Snowflake or you're not a customer, there's a lot of one-on-one content going on. If you're an investor and you want to figure out, "Okay, what is this vision? "And can, will this company grow into its massive valuation? "And how are they going to do that?" I think you're going to hear about the data cloud and really try to get a perspective and you can make your own judgment as to whether or not you think that it's going to be as large a market as many people think. So Felipe, I'd love to hear from you what people can expect at the Data Cloud Summit. >> Totally. So I would love to plus one to every one that Kent said, we have a phenomenal schedule that day, the executives will be there. But I really wanted to especially highlight the session I'm preparing with Trevor Noah. I'm sure you must have heard of him. And we are having him at the Data Cloud Summit, and we are going to have a session. We are going to talk about data. We are preparing a session that's all about how people that love data, that people that want to make that actionable, how can they bring storytelling and make it have more impact as he has well learned to do through his life. >> That's awesome. So, yeah, Trevor Noah, we're not just going to totally geek out here. We're going to have some great entertainment as well. So I want you to go to snowflake.com and click on Data Cloud Summit 2020. There's four geos. It starts on November 17th and then runs through the week and then the following week in Japan. So, check that out, we'll see you there. This is Dave Vellante for theCUBE. Thanks for watching. (upbeat music)

>>Hi, everyone. My name is my uncle. My uncle Poor I worked with Geo reminds you in India. We call ourselves Geo Platforms. Now on. We've been recently in the news. You've raised a lot off funding from one of the largest, most of the largest tech companies in the world. And I'm here to talk about Geos Cloud Journey, Onda Mantis Partnership. I've titled it the story often, Underdog becoming the largest telecom company in India within four years, which is really special. And we're, of course, held by the cloud. So quick disclaimer. Right. The content shared here is only for informational purposes. Um, it's only for this event. And if you want to share it outside, especially on social media platforms, we need permission from Geo Platforms limited. Okay, quick intro about myself. I am a VP of engineering a geo. I lead the Cloud Services and Platforms team with NGO Andi. I mean the geo since the beginning, since it started, and I've seen our cloud footprint grow from a handful of their models to now eight large application data centers across three regions in India. And we'll talk about how we went here. All right, Let's give you an introduction on Geo, right? Giorgio is on how we became the largest telecom campaign, India within four years from 0 to 400 million subscribers. And I think there are There are a lot of events that defined Geo and that will give you an understanding off. How do you things and what you did to overcome massive problems in India. So the slide that I want to talkto is this one and, uh, I The headline I've given is, It's the Geo is the fastest growing tech company in the world, which is not a new understatement. It's eggs, actually, quite literally true, because very few companies in the world have grown from zero to 400 million subscribers within four years paying subscribers. And I consider Geo Geos growth in three phases, which I have shown on top. The first phase we'll talk about is how geo grew in the smartphone market in India, right? And what we did to, um to really disrupt the telecom space in India in that market. Then we'll talk about the feature phone phase in India and how Geo grew there in the future for market in India. and then we'll talk about what we're doing now, which we call the Geo Platforms phase. Right. So Geo is a default four g lt. Network. Right. So there's no to geo three g networks that Joe has, Um it's a state of the art four g lt voiceover lt Network and because it was designed fresh right without any two D and three G um, legacy technologies, there were also a lot of challenges Lawn geo when we were starting up. One of the main challenges waas that all the smart phones being sold in India NGOs launching right in 2000 and 16. They did not have the voice or lt chip set embedded in the smartphone because the chips it's far costlier to embed in smartphones and India is a very price and central market. So none of the manufacturers were embedding the four g will teach upset in the smartphones. But geos are on Lee a volte in network, right for the all the network. So we faced a massive problem where we said, Look there no smartphones that can support geo. So how will we grow Geo? So in order to solve that problem, we launched our own brand of smartphones called the Life um, smartphones. And those phones were really high value devices. So there were $50 and for $50 you get you You At that time, you got a four g B storage space. A nice big display for inch display. Dual cameras, Andi. Most importantly, they had volte chip sets embedded in them. Right? And that got us our initial customers the initial for the launch customers when we launched. But more importantly, what that enabled other oh, EMS. What that forced the audience to do is that they also had to launch similar smartphones competing smartphones with voltage upset embedded in the same price range. Right. So within a few months, 3 to 4 months, um, all the other way EMS, all the other smartphone manufacturers, the Samsung's the Micromax is Micromax in India, they all had volte smartphones out in the market, right? And I think that was one key step We took off, launching our own brand of smartphone life that helped us to overcome this problem that no smartphone had. We'll teach upsets in India and then in order. So when when we were launching there were about 13 telecom companies in India. It was a very crowded space on demand. In order to gain a foothold in that market, we really made a few decisions. Ah, phew. Key product announcement that really disrupted this entire industry. Right? So, um, Geo is a default for GLT network itself. All I p network Internet protocol in everything. All data. It's an all data network and everything from voice to data to Internet traffic. Everything goes over this. I'll goes over Internet protocol, and the cost to carry voice on our smartphone network is very low, right? The bandwidth voice consumes is very low in the entire Lt band. Right? So what we did Waas In order to gain a foothold in the market, we made voice completely free, right? He said you will not pay anything for boys and across India, we will not charge any roaming charges across India. Right? So we made voice free completely and we offer the lowest data rates in the world. We could do that because we had the largest capacity or to carry data in India off all the other telecom operators. And these data rates were unheard off in the world, right? So when we launched, we offered a $2 per month or $3 per month plan with unlimited data, you could consume 10 gigabytes of data all day if you wanted to, and some of our subscriber day. Right? So that's the first phase off the overgrowth and smartphones and that really disorders. We hit 100 million subscribers in 170 days, which was very, very fast. And then after the smartphone faith, we found that India still has 500 million feature phones. And in order to grow in that market, we launched our own phone, the geo phone, and we made it free. Right? So if you take if you took a geo subscription and you carried you stayed with us for three years, we would make this phone tree for your refund. The initial deposit that you paid for this phone and this phone had also had quite a few innovations tailored for the Indian market. It had all of our digital services for free, which I will talk about soon. And for example, you could plug in. You could use a cable right on RCR HDMI cable plug into the geo phone and you could watch TV on your big screen TV from the geophones. You didn't need a separate cable subscription toe watch TV, right? So that really helped us grow. And Geo Phone is now the largest selling feature phone in India on it. 100 million feature phones in India now. So now now we're in what I call the geo platforms phase. We're growing of a geo fiber fiber to the home fiber toe the office, um, space. And we've also launched our new commerce initiatives over e commerce initiatives and were steadily building platforms that other companies can leverage other companies can use in the Jeon o'clock. Right? So this is how a small startup not a small start, but a start of nonetheless least 400 million subscribers within four years the fastest growing tech company in the world. Next, Geo also helped a systemic change in India, and this is massive. A lot of startups are building on this India stack, as people call it, and I consider this India stack has made up off three things, and the acronym I use is jam. Trinity, right. So, um, in India, systemic change happened recently because the Indian government made bank accounts free for all one billion Indians. There were no service charges to store money in bank accounts. This is called the Jonathan. The J. GenDyn Bank accounts. The J out off the jam, then India is one of the few countries in the world toe have a digital biometric identity, which can be used to verify anyone online, which is huge. So you can simply go online and say, I am my ankle poor on duh. I verify that this is indeed me who's doing this transaction. This is the A in the jam and the last M stands for Mobil's, which which were held by Geo Mobile Internet in a plus. It is also it is. It also stands for something called the U. P I. The United Unified Payments Interface. This was launched by the Indian government, where you can carry digital transactions for free. You can transfer money from one person to the to another, essentially for free for no fee, right so I can transfer one group, even Indian rupee to my friend without paying any charges. That is huge, right? So you have a country now, which, with a with a billion people who are bank accounts, money in the bank, who you can verify online, right and who can pay online without any problems through their mobile connections held by G right. So suddenly our market, our Internet market, exploded from a few million users to now 506 106 100 million mobile Internet users. So that that I think, was a massive such a systemic change that happened in India. There are some really large hail, um, numbers for this India stack, right? In one month. There were 1.6 billion nuclear transactions in the last month, which is phenomenal. So next What is the impact of geo in India before you started, we were 155th in the world in terms off mobile in terms of broadband data consumption. Right. But after geo, India went from one 55th to the first in the world in terms of broadband data, largely consumed on mobile devices were a mobile first country, right? We have a habit off skipping technology generation, so we skip fixed line broadband and basically consuming Internet on our mobile phones. On average, Geo subscribers consumed 12 gigabytes of data per month, which is one of the highest rates in the world. So Geo has a huge role to play in making India the number one country in terms off broad banded consumption and geo responsible for quite a few industry first in the telecom space and in fact, in the India space, I would say so before Geo. To get a SIM card, you had to fill a form off the physical paper form. It used to go toe Ah, local distributor. And that local distributor is to check the farm that you feel incorrectly for your SIM card and then that used to go to the head office and everything took about 48 hours or so, um, to get your SIM card. And sometimes there were problems there also with a hard biometric authentication. We enable something, uh, India enable something called E K Y C Elektronik. Know your customer? We took a fingerprint scan at our point of Sale Reliance Digital stores, and within 15 minutes we could verify within a few minutes. Within a few seconds we could verify that person is indeed my hunk, right, buying the same car, Elektronik Lee on we activated the SIM card in 15 minutes. That was a massive deal for our growth. Initially right toe onboard 100 million customers. Within our and 70 days. We couldn't have done it without be K. I see that was a massive deal for us and that is huge for any company starting a business or start up in India. We also made voice free, no roaming charges and the lowest data rates in the world. Plus, we gave a full suite of cloud services for free toe all geo customers. For example, we give goTV essentially for free. We give GOTV it'll law for free, which people, when we have a launching, told us that no one would see no one would use because the Indians like watching TV in the living rooms, um, with the family on a big screen television. But when we actually launched, they found that GOTV is one off our most used app. It's like 70,000,080 million monthly active users, and now we've basically been changing culture in India where culture is on demand. You can watch TV on the goal and you can pause it and you can resume whenever you have some free time. So really changed culture in India, India on we help people liver, digital life online. Right, So that was massive. So >>I'm now I'd like to talk about our cloud >>journey on board Animal Minorities Partnership. We've been partners that since 2014 since the beginning. So Geo has been using open stack since 2014 when we started with 14 note luster. I'll be one production environment One right? And that was I call it the first wave off our cloud where we're just understanding open stack, understanding the capabilities, understanding what it could do. Now we're in our second wave. Where were about 4000 bare metal servers in our open stack cloud multiple regions, Um, on that around 100,000 CPU cores, right. So it's a which is one of the bigger clouds in the world, I would say on almost all teams, with Ngor leveraging the cloud and soon I think we're going to hit about 10,000 Bama tools in our cloud, which is massive and just to give you a scale off our network, our in French, our data center footprint. Our network introduction is about 30 network data centers that carry just network traffic across there are there across India and we're about eight application data centers across three regions. Data Center is like a five story building filled with servers. So we're talking really significant scale in India. And we had to do this because when we were launching, there are the government regulation and try it. They've gotten regulatory authority of India, mandates that any telecom company they have to store customer data inside India and none of the other cloud providers were big enough to host our clothes. Right. So we we made all this intellectual for ourselves, and we're still growing next. I love to show you how we grown with together with Moran says we started in 2014 with the fuel deployment pipelines, right? And then we went on to the NK deployment. Pipelines are cloud started growing. We started understanding the clouds and we picked up M C p, which has really been a game changer for us in automation, right on DNA. Now we are in the latest release, ofem CPM CPI $2019 to on open stack queens, which on we've just upgraded all of our clouds or the last few months. Couple of months, 2 to 3 months. So we've done about nine production clouds and there are about 50 internal, um, teams consuming cloud. We call as our tenants, right. We have open stack clouds and we have communities clusters running on top of open stack. There are several production grade will close that run on this cloud. The Geo phone, for example, runs on our cloud private cloud Geo Cloud, which is a backup service like Google Drive and collaboration service. It runs out of a cloud. Geo adds G o g S t, which is a tax filing system for small and medium enterprises, our retail post service. There are all these production services running on our private clouds. We're also empaneled with the government off India to provide cloud services to the government to any State Department that needs cloud services. So we were empaneled by Maiti right in their ego initiative. And our clouds are also Easter. 20,000 certified 20,000 Colin one certified for software processes on 27,001 and said 27,017 slash 18 certified for security processes. Our clouds are also P our data centers Alsop a 942 be certified. So significant effort and investment have gone toe These data centers next. So this is where I think we've really valued the partnership with Morantes. Morantes has has trained us on using the concepts of get offs and in fries cold, right, an automated deployments and the tool change that come with the M C P Morantes product. Right? So, um, one of the key things that has happened from a couple of years ago to today is that the deployment time to deploy a new 100 north production cloud has decreased for us from about 55 days to do it in 2015 to now, we're down to about five days to deploy a cloud after the bear metals a racked and stacked. And the network is also the physical network is also configured, right? So after that, our automated pipelines can deploy 100 0 clock in five days flight, which is a massive deal for someone for a company that there's adding bear metals to their infrastructure so fast, right? It helps us utilize our investment, our assets really well. By the time it takes to deploy a cloud control plane for us is about 19 hours. It takes us two hours to deploy a compu track and it takes us three hours to deploy a storage rack. Right? And we really leverage the re class model off M C. P. We've configured re class model to suit almost every type of cloud that we have, right, and we've kept it fairly generous. It can be, um, Taylor to deploy any type of cloud, any type of story, nor any type of compute north. Andi. It just helps us automate our deployments by putting every configuration everything that we have in to get into using infra introduction at school, right plus M. C. P also comes with pipelines that help us run automated tests, automated validation pipelines on our cloud. We also have tempest pipelines running every few hours every three hours. If I recall correctly which run integration test on our clouds to make sure the clouds are running properly right, that that is also automated. The re class model and the pipelines helpers automate day to operations and changes as well. There are very few seventh now, compared toa a few years ago. It very rare. It's actually the exception and that may be because off mainly some user letter as opposed to a cloud problem. We also have contributed auto healing, Prometheus and Manager, and we integrate parameters and manager with our even driven automation framework. Currently, we're using Stack Storm, but you could use anyone or any event driven automation framework out there so that it indicates really well. So it helps us step away from constantly monitoring our cloud control control planes and clothes. So this has been very fruitful for us and it has actually apps killed our engineers also to use these best in class practices like get off like in France cord. So just to give you a flavor on what stacks our internal teams are running on these clouds, Um, we have a multi data center open stack cloud, and on >>top of that, >>teams use automation tools like terra form to create the environments. They also create their own Cuba these clusters and you'll see you'll see in the next slide also that we have our own community that the service platform that we built on top of open stack to give developers development teams NGO um, easy to create an easy to destroy Cuban. It is environment and sometimes leverage the Murano application catalog to deploy using heats templates to deploy their own stacks. Geo is largely a micro services driven, Um um company. So all of our applications are micro services, multiple micro services talking to each other, and the leverage develops. Two sets, like danceable Prometheus, Stack stone from for Otto Healing and driven, not commission. Big Data's tax are already there Kafka, Patches, Park Cassandra and other other tools as well. We're also now using service meshes. Almost everything now uses service mesh, sometimes use link. Erred sometimes are experimenting. This is Theo. So So this is where we are and we have multiple clients with NGO, so our products and services are available on Android IOS, our own Geo phone, Windows Macs, Web, Mobile Web based off them. So any client you can use our services and there's no lock in. It's always often with geo, so our sources have to be really good to compete in the open Internet. And last but not least, I think I love toe talk to you about our container journey. So a couple of years ago, almost every team started experimenting with containers and communities and they were demand for as a platform team. They were demanding community that the service from us a manage service. Right? So we built for us, it was much more comfortable, much more easier toe build on top of open stack with cloud FBI s as opposed to doing this on bare metal. So we built a fully managed community that a service which was, ah, self service portal, where you could click a button and get a community cluster deployed in your own tenant on Do the >>things that we did are quite interesting. We also handle some geo specific use cases. So we have because it was a >>manage service. We deployed the city notes in our own management tenant, right? We didn't give access to the customer to the city. Notes. We deployed the master control plane notes in the tenant's tenant and our customers tenant, but we didn't give them access to the Masters. We didn't give them the ssh key the workers that the our customers had full access to. And because people in Genova learning and experimenting, we gave them full admin rights to communities customers as well. So that way that really helped on board communities with NGO. And now we have, like 15 different teams running multiple communities clusters on top, off our open stack clouds. We even handle the fact that there are non profiting. I people separate non profiting I peoples and separate production 49 p pools NGO. So you could create these clusters in whatever environment that non prod environment with more open access or a prod environment with more limited access. So we had to handle these geo specific cases as well in this communities as a service. So on the whole, I think open stack because of the isolation it provides. I think it made a lot of sense for us to do communities our service on top off open stack. We even did it on bare metal, but that not many people use the Cuban, indeed a service environmental, because it is just so much easier to work with. Cloud FBI STO provision much of machines and covering these clusters. That's it from me. I think I've said a mouthful, and now I love for you toe. I'd love to have your questions. If you want to reach out to me. My email is mine dot capulet r l dot com. I'm also you can also message me on Twitter at my uncouple. So thank you. And it was a pleasure talking to you, Andre. Let let me hear your questions.