(upbeat music) >> Hello everyone, welcome back to our special presentation with TheCUBE and Horizon3.ai. I'm John Ferrier host of TheCUBE here in Palo Alto with the CEO and co-founder of Horizon3 Snehal Antani who's here with me to talk about the big news, we've been talking about your global expansion, congratulations on the growth, and international, and just overall success of, what looks like to be a very high margin, relevant business in the security space. >> Yeah, thank you John. Very excited to be here and especially this focus on partners, because partners in cyber security have such an important role and we've built a company that enables partners to grow with us. >> We had a chance to talk to some of your staff and some of the people in the industry around the channel. I mean the old school technology vendors would go in build channels and distributed resellers, VARs value added resellers, value added businesses all kinds of different ways to serve customers, indirectly. And then you got the direct sales force. You guys seem to have a perfect product for a hard, profitable, market where channels are starved for solutions in the security space. What did you guys find as you guys launched this? What was some of the feedback? What was some of the reasoning behind- obviously indirect sales helps your margins, you enable MSPs to sell for you, but what's the, what was the epiphany? >> So when you think about the telecommunications industry back in the two thousands, we always talked about the last mile in Telco, right? It was easy to get fiber run to the neighborhood but the last mile from the neighborhood to the house was very difficult. So what we found during Covid was, this was especially true in cybersecurity because in Covid you've got individuals that need security capabilities whether they are IT directors, barely treading water or CSOs and so on. And they needed these trusted relationships to decide what security technologies to use, how to improve their posture. And they're not going to go to just some website to learn. They've got years of relationships built with those regional partners, those regional resellers MSSPs, MSPs, IT consulting shops. So what we did over the past two years was embrace this idea that regional partners are the last mile of cybersecurity. So how do we build a product and a business model that enables those last miles channel partners to make even more revenue using us to underpin their offerings and services and get them to take advantage of the trust that they've built over many hard years and use that trust to not only improve the posture of their customers but have Horizon3 become a force enabler along the way. >> Yeah it's interesting you have that pre-built channel makeup, but also new opportunities for people to bring security 'cause you guys have the node zero capability. 'Cause pen testing is only one of the things you guys are starting to do now. And everyone knows, we've talked about this on our previous interviews, it's hard. People have, y'know, all kinds of AppSec review, application reviews, all the time. And if you're doing cloud native you're constantly pushing new code. So the need for a pen test is kind of a continuous thing. Okay, So I get that. The other thing that I found out on the interviews was, and I want to get your reaction to this, is that there's an existing channel of pen testers that are high IQ, high paid services. So it almost feels like you guys have created kind of like a way to automate some of the basic stuff but still enable the existing folks out there doing this work. I won't say it was below their pay grade but a lot of it was kind of, y'know remedial things, explain and react to that. Because I think that's a key nuance point to this expansion. >> Yeah, so the key thing is how do you run a security test at scale? So if you are a human pen tester maybe in a couple of weeks you could pen test 5,000 hosts. If you're really good, maybe 10,000 hosts. But when you've got a large manufacturer or a bank that's got hundreds of thousands or millions of hosts, there's no way a human's going to be able to do that. So for the really large shops, what we've found is this idea of human machine teaming. Where you run us to run infrastructure testing at scale we'll conduct reconnaissance, we'll do exploitation at scale, we'll find all the juicy interesting stuff. And then that frees up the time for the human to focus on the stuff humans are gifted at. And there's this joke that "Let us focus on all the things that will test at scale, so the human can focus on the problems that get them to speak at DEFCON and let them focus on the really hard interesting juicy stuff while we are executing tests. And at a large scale that's important but also think about Europe. In Germany there are less than 600 certified pen testers for the entire country, in Norway I think there's less than 85, in Estonia there's less than 20. There's just not enough supply of certified testers to be able to effectively meet the demand. >> It's interesting, when you ever have to see these inflection points in industries there's always a 10x multiple or some multiple inflection point that kicks up the growth. Google pioneered site reliability engineers you're seeing it now in cloud native with containers and Kubernetes writing scripts is now going to be more about architecture operating large scale systems. So instead of being a pen tester they're now a pen architect. >> Yeah, well in many ways it's a security by design philosophy which is, I would rather verify my architecture up front, verify my security posture up front, and not wait for the bad guys to show up to poke holes in my environment. And then even economically, the way we design the product most of our users are not pen testers they're actually IT admins, network engineers, people with the CISSP type certification and we give them superpowers. And there are, in back to 10x, for every one certified ethical hacker there are 10 to 20 certified CISSPs. So even the entire experience was designed around those types of security practitioners and network engineers versus the very exquisite pen test types. >> Yeah, it's a great market opportunity. I think this is going to be a big kind of a, an example of how scale works So congratulations. Couple questions I had for you for this announcement was, what are some of the obstacles that you see organizations facing that the channel partners can participate in? 'Cause again, more feet on the street, I get the expansion, but what problems are they solving? >> Yeah, when you think about, back when I was a CIO, there was a very well defined journey I went through. Assess my security posture, I have to assess it at least once or twice a year, I want to assess it as often as possible. From there, as I find problems, the hardest part of my job was deciding what not to fix. And I didn't have enough people to remediate all the issues. So the natural next step is how do I get surge expertise to remediate all of the findings from those assessments. From there, the next thing is, okay while I'm fixing those problems, did my security team or outsourced MSSP detect and respond to those attacks? Not, and if so, great, if not what are the blind spots in my detection response? And then the final step is being that trusted advisor to the executive team, the board, and the regulators around that virtual CISO or strategic security advice. So that is the spectrum of requirements that any customer has. Assess, remediate, verify your detections, and then strategic advice and guidance. Every channel partner has some aspect of those businesses within their portfolio and we enable revenue to be generated for our partners across every one of those. Use us to do assessments at scale, automatically generate the statement of work for everything that we've found, and then our partners make money fixing the issues that we've identified. Use us to audit the blind spots of your security stack and then finally use our results over time to provide strategic advice to the CISO, the board, and their regulators. >> Yeah, it's great, great gap you fill for sure. And with the op, the scale you give other pen testers a lot of growth there. The question that comes up though, I have to ask you and this is what's on people's minds, probably, 'cause it would be, first thing that I would ask Well you guys are kind of new and I get this thing. So what will make you an ideal partner? Why Horizon3.ai as the partner? What do you bring to the table? >> Yeah, I think there's a few things. One is we're approaching our three year anniversary, we've scaled very quickly, we've built a great team. But what differentiates us is our authenticity at scale, our transparency of how we work as a partner, and the fact that we've built a company, that very specifically enables partners to make money, high quality money. In my previous companies I've worked at, partners are kind of relegated to doing low level professional services type work. And if I'm a services shop, that's not going to be very valuable for me. That's a one and done come in, install a product, tune, and so on. What I want, if I'm a partner, is working with technology companies that care deeply about my growth as a partner and then is creating an offering that allows me to white label it, to build my own high margin business above it, give me predictable cost of goods sold so I can build and staff a high functioning organization. That's what we did at Horizon3 is we built the entire company around enabling MSSPs, MSPs, consulting shops, and so on. >> From day one. This is- >> From day one, that was the goal. And so the entire company's been designed you can white label the product, the entire experience can look like yours if you want it to be. The entire company was built from day one to be channel friendly >> This is again, a key point again, I want to double click on that because y'know, at the end of the day, money making's pretty big important thing. Partners don't, channel partners, and resellers, and partners don't want to lose their customer. Want to add value and make high margins. So is it easy to use? How do I consume it? How do I deploy it? You feel comfortable that you guys can deliver on that. >> Yeah, and in fact, a big cultural aspect of Horizon3 is we let our results do the talking. So I don't need to convince people through PowerPoint. What partners will do is they'll show up, they will run us for themselves, they'll run us against some trusted customers of theirs. They get blown away by the results. They get a Horizon3 tattoo at the end. >> Yeah. >> And then they become our biggest champions and advocates. >> And ultimately when you have that land and you can show results and it's a white label, it's an instant money maker. Right? For the partner. That's great Snehal, thanks so much for coming on. Really appreciate it. That's a wrap here, big news and the big news announcement around Horizon3.ai global expansion, new opportunities new channel partners, great product, good for the channel, makes money, helps customers. Can't beat that. I'm John Ferrier with TheCUBE. Thanks for watching. (upbeat music)

>>the Cube presents H p E discover 2022. Brought to you by H P E. >>Okay, we're back at HPD. Discovered 2022 This is Day Three. We're kind of in the mid point of day three. John Furry and Dave Volonte Wall to wall coverage. I think there are 14th hp slash hp Discover we've sort of documented the history of the company over the last decade. Plus, I'm not a is here is executive vice president at Infosys and Cejudo. Sankaran Kutty is the CEO and vice president of Infosys. Infosys doing some amazing work in the field with clients. Guys, Thanks for coming on the Cube. Thank >>you for the opportunity. >>Yeah, absolutely so. Digital transformation. It's all the buzz word kind of pre pandemic. It was sort of Yeah, you know, we'll get there a lot of lip service to it. Some Some started the journey and then, of course, pandemic. If you weren't digital business, you are out of business. What are the trends that you're seeing now that we're exiting the isolation economy? >>Yeah, um, again, as you rightly called out pre pandemic, it was all about using sort of you know innovation at scale as one of the levers for digital transformation. But if you look at now, post Pandemic, one of the things that we see it's a big trend is at a broad level, right? Digital transformation is not about cost. Take out. Uh, it's all about growth, right? So essentially, uh, like, uh, what we hear from most of the CEO s and most of the customers and most of the executives in the tech company, Digital transformation should be used for business growth. And essentially, it means three things that we see three trends in that space. One is how can you build better products and solutions as part of your transformation strategy? How can you basically use digital transformation to expand into new markets and new new territories and new regions? And the third is, how can you better the experience for your customers? Right. So I think that is broadly what we see as, uh, some other things. And essentially, if you have better customer experience, they will buy more. If you expand into new markets, your revenue will increase. If you actually build better products and solutions, consumers will buy it right, so It's basically like a sort of an economy that goes hand in hand. So I would say the trend is clearly going towards business growth than anything else when it comes to the, >>you know, follow up on that. We had I d. C on yesterday and they were sharing with some of their high level numbers. We've looked at this and and and it seems like I t spending is pretty consistent despite the fact that, for example, you know, the to see the consumer businesses sort of tanking right now. Are you seeing any pullback or any evidence that people are pulling the reins back on the digital transformation Or they just going because if they don't keep keep moving fast, they're gonna fall behind. What are you seeing there? Absolutely. >>In fact, you know what? What we call them as the secular headwinds, right? I mean, if you look at the headwinds here, we see digital transformation is in the minds of everybody, every customer, right. So while there are budget constraints, where are all these macro tailwinds as we call with respect to inflation, with respect to what's happening with Russia and Ukraine with respect to everything that's happening with respect to supply chain right. I think we see some of those tail headwinds. But essentially, digital transformation is not stopping. Everybody is going after that because essentially they want to be relevant in the market. And if they want to be relevant in the market, they have to transform. And if they have to transform, they have to adopt digital transformation. >>Basically, there's no hiding anymore. You know, hiding and you can't hide the projects and give lip service because there's evidence of what the consequences are. And it can be quantified. Yes, you go out of business, you lose money. You mentioned some of the the cost takeouts growth is yes. So I got given the trends and the headwinds and the tail winds. What are you guys seeing as the pattern of companies that came out of the pandemic with growth? And what's going on with that growth driver? What are the elements that are powering companies to grow? Is that machine learning? Is that cloud scales and integration? What are some of the key areas that's given that extra up into the right? >>Yes, I I would say there are six technologies that are defining how growth is being enabled, right? So I think we call it as cloud ai edge five g, Iot and of course, everything to do with a And so these are six technologies that are powering digital transformation. And, uh, one of the things that we are saying is more and more customers are now coming and saying that we want to use these six technologies to drive business outcomes. Uh, for example, uh, we have a very large oil and gas customer of ours who says that, you know, we want to basically use cloud as a lever to Dr Decarbonization. E S G is such a big initiative for everybody in the SGS in the minds of everybody. So their outcome of using technology is to drive decarbonization. And they don't make sure that, you know, they achieve the goals of E. S G. Right There is another customer of ours in the retail space. They are saying we want to use cloud to drive experience for our employees. So I would say that you know, there is pretty much, you know, all these drivers which are helping not just growing their business, but also bettering the experience and meeting some of the organisation goals that they have set up with respect to cloud. So I would say Cloud is playing a big role in every digital transformation initiative of the company. >>How do you spend your time? What's the role of the CEO inside of a large organisation like Infosys? >>So, um, one is in terms of bringing in an outside in view of how technology is making an impact to our customers. And I'm looking at How do we actually start liberating some of these technologies in building solutions, you know, which can actually drive value for our customers? That's one of the focus areas. You know what I do? Um, And if you look at some of the trends, you know what we have seen in the past years as well as what we're seeing now? Uh, there's been a huge spend around cloud which is happening with our customers and predominantly around the cloud Native application development, leveraging some of the services. What's available from the cloud providers like eh? I am l in Hyoty. Um, and and there's also a new trend. You know what we are seeing off late now, which is, um, in terms of improving the experience overall experience liberating some of the technologies, like technologies like block, block, chain as well as we are, we are right, and and this is actually creating new set of solutions. Um, new demands, you know, for our customers in terms of leveraging technologies like matadors leveraging technologies like factory photo. Um, and these are all opportunities for us to build solutions, you know, which can, you know, improve the time to market for our customers in terms of adopting some of these things. Because there has been a huge focus on the improved end user experience or improve experience improved, uh, productivity of, uh, employees, you know, which is which has been a focus. Uh, post pandemic. Right? You know, it has been something which is happening pre pandemic, but it's been accelerated Post pandemic. So this is giving an opportunity for for my role right now in terms of liberating these technologies, building solutions, building value propositions, taking it to our customers, working with partners and then trying to see how we can have this tightly integrated with partners like HP E in this case, and then take it jointly to the market and and find out you know, what's what's the best we can actually give back to our customers? >>You know, you guys have been we've been following you guys for for a long, long time. You've seen many cycles, uh, in the industry. Um, and what's interesting to get your reaction to what we're seeing? A lot of acceleration points, whether it's cloud needed applications. But one is the software business is no longer there. It's open source now, but cloud scale integrations, new hybrid environment kind of brings and changes the game, so there's definitely software plentiful. You guys are doing a lot of stuff with the software. How are customers integrated? Because seeing more and more customers participating in the open source community uh, so what? Red hat's done. They're transforming the open shift. So as cloud native applications come in and get scale and open source software, cloud scale performance and integrations are big. You guys agree with that? >>Absolutely. Absolutely. So if you if you look at it, um, right from the way we can't socialise those solutions, um, open source is something What we have embedded big way right into the solution. Footprint. What we have one is, uh, the ability for us to scale the second is the ability for us to bring in a level of portability, right? And the third is, uh, ensuring that there is absolutely no locking into something. What we're building. We're seeing this this being resonated by our customers to because one is they want to build a child and scalable applications. Uh, it's something where the whole, I would say, the whole dependency on the large software stacks. Uh, you know, the large software providers is likely diminishing now, right? Uh, it's all about how can I simplify my application portfolio Liberating some of the open source technologies. Um, how can I deploy them on a multi cloud world liberating open standards so that I'm not locked into any of these providers? Um, how can I build cloud native applications, which can actually enable portability? And how can I work with providers who doesn't have a lock in, you know, into their solutions, >>And security is gonna be embedded in everything. Absolutely. >>So security is, uh, emperor, right from, uh, design phase. Right? You know, we call it a secure by design And that's something What? We drive for our customers right from our solutions as well as for developing their own solutions >>as opposed to secure by bolt on after the fact. What is the cobalt go to market strategy? How does that affect or how you do business within the HP ecosystem? Absolutely. >>I think you know what we did in, uh, in 2000 and 20. We were the first ones, uh, to come out with an integrated cloud brand called Cobalt. So essentially, our thought process was to make sure that, you know, we talk one consistent language with the customer. There is a consistent narrative. There is a consistent value proposition that we take right. So, essentially, if you look at the Cobalt gold market, it is based on three pillars. The first pillar is all about technology solutions. Getting out of data centres migrating were close to cloud E r. P on Cloud Cloud, Native Development, legacy modernisation. So we'll continue to do that because that's the most important pillar. And that's where our bread and butter businesses right. The second pillar is, uh, more and more customers are asking industry cloud. So what are you specifically doing for my industry. So, for example, if you look at banking, uh, they would say we are focused on Modernising our payment systems. We want to reduce the financial risk that we have because of anti money laundering and those kind of solutions that they're expecting. They want to better the security portion. And of course, they want to improve the experience, right? So they are asking for each of these imperatives that we have in banking. What are some of those specific industry solutions that you are bringing to the table? Right. So that's the second pillar of our global go to market. And the third pillar of our go to market as soon as I was saying is looking at what we call us Horizon three offerings, whether it is metal wars, whether it is 13.0, whether it is looking at something else that will come in the future. And how do we build those solutions which can become mainstream the next 18 to 24 months? So that's essentially the global >>market. That's interesting. Okay, so take the banking example where you've got a core app, it's probably on Prem, and it's not gonna have somebody shoved into the cloud necessarily. But they have to do things like anti money, money laundering and know your ky. See? How are they handling that? Are they building micro services? Are you building for them microservices layers around that that actually might be in the cloud or cloud Native on Prem and Greenway. How is that? How are customers Modernising? >>Absolutely brilliant question. In fact, what we have done is, uh, as part of cobalt, we have something called a reference. Architecture are basically a blueprint. So if you go to a bank and you're engaging a banking executive, uh, the language that we speak with them is not about, uh, private cloud or public cloud or AWS or HP or zero, right? I mean, we talk the language that they understand, which is the banking language. So we take this reference architecture, and we say here is what your core architecture should look like. And, as you rightly called out, there is K. I see there is retail banking. There is anti money laundering. There is security experience. Uh, there are some kpi s and those kind of things banking a PSR open banking as we call, How do we actually bring our solutions, which we have built on open source and something that are specific to cloud and something that our cloud neutral and that's what we take them. So we built this array of solutions around each of those reference architectures that we take to our customers. >>Final question for you guys. How are you guys leveraging the H, P E and new Green Lake and all the new stuff they got here to accelerate the customers journey to edge the cloud? >>So I would say it on three areas right now. This is one is Obviously we are working very closely with HP in terms of taking out solutions jointly to the market and, um, leveraging the whole green late model and providing what I call it as a hyper scale of like experience for our customers in a hybrid, multi cloud world. That's the first thing. The second thing is Onion talked about the cobalt, right? It's an important, I would say, an offering from, uh, you know and offering around cloud from our side. So what we've done is we've closely integrated the assets. You know what I was referring to what we have in our cobalt, uh, under other Kobold umbrella very closely with the HP ecosystem, right? You know, it can be tools like the Emphasis Polly Cloud Platform or the Emphasis pollinate platform very tightly integrated with the HP stack, so that we could actually offer the value proposition right across the value chain. The thought of you know we have actually taken the industry period, like what again mentioned right in terms of rather than talking about a public cloud or a private cloud solution or an edge computing solution. We actually talk about what exactly are the problem statements? What is there in manufacturing today? Or it's there in financial industries today? Or or it's in a bank today or whatever it's relevant to the industry. That's an industry people. So we talk right from an industry problem and and and and and and build that industry, industry people solutions, leveraging the assets, what we have in the and the framework that we have within the couple, plus the integrated solutions. What we bring along with HB. That's that's Those are the three things, what we do along with >>it and that that industry pieces do. There's a whole data layer emerging those industries learning cos they're building their own clouds. Look, working with companies like you because they want to monetise. That's a big part of their digital strategy, guys. Thanks so much for coming on the cue. Thank you. Appreciate your time. Thank >>you. Thank you very much. Really appreciate. >>Thank you. Thank you for watching John and I will be back. John Ferrier, Development at HPD Discovered 2022. You're watching the queue? >>Yeah. >>Mm.

>>Mm. >>Okay. Hello, and welcome to the Cubes Coverage of the International Women in Tech Showcase featuring National Women's Day. I'm John for a host of the Cube. We have a great guest here of any theory a PJ head of aerospace and satellite for A W S A P J s Asia Pacific in Japan. Great to have you on many thanks for joining us. Talk about Space and International Women's Day. Thanks for coming on. >>Thanks, John. It's such a pleasure to be here with you. >>So obviously, aerospace space satellite is an area that's growing. It's changing. AWS has made a lot of strides closure, and I had a conversation last year about this. Remember when Andy Jassy told me about this initiative to 2.5 years or so ago? It was like, Wow, that makes a lot of sense Ground station, etcetera. So it just makes a lot of sense, a lot of heavy lifting, as they say in the satellite aerospace business. So you're leading the charge over there in a p J. And you're leading women in space and beyond. Tell us what's the Storey? How did you get there? What's going on. >>Thanks, John. Uh, yes. So I need the Asia Pacific business for Clint, um, as part of Amazon Web services, you know, that we have in industry business vertical that's dedicated to looking after our space and space customers. Uh, my journey began really? Three or four years ago when I started with a W s. I was based out of Australia. Uh, and Australia had a space agency that was being literally being born. Um, and I had the great privilege of meeting the country's chief scientist. At that point. That was Dr Alan Finkel. Uh, and we're having a conversation. It was really actually an education conference. And it was focused on youth and inspiring the next generation of students. Uh, and we hit upon space. Um, and we had this conversation, and at that stage, we didn't have a dedicated industry business vertical at A W s well supported space customers as much as we did many other customers in the sector, innovative customers. And after the conversation with Dr Finkel, um, he offered to introduce me, uh, to Megan Clark, who was back back then the first CEO of the Australian Space Agency. So that's literally how my journey into space started. We had a conversation. We worked out how we could possibly support the Australian Space Agency's remit and roadmap as they started growing the industry. Uh, and then a whole industry whole vertical was set up, clinic came on board. I have now a global team of experts around me. Um, you know, they've pretty much got experience from everything creating building a satellite, launching a satellite, working out how to down link process all those amazing imagery that we see because, you know, um, contrary to what a lot of people think, Uh, space is not just technology for a galaxy far, far away. It is very much tackling complex issues on earth. Um, and transforming lives with information. Um, you know, arranges for everything from wildfire detection to saving lives. Um, smart, smart agriculture for for farmers. So the time of different things that we're doing, Um, and as part of the Asia Pacific sector, uh, my task here is really just to grow the ecosystem. Women are an important part of that. We've got some stellar women out here in region, both within the AWS team, but also in our customer and partner sectors. So it's a really interesting space to be. There's a lot of challenges. There's a lot of opportunities and there's an incredible amount of growth so specific, exciting space to be >>Well, I gotta say I'm super inspired by that. One of the things that we've been talking about the Cuban I was talking to my co host for many, many years has been the democratisation of digital transformation. Cloud computing and cloud scale has democratised and change and level the playing field for many. And now space, which was it's a very complex area is being I want kind of democratised. It's easier to get access. You can launch a satellite for very low cost compared to what it was before getting access to some of the technology and with open source and with software, you now have more space computing things going on that's not out of reach. So for the people watching, share your thoughts on on that dynamic and also how people can get involved because there are real world problems to solve that can be solved now. That might have been out of reach, but now it's cloud. Can you share your thoughts. >>That's right. So you're right, John. Satellites orbiting There's more and more satellites being launched every day. The sensors are becoming more sophisticated. So we're collecting huge amounts of data. Um, one of our customers to cut lab tell us that we're collecting today three million square kilometres a day. That's gonna increase to about three billion over the next five years. So we're already reaching a point where it's impossible to store, analyse and make sense of such massive amounts of data without cloud computing. So we have services which play a very critical role. You know, technologies like artificial intelligence machine learning. Help us help these customers build up products and solutions, which then allows us to generate intelligence that's serving a lot of other sectors. So it could be agriculture. It could be disaster response and recovery. Um, it could be military intelligence. I'll give you an example of something that's very relevant, and that's happening in the last couple of weeks. So we have some amazing customers. We have Max our technologies. They use a W S to store their 100 petabytes imagery library, and they have daily collection, so they're using our ground station to gather insight about a lot of changing conditions on Earth. Usually Earth observation. That's, you know, tracking water pollution, water levels of air pollution. But they're also just tracking, um, intelligence of things like military build up in certain areas. Capella space is another one of our customers who do that. So over the last couple of weeks, maybe a couple of months, uh, we've been watching, uh, images that have been collected by these commercial satellites, and they've been chronicling the build up, for instance, of Russian forces on Ukraine's borders and the ongoing invasion. They're providing intelligence that was previously only available from government sources. So when you talk about the democratisation of space, high resolution satellite images are becoming more and more ridiculous. Um, I saw the other day there was, uh, Anderson Cooper, CNN and then behind him, a screenshot from Capella, which is satellite imagery, which is very visible, high resolution transparency, which gives, um, respected journalists and media organisations regular contact with intelligence, direct intelligence which can help support media storytelling and help with the general public understanding of the crisis like what's happening in Ukraine. And >>I think on that point is, people can relate to it. And if you think about other things with computer vision, technology is getting so much stronger. Also, there's also metadata involved. So one of the things that's coming out of this Ukraine situation not only is tracking movements with the satellites in real time, but also misinformation and disinformation. Um, that's another big area because you can, uh, it's not just the pictures, it's what they mean. So it's well beyond just satellite >>well, beyond just satellite. Yeah, and you know, not to focus on just a crisis that's happening at the moment. There's 100 other use cases which were helping with customers around the globe. I want to give you a couple of other examples because I really want people to be inspired by what we're doing with space technology. So right here in Singapore, I have a company called Hero Factory. Um, now they use AI based on Earth observation. They have an analytics platform that basically help authorities around the region make key decisions to drive sustainable practises. So change detection for shipping Singapore is, you know, it's lots of traffic. And so if there's oil spills, that can be detected and remedy from space. Um, crop productivity, fruit picking, um, even just crop cover around urban areas. You know, climate change is an increasing and another increasing, uh, challenges global challenge that we need to tackle and space space technology actually makes it possible 15 50% of what they call e CVS. Essential climate variables can only be measured from space. So we have companies like satellite through, uh, one of our UK customers who are measuring, um, uh, carbon emissions. And so the you know, the range of opportunities that are out there, like you said previously untouched. We've just opened up doors for all sorts of innovations to become possible. >>It totally is intoxicating. Some of the fun things you can discuss with not only the future but solving today's problems. So it's definitely next level kind of things happening with space and space talent. So this is where you start to get into the conversation like I know some people in these major technical instance here in the US as sophomore second year is getting job offers. So there's a There's a there's a space race for talent if you will, um and women talent in particular is there on the table to So how How can you share that discussion? Because inspiration is one thing. But then people want to know what to do to get in. So how do you, um how do you handle the recruiting and motivating and or working with organisations to just pipeline interest? Because space is one of the things you get addicted to. >>Yeah. So I'm a huge advocate for science, technology, engineering, math. We you know, we highlights them as a pathway into space into technology. And I truly believe the next generation of talent will contribute to the grand challenges of our time. Whether that climate change or sustainability, Um, it's gonna come from them. I think I think that now we at Amazon Web services. We have several programmes that we're working on to engage kids and especially girls to be equipped with the latest cloud skills. So one of the programmes that we're delivering this year across Singapore Australia uh, we're partnering with an organisation called the Institute for Space Science, Exploration and Technology and we're launching a programme called Mission Discovery. It's basically students get together with an astronaut, NASA researcher, technology experts and they get an opportunity to work with these amazing characters, too. Create and design their own project and then the winning project will be launched will be taken up to the International space station. So it's a combination of technology skills, problem solving, confidence building. It's a it's a whole range and that's you know, we that's for kids from 14 to about 18. But actually it, in fact, because the pipeline build is so important not just for Amazon Web services but for industry sector for the growth of the overall industry sector. Uh, there's several programmes that were involved in and they range from sophomore is like you said all the way to to high school college a number of different programmes. So in Singapore, specifically, we have something called cloud Ready with Amazon Web services. It's a very holistic clouds killing programme that's curated for students from primary school, high school fresh graduates and then even earlier careers. So we're really determined to work together closely and it the lines really well with the Singapore government's economic national agenda, um so that that's one way and and then we have a tonne of other programmes specifically designed for women. So last year we launched a programme called She Does It's a Free online training learning programme, and the idea is really to inspire professional women to consider a career in the technology industry and show them pathways, support them through that learning process, bring them on board, help drive a community spirit. And, you know, we have a lot of affinity groups within Amazon, whether that's women in tech or a lot of affinity groups catering for a very specific niches. And all of those we find, uh, really working well to encourage that pipeline development that you talk about and bring me people that I can work with to develop and build these amazing solutions. >>Well, you've got so much passion. And by the way, if you have, if you're interested in a track on women in space, would be happy to to support that on our site, send us storeys, we'll we'll get We'll get them documented so super important to get the voices out there. Um and we really believe in it. So we love that. I have to ask you as the head of a PJ for a W S uh aerospace and satellite. You've you've seen You've been on a bunch of missions in the space programmes of the technologies. Are you seeing how that's trajectory coming to today and now you mentioned new generation. What problems do you see that need to be solved for this next generation? What opportunities are out there that are new? Because you've got the lens of the past? You're managing a big part of this new growing emerging business for us. But you clearly see the future. And you know, the younger generation is going to solve these problems and take the opportunities. What? What are they? >>Yes, Sometimes I think we're leaving a lot, uh, to solve. And then other times, I think, Well, we started some of those conversations. We started those discussions and it's a combination of policy technology. We do a lot of business coaching, so it's not just it's not just about the technology. We do think about the broader picture. Um, technology is transferring. We know that technology is transforming economies. We know that the future is digital and that diverse backgrounds, perspective, skills and experiences, particularly those of women minority, the youth must be part of the design creation and the management of the future roadmaps. Um, in terms of how do I see this going? Well, it's been sort of we've had under representation of women and perhaps youth. We we just haven't taken that into consideration for for a long time now. Now that gap is slowly becoming. It's getting closer and closer to being closed. Overall, we're still underrepresented. But I take heart from the fact that if we look at an agency like the US Mohammed bin Rashid Space Centre, that's a relatively young space agency in your A. I think they've got about three or 400 people working for them at this point in time, and the average age of that cohort John, is 28. Some 40% of its engineers and scientists are women. Um, this year, NASA is looking to recruit more female astronauts. Um, they're looking to recruit more people with disabilities. So in terms of changing in terms of solving those problems, whatever those problems are, we started the I guess we started the right representation mix, so it doesn't matter. Bring it on, you know, whether it is climate change or this ongoing crisis, productive. Um, global crisis around the world is going to require a lot more than just a single shot answer. And I think having diversity and having that representation, we know that it makes a difference to innovation outputs. We know that it makes a difference to productivity, growth, profit. But it's also just the right thing to do for so long. We haven't got it right, and I think if we can get this right, we will be able to solve the majority of some of the biggest things that we're looking at today. >>And the diversity of problems in the diversity of talent are two different things. But they come together because you're right. It's not about technology. It's about all fields of study sociology. It could be political science. Obviously you mentioned from the situation we have now. It could be cybersecurity. Space is highly contested. We dated long chat about that on the Last Cube interview with AWS. There's all these new new problems and so problem solving skills. You don't need to have a pedigree from Ivy League school to get into space. This is a great opportunity for anyone who can solve problems because their new No one's seen them before. >>That's exactly right. And you know, every time we go out, we have sessions with students or we're at universities. We tell them, Raise your voices. Don't be afraid to use your voice. It doesn't matter what you're studying. If you think you have something of value to say, say it. You know, by pushing your own limits, you push other people's limits, and you may just introduce something that simply hasn't been part of before. So your voice is important, and we do a lot of lot of coaching encouraging, getting people just to >>talk. >>And that in itself is a great start. I think >>you're in a very complex sector, your senior leader at AWS Amazon Web services in a really fun, exciting area, aerospace and satellite. And for the young people watching out there or who may see this video, what advice would you have for the young people who are trying to navigate through the complexities of now? Third year covid. You know, seeing all the global changes, um, seeing that massive technology acceleration with digital transformation, digitisation it's here, digital world we're in. >>It could >>be confusing. It could be weird. And so how would you talk to that person and say, Hey, it's gonna be okay? And what advice would you give? >>It is absolutely going to be okay. Look, from what I know, the next general are far more fluent in digital than I am. I mean, they speak nerd. They were born speaking nerd, so I don't have any. I can't possibly tell them what to do as far as technology is concerned because they're so gung ho about it. But I would advise them to spend time with people, explore new perspectives, understand what the other is trying to do or achieve, and investing times in a time in new relationships, people with different backgrounds and experience, they almost always have something to teach you. I mean, I am constantly learning Space tech is, um it's so complicated. Um, I can't possibly learn everything I have to buy myself just by researching and studying. I am totally reliant on my community of experts to help me learn. So my advice to the next generation kids is always always in this time in relationships. And the second thing is, don't be disheartened, You know, Um this has happened for millennia. Yes, we go up, then we come down. But there's always hope. You know, there there is always that we shape the future that we want. So there's no failure. We just have to learn to be resilient. Um, yeah, it's all a learning experience. So stay positive and chin up, because we can. We can do it. >>That's awesome. You know, when you mentioned the Ukraine in the Russian situation, you know, one of the things they did they cut the Internet off and all telecommunications and Elon Musk launched a star linked and gives them access, sending them terminals again. Just another illustration. That space can help. Um, and these in any situation, whether it's conflict or peace and so Well, I have you here, I have to ask you, what is the most important? Uh uh, storeys that are being talked about or not being talked about are both that people should pay attention to. And they look at the future of what aerospace satellite these emerging technologies can do for the world. What's your How would you kind of what are the most important things to pay attention to that either known or maybe not being talked about. >>They have been talked about John, but I'd love to see more prominent. I'd love to see more conversations about stirring the amazing work that's being done in our research communities. The research communities, you know, they work in a vast area of areas and using satellite imagery, for instance, to look at climate change across the world is efforts that are going into understanding how we tackle such a global issue. But the commercialisation that comes from the research community that's pretty slow. And and the reason it's loads because one is academics, academics churning out research papers. The linkage back into industry and industry is very, um, I guess we're always looking for how fast can it be done? And what sort of marginal profit am I gonna make for it? So there's not a lot of patients there for research that has to mature, generate outputs that you get that have a meaningful value for both sides. So, um, supporting our research communities to output some of these essential pieces of research that can Dr Impact for society as a whole, Um, maybe for industry to partner even more, I mean, and we and we do that all the time. But even more focus even more. Focus on. And I'll give you a small example last last year and it culminated this earlier this month, we signed an agreement with the ministry of With the Space Office in Singapore. Uh, so it's an MOU between AWS and the Singapore government, and we are determined to help them aligned to their national agenda around space around building an ecosystem. How do we support their space builders? What can we do to create more training pathways? What credits can we give? How do we use open datasets to support Singaporeans issues? And that could be claimed? That could be kind of change. It could be, um, productivity. Farming could be a whole range of things, but there's a lot that's happening that is not highlighted because it's not sexy specific, right? It's not the Mars mission, and it's not the next lunar mission, But these things are just as important. They're just focused more on earth rather than out there. >>Yeah, and I just said everyone speaking nerd these days are born with it, the next generations here, A lot of use cases. A lot of exciting areas. You get the big headlines, you know, the space launches, but also a lot of great research. As you mentioned, that's, uh, that people are doing amazing work, and it's now available open source. Cloud computing. All this is bringing to bear great conversation. Great inspiration. Great chatting with you. Love your enthusiasm for for the opportunity. And thanks for sharing your storey. Appreciate it. >>It's a pleasure to be with you, John. Thank you for the opportunity. Okay. >>Thanks, Manny. The women in tech showcase here, the Cube is presenting International Women's Day celebration. I'm John Ferrier, host of the Cube. Thanks for watching. Mm mm.

>>Yeah. Hello. Welcome to the Cubes International Women's Showcase, featuring International Women's Day. I'm John for your host of the queue here in Palo Alto, California. And we have three great guests videoing in from Kuala Lumpur as well as Bangkok. Johann Kwa, group CEO of K s K Group. It's just a Christina Equal, co founder and head of K s, K C Labs and Cindy, co founder of Sunday Insurance in Bangkok. Ladies. Thanks for coming on the cue. Appreciate you coming on. Thanks for Thanks for joining me on this special day. >>Thank you. Thank you so much. You >>guys are three sisters, trailblazing and the insurance and real estate through digital transformation in the cloud taking a three decade old family business to the next level raising the bar, as they say in the cloud business. Congratulations. Tell us how it all started. What's going on now? What does it look like? Where did it come from? Tell the Storey. >>Okay, so maybe I'll start, Uh, you know, since I'm at the group CEO level. So, um, as a quick introduction, you know? Okay. SK group, uh, were about 30 years old now, as a group three decades. Um, we started off as an insurance, uh, nonlife insurance company. Um, and then over the years, um, you know, we we operate in in South East Asia, So we are based in the US and markets. That message is also sitting in, um, and very quickly over the years, you know, we decided to actually venture into property development as well. Um, and really across the journey. Um, you know, we we've always been very, um, obsessed over the customers. You know, uh, and, you know, during this time and age, you know, all the customers are really digital natives now, and and, you know, the tech is very, very interesting. And so So starting in the year of 2017, we decided, um, to actually venture. Cindy and I at least we decided to start up our own, uh, tech, uh, called Sunday. Uh, Cindy is now the full time CEO and co founders. Um, and, you know, uh, it's an exciting journey from then on, uh, where now The first full stack ensure attack in in the whole of of the Asian market, uh, starting off in Thailand. Um, And then when Christine came back, to join the business. You know, since we were already in real estate, we decided, taking on from the inspiration of what we did with Sunday, how about we do the same in in in property? Because we obviously saw, you know, there was super loads of opportunities that we could we could we could do. And and a year ago, we gave birth to cast a city lapse. Um, now a prop tech company based in Malaysia. >>Christine and Cindy tell the storey here because this is actually fascinating. Storey, your sisters, your entrepreneurial. So you know each other? You're related and you've got ups and downs with the startups and growing companies changing landscape. A lot of challenges. You all gotta get along all the time. How's it going? What's it like? Mm. >>Maybe I'll start. I think I think for me I'm probably the newest addition to the trio in the, you know, working together kind of space. So for me, I think it's all about really learning how to, you know, separate your professional and personal life. And like you mentioned, you know, we live together. But we also work together. So for me, I think I took a >>lot of advice >>and direction. Um, both from Johann and, >>uh, help >>me a lot. Um, so So I think that's been my experience. Been great So far, Um, they've been really, really supportive. And I think going through this journey of, you know, like, founding a company together, it's obviously very challenging. And so I feel very fortunate to have two sisters who have already gone through it once, you know? >>So for the other guests is trying to get on the cube here. Over there. Um, sounds like fun. Uh, Christine. So on the city labs, you gotta cheque side of it there in the in the property tech. That's exciting. How's it going over there? >>Uh, super, Super cool. Super fun. Uh, has been one heck of a journey building a company from scratch, let alone in tech. I think you know, we created K s K C d lives because we really wanted to modernise the real estate industry, uh, and create, like, super transformative solutions, uh, many for two reasons. You know, one is to improve the quality of life, um, of the community around us. Uh, and secondly, really to harness all the technology and this unused data right in the real estate industry. And try and say, how can we use that to make more intelligent business decisions? Yeah, so So really, Um, I guess for us, it's been really exciting because we've launched two products. Uh, you know, one of which is Ai driven, dynamic pricing engine. And we realised that actually, the way that homes are priced today, uh, in real estate is super RK right? You only use a few basic variables. Like, how big is your house? What views do you have? But then we realised that, actually hey, with a I where you suddenly can use, like, hundreds of variables, um, and even, you know, consisting of wellness variables, for example. Um, and you can really customise pricing all the way down to a single unit level. Uh, and we realise that by doing this, we could actually unlock, um, ferret prices for our customers while also constantly kind of tracking the financial health of the company. >>Awesome. Cindy, I wanna get you in here. A co founder, Sunday Insurance. That was the origination. But a lot of change data drives everything machine learning. You gotta have the state of the art. What's going on with you? >>Yeah, I think for us, essentially, uh, we're operating in a very old industry. Um, it's one of the oldest industries globally. And if you look at the entire insurance value chain, um, every part of the process can actually, it's all about data. You can. It can be disrupted. Um, but yet every inch of the value chain is also regulated. So I think essentially what we're trying to do is, um, we're trying to really innovate the customer journey. So imagine if, um, even in the States now and even coming back to Asia, a lot of how people buy insurance is still very face to face agency. But I think in the future is going to be remote online on your app, through any partners as well. So I think, uh, we're trying to adopt any machine learning to really scale and automate, uh, the journey of anyone who's trying to buy insurance. But at the same time for insurance companies were also trying to help them automate that function itself. So imagine if banks are trying to dish out loans and you're trying to predict. What's the credit risk of every, um, single customer? That's exactly what insurance company needs to do as well. Um, And I guess insurance is all about buying a service as well. >>It's unlike you >>know, I'm gonna buy an apple. It comes to the hardware, >>right? So we're >>selling a service. So essentially you're service has to also dramatically changed. And I think these days, especially when we're operating in, uh, Thailand, Indonesia is one of the highest adoption rates for mobile these days. Everyone does. Everything lives on on the apps. So, um, insurance companies also needs to really on board their journey on that as well as increased engagement. So I don't just want to be an insurance company where, um, I speak to you and I have an issue with my claim. I want to really build a relationship with you and engage you differently. So I think it's actually that's the mission for a Sunday. So I think Imagine if imagine an insurance company 50 years in the future. How would it be? Uh, that's our mission. >>This is a great example. You guys, First of all, you're very dynamic. Thanks for sharing your storey. But when you get into the tech here, if industries that are transforming because of the digital transformation, the consumers expect the apps. You guys, as co founders and entrepreneurs now running this big business have to meet the demands and leverage the technology. How have you done that? How are you guys manage that? What kinds of decisions have you made? And you share some either experiences or observations of how to navigate and how you're riding that wave. >>Yeah. So I think if you hear from what Cindy and Christine has just mentioned, I mean, uh, we were playing in, you know, two of the oldest and largest industries in the world. Real estate and insurance. And, uh, you know, in both industries, as I said earlier, you know, it's really all about the customers, right? Um you know, in in the past, we used to think of of businesses as you know, what's your vertical and the horizontal today? Um, at least four k s k and and and all the all these, um, you know, tech ventures that we are now venture building. We're really thinking about it from the customer land. So really thinking about it from a customer ecosystem perspective. So instead of, you know, creating products and and having that push out to the customers, you know, we use tech and data and and especially data today and the right amount of data and what type of data that we want understanding that and really, um, building that product and really the services, uh, for the customers. So once you know the customer enters our ecosystem, whether you know, in your real estate, um, ecosystem or whether it's in your insurance ecosystem, we want you to to continue to stay with us, um, and to trust us. Um, and so it's not just about selling you a product, but really, you know, like, what Cindy says building a relationship with you because we think that, you know, obviously you know when insurance is something you really need when when when things go wrong in your life, we don't only want to be there. When things go wrong in your life and for real estate, you know everybody needs a shelter. So so so that's why we think that building relationships are very important and from really true, that lands is when you really think about the ecosystem and you think about data. I think Cindy Increasing gave some examples of how we're approaching it. Um, a lot of people start from from from a, you know, from a traditional business and from within. But for us, um, we decided to actually take it outside. Um, and, you know, take the approach of venture building from a startup, um, but really have, on the back end, really have that Connexion to the core businesses. Because what the core businesses understand is, you know, lifetime and experience of how customers feel and and, you know, um, in insurance, it's really about how to run a financial institution in real estate is really how to build buildings, and that is something that we can't take away. But, you know, you use technology to enable and to power. But what venture and start ups do extremely well is really the way we are extremely nimble and the way you use tech and data to navigate the quick changes of customer demands. And and you know, one thing an app and it's all about quick iterations. Right? When you build a super app, how do you incorporate all the features that are coming in, you have to keep on, you know, iterating changing, innovating, um, and innovating small with quick wins and then taking on a larger scale. And so the way we position ourselves is when you have to start up and you combine that with the core. Um, and putting the two together is how, how, how we look at things and that four minutes, the whole ecosystem >>that's awesome and being agile as fast and speed is key if you want to be there. Startup. But at the core business, that's going kind of slow. You got to kind of make everything go faster. That's a great, great insight. Let's talk about the disruption of the property industry again. That's real estate now with the Internet of things, technologies and also people expect technology. They wanna have access. I don't wanna have all these passwords and, you know they want to have easy in and out. They want good efficiency, save money. What's the disruption angle on? Um, the property neck. Christine, what's your How do you see that? The big disruption going? >>Yeah. So I think as Johann already mentioned before, you know um I think our customers we know are becoming, um, digital natives. Right? And they expect very convenient lifestyles. And we're all about our customers. So, actually, that's why we launched also another product, right where we're taking all of these things that you just mentioned, you know, about Iot into account. So what we found is, um, that actually, today, um, you know, the village about real estate is that we all live through that life as well, so we can experience that. Uh, we found that residents today, um, they find it quite challenging to request, you know, basic services like housekeeping managing, um, their defects, their tenants. Um, you know, even the financial planning and even getting into the building, right, they want more convenience. Um, but we realised that actually, all these services in the real estate industry right now and even in the prop tech space, they are very, very segmented. They're all discussed across multiple different apps. So what we really try to do is hey, let's try and consolidate all of this into one single app, which we have done, which is really cool, And it helps our residents really stay engaged and connected with our property. Um, what we did also was on the Iot front. We we were actually the first developer in Malaysia to also integrate, You know, future proof solutions like remote lift calling as well, um, into the mobile app. And that's to really go like, push on the Iot front. For us as well. >>Must be great for retention. It's all the gadgets are built into the of course. You have good WiFi fibre in their everyone's got good band with >>for sure >>It's like water and plumbing. Uh, I'd like to get everyone everyone loves that. I gotta ask Now, on the on the on the on The disruption is great. Now you've got the clouds, the clouds here for actually Amazon. You guys are big customer because you guys can move fast and they do all the heavy lifting. How are you guys seeing that helped modernise in the industry of insurance? Because that's a big vertical for a W s and you guys are doing is Cindy. What is the What is the modernisation? Um, half that you guys have taken with a W s. >>Yeah, sure. So I think essentially, for insurance, it's a product development. And when we talk about product development means, um how do you price, um, every certain individual or company very differently, right, Because everyone has very different risks surrounding them. Uh, currently, what we face is that it's a flat pricing fixed pricing. Um, and it's not really personalised to you. If you are a very good behaviour and safe kind of customer, it doesn't translate to any premium savings for you. Um, so I think, uh, part of insurance is to give, for example, affordable access to health care. But if your premiums isn't sustainable for health insurance, then it doesn't really need the point. So, uh, for Sunday, like, how we're trying to trying to do it differently is, for example, we use some AWS cloud solutions and AWS Lambda too, really power our machine learning Savalas and Cloud infrastructure. So, for example, uh, Sunday we are a serious bee companies sober and the growth stage. So at any point in time, we need to ensure that our infrastructure is able to support a huge spike in transaction volume, and we're working with large scale partners like telcos, e commerce companies, or even within our organic channels. So our AI machine learning risk prediction model, which is basically, um, powering our premium pricing engines whenever there's any requests coming in front of the Web for foreign quotation. For example, if someone wants to buy health insurance, um, it can go up and spike. But also, the data model is actually pricing, uh, processing billions of calculations, ingesting a lot of data points. Uh, it needs to do that within seconds, so yeah, I think a w s. We've been using it from day one since we launched. It's been, uh, helping us on >>that and make it go faster. That's the big thing. I gotta ask you when you guys have this family business now, three decades, you got a lot going on extending that legacy and sustaining the family legacy. I love the Storey. So who decides whether to do the startup and you guys draw straws? Is that you guys flip a coin? You gotta who runs the big business? How do you guys decide that? Mm. >>Um, maybe I'll >>I >>would say maybe it came very naturally to us. Really? I guess Here we don't have to disclose. Our age is a little bit, so I mean, I mean, we all actually the background and really all three of us. Before we came into the family business, we were all working professionals in very different fields. I was a I was in banking. Cindy was a lawyer, and Christine was a a doctor, actually, Um um, but, you know, I came back first. I'm the eldest, so after, you know, walking outside and looking into the family business. So I came back first, and and And from there, I took over the insurance business and looking at it, it was a very lonely place to be. So, um, you know, after a couple of years of Cindy being a professional life, you know, we said, Hey, would you like to come back? And let's, uh, take a different journey with insurance and see how we can build something different? Uh, since we know a lot about insurance, but let's make make make a difference and and and, you know, be sustainable, but also evolve over time and show the world that insurance is actually pretty sexy, actually. Um, and then, you know, Christine saw the fund that the two of us were having, uh, already started building a real estate on on my end. Uh, and then, uh, she came back. And, you know, we have a conversation, and we said, Look, looking at you know what we're doing in Sunday? You know, building pricing engines and being able to price to a single customer level. Um, we saw that opportunity in real estate, and, uh so I asked her. I said, Look, would you like to do this? You know, because I think there is something cool. Um, the three of us can band together and still inspire each other share ideas across each other. That's an opportunity that a lot of people don't get right. I mean, to all these industries in the world being able to cross share ideas. Uh, and sometimes inspirations and ideas don't come from the same industry. Uh, and so I think. And that's how we started. Really, John, it's not. Maybe we're lucky, and we should be grateful for >>that. You're all power women. I love the storey, and it is good that you come together, and I think the entrepreneurial kind of twist makes it more fun. But not everyone is cut out with the entrepreneurship, but it also gives you more risk management. You can. You can go after opportunities I love. I love the strategy there. You guys are great leaders. Any advice for other aspiring women leaders and entrepreneurs out there who want to make a difference? Make an impact? The world is. Change is getting better for everyone. And and again, entrepreneurial could be in big companies and also big companies doing startups. There's a whole new world. What advice would you guys give other aspiring women leaders? Okay, >>I'll keep it short from my end. I think for me it's about really following your passion following your ambition. And lastly, I think not to try and not feel like you need to conform to any gender stereotypes because I think in male dominated industries such as real estate, our are attack. I think people might have some ideas about you know what a what a tech leader or what a real estate leader might have to look like. But you don't have to conform to that. So that's probably my advice. Uh, >>yeah, I I fully agree with Chris right there. I think, um, gender isn't an issue here. If you have a passion and you identify, there is a market opportunity that you can, you know, you can really do something about it. Just just pursue it. I think most importantly, if you ever want to be an entrepreneur and start your own business or your own, start up. Uh, so long as you have the confidence, I think you're you're good to go. Um, there's a lot of talk out that that or, you know, um, women led start ups are not >>attracting >>funds, but we haven't faced that anyway. In this part of Asia, I think there's a lot of, um, I think it attracts even more attention. If you're a woman in a male dominated that industry like, hey, then you know it's it's quite unique. So I think you have a strength there, and I think there's a lot of diverse talent out there. Um, post pandemic. A lot of people are looking for changes as well, so I think it is a lot of a lot of opportunity out there. >>Yeah, Joanne, you know, you know, the thing is with cloud computing, it's a level centre. It really because if you can come together, whether it's sisters like you guys, powerful sisters and professional experience coming together leverage technology to re factor old industries. It's all about the numbers and the performance. At the end of the day, you know, you move faster and you take territory and beat the competition. >>Ultimate >>the ultimate uh, leveller. Well, congratulations. You guys are great. Thanks for coming on The Cube Sisters. You guys are amazing. Great Storey Love it. Thanks for coming out and celebrating International Women's Day feature today as part of our international women's showcase here in the Cube. Thank you so much. >>Thank you. Thank you for having us. >>Okay. The Cubes International Women's showcase Going on all year, this time featuring International Women's Day The big celebration. I'm John Ferrier, host of the Cube here in Palo Alto, California. Thanks for watching. Mm mm

>>Yeah. Hey, everyone, Welcome to the cubes. Continuous coverage of AWS Re invent 2021. I'm Lisa Martin with John Furrier were running one of the industry's largest and most important hybrid tech events with AWS and massive ecosystem of partners. Right now there are two live cube sets to remote sets over 100 guests on the programme and we're pleased to welcome back one of our alum I to talk about the next generation and cloud innovation. Georgia Lisa is joins John to me, the director of product management for EC two edge at A. W S George. Welcome to the programme. >>Glad to be here in person. Thanks Great to be here in person. Awesome to be here in person. Finally, >>one of the things that is very clear is the US flywheel of innovation and there was no slowdown with what's happened in the last 22 months. Amazing announcements, new leadership. We talked a little bit about five g yesterday, but let's talk more about that. Everyone is excited about five g consumers businesses. What's going on? >>So, yeah, I wanted to talk to you today about the new service that we launched called AWS Private. Five g. Essentially, it's a service that allows any AWS customer to build their own private five g network and what we try to do with the services make it that simple and cost effective for anyone without any telco experience or expertise, really, to build their own private five g network. So you just have to go to your AWS console. Um, describe the parameters for network simple stuff like, Where do you want it to be located? The throughput, the number of devices and AWS will build a plan for your network and seep you everything that you need. Just plug it together. Uh, turn it on and the network automatically configures itself. All you got to do is popular sim cards that we send you into your mobile devices and you have a private five g network working in your your premise is >>one of the things that we know and love about AWS is its customer obsession. It's focused on the customer's that whole flywheel of all the innovation that comes out as Adam was saying yesterday to the customers, we deliver this, but but you wanted more. We said we deliver this, but you wanted more. Talk to me a little bit about some of the customer catalysts for private five G. >>Actually, one of the good examples is where we are right now. More and more AWS customers need to connect an increased number of devices, and these devices become more data hungry. You know they need to push data around. They also become more and more wireless, right? Uh, so when you are trying to connect devices in the manufacturing floor, bit sensors, you know, connect the tracks, forklifts or in a convention centre. You look at how many devices there are around us. When you're trying to connect these devices with a wired network, you quickly run into physical problems like it's. It's hard to lay cable anywhere, and customers try to use for many of these use cases. But as a number of devices grows into the thousands and you know you need to put more and more data around, you quickly reach the limitations of what the WiFi technology and also WiFi is not really great at covering really open, large space. So that's where these customers, you know, think of college campuses, convention centres, manufacturing floors, all of these customers. Really? What they need to be able to do is to level the power of the mobile networks. However, doing that by yourself is pretty hard. So that's what we aim to to enable here we are waiting to enable these customers to build very easily and cost effectively their own. Uh, >>Okay, George. So I have to ask. I'm truly curious. I love this announcement. Um, because it brings together kind of the edge story. But also, I'm a band with love. I love more broad. Give me more broadband. Faster, cheaper and more broadband. How does it work? So take me through the use case of what do I need to deploy? Do I need to have a back haul connection? What does that look like? Is there a certain band with requirements? How big is the footprint? What's the radius? Just walk me through. How do I roll this out? >>Yeah, sure. Some of that stuff actually depends on your requirements, right. How How big? How much of a space do you want to cover? Basically, what we see, if you were in preview right now, so we're sipping you. The simplest configuration, which is basically these things called small cells there, you know, radio units and antennas. And all you have to do is connect them to your local. The network has Internet access. These things connect and automatically had, you know, connect home to the cloud and basically integrate and build up your whole network. All all you need is that Internet connection, and I don't know what to do. Now, how big is the network? You can You can make it pretty big. You can cover hundreds of thousands of square feet with with cellular networks with mobile networks. Um, you know, the bigger you they especially want to cover the more of these radio units. We're gonna stop you, uh, >>classic wireless radios. >>Yes. You >>light up the area with five g connected to the network. That's your choke point. The big of the pipe >>took the bigger pipe. That toxic. I mean, well, there, there's two. There's two things to consider here. There is local connectivity. So devices talking to each other, and there was connectivity back to somewhere else, like the Internet or the cloud. There are use cases, for example. Let's say data video feeds that you want to push up to do some inference in the cloud. In these use cases, you're basically pushing all of the data up. There is no left. There's no East West connectivity locally, and that's where our simplest configuration works best. There are other, uh, use cases where there is a lot of connectivity and devices talk to each other locally, like in this place, for example, right in this. In these cases, we can sip you that second configuration where we actually see Pew, a managed hardware WS managed hardware on premises, and that runs the smart of the network and allows all of your data traffic to remain local. That's >>wavelength Outpost, or both. >>A different configuration of A. W s private five G. It's a managed service. We take. We take care of it. You basically it's very It has a pricing model, which is very customer friendly because you like multi W services. You can start with no upfront fees. You can scale and pay as you scale because >>it's designed to deploy easily. >>Yep, deploys the >>footprint. Just I'm just curious if the poll is it like, it's like an antenna. Is it like so and >>yeah, well, the antenna is, you know, the small cell. They call them small cells in, you know, in in cellular land there, this big. And you can you can hide this. There is actually a demo in the Venetian of the private service. So you can you can actually see it in action, but yeah, that thing can cover 10,000 square feet, just one of them. So you can >>go out and put a five g network downtown and be like the king. >>You could Yes. You could have your own private network. You can monetise that next >>on the Q. >>Great stuff. >>So in terms of industries adopting this, you gave us some examples. Obviously. Convention centres, campuses, universities. I'm just curious, given the amount of acceleration that we've seen in every industry the last 22 months where organisations must become digital. They depend on that for their livelihood. And we saw this all these pivots, right? 22 months ago. How do we survive this? How do we thrive? Are consumers now are whether it's an injury or consumer or enterprise. Have this expectation that we're gonna be able to communicate no matter where we are 24 by seven. Whether it's health care, financial services. I'm just curious if you're seeing any industries in particular that you think are really prime for this private five >>G. Yeah. So manufacturing is a is a really great example because you have to cover large spaces. You have thousands of devices, sensors, etcetera and using other solutions like WiFi does not provide you the depth of capabilities like, for example, you know, advanced security capabilities or even capabilities to prioritise traffic from some devices over others, which is what a five G network can do for you. But also, you know, it involves large spaces both indoors and outdoors. We, you know, actually, Amazon is a really great example of you know of using this. We're working with Amazon fulfilment centres. These are the warehouses that fulfil your orders when you order online. Um, and they are a mix of indoor space and outer space, and you can think of, you know, I don't know if you've seen pictures or videos. There's robots running around their sensors everywhere. There is packing lines, etcetera, all of these things in order to operate performantly, but also securely and safely for the people that are around. You need to be well connected at a very high reliability rate. Right? So, uh, Amazon for two networks is actually using private A W s private five G to connect all of these devices. The really key thing here is you don't have to go drop 1000 of these access points we're talking about you. Can you can. You can probably cover your space with 5 10 of these. So your operational expenses, your maintenance goes down and there is less interruption of your normal operations like you can't. You don't have to stop your manufacturing line for someone to come in and fix your WiFi access. >>It's great for campuses like college campuses, college >>campuses, a great one. We you know, we've worked with college campuses, including the CME University in the past two, you know, with some of our partners to, uh, to to deploy. So >>that's how close you have these distribution, gas systems, distribution, whatever they call it accelerate whatever amplifies into get extra coverage, this seems to be a good fit. Um, for that how you mentioned in the preview? How do people get involved? Is there like a criteria. How was it going to >>be available to get priority? Don't get you >>tell them ready to jump in. Take us through the programme. What's the plants? >>So currently we're you know, we're in that preview mode. So we're keeping you this small configuration, the simpler configuration. You can sign up on the AWS website and you know, we, as we scale our operations are supply chain. Because this involves also, you know, hardware, etcetera. We're gonna go to general availability g A over the next few months and we have both configurations open. So I I encourage everyone who is interested go to the W s website and sign up. We're asking to get that in customers' hands because we're getting overwhelmingly positive feedback on what we built. >>This is transformative. I mean, clearly what you're talking about here is going to transform industry and help organisations transform themselves and outpaced the competitors that are in the rear view mirror Aren't going to be able to take advantage of this were on the show floor. We've got lots of people here. Where can people actually go and see this preview tested up? >>There is an actual demo in the Venetian. I can't remember. Sorry, I can't remember the room. I think it's on the Yes, actually, it's on the floor on the third floor where the meeting rooms are on outside 35 or one. If anyone wants to go, we're >>going to start buying lunch time. >>Yes. Yeah, you can see it in action. And, you know, you could You could see a future where everything, You know, you look around. There's thousands of devices here. You could power all of these devices with a single cell and, you know, really scaled throughput >>in the five G. Just curious, um on the range is better than wifi >>ranges. Better outdoors, >>obviously, or factories. What's the throughput on the >>depending on the spectrum that you choose? And that's actually a really good save way. The device, the service that we built, its spectrum agnostic so it can be used on right now. We're using it on what we call C BRS spectrum, which is the free for all you can. You know, you can you can use it yourself. But also, customers can bring their own spectrum. And we're working with a batch of, uh, CSP operators to build advanced bundles where you can work this on licence spectrum. So if you're going up the spectrum in what they called millimetre wave >>spectrum owner to bring your own licence, >>you could So telco right? You could be a telco, bring your, you know, and work with us as a partner or some actually, actually, manufacturing customers have purchased rights to small spectrum bands so they can use those in combination with this service to deploy. So to your original question, as you're going back up the spectrum, you can drive more and more throughput. You it's not. It's not unheard of to drive one gig. You know what's so >>The low hanging fruit is the the use cases that have critical need for edge connectivity manufacturing? Um, certainly the retail or whatever that they help do the deployment >>we can. We can. We can see this being applicable because because you can start super small. You can see this being applicable even to branch offices, right? Like, uh, let's say I was talking to a customer yesterday. They were thinking or have all these branch offices. I don't even I don't even want to have I thought either he just wants something that's very quickly and easily. You know, I can manage centrally and it just connects. >>Can I should have fixed wireless shot to the wavelength order to have back all with wire >>too. Oh, they actually we are planning to. You know, I talked about where the smarts of the network live in the they can live in a region, they can live in the locals, and they can live in a wave election. So we're combining more and more of these products as well. And it's computing, obviously, is a is an obvious thing that, you know, we should be working on >>incredible work, George, that you and the team have done transforming industries. And I don't know if a feeling there might be a cube to Is it? Would it be too dot >>Oh, John, >>he's ready. Big George, Thank you so much for joining joining me today. It's great >>to be here. Thanks for having that >>for John Ferrier. I'm Lisa Martin. You're watching the Cube, the global leader in live coverage. Mhm

>>Mhm. Hey, everyone, welcome back to the cubes. Continuous coverage of AWS Re Invent 2021. Live from Las Vegas. Lisa Martin with John Ferrier We have to live sets to remote studios over 100 guests on the Cube at this year's show and we're really excited to get to the next decade in cloud innovation and welcome from the keynote stage. Mark Ruin the Chief Network Officer Andy VPs Dish Network Mark, Welcome to the Cube. >>Thank you. >>Enjoyed your keynote this morning. So big news coming from AWS and dish you guys announced in the spring telecom industry First dish in AWS have formed a strategic collaboration to reinvent, reinvent five G connectivity and innovation. Let's let's really kind of dig into the AWS dish partnership. >>Yeah, you know, we're putting our network in the cloud, which allows us to have a different speed of innovation and a much more corroborative way of bringing new technology. And then we have access to all the developer ecosystem of AWS. So that's but as you say, it's a world first to put the telco in the cloud. >>And so the first time the five g network is going to be in the cloud, and it was also announced I'm curious, uh, that Las Vegas is going to be the first city live here. We are sitting in Las Vegas. What's the any status you can give us on >>that? So we're building across the US and Las Vegas is a place that we've built and we better testing. So that's where we have all run and we're testing all sorts of traffic and capability with our people and partners live here at the same time that we have the reinvent and, uh, Bianco around. We're also starting to test new capabilities like orchestration, slicing things that we've never seen any industry. So that's pretty exciting, I >>have to ask you. In the telecom industry, there has been an inflexion point around cloud and cloud Impact Ran is opening up new opportunities. What is the telecom industry getting and missing at the same time? Because it seems to be two schools of thought cloud pro cloud ran and then hold onto the old way. >>I think everybody would like to go to Iran and the cloud, but it's not as easy if you have a big installed base. So for us. You know, we all knew it. It's easy so we can adopt the best technology and the newest. But of course, if you have a big instal base, there is going to be a transformation, if you wish. So you know, people are starting trying to set the expectation of how much time it will take. But for us, you know we are. We're moving ahead because we're building a completely new network. >>It's a lot easier than well, it's a relative term. It's >>really much more fun. And we can We don't have to make compromises, right? So but it's still a lot of work, you know, we're discovering we're learning a lot of things. We're partners. >>What if you have a clean sheet of paper or Greenfield? What's the playbook to roll this out across the campus for a large geographic area? >>Yeah, so pretty much You have the same capability in terms of coverage and capabilities than anybody else, but we can do it in an automated manner. We can do it with much thinner and efficient hardware, pretty much hardware with a few accelerators, so a bit of jargon. But, you know, we just have access to a larger ecosystem and much more silicon and all the good things that are coming with the cloud >>talk to us about some of the unique challenges of five G that make running it in the cloud so much more helpful. And then also, why did you decide to partner with AWS? Clearly you have choice, but I'd love to know the backstory on that. >>Yeah, I've been in the telco industry forever, and I've always seen that our speed of innovation was to slow. The telco is very good at reliability. You know, your phone always works. Um, it's very reliable. You can have massive traffic, but the speed of innovation is not fast enough. And the the applications that are coming on the clouds are much faster. So what we wanted to marry is the reliability of the telco and and all the knowledge that exists with the speed of the cloud. And that's what we're doing with bringing their ecosystem into our ecosystem to get the best of two worlds. >>Lots of transformation in the vertical industries. We heard from Adam today on stage vertical with ai machine learning. How does that apply in the telco world because it's an edge you got. See, sports stadiums, for instance. You're seeing all kinds of home impact. How is vertical specialisation? >>Yeah. So what is unique about the cloud is that you can observe a lot of things, you know, in the cloud you have access to data, so you see what's happening, and then you use a lot of algorithms. We call it Machine Learning Analytics to make decisions. Now, for us, it means if you're a stadium, you're going to have a much better visibility of what's happening. Where is the traffic? You know, people moving in and moving out? Are they going to buy some food awards? So you see the traffic and you can adapt the way you steal the traffic the way you distribute video, the way you distribute entertainment to how people are moving because you can observe what is happening in the network, which you can't do in a classic or legacy five g network. So once you observe, you can have plenty of ideas, right? And you can start innovation again, mix a lot of things and offer new services. >>In this last 22 months, when we saw this rapid pivot to work from home. And now it's work from anywhere, right? We talk about hybrid cloud hybrid events here, but this hybrid work environment talk to me about the impact that that decision A W s are going to have on all of those companies and people who are going to be remote and working from the edge for maybe permanently. >>Yes, you say, You know what is important is that people want to have access to the to the cloud to the services, the enterprise from wherever they are. So as a software architect, I need to make sure that we can follow them and offer that service from wherever they are in a similar manner today. If you're making a phone call, you don't have to think if you're connecting to the Web, you know, through WiFi through this and that, you have to think we want to make it as simple as making a phone call. In the past, where you always connected, you always secured. You always have access to your data. So that's really the ambition we have. And, of course, with the new remote abbots, the video conferencing that's the perfect time to come with a new offer. >>And the Strand also is moving towards policy based. You mentioned understanding video and patterns. Having that differentiated services capability in real time is a big deal. >>Yeah, that's a big deal. Actually, what enterprise want? They want to manage their policy, so they want to decide what traffic gets, a premium access and what traffic can be put in the background. You want to update your computers? Maybe that's not a premium price for that. You can do it at any time, but you want to have real time, customer service and support. You want premium? And who am I to decide for an enterprise? Enterprises want to decide. So what we offer them is the tools to create their policy, and their policy will be a competitive advantage for them when they can different change. >>And this brings up another point. I want to ask you. You brought this up earlier about this. The ideas, the creativity that enables with cloud you mentioned ideas will come out. These are this is where the developers now can really encode. This is the whole theme of this Pathfinders keynote. You were up on stage. This is a real opportunity to add value. Doing all the heavy lifting in the top of the stack and enabling new use cases, new applications, new expectations. >>You know what I tell to my engineers? My dream as an engineer is to be, uh, developer friendly. I want people to come to us because it's fun to work in our environment and try things. And a lot of the ideas that developers will have won't work. But if they can spin it off very fast, they will move to that killer application of killer service very fast. So my job is to bring that to them so that it's very easy to consume and and trying to live And, you know, just like bringing >>candy to a baby here. >>Yeah, cause right And have fun and, uh, and discover it for yourself and decide for yourself. >>I gotta ask your questions in the Telecom for a while. We've been seeing on the Cube earlier in our intro keynote analysis that we're now living in an era with SAS applications. No more shelf where now, with purpose built applications that you're seeing now and horizontally scalable, vertically integrated machine learning. You can't hide the ball anymore around what's working. You can't put a project out there and say no, you can't justify. You can't put you can put lipstick on that. You can't know you're seeing on >>that bad cake. Yeah, it's all the point of beta testing and market adoption. You try, you put it there. It works. You say the brake doesn't work. You try again, right? That's the way it works. And and in Telco, you're right. We were cooking for a year or two years, Three years and saying, Oh, you know what? That's what you need. It doesn't work like this faster now. Yeah, Yeah. And people want to be able to influence and they want to say, I like it. I don't like it. And the market is deciding. >>Speaking of influence, one of the things we know we talk a lot about with A W S and their guests is their customer. First customer obsession focused. You know, the whole reason we're here is that is to serve the customer, talk to me about how customers and joint customers are influencing some of the design choices that you guys are making as you're bringing five due to the cloud. >>So what is important for us? We have to dreams, right? The first one is for consumers. We want consumers to have access to the network so that they feel that they are VIP and often I know you and I, sometimes when we're connected to the network with tropical, we don't get the feeling where a V i p So that's something that's a journey for us to make people feel like they get the service and the network is following them and caring about them for the enterprises. You want to let them decide what they want. You were talking about policy building. They want to come with their own rating engine. They want to come with their own geographical maps. Like here. I have traffic here. I don't need coverage. So we want to open up so that the enterprise decide how they invest, how they spend the money on the network >>giving control back to the end user. Whether that's a consumer or enterprise, >>absolutely giving control to the end user and the enterprises. And we're there to support and accelerate the service for them. >>Mark, I want to ask you about leadership. You mentioned all these new things. Are there your dreams? And it's happening Giving engineers the canvas to paint their own future. It's gonna be fun is fun as you're affecting that change. What can people do as leaders to create that momentum to bring the whole organisation along is their tricks of the trade. Is their best practises >>Absolutely their best practises? Um, we were very much following develops where, you know, as a leader, you don't know, you're just learning and you're exposing and you're sharing. Uh, we're also creating an open world where we're asking all our partners to be open. Sometimes, you know, they feel like a bit challenge. Like, do I want to show what I'm doing? And I would say, Yeah, sure, because you're benefiting between each other. Um, And then you want to give tools to your engineers and your marketers to be fast speed, speed, speed, speed so that they can just play and learn. And at the end of the day, you said it. It's all about fun. You know, if it's fun, it's easy to do >>that. We're having fun here. >>That is true. We always have fun here. Last question for you is talk about some of the things that AWS announced this morning. Lots of stuff going on in Adam's keynote. What excites you about this continued partnership between AWS and Dish? >>Yeah, we were. We were surprised and so happy about AWS answer to when we came in with the first one to come big time in the telco and the Cloud was not ready. To be honest, it was Enterprise and Data Club and AWS. When is going all the way, we've asked to transform their cloud to make it a telco frantic, loud. So we have a lot of discussions about networking, routing, service level agreements and a lot of things that are very technical. And there are a true partner innovating with us. We have a road map with ideas and that's pretty unique. So, great partner, >>I was going to say it sounds like a really true >>trust and partnership. We're sharing ideas and challenging each other all the time, so that's really great. >>Awesome and users benefit consumers Benefit enterprises benefit Mark Thank you for joining Joining me on the programme today. Georgia Keynote enjoyed hearing more about dish and AWS. And what are you doing to power? The future. We appreciate your time. >>Thank you. Thank you >>for John Ferrier. I'm Lisa Martin. You're watching the Cube? The global leader in tech coverage, So mhm. Yeah.

>>Hello and welcome to the power of and where H P E Aruba and Pensando are changing the game the way customers scale at the cloud and what's next in the evolution in switching everyone. I'm john ferrier with the Cuban. I'm here with Shane Corbyn, Director of Technical Product management. Pensando Williams show vice president Product management, Aruba HP Gentlemen, thank you for coming on and doing a deep dive and and going into the big news. So the first question I want to ask you guys is um, what do you guys see from a market customer perspective that kicked this project off? Amazing results over the past year or so. Where did it all come from? >>It's a great question, John So when we were doing our homework, there were actually three very clear customer challenges. First, security threats were largely spawned with from within the perimeter. In fact, four star highlights that 80% of threats originate within the internal network. Secondly, workloads are largely distributed, creating a ton of east west traffic and then lastly, network services such as firewalls load balancers. VPN aggregators are expensive. They're centralized and then ultimately result in service changing complexity. So everyone, >>so go ahead. Change. >>Yeah. Additionally, when we spoke to our customers after launching initially the distributed services platform, these compliance challenges clearly became apparent to us and while they saw the architectural value of adopting what the largest public cloud providers have done by putting a smart making each compute note to provide these state full services. Enterprise customers were still were struggling with the need to upgrade fleets and Brownfield servers and the associated per node cost of adding a spark nick to every compute node. Typically the traffic volumes for on a personal basis within an enterprise data center are significantly lower than cloud. Thus we saw an opportunity here to in conjunction with Aruba developed a new category of switching product um, to share the crossing capabilities of our unique intellectual property around our DPU across a rack of servers that Net Net delivers the same set of services through a new category of platform, enabling a distributed services architecture and ultimately addressing the compliance and uh, TCO generating huge TCO and ri for customers. >>You know, one of the things that we've been reporting on with you guys as well as the cloud scale, this is the volume of data and just the performance and scale I think the timing of the, of this partnership and the product development is right on point. You got the edge right around the corner more, more distributed nature of cloud operations, huge, huge change in the marketplace. So great timing on the origination story there. Great stuff. Tell me more about the platform itself. The details what's under the hood, the hardware. Os, what are the specs? >>Yeah, so we started with a very familiar premise, Ruba customers are already leveraging C X with an edge to cloud, common operating model and deploying Leaf and spy networks. Plus we're excited to introduce the industry's first distributed services switch where the first configuration has 48 25 gig ports with 100 gig uplinks running Aruba C X cloud native operating system. Pensando A six and software inside enabling layer four through seven staple services you want to elaborate on. >>Let me elaborate on that a little further. Um, you know, as we spoke, existing platforms and how customers were seeking to address these challenges were inherently limited by the diocese and that thus limited their scale and performance and ability in traditional switching platforms to deliver truly stable functions in in a switching platform. This was, you know, architecturally from the ground up. When we developed our DPU 1st and 2nd generation, we delivered it or we we we built it with staples services in in mind from the Gecko. We we leverage to clean state designed with RP four program with GPU, we evolved to our seven nanometer based DPU right now, which is essentially enabling software and silicon and this has generated a new level of performance scale flexibility and capability in terms of services this serves as the foundation for or 200 gig card where we're taking the largest cloud providers into production for. And the DPU itself is designed inherently to process state track state connections and state will flow is a very, very large scale without impacting performance. And in fact, the two of these deep you component service, their services foundation of the C X 10-K And this is how we enable states of functions in a switching platform. Functions like stable network network fire walling, stable segmentation, enhance programmable telemetry. Which we believe will bring a whole lot of value to our customers. And this is a, a platform that's inherently programmable from the ground up. We can we can build and and leverages platform to build new use cases around encryption, enabling state for load balancing, stable nash to name a few. But the key message here is this is this is a platform with the next generation of architecture is in mind is programmed but at all levels of the stack and that's what makes it fundamentally different than anything else. >>I want to just double click on that if you don't mind before we get to the competitive question because I think you brought up the state thing, I think this is worth calling out if you guys don't mind commenting more on this state issue because this is big cloud. Native developers right now want speed, they're shifting left at the Ci cd pipeline with program ability. So going down and having the program ability and having state is a really big deal. Can you guys just expand on that a little bit more and why it's important and how hard it really is to pull off. >>I I can start I guess. Well um it's very hard to pull off because of the sheer amount of connections you need to track when you're developing something like a state, full firewall or state from load balancer. A key component of that is managing the connections at very, very large scale and understanding what's happening with those connections at scale without impacting application performance. And this is fundamentally different. A traditional switching platform regardless of how it's deployed today in a six don't typically process and manage state like this. Memory resources within the shape aren't sufficient. Um the policy scale that you can implement on a platform aren't sufficient to address and fundamentally enable deployable fire walling or load balancing or other state services. >>That's exactly right. So the other kind of key point here is that if you think about the sophistication of different security threats, it does really require you to be able to look at the entire packet and more so be able to look at the entire flow and be able to log that history so that you can get much better heuristics around different anomalies. Security threats that are emerging today. >>That's a great great point. Thanks for bringing that extra extra point out, I would just add to this, we're reporting this all the time when silicon angle in the cube is that you know, the you know, the the automation wave that's coming with around data, you know, it's the center of data now, not date as soon as we heard earlier on with the presentation data drives automation having that enabled with state is a real big deal. So I think that's really worth calling out now. I got to ask the competition question, how is this different? I mean this is an evolution, I would say it's a revolution you guys are being humble um but how is this different from what customers can deploy today >>architecturally, if you take a look at it? So we've, we've spoken about the technology and fundamentally in the platform, what's unique in the architecture but foundational e when customers deploy stable services, they're typically deployed leveraging traditional big box appliances for east west or workload based agents which seek to implement stable security for each East west architectural, what we're enabling is staples services like fire walling, segmentation can scale with the fabric and are delivered at the optimal point for east west which is through the Leaf for access their of the network and we do this for any type of workload. Being deployed on a virtualized compute node being deployed on a containerized, our worker node being deployed on bare metal agnostic of topology. It can be in the access layer of a three tier design and a data center. It can be in the leaf layer of the excellent VPN based fabric. But the goal is an all centrally managed to a single point of orchestration control which William we'll talk about shortly. The goal of this is to to drive down the TCO of your data center as a whole by allowing you to retire legacy appliances that are deployed in in east west role, not utilized host based agents and thus save a whole lot of money. And we've modeled on the order of 60 to 70% in terms of savings in terms of the traditional data center pod design of 1000 compute nodes which will be publishing and as as we go forward, additional services as we mentioned like encryption, this platform has the capability to terminate up to 800 gigs of line, right encryption, I P sec VPN per platform state will not load balancing and this is all functionality will be adding to this existing platform because it's programmable as we mentioned from the ground up. >>What are some of the use cases lead and one of the top use case. What's the low hanging fruit? And where does this go? Service providers enterprise, what are the types of customers you guys see implementing? >>Yeah, that's what's really exciting about the C X 10,000 we actually see customer interest from all types of different markets, whether it be higher education service providers to financial services, basically all enterprises verticals with private cloud or edge data centers for example, could be a hospital, a big box retailer or Coehlo. Such as an equity. It's so it's really the 6 10,000 that creates a new switching category enabling staple services in that leaf node, right at the workload, unifying network and security automation policy management. Second, the C X 10,000 greatly improved security posture and eliminates the need for hair pinning east west traffic all the way back to the centralized plants. Lastly, a Shane highlighted there's a 70% Tco savings by eliminating that appliance brawl and ultimately collapsing the network security operations. >>I love the category creation vibe here. Love it. And obviously the technical and the cloud line is great. But how do the customers manage all this? Okay. You got a new category. I just put the box in, throw away some other one. I mean how does this all get down? How does the customers manage all this? >>Yeah. So we're looking to build on top of the ribbon fabric composer. It's another familiar sight for our customers which already provides for compute storage and network automation with a broad ecosystem integrations such as being where the sphere be center as with Nutanix prison And so aligned with the c. x. 10,000 at G. A. now the aruba fabric composer unifies security and policy orchestration and management with the ability to find firewall policies efficiently and provide that telemetry to collectors such a slump. >>So the customer environments right now involve a lot of multi vendor and new frameworks cloud native. How does this fit into the customer's existing environment? The ecosystem. How do they get that get going here? >>Yeah, great question. Um our customers can get going is we we built a flexible platform that can be deployed in either Greenfield or brownfield. Obviously it's a best of breed architecture for distributed services were building in conjunction with the ruble but if customers want to gradually integrate this into their existing environments and they're using other vendors, spines or course this can be inserted seamlessly as a leaf or an access access to your switch to deliver the exact same set of services within that architecture. So it plugs seamlessly in because it supports all the standard control playing protocols, VX, Lenny, VPN and traditional attitude three tier designs easily. Now for any enterprise solution deployment, it's critical that you build a holistic ecosystem around it. It's clear that this will get customer deployments and the ecosystem being diverse and rich is very, very important and as part of our integrations with the controller, we're building a broad suite of integrations across threat detection application dependency mapping, Semen sore develops infrastructure as code tools like ants, Poland to answer the entire form. Um, it's clear if you look at these categories of integrations, you know XDR or threat detection requires full telemetry from within the data center. It's been hard to accomplish to date because you typically need agents on, on your compute nodes to give you the visibility into what's going on or firewalls for east west flaws. Now our platform can natively provide full visibility in dolphins, East west in the data center and this can become the source of telemetry truth that these Ml XT or engines required to work. The other aspects of ecosystem are around application dependency mapping the single core challenge with deploying segmentation. East West is understanding the rules to put in place right first, is how do you insert the service uh service device in such a way that it won't add more complexity. We don't add any complexity because we're in line natively. How do we understand that allow you to build the rules are necessary to do segmentation. We integrate with tools like guard corps, we provide our flow logs a source of data and they can provide rural recommendations and policy recommendations for customers around. We're building integrations around steve and soar with tools like Splunk and elastic elastic search that will allow net hops and sec ops teams to visualize, train and manage the services delivered by the C X 10-K. And the other aspect of ecosystem from a security standpoint is clearly how do I get policy from these traditional appliances and enforce them on this next generation architecture that you've built that can enable state health services. So we're building integrations with tools like toughen analgesic third party sources of policy that we can ingest and enforcing the infrastructure allowing you to gradually migrate to this new architecture over time >>it's really a cloud native switch, you solve people's problems pain points but yet positioned for growth. I mean it sounds that's my takeaway. But I gotta ask you guys both what's the takeaway for the customers because it's not that simple for that. We have a complicated >>Environment. I think, I think it's really simple every 10 years or so. We see major evolutions in the data center in the switching environment. We do believe we've created a new category with the distributed services, distributed services, switch, delivering cloud scale distribute services where the local where the workloads were side greatly simplifying network security provisions and operations with the Yoruba fabric composer while improving security posture and the TCO. But that's not all folks. It's a journey. Right. >>Yeah, it's absolutely a journey. And this is the first step in in a long journey with a great partner like Aruba, there's other platforms, 100 or four gig hardware platforms we're looking at and then there's additional services that we can enable over time allowing customers to drive even more Tco value out of the platform and the architectural services like encryption for securing the cloud on ramp services like state for load balancing to deploy east west in the data center and you know, holistically that's that's the goal, deliver value for customers and we believe we have an architecture and a platform and this is the first step in a long journey. It's >>a great way. I just ask one final final question for both of you. As product leaders, you've got to be excited having a category creation product here in this market, this big wave. What's what's your thoughts? >>Yeah, exactly. Right. It doesn't happen that often. And so we're all in, it's it's exciting to be able to work with a great team like Sandu and chain here. And so we're really excited about this launch. >>Yeah, it's awesome. The team is great. It's a great partnership between and santo and Aruba and you know, we we look forward to delivering value for john customers. >>Thank you both for sharing under the hood and more details on the product. Thanks for coming on. >>Thank you. Okay, >>the next evolution of switching, I'm john furrier here with the power of An HP, Aruba and Pensando, changing the game the way customers scale up in the cloud and networking. Thanks for watching. Mhm.

>>Hello everyone Welcome to the cubes coverage of cubic on cloud native come here in person in L A 2021. I'm john ferrier, host of the Cuban Dave Nicholson host cloud host for the cube and of course former host of the cube steve minutemen. Now at red hat stew, we do our normal keynote reviews. We had to have you come back first while hazard and red hat >>john it's phenomenal. Great to see you nice to have Dave be on the program here too. It's been awesome. So yeah, a year and a day since I joined Red hat and uh, I do miss you guys always enjoyed doing the interviews in the cube. But you know, we're still in the community and still interacting lots, >>but we love you too. And Davis, your new replacement and covering the cloud angles. He's gonna bring little stew mo jokes of the interview but still, we've always done the wrap up has always been our favorite interviews to do an analysis of the keynote because let's face it, that's where all the action is. Of course we bring the commentary, but this year it's important because it's the first time we've had an event in two years too. So a lot of people, you know, aren't saying this on camera a lot, but they're kind of nervous. They're worried they're weirded out. We're back in person again. What do I feel? I haven't seen people, I've been working with people online. This is the top story. >>Yeah, john I thought they did a really good job in the keynote this morning. Normally, I mean this community in general is good with inclusion. Part of that inclusion is hey, what are you comfortable with if your remote? We still love you and it's okay. And if you're here in person, you might see there's wrist bands of green, yellow, red as in like, hey, you okay with a handshake. You want to do there or stay the f away from me because I'm not really that comfortable yet being here and it's whatever you're comfortable with. That's okay. >>I think the inclusion and the whole respect for the individual code of conduct, C N C. F and limits Foundation has been on the front end of all those trends. I love how they're taking it to a whole nother level. David, I want to get your take because now with multi cloud, we heard the same message over and over again that hey, open winds, okay. Open winds and still changing fast. What's your take? >>Open absolutely wins. It's uh, it's the present. It's the future. I know in some of the conversations we've had with folks looking back over the last seven years, a lot of things have changed. Um, whenever I think of open source anything, I go back to the foundations of Lennox and I remember a time when you had to reboot a Linux server to re scan a scuzzy bus to add a new storage device and we all sort of put our penguin hats on and kind of ignored that for a while. And uh, and, and as things are developed, we keep coming into these new situations. Multi cluster management was a big, big point of conversation in the keynote today. It's fascinating when you start thinking about something that was once sort of a back room science experiment. Absolutely. It's the center of the enterprise now from a software >>from an open tour standpoint security has been one of those front and center things. One of the day, zero events that got a lot of buzz coming at the beginning of the week was secure supply chain. So with the Solar Wind act going in there, you know, we remember cloud, wait, can I trust it with the security? Open source right now. Open source and security go together. Open source and the security in the cloud all go together. So you know that that wave of open source, obviously one of the things that brought me to red hat, I'd had a couple of decades, you know, working within the enterprise and open source and that that adoption curve which went through a few bumps in the road over time and it took time. But today, I mean open sources have given this show in this ecosystem are such proof >>points of a couple things. I noticed one, I want to do a shout out for the folks who put a nice tribute for dan Kaminsky who has passed away and we miss him. We saw on the Cube 2019, I believe he's on the Cube that year with Adam on big influence, but the inclusiveness do and the community is changing. I think security has changed a lot and I want to get your guys take on this. Security has forced a lot of things happen faster data, open data. Okay. And kubernetes to get hardened faster stew. I know your team's working on it. We know what Azure and amazon is working on it. What do you guys think about how security's been forcing the advances in kubernetes and making that stable? >>Yeah. So john security, you know, is job one, it is everyone's responsibility. We talk about it from a container and kubernetes standpoint. We think we have a relatively good handle on what's happening in the kubernetes space red hat, we made an acquisition earlier this year of stack rocks, which was one of the leading kubernetes native security pieces. But you know, john we know security isn't just a moat anymore in a wall that you put up every single piece. You need to think about it. Um, I've got a person from the stack rocks acquisition actually on my team now and have told him like hey, you need to cross train all of us. We need to understand this more from a marketing standpoint, we need to talk about it from a developer standpoint. We need to have consideration of it. It's no longer, hey, it works okay on my machine. Come on, It needs to go to production. We all know this shift left is something we've been talking about for many years. So yes, security, security, security, we cannot overemphasize how important is um, you know, when it comes to cooper, I think, you know, were relatively mature, we're crossing the chasm, the adoption numbers are there, so it's not an impediment anymore. >>It's totally next level. I don't agree with this too. David, get your thoughts on this whole adoption um, roadmap that put it together, one of the working groups that we interviewed has got that kind of navigate, kinda like trailheads for salesforce, but that speaks to the adoption by mainstream enterprises, not the hard core, >>you know, >>us devops guys, but like it goes into mainstream main main street enterprise had I. T. Department and security groups there, like we got a program faster. How do you see the cloud guys in this ecosystem competing and making that go faster. >>So it's been interesting over the last decade or more often, technology has been ahead of people's comfort level with that technology for obvious reasons, it's not just something went wrong, it's something went wrong. I lost my job. Really, really bad things happened. So we tend to be conservative. Rightfully so in the sometimes there are these seminal moments where a shift happens go back sort of analogous go back to a time when people's main concern with VM ware was how can I get support from Microsoft and all of a sudden it went from that within weeks to how can I deploy this in my enterprise very, very quickly. And I'm fascinated by this concept of locking down the supply chain of code, uh sort of analogous to https, secure, http. It's the idea of making sure that these blocks of code are validated and secure as they get implemented. You mentioned, you mentioned things like cluster and pad's security and infrastructure security. >>Well, David, you brought up a really good point. So get off is the instance creation of that. How can I have my infrastructure as code? How can I make sure that I don't have drift? It's because I could just, it'll live and get hub and therefore it's version controlled. If I try to do something, it will validate that it's there and keep me on version because we know john we talked about it for years on the cube, we've gone beyond human scale if I don't build automation into it, if I don't have the guard rails in place because humans will mess things up so we need to make sure that we have the processes and the automation in place and kubernetes was built for that automation at its core, putting in, we've seen get up the Argosy, D was only went graduated, you know, the one dato was supported as coupon europe. Earlier this year, we already had a number of our customers deploying it using it. Talking publicly >>about it too. I want to get the kid apps angle and that's a good call out there and, and mainly because when we were on the cute, when you work, you post with with us, we were always cheerleading for Cuban. It we love because we've been here every single coupon. We were one saying this is gonna be big trust us and it is, it happens to so, but now we've been kind of, we don't have to sell it anymore. We don't, I mean not that we're selling it, but like we don't have to be a proponent of something we knew was going to happen, it happened. You're now work for a vendor red hat you talk to customers. What is that next level conversation look like now that they know it's real, they have to do it. How is the tops and then modern applications development, changing. What are your observations? Can you share with us from a redhead perspective as someone who's talking to customers, you know, what does real look like? >>Yeah. So get off is a great example of that. So, you know, certain of our government agencies that we work with, you know, obviously very secured about, you know, we want zero trust who do we put in charge of things. So if they can have, you know that that source of truth and know that that is maintained and lockdown and not await some admin is gonna mess something up on us either maliciously or oops, by accident or anything in between. That's why they were pushing that adoption of that kind of technology. So absolutely they, for the most part john they don't want to have to think about the infrastructure piece anymore. What if developers want the old past days was I want to be able to, you know, write once deploy anywhere, live anywhere, containers helps that a little bit. We even have in the container space. Now you can, you can use a service deployment model with Okay. Natives, the big open source project that, you know, VM ware ourselves are working on google's involved in it. So, you know, having us be able to focus on the business and not, you know, running the plumbing anymore. >>That's exactly, that's exactly, that's what we're so psyched for. Okay guys, let's wrap this up and and review the keynote day will start with you. What do you think of the keynote? What were the highlights? What do you take away from the taste keynote? >>So you touched on a couple of things, uh inclusion from all sorts of different angles. Really impressive. This sort of easing back into the world of being face to face. I think they're doing a fantastic job at that. The thing that struck me was something I mentioned earlier. Um moving into multi cluster management in a way that really speaks to enterprise deployments and the complexity of enterprise deployments moving forward? It's not just, it's not just, I'm a developer, I'm using resources in the cloud. I'm doing things this way, the rest of the enterprises doing it a legacy way. It's really an acknowledgement that these things are coming together increasingly. That's what really struck me >>to do. What's your takeaway from the end? >>So there's been a discussion in the industry, you know, what do the next million cloud customers look like we've crossed the chasm on kubernetes. One of the things they announced the keynote is they have a new associate level certification because I tell you before the keynote, I stopped by the breakfast area, saturday table, talk to a couple people. One guy was like, hey, I'm been on amazon for a bunch of years, but I'm a kubernetes newbie, I'm here to learn about that. It's not the same person that five years ago was like, I'm gonna grab all these projects and pull them down from getting, build my stack and you know, have a platform team to manage it from a red hat standpoint, we're delivering our biggest growth areas in cloud services where hey, I've got an SRE team, they can manage all that because can you do it? Sure you got people maybe you'll hire him, but wouldn't you rather have them work on, you know, that security initiative or that new application or some of these pieces, you know, what can you shift to your vendor? What can you offload from your team because we know the only constant is that things are gonna there's gonna be gonna be new pieces and I don't want to have to look at, oh there's another 20 new projects and how does that fit? Can I have a partner or consultant in sc that can help me integrate that into my environment when it makes sense for me because otherwise, oh my God, cloud, So much innovation. How do I grasp what I want? >>Great stuff guys, I would just say my summary is that okay? I'm excited this community has broken through the pandemic and survived and thrived people were working together during the pandemic. It's like a V. I. P. Event here. So that my keynote epiphany was this is like the who's who some big players are here. I saw Bill Vaz from amazon on the on the ground floor on monday night, He's number two at a W. S. I saw some top Vcs here. Microsoft IBM red hat the whole way tracks back. Whole track is back and it's a hybrid event. So I think we're here for the long haul with hybrid events where you can see a lot more in person, V. I. P. Like vibe people are doing deals. It feels alive too and it's all open. So it's all cool. And again, the team at C. N. C. F. They do an exceptional job of inclusion and making people feel safe and cool. So, great job. Thanks for coming on. I appreciate it. Good stuff. Okay. The keynote review from the cube Stupid Man shot for Dave Nicholson. Thanks for watching >>mm mm mm.

>>Welcome back to the cubes coverage of AWS public sector summit live in Washington D. C. A face to face event were on the ground here is to keep coverage. I'm john Kerry, your hosts got two great guests. Both cuba alumni Shannon Kellogg VP of public policy for the Americas and john would ceo tell us congratulations on some announcement on stage and congressional john being a public company. Last time I saw you in person, you are private. Now your I. P. O. Congratulations >>totally virtually didn't meet one investor, lawyer, accountant or banker in person. It's all done over zoom. What's amazing. >>We'll go back to that and a great great to see you had great props here earlier. You guys got some good stuff going on in the policy side, a core max on stage talking about this Virginia deal. Give us the update. >>Yeah. Hey thanks john, it's great to be back. I always like to be on the cube. Uh, so we made an announcement today regarding our economic impact study, uh, for the commonwealth of Virginia. And this is around the amazon web services business and our presence in Virginia or a WS as we all, uh, call, uh, amazon web services. And um, basically the data that we released today shows over the last decade the magnitude of investment that we're making and I think reflects just the overall investments that are going into Virginia in the data center industry of which john and I have been very involved with over the years. But the numbers are quite um, uh, >>just clever. This is not part of the whole H. 20. H. Q. Or whatever they call HQ >>To HQ two. It's so Virginia Amazon is investing uh in Virginia as part of our HQ two initiative. And so Arlington Virginia will be the second headquarters in the U. S. In addition to that, AWS has been in Virginia for now many years, investing in both data center infrastructure and also other corporate facilities where we house AWS employees uh in other parts of Virginia, particularly out in what's known as the dullest technology corridor. But our data centers are actually spread throughout three counties in Fairfax County, Loudoun County in Prince William County. >>So this is the maxim now. So it wasn't anything any kind of course this is Virginia impact. What was, what did he what did he announce? What did he say? >>Yeah. So there were a few things that we highlighted in this economic impact study. One is that over the last decade, if you can believe it, we've invested $35 billion 2020 alone. The AWS investment in construction and these data centers. uh it was actually $1.3 billion 2020. And this has created over 13,500 jobs in the Commonwealth of Virginia. So it's a really great story of investment and job creation and many people don't know John in this Sort of came through in your question too about HQ two, But aws itself has over 8000 employees in Virginia today. Uh, and so we've had this very significant presence for a number of years now in Virginia over the last, you know, 15 years has become really the cloud capital of the country, if not the world. Uh, and you see all this data center infrastructure that's going in there, >>John What's your take on this? You've been very active in the county there. Um, you've been a legend in the area and tech, you've seen this many years, you've been doing so I think the longest running company doing cyber my 31st year, 31st year. So you've been on the ground. What does this all mean to you? >>Well, you know, it goes way back to, it was roughly 2005 when I served on the Economic Development Commission, Loudon County as the chairman. And at the time we were the fastest-growing county in America in Loudon County. But our residential real property taxes were going up stratospherically because when you look at it, every dollar real property tax that came into residential, we lose $2 because we had to fund schools and police and fire departments and so forth. And we realized for every dollar of commercial real property tax that came in, We made $97 in profit, but only 13% of the money that was coming into the county was coming in commercially. So a small group got together from within the county to try and figure out what were the assets that we had to offer to companies like Amazon and we realized we had a lot of land, we had water and then we had, you know this enormous amount of dark fiber, unused fibre optic. And so basically the county made it appealing to companies like amazon to come out to Loudon County and other places in northern Virginia and the rest is history. If you look today, we're Loudon County is Loudon County generates a couple $100 million surplus every year. It's real property taxes have come down in in real dollars and the percentage of revenue that comes from commercials like 33 34%. That's really largely driven by the data center ecosystem that my friend over here Shannon was talking. So >>the formula basically is look at the assets resources available that may align with the kind of commercial entities that good. How's their domicile there >>that could benefit. >>So what about power? Because the data centers need power, fiber fiber is great. The main, the main >>power you can build power but the main point is is water for cooling. So I think I think we had an abundance of water which allowed us to build power sources and allowed companies like amazon to build their own power sources. So I think it was really a sort of a uh uh better what do they say? Better lucky than good. So we had a bunch of assets come together that helps. Made us, made us pretty lucky as a, as a region. >>Thanks area too. >>It is nice and >>john, it's really interesting because the vision that john Wood and several of his colleagues had on that economic development board has truly come through and it was reaffirmed in the numbers that we released this week. Um, aws paid $220 million 2020 alone for our data centers in those three counties, including loud >>so amazon's contribution to >>The county. $220 million 2020 alone. And that actually makes up 20% of overall property tax revenues in these counties in 2020. So, you know, the vision that they had 15 years ago, 15, 16 years ago has really come true today. And that's just reaffirmed in these numbers. >>I mean, he's for the amazon. So I'll ask you the question. I mean, there's a lot of like for misinformation going around around corporate reputation. This is clearly an example of the corporation contributing to the, to the society. >>No, no doubt. And you think >>About it like that's some good numbers, 20 million, 30 >>$5 million dollar capital investment. You know, 10, it's, what is it? 8000 9000 >>Jobs. jobs, a W. S. jobs in the Commonwealth alone. >>And then you look at the economic impact on each of those counties financially. It really benefits everybody at the end of the day. >>It's good infrastructure across the board. How do you replicate that? Not everyone's an amazon though. So how do you take the formula? What's your take on best practice? How does this rollout? And that's the amazon will continue to grow, but that, you know, this one company, is there a lesson here for the rest of us? >>I think I think all the data center companies in the cloud companies out there see value in this region. That's why so much of the internet traffic comes through northern Virginia. I mean it's I've heard 70%, I've heard much higher than that too. So I think everybody realizes this is a strategic asset at a national level. But I think the main point to bring out is that every state across America should be thinking about investments from companies like amazon. There are, there are really significant benefits that helps the entire community. So it helps build schools, police departments, fire departments, etcetera, >>jobs opportunities. What's the what's the vision though? Beyond data center gets solar sustainability. >>We do. We have actually a number of renewable energy projects, which I want to talk about. But just one other quick on the data center industry. So I also serve on the data center coalition which is a national organization of data center and cloud providers. And we look at uh states all over this country were very active in multiple states and we work with governors and state governments as they put together different frameworks and policies to incent investment in their states and Virginia is doing it right. Virginia has historically been very forward looking, very forward thinking and how they're trying to attract these data center investments. They have the right uh tax incentives in place. Um and then you know, back to your point about renewable energy over the last several years, Virginia is also really made some statutory changes and other policy changes to drive forward renewable energy in Virginia. Six years ago this week, john I was in a coma at county in Virginia, which is the eastern shore. It's a very rural area where we helped build our first solar farm amazon solar farm in Virginia in 2015 is when we made this announcement with the governor six years ago this week, it was 88 megawatts, which basically at the time quadruple the virginias solar output in one project. So since that first project we at Amazon have gone from building that one facility, quadrupling at the time, the solar output in Virginia to now we're by the end of 2023 going to be 1430 MW of solar power in Virginia with 15 projects which is the equivalent of enough power to actually Enough electricity to power 225,000 households, which is the equivalent of Prince William county Virginia. So just to give you the scale of what we're doing here in Virginia on renewable energy. >>So to me, I mean this comes down to not to put my opinion out there because I never hold back on the cube. It's a posture, we >>count on that. It's a >>posture issue of how people approach business. I mean it's the two schools of thought on the extreme true business. The government pays for everything or business friendly. So this is called, this is a modern story about friendly business kind of collaborative posture. >>Yeah, it's putting money to very specific use which has a very specific return in this case. It's for everybody that lives in the northern Virginia region benefits everybody. >>And these policies have not just attracted companies like amazon and data center building builders and renewable energy investments. These policies are also leading to rapid growth in the cybersecurity industry in Virginia as well. You know john founded his company decades ago and you have all of these cybersecurity companies now located in Virginia. Many of them are partners like >>that. I know john and I both have contributed heavily to a lot of the systems in place in America here. So congratulations on that. But I got to ask you guys, well I got you for the last minute or two cybersecurity has become the big issue. I mean there's a lot of these policies all over the place. But cyber is super critical right now. I mean, where's the red line Shannon? Where's you know, things are happening? You guys bring security to the table, businesses are out there fending for themselves. There's no militia. Where's the, where's the, where's the support for the commercial businesses. People are nervous >>so you want to try it? >>Well, I'm happy to take the first shot because this is and then we'll leave john with the last word because he is the true cyber expert. But I had the privilege of hosting a panel this morning with the director of the cybersecurity and Infrastructure Security agency at the department, Homeland Security, Jenness easterly and the agency is relatively new and she laid out a number of initiatives that the DHS organization that she runs is working on with industry and so they're leaning in their partnering with industry and a number of areas including, you know, making sure that we have the right information sharing framework and tools in place, so the government and, and we in industry can act on information that we get in real time, making sure that we're investing for the future and the workforce development and cyber skills, but also as we enter national cybersecurity month, making sure that we're all doing our part in cyber security awareness and training, for example, one of the things that are amazon ceo Andy Jassy recently announced as he was participating in a White house summit, the president biden hosted in late august was that we were going to at amazon make a tool that we've developed for information and security awareness for our employees free, available to the public. And in addition to that we announced that we were going to provide free uh strong authentication tokens for AWS customers as part of that announcement going into national cybersecurity months. So what I like about what this administration is doing is they're reaching out there looking for ways to work with industry bringing us together in these summits but also looking for actionable things that we can do together to make a difference. >>So my, my perspective echoing on some of Shannon's points are really the following. Uh the key in general is automation and there are three components to automation that are important in today's environment. One is cyber hygiene and education is a piece of that. The second is around mis attribution meaning if the bad guy can't see you, you can't be hacked. And the third one is really more or less around what's called attribution, meaning I can figure out actually who the bad guy is and then report that bad guys actions to the appropriate law enforcement and military types and then they take it from there >>unless he's not attributed either. So >>well over the basic point is we can't as industry hat back, it's illegal, but what we can do is provide the tools and methods necessary to our government counterparts at that point about information sharing, where they can take the actions necessary and try and find those bad guys. >>I just feel like we're not moving fast enough. Businesses should be able to hack back. In my opinion. I'm a hawk on this one item. So like I believe that because if people dropped on our shores with troops, the government will protect us. >>So your your point is directly taken when cyber command was formed uh before that as airlines seeing space physical domains, each of those physical domains have about 100 and $50 billion they spend per year when cyber command was formed, it was spending less than Jpmorgan chase to defend the nation. So, you know, we do have a ways to go. I do agree with you that there needs to be more uh flexibility given the industry to help help with the fight. You know, in this case. Andy Jassy has offered a couple of tools which are, I think really good strong tokens training those >>are all really good. >>We've been working with amazon for a long time, you know, ever since, uh, really, ever since the CIA embrace the cloud, which was sort of the shot heard around the world for cloud computing. We do the security compliance automation for that air gap region for amazon as well as other aspects >>were all needs more. Tell us faster, keep cranking up that software because tell you right now people are getting hit >>and people are getting scared. You know, the colonial pipeline hack that affected everybody started going wait a minute, I can't get gas. >>But again in this area of the line and jenny easterly said this this morning here at the summit is that this truly has to be about industry working with government, making sure that we're working together, you know, government has a role, but so does the private sector and I've been working cyber issues for a long time to and you know, kind of seeing where we are this year in this recent cyber summit that the president held, I really see just a tremendous commitment coming from the private sector to be an effective partner in securing the nation this >>full circle to our original conversation around the Virginia data that you guys are looking at the Loudon County amazon contribution. The success former is really commercial public sector. I mean, the government has to recognize that technology is now lingua franca for all things everything society >>well. And one quick thing here that segues into the fact that Virginia is the cloud center of the nation. Um uh the president issued a cybersecurity executive order earlier this year that really emphasizes the migration of federal systems into cloud in the modernization that jOHN has worked on, johN had a group called the Alliance for Digital Innovation and they're very active in the I. T. Modernization world and we remember as well. Um but you know, the federal government is really emphasizing this, this migration to cloud and that was reiterated in that cybersecurity executive order >>from the, well we'll definitely get you guys back on the show, we're gonna say something. >>Just all I'd say about about the executive order is that I think one of the main reasons why the president thought was important is that the legacy systems that are out there are mainly written on kobol. There aren't a lot of kids graduating with degrees in COBOL. So COBOL was designed in 1955. I think so I think it's very imperative that we move has made these workloads as we can, >>they teach it anymore. >>They don't. So from a security point of view, the amount of threats and vulnerabilities are through the >>roof awesome. Well john I want to get you on the show our next cyber security event. You have you come into a fireside chat and unpack all the awesome stuff that you're doing. But also the challenges. Yes. And there are many, you have to keep up the good work on the policy. I still say we got to remove that red line and identified new rules of engagement relative to what's on our sovereign virtual land. So a whole nother Ballgame, thanks so much for coming. I appreciate it. Thank you appreciate it. Okay, cute coverage here at eight of public sector seven Washington john ferrier. Thanks for watching. Mhm. Mhm.

>>text, you know, consumer opens up their iphone and says, oh my gosh, I love the technology behind my eyes. What's it been like being on the shark tank? You know, filming is fun, hang out, just fun and it's fun to be a celebrity at first your head gets really big and you get a good tables at restaurants who says texas has got a little possess more skin in the game today in charge of his destiny robert Hirschbeck, No stars. Here is CUBA alumni. Yeah, okay. >>Hi. I'm john Ferry, the co founder of silicon angle Media and co host of the cube. I've been in the tech business since I was 19 1st programming on many computers in a large enterprise and then worked at IBM and Hewlett Packard total of nine years in the enterprise brian's jobs from programming, Training, consulting and ultimately as an executive salesperson and then started my first company with 1997 and moved to Silicon Valley in 1999. I've been here ever since. I've always loved technology and I love covering you know, emerging technology as trained as a software developer and love business and I love the impact of software and technology to business to me creating technology that starts the company and creates value and jobs is probably the most rewarding things I've ever been involved in. And I bring that energy to the queue because the Cubans were all the ideas are and what the experts are, where the people are and I think what's most exciting about the cube is that we get to talk to people who are making things happen, entrepreneur ceo of companies, venture capitalists, people who are really on a day in and day out basis, building great companies and the technology business is just not a lot of real time live tv coverage and, and the cube is a non linear tv operation. We do everything that the T. V guys on cable don't do. We do longer interviews. We asked tougher questions, we ask sometimes some light questions. We talked about the person and what they feel about. It's not prompted and scripted. It's a conversation authentic And for shows that have the Cube coverage and makes the show buzz. That creates excitement. More importantly, it creates great content, great digital assets that can be shared instantaneously to the world. Over 31 million people have viewed the cube and that is the result. Great content, great conversations and I'm so proud to be part of you with great team. Hi, I'm john ferrier. Thanks for watching the cube. >>Hello and welcome to the cube. We are here live on the ground in the expo floor of a live event. The AWS public sector summit. I'm john for your host of the cube. We're here for the next two days. Wall to wall coverage. I'm here with Sandy carter to kick off the event. Vice president partner as partners on AWS public sector. Great to see you Sandy, >>so great to see you john live and in person, right? >>I'm excited. I'm jumping out of my chair because I did a, I did a twitter periscope yesterday and said a live event and all the comments are, oh my God, an expo floor a real events. Congratulations. >>True. Yeah. We're so excited yesterday. We had our partner day and we sold out the event. It was rock them and pack them and we had to turn people away. So what a great experience. Right, >>Well, I'm excited. People are actually happy. We tried, we tried covering mobile world congress in Barcelona. Still, people were there, people felt good here at same vibe. People are excited to be in person. You get all your partners here. You guys have had had an amazing year. Congratulations. We did a couple awards show with you guys. But I think the big story is the amazon services for the partners. Public sector has been a real game changer. I mean we talked about it before, but again, it continues to happen. What's the update? >>Yeah, well we had, so there's lots of announcements. So let me start out with some really cool growth things because I know you're a big growth guy. So we announced here at the conference yesterday that our government competency program for partners is now the number one industry in AWS for are the competency. That's a huge deal. Government is growing so fast. We saw that during the pandemic, everybody was moving to the cloud and it's just affirmation with the government competency now taking that number one position across AWS. So not across public sector across AWS and then one of our fastest growing areas as well as health care. So we now have an A. T. O. Authority to operate for HIPPA and Hi trust and that's now our fastest growing area with 85% growth. So I love that new news about the growth that we're seeing in public sector and all the energy that's going into the cloud and beyond. >>You know, one of the things that we talked about before and another Cuban of you. But I want to get your reaction now current state of the art now in the moment the pandemic has highlighted the antiquated outdated systems and highlighted help inadequate. They are cloud. You guys have done an amazing job to stand up value quickly now we're in a hybrid world. So you've got hybrid automation ai driving a complete change and it's happening pretty quick. What's the new things that you guys are seeing that's emerging? Obviously a steady state of more growth. But what's the big success programs that you're seeing right now? >>Well, there's a few new programs that we're seeing that have really taken off. So one is called proserve ready. We announced yesterday that it's now G. A. And the U. S. And a media and why that's so important is that our proserve team a lot of times when they're doing contracts, they run out of resources and so they need to tap on the shoulder some partners to come and help them. And the customers told us that they wanted them to be pro served ready so to have that badge of honor if you would that they're using the same template, the same best practices that we use as well. And so we're seeing that as a big value creator for our partners, but also for our customers because now those partners are being trained by us and really helping to be mentored on the job training as they go. Very powerful program. >>Well, one of the things that really impressed by and I've talked to some of your MSP partners on the floor here as they walk by, they see the cube, they're all doing well. They're all happy. They got a spring in their step. And the thing is that this public private partnerships is a real trend we've been talking about for a while. More people in the public sector saying, hey, I want I need a commercial relationship, not the old school, you know, we're public. We have all these rules. There's more collaboration. Can you share your thoughts on how you see that evolving? Because now the partners in the public sector are partnering closer than ever before. >>Yeah, it's really um, I think it's really fascinating because a lot of our new partners are actually commercial partners that are now choosing to add a public sector practice with them. And I think a lot of that is because of these public and private partnerships. So let me give you an example space. So we were at the space symposium our first time ever for a W. S at the space symposium and what we found was there were partners, they're like orbital insight who's bringing data from satellites, There are public sector partner, but that data is being used for insurance companies being used for agriculture being used to impact environment. So I think a lot of those public private partnerships are strengthening as we go through Covid or have like getting alec of it. And we do see a lot of push in that area. >>Talk about health care because health care is again changing radically. We talked to customers all the time. They're like, they have a lot of legacy systems but they can't just throw them away. So cloud native aligns well with health care. >>It does. And in fact, you know, if you think about health care, most health care, they don't build solutions themselves, they depend on partners to build them. So they do the customer doesn't buy and the partner does the build. So it's a great and exciting area for our partners. We just launched a new program called the mission accelerator program. It's in beta and that program is really fascinating because our healthcare partners, our government partners and more now can use these accelerators that maybe isolate a common area like um digital analytics for health care and they can reuse those. So it's pretty, I think it's really exciting today as we think about the potential health care and beyond. >>You know, one of the challenge that I always thought you had that you guys do a good job on, I'd love to get your reaction to now is there's more and more people who want to partner with you than ever before. And sometimes it hasn't always been easy in the old days like to get fed ramp certified or even deal with public sector. If you were a commercial vendor, you guys have done a lot with accelerating certifications. Where are you on that spectrum now, what's next? What's the next wave of partner onboarding or what's the partner trends around the opportunities in public sector? >>Well, one of the new things that we announced, we have tested out in the U. S. You know, that's the amazon way, right, Andy's way, you tested your experiment. If it works, you roll it out, we have a concierge program now to help a lot of those new partners get inundated into public sector. And so it's basically, I'm gonna hold your hand just like at a hotel. I would go up and say, hey, can you direct me to the right restaurant or to the right museum, we do the same thing, we hand hold people through that process. Um, if you don't want to do that, we also have a new program called navigate which is built for brand new partners. And what that enables our partners to do is to kind of be guided through that process. So you are right. We have so many partners now who want to come and grow with us that it's really essential that we provide a great partner, experienced a how to on board. >>Yeah. And the A. P. M. Was the amazon partner network also has a lot of crossover. You see a lot a lot of that going on because the cloud, it's you can do both. >>Absolutely. And I think it's really, you know, we leverage all of the ap in programs that exist today. So for example, there was just a new program that was put out for a growth rebate and that was driven by the A. P. N. And we're leveraging and using that in public sector too. So there's a lot of prosecutes going on to make it easier for our partners to do business with us. >>So I have to ask you on a personal note, I know we've talked about before, your very comfortable the virtual now hybrid space. How's your team doing? How's the structure looks like, what are your goals, what are you excited about? >>Well, I think I have the greatest team ever. So of course I'm excited about our team and we are working in this new hybrid world. So it is a change for everybody uh the other day we had some people in the office and some people calling in virtually so how to manage that, right was really quite interesting. Our goals that we align our whole team around and we talked a little bit about this yesterday are around mission which are the solution areas migration, so getting everything to the cloud and then in the cloud, we talk about modernization, are you gonna use Ai Ml or I O T? And we actually just announced a new program around that to to help out IOT partners to really build and understand that data that's coming in from I O T I D C says that that idea that IOT data has increased by four times uh in the, during the covid period. So there's so many more partners who need help. >>There's a huge shift going on and you know, we always try to explain on the cube. Dave and I talked about a lot and it's re platform with the cloud, which is not just lift and shift you kind of move and then re platform then re factoring your business and there's a nuance there between re platform in which is great. Take advantage of cloud scale. But the re factoring allows for this unique advantage of these high level services. >>That's right >>and this is where people are winning. What's your reaction to that? >>Oh, I completely agree. I think this whole area of modernizing your application, like we have a lot of folks who are doing mainframe migrations and to your point if they just lift what they had in COBOL and they move it to a W S, there's really not a lot of value there, but when they rewrite the code, when they re factor the code, that's where we're seeing tremendous breakthrough momentum with our partner community, you know, Deloitte is one of our top partners with our mainframe migration. They have both our technology and our consulting um, mainframe migration competency there to one of the other things I think you would be interested in is in our session yesterday we just completed some research with r C T O s and we talked about the next mega trends that are coming around Web three dato. And I'm sure you've been hearing a lot about web www dot right? Yeah, >>0.04.0, it's all moving too fast. I mean it's moving >>fast. And so some of the things we talked to our partners about yesterday are like the metaverse that's coming. So you talked about health care yesterday electronic caregiver announced an entire application for virtual caregivers in the metaverse. We talked about Blockchain, you know, and the rise of Blockchain yesterday, we had a whole set of meetings, everybody was talking about Blockchain because now you've got El Salvador Panama Ukraine who have all adopted Bitcoin which is built on the Blockchain. So there are some really exciting things going on in technology and public sector. >>It's a societal shift and I think the confluence of tech user experience data, new, decentralized ways of changing society. You're in the middle of it. >>We are and our partners are in the middle of it and data data, data data, that's what I would say. Everybody is using data. You and I even talked about how you guys are using data. Data is really a hot topic and we we're really trying to help our partners figure out just how to migrate the data to the cloud but also to use that analytics and machine learning on it too. Well, >>thanks for sharing the data here on our opening segment. The insights we will be getting out of the Great Sandy. Great to see you got a couple more interviews with you. Thanks for coming on. I appreciate you And thanks for all your support. You guys are doing great. Your partners are happy you're on a great wave. Congratulations. Thank you, john appreciate more coverage from the queue here. Neither is public sector summit. We'll be right back. Mhm Yeah. >>Mhm. Mhm robert Herjavec. People obviously know you from shark tank

>>no real filter and that kind of stuff. But you're also an entrepreneur, right? And you know the business, you've been in software, you detect business. I'm instructing you get a lot of pictures, this entertainment business on our show, we're a bubble. We don't do a lot of tech deals that were talking because it's boring tv tech people love tech consumers love the benefit of text. No consumer opens up their iphone and says, oh my gosh, I love the technology behind my, what's it been like being on the shark tank? You know, filming is fun and hang out just fun and it's fun to be a celebrity at first your head gets really big and you get a really good tables at restaurants and who says texas has got a little possessed more skin in the game today in charge of his destiny. Great robert Herjavec. No, these two stars cube alumni >>welcome back to the cubes coverage of A W. S. Public sector seven. I'm john for your host of the cube got a great segment here on healthcare startup accelerators of course. Sandy carter is co hosting media. This one Vice President Aws. She's awesome on the cuBA and jennifer Blumenthal co founder and C of one record entrepreneur, very successful. Thanks for coming on jennifer. Thank good to see you. Sandy thanks for joining me again. You >>are most welcome, >>jennifer. Before we get into the whole accelerated dynamic, just take a minute to explain what you guys do. One record. >>Sure. So one record is a digital health company that enables users to access aggregate and share their healthcare information. So what that means is we help you as a person get your data and then we also help companies who would like to have workflows were consumers in the loop to get their data. So whether they're sharing it with a provider, researcher payer. >>So, Sandy, we've talked about this amazon web services, healthcare accelerator cohort batches. What do you call cohort batches? Cohorts explain what's going on with the healthcare accelerator? >>Yeah. So, um, we decided that we would launch and partner an accelerator program and accelerator program just provides to a start up a little bit extra technical help. A little bit extra subject matter expertise and introductions to funders. And so we decided we were going to start one for health care. It's one of the biggest disruptive industries in public sector. Um, and so we weren't sure how it's gonna go. We partnered with Kids X. Kids X is part of the Los Angeles system for medical. And so we put out a call for startups and we had 427 startups, we were told on average and accelerating it's 50-100. So we were blown away 31 different countries. So it was really amazing. And then what we've been doing is down selecting and selecting that Top 10 for our first cohort. So we're going from 427 down to 10. And so obviously we looked at the founders themselves to see the quality of the leadership of the company, um the strength of their technology and the fit of the technology into the broader overall healthcare and healthcare ecosystem. And so we were thrilled that jennifer and one record was one of the top 10 start ups in this space that we chose to be in the, in the cohort. And so now we're going to take it to the six weeks intensive where we'll do training, helping them with AWS, provide them A W. S. Credits and then Kid X will also provide some of the health care uh subject matter >>expertise as well. Can I get some of those credits over here to maybe? >>Yes, you can actually, you can talk to me don you can't >>Talk to me, Jennifer, I gotta ask you. So you're an entrepreneur. So doing start doing cos it's like a roller coaster. So now to make the top 10 but also be in the area of his accelerator, it's a partnership, right? You're making a bet. What's your take on all this? >>Well, we've always been partners with a W. S. We started building on AWS in the very beginning. So when I was setting up the company a huge decision early on with infrastructure and when I saw the launch of the accelerator, I had to apply because we're at the point in the company that we're growing and part of growing is growing with the VW. So I was really excited to take advantage of that opportunity and now in the accelerator, it's more of thinking about things that we weren't thinking about the services that we can leverage to fill in the gaps within our platform so we can meet our customers where they are >>using award winning MSP cloud status city, your partners, great relationship with the ecosystem. So congratulations Sandi. What's the disruption for the healthcare? Because right now education and health care, the two top areas we're seeing and we're reporting on where cloud scale developed two point or whatever buzzword digital transformation you want to use is impacting heavily healthcare industry. There's some new realities. What's your, what's your vision, what's your view? >>Hey john before she does that, I have to give a plug to Claudius city because they just made premier partner as well, which is a huge deal. Uh and they're also serving public sector. So I just wanted to make sure that you knew that too. So you can congratulate. Go ahead, jennifer >>Well, so if I zoom in, I think about a P. I. S. Every day, that's what I think about and I think about microservices. So for me and for one record, what we think about is legislation. So 21st century Cures act says that you as a consumer have to be able to access your healthcare data from both your providers and from your players and not just your providers, but also the underlying technology vendors and H. I. E. S. H. I am and it's probably gonna extend to really anyone who plays within the healthcare ecosystem. So you're just going to see this explosion of A. P. I. S. And we're just your one of that. I mean for the payers that we went into effect on july 1st. So I mean when you think about the decentralization of healthcare where healthcare is being delivered plus an api economy, you're just going to have a whole new model developing and then throwing price transparency and you've got a whole new cake. >>I'm smiling because I love the peacocks. In fact, last night I shouldn't have tweeted this but there's a little tweet flames going on around A. P. Is being brittle and all this stuff and I said, hey developer experience about building great software apps are there for you. It's not a glue layer by itself. You got to build software around the so kind of a little preaching to the younger generation. But this health care thing is huge because think about like old school health care, it was anti ap I was also siloed. So what's your take on has the culture is changing health care because the user experience, I want my records, I want my privacy, I want to maintain everything confidential but access. That's hard. >>I think well health care to be used to just be paper was forget about a. P. I. Is it was just paper records. I think uh to me you think about uh patient journey, like a patient journey starts with booking an appointment and then everything after that is essentially an api call. So that's how I think about it is to all these micro transactions that are happening all the time and you want your data to go to your health care provider so they can give you the proper care, you want your data to go to your pair so they can pay for your care and then those two stakeholders want your data so that they can provide the right services at the right time to the right channel. And that is just a series of api calls that literally sits on a platform. >>What's interesting, I'd love to get your take on the where you think the progress bar is in the industry because Fintech has shown the way you got defy now behind a decentralized finance, health care seems to be moving on in a very accelerated rate towards that kind of concept of cloud, scale, decentralization, privacy. >>Yeah, I mean, that's a big question, what's interesting to me around that is how healthcare stakeholders are thinking about where they're providing care. So as they're buying up practices primary care specialty care and they're moving more and more outside of the brick and mortar of the health care system or partnering with your startups. That's really where I think you're going to see a larger ecosystem development, you could just look at CVS and walmart or the dollar store if they're going to be moving into health care, what does that look like? And then if you're seeking care in those settings, but then you're going to Mayo clinic or Kaiser permanente, there's so many new relationships that are part of your hair circle >>delivery is just what does that even mean now, delivery of health >>care. It's wherever you it's like the app economy you want to ride right now, you want a doctor right now, that's where we're heading its ease of use. >>This is this exciting startups, changing the game. Yes, I love it. I mean, this is what it's all about this health >>Care, this is what it's all about. And if you look at the funding right now from VCS, we're seeing so much funding pour into health care, we were just looking at some numbers and in the second quarter alone, the funding went up almost 700%. And the amount of funding that is pouring into companies like jennifer's company to really transform healthcare, 30% of it is going into telehealth. So when you talked about, you know, kind of ai at the edge, getting the right doctor the right expert at the right time, we're seeing that as a big trend in healthcare to >>well jennifer, I think the funding dynamics aside the opportunity for market total addressable market is massive when the application is being decomposed, you got front end, whether it's telemedicine, you got the different building blocks of healthcare being radically reconfigured. It's a re factoring of healthcare. Yeah, >>I think if you just think about where we're sitting today, you had to use an app to prove proof of vaccination. So this is not just national, this is a global thing to have that covid wallet. We at one record have a covid wallet. But just a couple years from now, I need more than just by covid vaccination. I need all my vaccinations. I need all my lab results. I need all my beds. It's opening the door for a new consumer behavior pattern, which is the first step to adoption for any technology. >>So somebody else covid wallet. So I need >>that was California. Did the, did a version of we just have a pen and it's pretty cool. Very handy. I should save it to my drive. But my phone, but I don't jennifer, what's the coolest thing you're working on right now because you're in the middle of all the action. >>I get very excited about the payer app is that we're working on. So I think by the end of the month we will be connected to almost to all the blues in the United States. So I'm very excited when a user comes into the one record and they're able to get their clinical data from the provider organization and then their clinical financial and formulary data from their payers because then you're getting a complete view, You're getting the records for someone who gave you care and you're getting the records from someone who paid for your care. And that's an interesting thing that's really moving towards a complete picture. So from a personal perspective that gets exciting. And then from a professional perspective, it's really working with our partners as they're using our API s to build out workflows and their applications. >>It's an api economy. I'd like to ask you to on the impact side to the patient. I hear a lot of people complaining that hey, I want to bring my records to the doctor and I want to have my own control of my own stuff. A lot of times, some doctors don't even know other historical data points about a patient that could open up a diagnosis and, or care >>or they can't even refer you to a doctor. Most doctors really only refer within a network of people that they know having a provider directory that allows doctors refer, having the data from different doctors outside of their, you know, I didn't really allows people to start thinking beyond just their little box. >>Cool. Well, great to have you on and congratulations on being in the top 10 saying this is a wonderful example of how the ecosystem where you got cloud city, your MSP. You mentioned the shout out to them jerry Miller and his team by working together the cloud gives you advantages. So I have to ask, we look at amazon cloud as an entrepreneur. It's kind of a loaded question, but I'm going to ask it. I love it. >>You always do it >>when you look at amazon, what do you see as opportunities as an entrepreneur? Because I'll see the easy ones. They have computing everything else. But like what's the, what does cloud do for you as an entrepreneur? What does it, what does it make you do? >>Yeah. So for been working with jerry since the beginning for me when I think about it, it's really the growth of our company. So when we start building, we really just thinking about it from a monolithic build and we move to microservices and amazon has been there every step of the way to support us as that. And now, you know, the things that I'm interested in are specifically health lake and anything that's NLP related that we could plug into our solution for when we get data from different sources that are coming in really unstructured formats and making it structured so that it's searchable for people and amazon does that for us with their services that we can add into the applications. >>Yeah, we announced that data health like and july it has a whole set of templates for analytics, focused on health care as well as hip hop compliance out of the box as well. >>The I think I think that's what's important is people used to think application first. Now it's creating essentially a data lake, then analytics and then what applications you build on top of that. And that's how our partners think about it and that's how we try and service them using amazon as our problem. So >>you're honing in on the value of the data and how that conflicts and then work within the whatever application requests might come >>in. Yes, >>it's interesting. You know, we had an event last month and jerry Chen from Greylock partners came on and gave a talk called castles in the cloud. He's gonna be cute before. He's a, he's a veces, they talk about moats and competitive manage so having a moat, The old school perimeter moz how cloud destroyed that. He's like, no, now the castles are in the cloud, he pointed snowflake basically data warehouse in the cloud red shifts there too. But they can be successful. And that's how the cloud, you could actually build value, sustainable value in the cloud. If you think that way of re factoring not just hosting a huge, huge, huge thing. >>I think the only thing he, this was customer service because health care is still very personal. So it's always about how you interact with the end user and how you can help me get to where they need to be going >>and what do you see that going? Because that's, that's a good point. >>I think that is a huge opportunity for any new company that wants to enter healthcare, customer service as a service in health care for all the different places that health care is going to be delivered. Maybe there's a company that I don't know about, but when they come out, I'd like to meet them. >>Yeah, I mean, I can't think of one cover that can think of right now. This is what I would say is great customer service for health care. >>And if there is one out there contacted me because I want to talk to you about AWS. >>Yeah. And you need the app from one record that make it all >>happen. That's where Omni channel customer service across all health care entities. Yeah, that's >>a great billion dollar idea for someone listening to our show right now. >>Right, alright. So saying they had to give you the opportunity to talk more because this is a great example of how the world's very agile. What's the next step for the AWS Healthcare accelerator? Are there more accelerators? Do you do it by vertical? >>What happens next? So, with the healthcare accelerator, this was our first go at the accelerator. So, this is our first set of cohorts, Of course, all 427 companies are going to get some help from a W. S. as well. We also you'll love this john We also did a space accelerator. Make sure you ask Clint about that. So we have startups that are synthesizing oxygen on mars to sending an outpost box to the moon. I mean, it's crazy what these startups are doing. Um, and then the third accelerator we started was around clean energy. So sustainability, we sold that one out to, we had folks from 66 different countries participate in that one. So these have been really successful for us. So it reinvent. When we talk again, we'll be announcing a couple of others. So right now we've got healthcare, space, clean energy and we'll be announcing a couple other accelerators moving forward. >>You know, it's interesting, jennifer the pandemic has changed even our ability to get stories. Just more stories out there now. So you're seeing kind of remote hybrid connections, ap ideas, whether it's software or remote interviews or remote connections. There's more stories being told out there with digital transformation. I mean there wasn't that many before pandemic has changed the landscape because let's face it, people were hiding some really bad projects behind metrics. But when you pull the pandemic back and you go, hey, everyone's kind of emperors got no clothes on. Those are bad projects. Those are good projects that cloud investment worked or I didn't have a cloud investment. They were pretty much screwed at that point. So this is now a new reality of like value, you can't show me value. >>It's crazy to me when I meet people who tell me like we want to move to the cloud of like, why are you not on the cloud? Like this really just blows my life. Like I don't understand why you have on prem or while you did start on the cloud, this is more for larger organizations, but younger organizations, you know, the first thing you have to do, it's set up that environment. >>Yeah. And then now with the migration plans and seeing here, uh whereas education or health care or other verticals, you've got, now you've got containers to give you that compatibility and then you've got kubernetes and you've got microservices, you've got land. Uh I mean, come on, that's the perfect storm innovation. There's no excuses in my opinion. So, you know, if you're out there and you're not leveraging it, then you're probably gonna be out of business. That's my philosophy. Thank you for coming up. Okay. Sandy, thank you. Thank you, john Okay. Any of his coverage here, summit here in D. C. I'm john ferrier. Thanks for watching. Mm >>mm mm mhm. I have been in the software and technology industry for over 12 years now, so I've had >>the opportunity

>>what? Hello, I'm john free with the cube. I want to welcome Conrad Feldman, the founder and Ceo of Kwan cast here to kick off the quan cast industry summit on the demise of third party cookies. The events called the cookie conundrum, a recipe for success. The changing advertising landscape, super relevant conversation just now. More than ever. Conrad welcome to your own program kicking this off. Thanks for holding this event. It's a pleasure. Great to chat with you today. So a big fan been following your company since the founding of it. Been analytics is always the prize of any data driven company. Media. Anything's all data driven now. Um, talk about the open internet because now more than ever it's under siege. As I, as I mentioned in my open, um, we've been seeing the democratization, a new trend of decentralization. We're starting to see um, you know, everyone's present online now, Clay Shirky wrote a book called, here comes everyone in 2005. Well everyone's here. Right? So you know, we're here, it's gonna be more open. But yet people are looking at as close right now. You're seeing the big players, um, or in the data. What's your vision of this open internet? >>Well, an open internet exists for everyone. And if you think about the evolution of the internet, when the internet was created for the first time really in history, anyone that had access to the internet could publish the content, whatever they were interested in and could find an audience. And of course that's grown to where we are today, where five billion people around the world are able to engage in all sorts of content, whether that's entertainment or education, news, movies. What's perhaps not so widely understood is that most of that content is paid for by advertising and there's a lot of systems that support advertising on the open Internet and some of those are under siege today certainly. >>And what's the big pressure point? Is it just more control the data? Is it just that these walled gardens are wanting to, you know, suck the audience in there? Is that monetization driving it? What's where's the friction? >>Well, the challenges is sort of the accumulation of power into a really small number of now giant corporations who have actually reduced a lot of the friction that marketers have in spending their money effectively. And it means that those companies are capturing a disproportionate spend of the ad budgets that fund digital content. So the problem is if more of the money goes to them, less of its going to independent content creators. It's actually getting harder for independent voices to emerge and be heard. And so that's the real challenges. That has more power consolidates into just a limited number of tech giants. The funding path for the open Internet becomes constrained and there'll be less choice for consumers without having to pay for subscriptions. >>Everyone knows the more data you have the better and certainly, but the centralized power when the trend is going the other way, the consensus is everyone wants to be decentralized more truth, more trust all this is being talked about on the heels of the google's news around, you know, getting rid of third party cookies and others have followed suit. Um, what does this mean? I mean, this cookies have been the major vehicle for tracking and getting that kind of data. What is gonna be replaced with what is this all about? And can you share with us what the future will look like? >>Sure, Well, just as advertising funds the open Internet is advertising technology that supports that advertising spend. It supports sort of the business of advertising that funds the open Internet. And within all of that technology is the need for different systems to be able to align around um the identification of for example, a consumer, Have they been to this site before? Have they seen an ad before? So there's all of these different systems that might be used for advertising for measurement, for attribution, for creating personalization. And historically they've relied upon the third party cookie as the mechanism for synchronization. Well, the third party cookie has been in decline for some time. It's already mostly gone from actually apple safari browser, but google's chrome has so much control over how people access the internet. And so it was when Google announced that chrome was going to deprecate the third party cookie, that it really sort of focus the minds of the industry in terms of finding alternative ways to tailor content and ultimately to just simply measure the effectiveness of advertising. And so there's an enormous amount of um innovation taking place right now to find alternative solutions. >>You know, some are saying that the free open internet was pretty much killed when, you know, the big comes like facebook and google started bringing all this data and kind of pulls all sucks all the auction in the room, so to speak. What's this mean with cookies now getting, getting rid of um, by google has an impact publishers because is it helpful? I mean hurtful. I mean, where's the where is that, what the publisher impact? >>Well, I don't think anyone really knows right now. So first of all, cookies weren't necessarily a very good solution to the sort of the challenge of maintaining state and understanding those sorts of the delivery of advertising and so on. It's just the one that's commonly used, I think for different publishers it may mean different things. But many publishers need to be able to demonstrate the value and the effectiveness of the advertising solutions that they deliver. So they'll be innovating in terms of how they use their first party data. They'll be continuing to use contextual solutions that have long been used to create advertising relevant, relevant. I think the big question of course is how we're going to measure it that any of this is effective at all because everyone relies upon measuring advertising effectiveness to justify capturing those budgets in the first place. >>You know, you mentioned contextual come up a lot also in the other interviews we've done with the folks in the around the internet around this topic of machine learning is a big 12 What is the impact of this with the modernization of the solution? You mentioned cookies? Okay cookies, old technology. But the mechanisms in this ecosystem around it or not, it funds the open internet. What is that modern solution that goes that next level? Is it contextual metadata? Is that shared systems? What's the it's the modernization of that. >>It's all of those and and more. There's no there's no single solution to replace the third party cookie. There'll be a combination of solutions. Part of that will be alternative identity mechanisms. So you know, you will start to see more registration wars to access content so that you have what's called a deterministic identify there will be statistical models so called probabilistic models, contextual has always been important. It will become more important and it will be combined with we use contextual combining natural language processing with machine learning models to really understand the detailed context of different pages across the internet. You'll also see the use of first party data and there are discussions about shared data services as well. I think there's gonna be a whole set of different innovations that will need to inter operate and it's going to be an evolutionary process as people get used to using these different systems to satisfy the different stages of the media fulfillment cycle from research and planning to activation to measurement. >>You know, you put up walled gardens. I want to just touch on the on on this kind of concept of walled gardens and and and and compare and contrast that with the demand for community, open internet has always fostered a community vibe. You see network effects mostly in distinct user communities or subnets of sub networks. If you will kind of walled gardens became that kind of group get together but then became more of a media solution to make the user is the product, as they say, facebook's a great example, right? People talk about facebook and from that misinformation abuse walled garden is not the best thing happening right now in the world, but yet is there any other other choice? That's how they're going to make money? But yet everyone wants trust, truth community. Are they usually exclusive? How do you see this evolving, what's your take? >>Well, I think the open internet is a, is a forum where anyone can have their voice, uh, put their voice out there and have it discovered and it's in that regard, it's a it's a force for good look. I think there are there are challenges, obviously in terms of some of the some of the optimization that takes place with inside the walled gardens, which is, is sort of optimized to drive engagement can have some unintended consequences. Um obviously that's something that's, that's broadly being discussed today and the impact on society, but sort of more at a more pointed level, it's just the absorption of advertising dollars. There's a finite amount of money from advertisers. It's estimated to be $400 billion this year in digital advertising. So it's a huge amount of money in terms of funding the open Internet, which sounds great except for its increasingly concentrated in a tiny number of companies. And so, you know, our job at Quan cast as champions of the free and open Internet is to help direct money effectively to publishers across the open internet and give advertisers a reliable, repeatable way of accessing the audiences that they care about in the environment they care about and delivering advertising results. >>It's a publisher, we care a lot about what our audience wants and try to serve them and listen to them. If we could get the data, we want that data and then also broker in the monetization with advertisers, who might want to reach that audience in whatever way. So this brings up the question of, you know, automation and role of data. You know, this is a huge thing to having that data closed loop, if you will for for publishers. But yet most publishers are small, some niche. And even as they can become super large, they don't have all the data and more, the more data, the better the machine learning. So what's the answer to this as it goes forward? How do we get there? What's the dots that that we need to connect to get that future state? >>So I think it takes it takes companies working together effectively. I think a really important part of it is, is a more direct conversation with consumers. We've seen that change beginning to happen over the past few years with the introduction of regulations that require clear communication to consumers about the data that's captured. And y and I think that creates an opportunity to explain to your audience is the way in which content is funded. So I think that consumer that consumer conversation will be part of the collective solution. >>You know, I want to as we wind down this kickoff segment, get your thoughts and vision around um, the evolution of the internet and you guys have done some great work at quan Cast is well documented, but everyone used to talk about traffic by traffic, then it became cost of acquisitions. PPC search. This is either mechanisms that people have been using for a long, long time, then you know, your connections but audience is about traffic, audience traffic. If this if my family is online, doesn't it become about networks and the people. So I want to get your thoughts and your vision because if community is going to be more important than people agree that it is and things are gonna be decentralized, more openness, more voices to be heard. You need to dress ability. The formation of networks and groups become super important. What's your vision on that? >>So my vision is to create relevance and utility for consumers. I think that's one of the things that's often forgotten is that when we make advertising more relevant and useful for consumers, it automatically fulfils the objectives that publishers and marketers have, everyone wins when advertising is more relevant. And our vision is to make advertising relevant across the entire open internet so that that ad supported model can continue to flourish and that five billion and hopefully many more billions in the future, people around the world have access to high quality, diverse content. >>If someone asked you Conrad, what is quant cast doing to make the open internet viable now that cookies are going away? What's the answer? >>So well, the cookie pieces is a central piece of it in terms of finding solutions that will enable sort of planning activation and measurement post cookies and we have a lot of innovation going on. There were also working with a range of industry bodies and our and our partners to build solutions for this. What we're really trying to do is to make buying the open internet as straightforward for marketers as it is today and buying the walled gardens. The reason the walled gardens capture so much money is they made it really easy for marketers to get results, marketers would like to be able to spend their money across all of the diverse publishes the open internet. You know, our job at Comcast is to make it just as easy to effectively spend money in funding the content that they really care about in reaching the audiences that they want. >>Great stuff. Great Mission. Conrad, thanks for coming on. Conrad Feldmann founder and Ceo here at the cookie conundrum recipe for success event, Quant Cast Industry summit on the demise of third party cookies. Thank you. Conrad appreciate it. Thank you. Yeah, I'm john ferrier, stay with us for more on the industry event around the middle cookies. Mhm Yeah, yeah, thank you. Mhm. Welcome back to the Qantas industry summit on the demise of third party cookies, the cookie conundrum, a recipe for success. I'm john furrier host of the cube, the changing landscape of advertising is here and shit Gupta, founder of you of digital is joining us chief. Thanks for coming on this segment. Really appreciate, I know you're busy, you've got two young kids as well as providing education to the digital industry, you got some kids to take care of and train them to. So welcome to the cube conversation here as part of the program. >>Yeah, thanks for having me excited to be here. >>So the office of the changing landscape of advertising really centers around the open to walled garden mindset of the web and the big power players. We know the big 34 tech players dominate the marketplace so clearly in a major inflection point and we've seen this movie before Web mobile revolution which was basically a reply platform NG of capabilities. But now we're in an error of re factoring the industry, not re platt forming a complete changing over of the value proposition. So a lot at stake here as this open web, open internet, global internet evolves. What are your, what's your take on this, this industry proposals out there that are talking to this specific cookie issue? What does it mean? And what proposals are out there? >>Yeah, so, you know, I I really view the identity proposals and kind of to to kind of groups, two separate groups. So on one side you have what the walled gardens are doing and really that's being led by google. Right, so google um you know, introduce something called the privacy sandbox when they announced that they would be deprecating third party cookies uh as part of the privacy sandbox, they've had a number of proposals unfortunately, or you know, however you want to say they're all bird themed for some reason, I don't know why. Um but the one, the bird theme proposal that they've chosen to move forward with is called flock, which stands for Federated learning of cohorts. And essentially what it all boils down to is google is moving forward with cohort level learning and understanding of users in the future after third party cookies, unlike what we've been accustomed to in this space, which is a user level understanding of people and what they're doing online for targeting tracking purposes. And so that's on one side of the equation, it's what google is doing with flock and privacy sandbox now on the other side is, you know, things like unified I. D. Two point or the work that I. D five is doing around building new identity frameworks for the entire space that actually can still get down to the user level. Right? And so again, unified I. D. Two point oh comes to mind because it's the one that's probably got the most adoption in the space. It's an open source framework. So the idea is that it's free and pretty much publicly available to anybody that wants to use it and unified, I need to point out again is user level. So it's it's basically taking data that's authenticated data from users across various websites you know that are logging in and taking those authenticated users to create some kind of identity map. And so if you think about those two work streams right, you've got the walled gardens and or you know, google with flock on one side and then you've got unified I. D. Two point oh and other I. D. Frameworks for the open internet. On the other side, you've got these two very differing type of approaches to identity in the future. Again on the google side it's cohort level, it's going to be built into chrome. Um The idea is that you can pretty much do a lot of the things that we do with advertising today, but now you're just doing it at a group level so that you're protecting privacy, whereas on the other side of the open internet you're still getting down to the user level. Um And that's pretty powerful. But the the issue there is scale, right? We know that a lot of people are not logged in on lots of websites. I think the stat that I saw is under five of all website traffic is authenticated. So really if you if you simplify things you boil it all down, you have kind of these two very differing approaches. >>I guess the question it really comes down to what alternatives are out there for cookies and which ones do you think will be more successful? Because I think, you know, the consensus is at least from my reporting, in my view, is that the world agrees. Let's make it open, Which one is going to be better. >>Yeah, that's a great question, john So as I mentioned, right, we have we have to kind of work streams here, we've got the walled garden work streams, work stream being led by google and their work around flock, and then we've got the open internet, right? Let's say unified I. D to kind of represents that. I personally don't believe that there is a right answer or an endgame here. I don't think that one of them wins over the other, frankly, I think that, you know, first of all, you have those two frameworks, neither of them are perfect, they're both flawed in their own ways. There are pros and cons to both of them. And so what we're starting to see now is you have other companies kind of coming in and building on top of both of them as kind of a hybrid solution. Right? So they're saying, hey, we use, you know, an open I. D. Framework in this way to get down to the user level and use that authenticated data and that's important. But we don't have all the scale. So now we go to google and we go to flock to kind of fill the scale. Oh and hey, by the way, we have some of our own special sauce, right? We have some of our own data, we have some of our own partnerships, we're gonna bring that in and layer it on top. Right? And so really where I think things are headed is the right answer, frankly, is not one or the other. It's a little mishmash of both. With a little extra something on top. I think that's that's what we're starting to see out of a lot of companies in the space. And I think that's frankly where we're headed. >>What do you think the industry will evolve to, in your opinion? Because I think this is gonna, you can't ignore the big guys on this because these programmatic you mentioned also the data is there. But what do you think the market will evolve to with this, with this conundrum? >>So, so I think john where we're headed? You know, I think we're right now we're having this existential existential crisis, right? About identity in this industry, because our world is being turned upside down, all the mechanisms that we've used for years and years are being thrown out the window and we're being told they were gonna have new mechanisms, Right? So cookies are going away device ids are going away and now we got to come up with new things and so the world is being turned upside down and everything that you read about in the trades and you know, we're here talking about it, right? Like everyone's always talking about identity right now, where do I think this is going if I was to look into my crystal ball, you know, this is how I would kind of play this out. If you think about identity today. Right? Forget about all the changes. Just think about it now and maybe a few years before today, Identity for marketers in my opinion has been a little bit of a checkbox activity. Right? It's been hey, um, okay, uh, you know ad tech company or a media company, do you have an identity solution? Okay. Tell me a little bit more about it. Okay, Sounds good. That sounds good. Now can we move on and talk about my business and how are you going to drive meaningful outcomes or whatever for my business? And I believe the reason that is, is because identity is a little abstract, right? It's not something that you can actually get meaningful validation against. It's just something that, you know. Yes, You have it. Okay, great. Let's move on, type of thing. Right. And so that, that's, that's kind of where we've been now, all of a sudden The cookies are going away, the device ids are going away. And so the world is turning upside down in this crisis of how are we going to keep doing what we were doing for the last 10 years in the future. So everyone's talking about it and we're trying to re engineer right? The mechanisms now if I was to look into the crystal ball right 2 3 years from now where I think we're headed is not much is going to change. And what I mean by that john is um uh I think that marketers will still go to companies and say do you have an ID solution? Okay tell me more about it. Okay uh Let me understand a little bit better. Okay you do it this way. Sounds good. Now the ways in which companies are going to do it will be different right now. It's flock and unified I. D. And this and that right. The ways the mechanisms will be a little bit different but the end state right? Like the actual way in which we operate as an industry and kind of like the view of the landscape in my opinion will be very simple or very similar, right? Because marketers will still view it as a tell me you have an ID solution. Make me feel good about it. Help me check the box and let's move on and talk about my business and how you're going to solve for my needs. So I think that's where we're going. That is not by any means to discount this existential moment that we're in. This is a really important moment where we do have to talk about and figure out what we're going to do in the future. My just my viewpoint is that the future will actually not look all that different than the present. >>And I'll say the user base is the audience. Their their data behind it helps create new experiences, machine learning and Ai are going to create those and we have the data you have the sharing it or using it as we're finding shit Gupta great insight dropping some nice gems here. Founder of you of Digital and also the Adjunct professor of Programmatic advertising at Levi School of Business and santa Clara University professor. Thank you for coming dropping the gems here and insight. Thank you. >>Thanks a lot for having me john really appreciate >>it. Thanks for watching. The cooking 100 is the cube host Jon ferrier me. Thanks for watching. Mhm. Yeah. Mhm. Hello welcome back to the cookie conundrum recipe for success and industry conference and summit from Guanacaste on the demise of third party cookies. Got a great industry panel here to break it down chris Gunther Senior Vice president Global Head of programmatic at news corp chris thanks for coming on Zal in Managing Director Solutions at Z axis and Summer Simpson. Vice president Product at quan cast stellar panel. Looking forward to this conversation. Uh thanks for coming on and chatting about the cookie conundrum. Thank you for having us. So chris we'll start with you at news corp obviously a major publisher deprecation of third party cookies affects everyone. You guys have a ton of traffic, ton of audience across multiple formats. Um, tell us about the impact to you guys and the reliance he has had on them. And what are you gonna do to prepare for this next level change? >>Sure. I mean, I think like everyone in this industry there's uh a significant reliance and I think it's something that a lot of talk about audience targeting but obviously that reliance on third party cookies pervasive across the whole at tech ecosystem Martek stack. And so you know, we have to think about how that impact vendor vendors, we work with what it means in terms of use cases across marketing, across advertising, across site experience. So, you know, without a doubt, it it's it's significant, but you know, we look at it as listen, it's disruptive, uh, disruption and change is always a little scary. Um, but overall it's a, it's a long overdue reset. I mean, I think that, you know, our perspective is that the cookies, as we all know was it was a crutch, right sort of a technology being used in way it shouldn't. Um, and so as we look at what's going to happen presumably after Jan 2022 then it's, it's a good way to kind of fix on some bad practices practices that lead to data leakage, um, practice or devalue for our perspective, some of the, you know, we offered as as publishers and I think that this is a key thing is that we're not just looking to as we look at the post gender world, not just kind of recreating the prior world because the prior world was flawed or I guess you could say the current world since it hasn't changed yet. But the current world is flawed. Let's not just not, you know, let's not just replicate that. Let's make sure that, you know, third party cookie goes away. Other work around like fingerprinting and things like that. You know, also go away so philosophically, that's where our heads at. And so as we look at how we are preparing, you know, you look at what are the core building blocks of preparing for this world. Obviously one of the key ones is privacy compliance. Like how do we treat our users with consent? Yeah, obviously. Are we um aligned with the regulatory environments? Yeah. In some ways we're not looking just a Jan 2022, but Jan 23 where there's gonna be the majority of our audiences we covered by regulation. And so I think from regulation up to data gathering to data activation, all built around an internal identifier that we've developed that allows us to have a consistent look at our users whether they're logged in or obviously anonymous. So it's really looking across all those components across all our sites and in all in a privacy compliant way. So a lot of work to be done, a lot of work in progress. But we're >>excited about what's going on. I like how you framed at Old world or next gen kind of the current situation kind of flawed. And as you think about programmatic, the concept is mind blowing and what needs to be done. So we'll come back to that because I think that original content view is certainly relevant, a huge investment and you've got great content and audience consuming it from a major media standpoint. Get your perspective on the impact because you've got clients who want to get their their message out in front of the audience at the right time, at the right place and the right context. Right, So your privacy, you got consent, all these things kind of boiling up. How do you help clients prepare? Because now they can go direct to the consumer. Everyone, everyone has a megaphone, now, everyone's, everyone's here, everyone's connected. So how are you impacted by this new notion? >>You know, if if the cookie list future was a tic tac, dance will be dancing right now, and at least into the next year, um this has been top of mind for us and our clients for quite some time, but I think as each day passes, the picture becomes clearer and more in focus. Uh the end of the third party cookie does not mean the end of programmatic. Um so clients work with us in transforming their investments into real business outcomes based on our expertise and based on our tech. So we continue to be in a great position to lead to educate, to partner and to grow with them. Um, along this uh cookie list future, the impact will be all encompassing in changing the ways we do things now and also accelerating the things that we've already been building on. So we take it from the top planning will have a huge impact because it's gonna start becoming more strategic around real business outcomes. Uh where Omni channel, So clients want to drive outcomes, drew multiple touch points of a consumer's journey, whether it has programmatic, whether it has uh cookie free environment, like connected tv, digital home audio, gaming and so forth. So we're going to see more of these strategic holistic plans. Creative will have a lot of impact. It will start becoming more important with creative testing. Creative insights. You know, creative in itself is cookie list. So there will be more focused on how to drive uh brand dialogue to connect to consumers with less targeting. With less cookies, with the cohesiveness of holistic planning. Creative can align through multiple channels and lastly, the role of a. I will become increasingly important. You know, we've always looked to build our tech our products to complement new and existing technology as well as the client's own data and text back to deliver these outcomes for them. And ai in its core it's just taking input data uh and having an output of your desired outcome. So input data could be dSP data beyond cookies such as browser such as location, such as contextual or publisher taking clients first party data, first party crm data like store visitation, sales, site activity. Um and using that to optimize in real time regardless of what vendor or what channel we're on. Um So as we're learning more about this cookie list dance, we're helping our clients on the steps of it and also introducing our own moves. >>That's awesome. Data is going to be a key value proposition, connecting in with content real time. Great stuff. Somewhere with your background in journalism and you're the tech VP of product at quan cast. You have the keys to the kingdom over there. It's interesting Journalism is about truth and good content original content. But now you have a data challenge problem opportunity on both sides, brands and publishers coming together. It's a data problem in a way it's a it's a tech stack, not so much just getting the right as to show up at the right place the right time. It's really bigger than that now. What's your take on this? >>Um you know, >>so first >>I think that consumers already sort of like except that there is a reasonable value exchange for their data in order to access free content. Right? And that's that's a critical piece for us to all kind of like understand over the past. Hi guys, probably two years since even even before the G. D. P. R. We've been doing a ton of discovery with customers, both publishers and marketers. Um and so you know, we've kind of known this, this cookie going away thing has been coming. Um And you know, Google's announcement just kind of confirmed it and it's been, it's been really, really interesting since Google's announcement, how the conversations have changed with with our customers and other folks that we talked to. And I've almost gone from being like a product manager to a therapist because there's such an emotional response. Um you know, from the marketing perspective, there's real fear there. There's like, oh my God, how you know, it's not just about, you know, delivering ads, it's about how do I control frequency? How do I, how do I measure, you know, success? Because the technology has has grown so much over the years to really give marketers the ability to deliver personalized advertising, good content, right. The consumers um and be able to monitor it and control it so that it's not too too intrusive on the publisher perspective side, we see slightly different response. It's more of a yes, right. You know, we're taking back control and we're going to stop the data leakage, we're going to get the value back for our inventory. Um and that both things are a good thing, but if it's, if it's not managed, it's going to be like ships passing in the night, right? In terms of um of, you know, they're there, them coming together, right, and that's the critical pieces that they have to come together. They have to get closer, you got to cut out a lot of that loom escape in the middle so that they can talk to each other and understand what's the value exchange happening between marketers and publishers and how do we do that without cookies? >>It's a fascinating, I love love your insight there. I think it's so relevant and it's got broader implications because, you know, if you look at how data's impact, some of these big structural changes and re factoring of industries, look at cyber security, you know, no one wants to share their data, but now if they share they get more insight, more machine learning, benefit more ai benefit. So now we have the sharing notion, but that goes against counter the big guys that want to wall garden, they want to hoard all the data and and control that to provide their own personalization. So you have this confluence of, hey, I want to hoard the data and then now I want to share the data. So so christmas summer you're in the, in the wheelhouse, you got original content and there's other providers out there. So is there the sharing model coming with privacy and these kinds of services? Is the open, come back again? How do you guys see this uh confluence of open versus walled gardens, because you need the data to make machine learning good. >>So I'll start uh start off, I mean, listen, I think you have to give credit to the walled gardens have created, I think as we look as publishers, what are we offering to our clients, what are we offering to the buy side? We need to be compelling. We shouldn't just be uh yeah, actually as journalists, I think that there is a case of the importance of funding journalism. Um but ultimately we need to make sure we're meeting the KPI is and the business needs of the buy side. And I think around that it is the sort of three core pillars that its ease of access, its scope of of activation and targeting and finally measurable results. So as I think is us as an individual publishers, so we have, we have multiple publications. So we do have scale. But then in partnership with other publishers perhaps to organizations like pre bid, you know, I think we can, you know, we're trying to address that and I think we can offer something that's compelling um, and transparent in terms of what these results are. But obviously, you know, I want to make sure it's clear transparent terms of results, but obviously where there's privacy in terms of the data and I think the form, you know, I think we've all heard a lot like data clean rooms, a lot of them out there flogging those wears. I think there's something valuable but you know, I think it's the right who is sort of the right partner or partners um and ultimately who allows us to get as close as possible to the buy side. And so that we can share that data for targeting, share it for perhaps for measurement, but obviously all in a privacy compliant >>way summer, what's your take on this? Because you talk about the future of the open internet democratization, the network effect that we're seeing in Vire al Itty and across multiple on the on the channels. Is that pointed out what's happening? That's the distribution now. So um that's almost an open garden model. So it's like um yeah, >>yeah, it's it's um you know, back in the day, you know, um knight ridder who was who was the first group that I that I worked for, um you know, each of those individual properties, um we're not hugely valuable on their own from a digital perspective, but together as a unit, they became valuable, right, and got scale for advertisers. Now we're in a place where, you know, I kind of think that each of those big networks are going to have to come together and work together to compare in size to the, to the world gardens. Um, and yeah, this is something that we've talked about before and an open garden. Um, I think that's the, that's the definitely the right route to take. And I and I agree with chris it's, it's about publishers getting as close to the market. Is it possible working with the tech companies that enable them to do that and doing so in a very privacy centric >>way. So how do we bring the brands and agencies together to get ready for third party cookies? Because there is a therapist moment here of it's gonna be okay. The parachute will open. The future is not gonna be as as grim. Um, it's a real opportunity. But if managed properly, what's your take on this is just more first party data strategy and what's your assessment of this? >>So we collaborated right now with ball grants on how did this still very complex cookie list future. Um, you know what's going to happen in the future? 2, 6 steps that we can take right now and market should take. Um, The first step is to gather intel on what's working on your current campaign, analyzing the data sets across cookie free environment. So you can translate those tactics eventually when the cookies do go away. So we have to look at things like temperature or time analysis. We could look at log level data. We could look at site analytics data. We can look at brand measurement tools and how creative really impacts the campaign success. The second thing we can look at is geo targeting strategies. The geo target strategy has been uh underrated because the granularity and geo data could go down all the way to the local level, even beyond zip code. So for example the census black data and this is especially important for CPG brands. So we're working closely with the client teams to understand not only the online data but the offline data and how we can utilize that in the future. Uh We want to optimize investments around uh markets that are working so strong markets and then test and underperforming markets. The third thing we can look at is contextual. So contextual by itself is cookie free. Uh We could build on small scale usage to test and learn various keywords and content categories based sets. Working closely with partners to find ways to leverage their data to mimic audiences that you are trying to target right now with cookies. Um the 4th 1 is publisher data or publisher targeting. So working with your publishers that you have strong relationships with who can curate similar audiences using their own first party data and conducting RFs to understand the scale and reach against your audience and their future role maps. So work with your top publishers based on historical data to try to recreate your best strategies. The 15 and I think this is very important is first party data, you know, that's going to matter more than ever. In the calculus future brands will need to think about how to access and developed the first party data starting with the consumers seeing a value in exchange for the information. It's a gold mine and understanding of consumer, their intent, the journey um and you need a really great data science team to extract insights out of that data, which will be crucial. So partner with strategic onboarding vendors and vet their ability to accept first party data into a cleaner environment for targeting for modeling for insight. And lastly, the six thing that we can do is begin to inform prospect prospecting by dedicating test budget to start gaining learnings about cookie list 11 place that we can start and it is under invested right now is Safari and Firefox. They have been calculus for quite some time so you can start here and begin testing here. Uh work with your data scientist team to understand the right mix is to to target and start exploring other channels outside of um just programmatic cookies like CTV digital, out of home radio gaming and so forth. So those are the six steps that we're taking right now with our clients to uh prepare and plan for the cookie list future. >>So chris let's go back to you. What's the solution here? Is there one, is there multiple solutions? What's the future look like for a cookie was future? >>Uh I think the one certain answers, they're definitely not just one solution. Um as we all know right now there there seems to be endless solutions, a lot of ideas out there, proposals with the W three C uh work happening within other industry bodies uh you know private companies solutions being offered and you know, it's a little bit of it's enough to make everyone's head spin and to try to track it to understand and understand the impact. And as a publisher were obviously a lot of people are knocking on our door. Uh they're saying, hey our solution is one that is going to bring in lots of money, you know, the all the buy side is going to use it. This is the one like I ma call to spend um, and so expect here and so far is that none of these solutions are I think everyone is still testing and learning no one on the buy side from our, from our knowledge is really committed to one or a few. It's all about a testing stage. I think that, you know, putting aside all that noise, I think what matters the most to us as publisher is actually something summer mentioned before. It's about control. You know, if we're going to work with a again, outside of our sort of, you know, internal identifier work that we're doing is we're going to work with an outside party or outside approach doesn't give us control as a publisher to ensure that it is, we control the data from our users. There isn't that data leakage, it's probably compliant. What information gets shared out there. What is it, what's released within within the bid stream? Uh If it is something that's attached to a somewhat declared user registered user that if that then is not somehow amplified or leverage off on another site in a way that is leveraging bit stream data or fingerprinting and going against. I think that the spirit of what we're trying to do in a post third party cookie world so that those controls are critical and I think they have those controls, his publisher, we have collectively be disciplined in what solutions that we we test out and what we eventually adopt. But even when the adoption point arrives, uh definitely it will not be one. There will be multiple because it's just too many use cases to address >>great, great insight there from, from you guys, news corp summer. Let's get back to you. I want to get your thoughts. You've been in many waves of innovation ups and downs were on a new one. Now we talked about the open internet democratization. Journalism is under a lot of pressure now, but there's now a wave of quality people really leaning in towards fighting misinformation, understanding truth and community and date is at the heart of it. What do you see as the new future for journalists, reward journalism is our ways their path forward. >>So there's uh, there's what I hope is going to happen. Um, and then I'm just gonna ignore what could write. Um, you know, there's there's a trend in market right now, a number of fronts, right? So there are marketers who are leaning into wanting to spend their marketing dollars with quality journalists, focusing on bipac owned and operated, really leaning into into supporting those businesses that have been uh, those publishers that have been ignored for years. I really hope that this trend continues. Um We are leaning into into helping um, marketers curate that supply right? And really, uh, you know, speak with their dollars about the things that that they support. Um, and uh, and and value right in market. So I'm hoping that that trend continues and it's not just sort of like a marketing blip. Um, but we will do everything possible to kind of like encourage that behavior and and give people the information they need to find, you know, truly high quality journalism. >>That's awesome chris Summer. Thanks for coming on and sharing your insight on this panel on the cookie list future. Before we go, just quick summary each of you. If you don't mind just giving a quick sound bite or bumper sticker of what we can expect. If you had to throw a prediction For what's going to happen in the next 24 months Chris We'll start with you. >>Uh it's gonna be quite a ride. I think that's an understatement. Um I think that there, I wouldn't be surprised if if google delays the change to the chrome by a couple of months and and may give the industry some much needed time, but no one knows. I guess. I guess I'm not except for someone somewhere deep within chrome. So I think we all have to operate in a way that changes to happen, changes to happen quickly and it's gonna cover across all facets of the industry, all facets of from advertising, marketing. So just be >>prepared. >>Yeah, along the same lines, be prepared, nobody knows what's going to happen in the future. Uh You know, while dancing in this together. Uh I think um for us it's um planning and preparing and also building on what we've already been working on. Um So omni channel ai um creative and I think clients will uh lean more into those different channels, >>awesome. So we'll pick us home, last word. >>I think we're in the throwing spaghetti against the wall stage. Right, so this is a time of discovery of leaning in trying everything out, Learning and iterating as fast as we possibly >>can. Awesome. And I love the cat in the background over your shoulder. Can't stop staring at your wonderful cat. Thanks for coming on chris, Thanks for coming on. This awesome panel industry breakdown of the cookie conundrum. The recipe for success data ai open. Uh The future is here, it's coming, it's coming fast. I'm john fryer with the cube. Thanks for watching. Mhm. Yeah. Mhm. Mhm. Welcome back to the Quant Cast industry summit on the demise of third party cookies. The cookie conundrum, a recipe for success. We're here peter day. The cto of quad cast and crew T cop car, head of product marketing quad cast. Thanks for coming on talking about the changing advertising landscape. >>Thanks for having us. Thank you for having >>us. So we've been hearing this story out to the big players. Want to keep the data, make that centralized control, all the leverage and then you've got the other end. You got the open internet that still wants to be free and valuable for everyone. Uh what's what are you guys doing to solve this problem? Because cookies go away? What's going to happen there? How do people track things you guys are in this business first question? What is quan cast strategies to adapt to third party cookies going away? What's gonna be, what's gonna be the answer? >>Yeah. So uh very rightly said, john the mission, the Qantas mission is the champion of free and open internet. Uh And with that in mind, our approach to this world without third party cookies is really grounded in three fundamental things. Uh First as industry standards, we think it's really important to participate and to work with organizations who are defining the standards that will guide the future of advertising. So with that in mind, we've been participating >>with I. A. B. >>Tech lab, we've been part of their project Triarc. Uh same thing with pre bid, who's kind of trying to figure out the pipes of identity. Di di di di di pipes of uh of the future. Um And then also is W three C, which is the World Wide Web Consortium. Um And our engineers and our engineering team are participating in their weekly meetings trying to figure out what's happening with the browsers and keeping up with the progress they're on things such as google's block. Um The second uh sort of thing is interoperability, as you've mentioned, there are lots of different uh I. D. Solutions that are emerging. You have you I. D. Two point oh, you have live RAM, you have google's flock. Uh And there will be more, there are more and they will continue to be more. Uh We really think it is important to build a platform that can ingest all of these signals. And so that's what we've done. Uh The reason really is to meet our customers where they are at today. Our customers use multiple different data management platforms, the mps. Um and that's why we support multiple of those. Um This is not going to be much different than that. We have to meet our customers where we are, where they are at. And then finally, of course, which is at the very heart of who contrast is innovation. Uh As you can imagine being able to take all of these multiple signals in including the I. D. S. And the cohorts, but also others like contextual first party um consent is becoming more and more important. Um And then there are many other signals, like time, language geo location. So all of these signals can help us understand user behavior intent and interests um in absence of 3rd party cookies. However, uh there's there's something to note about this. They're very raw, their complex, they're messy all of these different signals. Um They are changing all the time, they're real time. Um And there's incomplete information isolation. Just one of these signals cannot help you build a true and complete picture. So what you really need is a technology like AI and machine learning to really bring all of these signals together, combine them statistically and get an understanding of user behavior intent and interests and then act on it, be it in terms of providing audience insights um or responding to bid requests and and so on and so forth. So those are sort of the three um fundamentals that our approach is grounded in which is industry standards, interoperability and and innovation. Uh and you know, you have peter here, who is who is the expert So you can dive much deeper into >>it. Is T. T. O. You've got to tell us how is this going to actually work? What are you guys doing from a technology standpoint to help with data driven advertising in a third party cookie list world? >>Well, we've been um This is not a shock, you know, I think anyone who's been close to his space has known that the 3rd Party Cookie has been um uh reducing inequality in terms of its pervasiveness and its longevity for many years now. And the kind of death knell is really google chrome making a, making the changes that they're gonna be making. So we've been investing in the space for many years. Um and we've had to make a number of hugely diverse investment. So one of them is in how as a marketer, how do I tell if my marketing still working in the world without >>computers? The >>majority of marketers completely reliant on third party cookies today to tell them if they're if they're marketing is working or not. And so we've had to invest heavily and statistical techniques which are closer to kind of economic trick models that markets are used to things like out of home advertising, It's going to establishing whether they're advertising is working or not in a digital environment actually, >>just as >>often, you know, as is often the case in these kind of times of massive disruption, there's always opportunity to make things better. And we really think that's true. And you know, digital measurement has often mistaken precision for accuracy. And there's a real opportunity to kind of see the wood for the trees if you like. And start to come with better methods of measuring the affections of advertising without third party cookies. And in fact to make countless other investments in areas like contextual modeling and and targeting that third party cookies and and uh, connecting directly to publishers rather than going through this kind of bloom escape that's gonna tied together third party cookies. So if I was to enumerate all the investments we've made, I think we'll be here till midnight but we have to make a number of vestments over a number of years and that level investments only increasing at the moment. >>Peter on that contextual. Can you just double click on that and tell us more? >>Yeah, I mean contextual is unfortunately these things, this is really poorly defined. It can mean everything from a publisher saying, hey, trust us, this dissipated about CVS to what's possible now and has only really been possible the last couple of years, which is to build >>statistical >>models of the entire internet based on the content that people are actually consumed. And this type of technology requires massive data processing capabilities. It's able to take advantage of the latest innovations in there is like natural language processing and really gives um computers are kind of much deeper and richer understanding of the internet, which ultimately makes it possible to kind of organize, organized the Internet in terms of the types of content of pages. So this type of technology has only been possible the last two years and we've been using contextual signals since our inception, it's always been massively predictive in terms of audience behaviours, in terms of where advertising is likely to work. And so we've been very fortunate to keep the investment going um and take advantage of many of these innovations that have happened in academia and in kind of uh in adjacent areas >>on the ai machine learning aspect, that seems to be a great differentiator in this day and age for getting the most out of the data. How is machine learning and ai factoring into your platform? >>I think it's, it's how we've always operated right from our interception when we started as a measurement company, the way that we were giving our customers at the time, we were just publishers, just the publisher side of our business insights into who their audience was, were, was using machine learning techniques. And that's never really changed. The foundation of our platform has always been, has always been machine learning from from before. It was cool. A lot of our kind of, a lot of our core teams have backgrounds in machine learning phds in statistics and machine learning and and that really drives our our decision making. I mean, data is only useful if you can make sense of it and if you can organize it and if you can take action on it and to do that at this kind of scout scale, it's absolutely necessary to use machine learning technology. >>So you mentioned contextual also, you know, in advertising, everyone knows in that world that you've got the contextual behavioural dynamics, the behavior that's kind of generally everyone's believing is happening. The consensus is undeniable is that people are wanting to expect an environment where there's trust, there's truth, but also they want to be locked in. They don't wanna get walled into a walled garden, nobody wants to be in the world, are they want to be free to pop around and visit sites is more horizontal scalability than ever before. Yet, the bigger players are becoming walled garden, vertical platforms. So with future of ai the experience is going to come from this data. So the behavior is out there. How do you get that contextual relevance and provide the horizontal scale that users expect? >>Yeah, I think it's I think it's a really good point and we're definitely this kind of tipping point. We think, in the broader industry, I think, you know, every published right, we're really blessed to work with the biggest publishers in the world, all the way through to my mom's vlog, right? So we get to hear the perspectives of publishers at every scale. I think they consistently tell us the same thing, which is they want to more directly connected consumers, they don't wanna be tied into these walled gardens, which dictate how they must present their content and in some cases what content they're allowed to >>present. >>Um and so our job as a company is to really provide level >>the playing field a little bit, >>provide them the same capabilities they're only used to in the walled gardens, but let's give them more choice in terms of how they structure their content, how they organize their content, how they organize their audiences, but make sure that they can fund that effectively by making their audiences in their environments discoverable by marketers measurable by marketers and connect them as directly as possible to make that kind of ad funded economic model as effective in the open Internet as it is in social. And so a lot of the investments we've made over recent years have been really to kind of realize that vision, which is, it should be as easy for a marketer to be able to understand people on the open internet as it is in social media. It should be as effective for them to reach people in the environment is really high quality content as it is on facebook. And so we invest a lot of a lot of our R and D dollars in making that true. We're now live with the Comcast platform, which does exactly that. And as third party cookies go away, it only um only kind of exaggerated or kind of further emphasizes the need for direct connections between brands and publishers. And so we just wanna build the technology that helps make that true and gives the kind of technology to these marketers and publishers to connect and to deliver great experiences without relying on these kind of walled >>gardens. Yeah, the Director Director, Consumer Director audience is a new trend. You're seeing it everywhere. How do you guys support this new kind of signaling from for for that's happening in this new world? How do you ingest the content and just this consent uh signaling? >>Uh we were really fortunate to have an amazing, amazing R and D. Team and, you know, we've had to do all sorts to make this, you need to realize our vision. This has meant things like, you know, we have crawlers which scan the entire internet at this point, extract the content of the pages and kind of make sense of it and organize it uh, and organize it for publishers so they can understand how their audiences overlap with potential competitors or collaborators. But more importantly, organize it for marketers. So you can understand what kind of high impact opportunities are there for them there. So, you know, we've had to we've had to build a lot of technology. We've had to build analytics engines, which can get answers back in seconds so that marketers and publishers can kind of interact with their own data and make sense of it and present it in a way that's compelling and help them drive their strategy as well as their execution. We've had to invest in areas like consent management because we believe that a free and open internet is absolutely reliant on trust and therefore we spend a lot of our time thinking about how do we make it easy for end users to understand who has access to their data and easy for end users to be able to opt out. And uh and as a result of that, we've now got the world's most widely adopted adopted consent management platform. So it's hard to tackle one of these problems without tackling all of them. Were fortunate enough to have had a large enough R and D budget over the last four or five years, make a number investments, everything from consent and identity through context, your signals through the measurement technologies, which really bring advertisers >>and Publishers places together great insight. Last word for you is what's the what's the customer view here as you bring these new capabilities of the platform, uh what's what are you guys seeing as the highlight uh from a platform perspective? >>So the initial response that we've seen from our customers has been very encouraging, both on the publisher side as well as the marketer side. Um I think, you know, one of the things we hear quite a lot is uh you guys are at least putting forth a solution, an actual solution for us to test Peter mentioned measurement, that really is where we started because you cannot optimize what you cannot measure. Um so that that is where his team has started and we have some measurement very, very uh initial capabilities still in alpha, but they are available in the platform for marketers to test out today. Um so the initial response has been very encouraging. People want to engage with us um of course our, you know, our fundamental value proposition, which is that the Qantas platform was never built to be reliant on on third party data. These stale segments like we operate, we've always operated on real time live data. Um The second thing is, is our premium publisher relationships. We have had the privilege of working like Peter said with some of the um biggest publishers, but we also have a very wide footprint. We have first party tags across um over 100 million plus web and mobile destinations. Um and you know, as you must have heard like that sort of first party footprint is going to come in really handy in a world without third party cookies, we are encouraging all of our customers, publishers and marketers to grow their first party data. Um and so that that's something that's a strong point that customers love about us and and lean into it quite a bit. Um So yeah, the initial response has been great. Of course it doesn't hurt that we've made all these are in the investments. We can talk about consent. Um, and you know, I often say that consent, it sounds simple, but it isn't, there's a lot of technology involved, but there's lots of uh legal work involved as it as well. We have a very strong legal team who has expertise built in. So yeah, very good response. Initially >>democratization. Everyone's a publisher. Everyone's a media company. They have to think about being a platform. You guys provide that. So I congratulate Peter. Thanks for dropping the gems there. Shruti, thanks for sharing the product highlights. Thanks for, for your time. Thank you. Okay, this is the quan cast industry summit on the demise of third party cookies. And what's next? The cookie conundrum. The recipe for success with Kwan Cast. I'm john free with the cube. Thanks for watching. Mm

>>from >>around the globe. It's >>the cube >>with digital >>coverage of IBM >>Think 2021 >>brought to you by IBM. Welcome back to the cubes coverage of IBM Think 2021 virtual, I'm john for your host of the cube. We're here virtual again in real life soon is right around the corner but we got a great guest here, Cameron art managing director at A T and T for IBM. Cameron manages the A T and T global account for IBM camera. Great to see you. Thanks for coming on the cube. >>Thank you very much, john it's great to be >>Here. Uh, can almost imagine how complicated and big and large a TNT is with respect to IBM in the history and 18 very large company. What's the relationship with I B M and A T and T over the years? How has that evolved? And what, how do you approach that role as the managing director? >>Well, it's been fascinating. Um as you said, we've got to large complex companies but also to brand names that are synonymous for innovation, whether it be in in compute or technology or communications. But the most fascinating thing is if you look back at our relationship and this is two brands that have been around for well over 100 years. Our relationship actually has some fascinating backdrop to it. My favorite is in 1924, A T and T sent a picture of thomas Watson sr over a telephone wire to IBM and thomas Watson said they sent this over the telephone. We are united in a community of interest. They want to make it easier for businesses to transact as do I. We need to work together. And since then, there has been a number of advanced advances that both of us have driven collectively and individually. And it's been a it's been a long running and treasured relationship in the IBM company. >>It's such a storied relationship on both sides. I mean, the history is just amazing. They could do a whole History Channel segment on both 18 T N I B M. Uh but together, it's kind of the better together story, as you pointed out from that example, going back to sending a picture with the phone lines, like, oh my God, that's instagram on the internet um, happening. But how are they responding to the relationship now? I'll see with cloud, um Native exploding with the ability to get more access and you're seeing a lot more things evolved, more complexity is emerging. That needs to be abstracted away. You're seeing businesses saying, hey, I can do more with less, I can connect more more access. But then that also services more potential opportunities and challenges. How are you responding with a T and T? How are they responding to that dynamic with you guys? >>Yeah, I think it's fascinating because when I originally approached this relationship and I've been doing this for 12 months now, a little over 12 months and when I originally approach it as with anything else, many times, you're trying to enter something that is quite special and make it even better. And my approach at least initially with AT and T was very much one of, we're going to provide even better service. We're going to jointly grow together in the market and strengthen each of our businesses and we're gonna work for something broader than ourselves. And I'll get into a little more of the last point later. But those first two things from an A T T response perspective, and I think this is a common perspective among many clients is we'll see if your actions follow your words. And so it's been a process. We've gone through to understand that I'm a champion for A T and T inside of IBM and those interests that we share individually and collectively will be represented at the highest levels. And we will mature this relationship into one of not just kind of supply chain partners because we're very complementary to each other, but more ecosystem partners and my belief in my core. And you see this much with many of the business strategies that are out there. The ecosystem strategy, this sum is greater than the parts, it's not a zero sum game is something that's absolutely blooming in the market. >>Yeah, that ecosystem message is one of the things that's resonating and coming clearly out of IBM think 2021 this year and in the industry is seeing the success of network effects, ecosystem changes is the constant that's happening. Certainly the pandemic and now coming out of it, people want to have a growth strategy that's gonna be relevant, current and impactful. And you you pointed that out growth with each other is interesting. And you you shared some perspective on this just recently with an example of what is underway there where you heading with that? I mean talk more about this growth with each other because that really is an ecosystem dynamic. What is underway and where are you heading? >>It's a fascinating ecosystem dynamic and it's something that we've adopted wholeheartedly within AT and T in terms of not only how we work. So there are very basic examples examples like we, rather than answering our PS and responding to uh to requirements, we're co creating with our clients, we have multiple cloud garages going with a T and T. Where we identify outcomes that we believe could be possible and then we show and allow the client to experience the outcome of that rather than a power point slides. So there's this kind of base of how do you work with each other? But then much more broadly in the market, it didn't take long for us to realize that, you know, the addressable market, if if I were selling A T and T, everything I could ever sell them and at and T was selling IBM everything they could ever sell us. The addressable market is, let's say $10 billion. But the moment at which we pointed ourselves outside to the external market, we realize that that market opportunity expands by a factor of 20 or by a factor of 50, we have the opportunity to create unique value together. And I think that kind of comes from the core of how we work together. >>I'm also intrigued by your comments about working together for a greater purpose. You said you'd address that later. What do you mean by that? I mean that's a little bit very higher purpose. Um North Star and as you mentioned, you know, working together in the ecosystem that kind of seems tactical and strategic as well. But what's this greater purpose? What does that mean? >>Well, my belief and it's something I learned actually, as I got indoctrinated into the work that 18 T does the work that IBM does and how we do it. But we share many common purposes in terms of what we believe on the whole, in terms of progress in society. So for example, equality in the workplace. We hosted a women's day lunch and actually multiple women stays lunch days luncheons across the United States, where we had hundreds of female leaders from both IBM and AT and T. Collaborating together talking about how tips and tricks for how they continue to advance in the workplace. Another example is in equality and diversity and inclusion. Both A T and T and IBM have a strong commitment and if you'll see IBM just published, just published their diversity and inclusion study where we actually demonstrate here the numbers, here's our targets, here's where we want to get 18 T has exactly that same belief. Finally, in stem education for educating our future leaders in science and technology, engineering and math. Both 18 T and IBM for our future, need those skills showing up in the marketplace and Corey Anthony is just a quick spot for any of you would think cory cory Anthony who see it diversity and development Officer at AT and T is going to give a great presentation on A. T. N. T. S work in stem for younger generations. So there are many things that are, I would say societal on a broader purpose statement that we share a belief in together, >>that's awesome people and also people want to work on a team that's mission driven, has impact beyond just the profit and loss me, I love capitalism personally myself, I'm an entrepreneur but been there done that, but we're living in a cultural shift. Now we're starting to see a remote work. You're starting to see virtual teams, new use cases that have different expectations and experiences um, in the work place and also at home. So you know, with mobile that could be on the side of the soccer fields or you know, skiing or running or jogging and take a message to pull over to a chat, jump into an audio chat, listen to a podcast, engage. So we're all tethered now, this is exchanging the experiences and this is going to change the game for how you work together. >>100%. And by the way, we're all teller tethered hopefully through a T and T mobile connectivity devices, it was kind of amusing how much that has become a part of our lives and the core value, one of the core value propositions of AT and T is obviously connecting businesses to each other, but also consumers through their mobile brand, but also then to entertainment. I will say when I was in Augusta at the Masters, you know, people that have been there know that you're not allowed to have cell phones. It was amazing just in conversations how often whoever was I was having a conversation with and myself would say, well I'd like to look that up, hold on, can I get that statistic and and we we realized we're missing a big part of our of our lives in terms of communication. But those requirements of connecting people in new ways and in their homes were remotely actually only reinforce this shared value proposition of when you have the technology and you have it securely between our company IBM and A T and T. We play a massive part in that and it's something I'm quite proud of. >>You guys have a really interesting position there with the history of with the relationship and as you pointed out, A T and T has to be in the forefront of cutting edge user experience technology bringing. I mean, they are the edge. I mean they ultimately from base station down to the device to the person to the account you're talking about a real edge there, that's a person's consumer. Um They got to provide these new services. So I gotta ask you, you mentioned at the top of this interview that your goal is to provide even better service to a T and T. A pretty big pressure point for IBM. You know, you gotta deliver step up and their expectations must be high. Can you take us through perspectives on that kind of even better service when you've got a client that's on the cutting edge of having to deliver new kinds of things like better notifications. Smarter devices, Smarter software, more fault tolerant, highly available services. These are things that, you know, there's a lot of pressure take us through that what's it like? >>There is a lot of pressure, but there's a lot of consistency in terms of expectations and it's something that both of us understand very well and I would argue that it's probably the reason we work so well together, Both 18 T and IBM for years uh namely 50 hundreds of years have understood that if we're transacting for business, were transaction transacting on something that has to get done so on both sides of the equation. Not only do we push the edge of what can be done technically or for business, but we also understand the expectations of the business clients that are, it works every time and it works in every way I needed to. So for us, when we work together, I think that healthy balance of uh part musician, part engineer uh comes out very, very strongly in both teams, >>camera great insight and great to talk to you. I love to get the perspective on, you know, the kind of challenges and opportunities that you're um seizing at IBM with A T and T. Again, the history is amazing. Um the impact of the industry at both levels you mentioned Tom Watson senior than you got Junior. That in that generation just carries forward. You got that vibe back now with hybrid cloud. Arvin loves clouds. So, you know, you got a lot of things happening and it's really strong over at IBM and the theme this year generally is better together. So awesome, awesome work. Congratulations. >>Thank you very much. I will tell you, I don't want to I don't want to miss the opportunity to talk a bit about the future because from an A T and T and IBM perspective, we're doing a load of work around private five G or five G in general. This is something that provides an absolutely low latency, huge band with with a lot of actually characteristics from a business perspective that are manageable and it will enable. What I believe is another big wave in the technology and business industry, which is new business models very similar to that of the Internet. Originally, it allows with IBM technology and 18 T technology, they have something called multi access. Such compute these are absolutely blazing fast. Five G boxes that will be in not only businesses but universities, sports stadiums, you name that, you name it, changing the experience of how people consume technology or the benefits of technology, which I couldn't be more excited about >>awesome future ahead. Great. There's a big wave certainly away we've never seen before. Cameron, art managing Director at A T and T at IBM. Great insight. Thanks for sharing. Thanks for coming on. >>Thanks john >>Okay, Cube coverage of IBM think 2021. I'm John Ferrier. Thanks for watching. Mm. Mhm. Mhm.

>>from around the globe. It's the >>cube with digital >>coverage of IBM >>Think 2021 brought to you >>by IBM. Welcome back everyone to the cube coverage of IBM Think 2021 virtual um john for your host of the cube. Our next guest taylor Holloway. Chief technology officer at advent one. Tyler welcome to the cube from down under in Australia and we're in Palo alto California. How are you? >>Well thanks john thanks very much. Glad to be glad to be on here. >>Love love the virtual cube of the virtual events. We can get to talk to people really quickly with click um great conversation here around hybrid cloud, multi cloud and all things software enterprise before we get started. I wanna take a minute to explain what you guys do at advent one. What's the main focus? >>Yeah. So look we have a lot of customers in different verticals. Um so you know generally what we provide depends on the particular industry the customers in. But generally speaking we see a lot of demand for operational efficiency, helping our clients tackle cyber security risks, adopt cloud and set them up to modernize the applications. >>And this is this has been a big wave coming in for sure with you know, cloud and scale. So I gotta ask you, what are the main challenges that you guys are solvent for your customers um and how are you helping them overcome come that way and transformative innovative way? >>Yeah, look, I think helping our clients um improve their security posture is a big one. We're finding as well that our customers are gaining a lot of operational efficiency by adopting sort of open source technology red huts an important partner of ours as his IBM um and we're seeing them sort of move away from some more proprietary solutions. Automation is a big focus for us as well. We've had some great outcomes with our clients or helping them automate um and you know, to live up um you know the stand up and data operations of environments a lot quickly a lot more easily and uh and to be able to sort of apply some standards across multiple sort of areas of their I. T. Estate. >>What are some of the solutions that you guys are doing with IBM's portfolio on the infrastructure side, you got red hat, you've got a lot of open source stuff to meet the needs of clients. What do you mean? What's the mean? >>Uh Yeah I think on the storage side will probably help our clients sort of tackle the expanding data in structured and particularly unstructured data they're trying to take control of so you know, looking at spectrum scale and those type of products from an audio perspective for unstructured data is a good example. And so they're flush systems for more block storage and more run of the mill sort of sort of environments. We have helped our clients consolidate and modernize on IBM power systems. Having Red Hat is both a Lynx operating system and having open shift as a container platform. Um really helps there. And Red Hat also provides management overlay, which has been great on what we do with IBM power systems. We've been working on a few different sort of use cases on power in particular. More recently, SAP Hana is a big one where we've had some success with our clients migrating Muhanna on to onto IBM power systems. And we've also helped our customers, you know, improve some um some environments on the other end of the side, such as IBM I, we still have a large number of customers with, with IBM I and and you know how do we help them? You know some of them are moving to cloud in one way or another others are consuming some kind of IRS and we can sort of wrap around a managed service to to help them through. >>So I gotta ask you the question, you know U C T. Oh you played a lot of technologies kubernetes just become this lingua franca for this kind of like I'll call a middleware kind of orchestration layer uh containers. Also you're awesome but I gotta ask you when you walk into a client's environment you have to name names but you know usually you see kind of two pictures man, they need some serious help or they got their act together. So either way they're both opportunities for Hybrid cloud. How do you how do you how do you evaluate the environment when you go in, when you walk into those two scenarios? What goes through your mind? What some of the conversations that you guys have with those clients. Can you take me through a kind of day in the life of both scenarios? The ones that are like I can't get the job done, I'm so close in on the right team and the other ones, like we're grooving, we're kicking butt. >>Yeah. So look, let's start well, I supposed to start off with you try and take somewhat of a technology agnostic view and just sort of sit down and listen to what they're trying to achieve, how they're going for customers who have got it. You know, as you say, all nailed down things are going really well. Um it's just really understanding what what can we do to help. Is there an opportunity for us to help at all like there? Um, you know, generally speaking, there's always going to be something and it may be, you know, we don't try and if someone is going really well, they might just want someone to help with a bespoke use case or something very specific where they need help. On the other end of the scale where a customer is sort of pretty early on and starting to struggle. We generally try and help them not boil the ocean at once. Just try and get some winds, pick some key use cases, you know, deliver some value back and then sort of growing from there rather than trying to go into a customer and trying to do everything at once tends to be a challenge. Just understand what the priorities are and help them get going. >>What's the impact been for red hat? Um, in your customer base, a lot of overlap. Some overlap, no overlap coming together. What's the general trend that you're seeing? What's the reaction been? >>Yeah I think it's been really good. Obviously IBM have a lot of focus on cloud packs where they're bringing their software on red hat open shift that will run on multiple clouds. So I think that's one that we'll see a lot more of overtime. Um Also helping customers automate their I. T. Operations with answerable is one we do quite a lot of um and there's some really bespoke use cases we've done with that as well as some standardized one. So helping with day two operations and all that sort of thing. But there's also some really sort of out there things customers have needed to automate that's been a challenge for them and being able to use open source tools to do it has worked really well. We've had some good wins there, >>you know, I want to ask you about the architecture and I'm just some simplify it real. Just for the sake of devops, um you know, segmentation, you got hybrid clouds, take a programmable infrastructure and then you've got modern applications that need to have a I some have said I've even sit on the cube and other broadcast that if you don't have a I you're gonna be at a handicap some machine learning, some data has to be in there. You can probably see ai and mostly everything as you go in and try to architect that out for customers um and help them get to a hybrid cloud infrastructure with real modern application front end with using data. What's what's the playbook? Do you have any best practices or examples you can share or scenarios or visions that you see uh playing >>out? I think you're the first one is obviously making sure customers data is in the right place. So if they might be wanting to use um some machine learning in one particular cloud provider and they've got a lot of their applications and data in another, you know, how do we help them make it mobile and able to move data from one cloud to another or back into court data center? So there's a lot of that. I think that we spend a lot of time with customers to try and get a right architecture and also how do we make sure it's secure from end to end. So if they're moving things from into multiple one or more public clouds as well as maybe in their own data center, making sure connectivity is all set up properly. All the security requirements are met. So I think we sort of look at it from a from a high level design point of view, we look at obviously what the target state is going to be versus the current state that really take into account security, performance, connectivity or those sort of things to make sure that they're going to have a good result. >>You know, one of the things you mentioned and this comes up a lot of my interviews with partners of IBM is they always comment about their credibility and all the other than the normal stuff. But one of the things that comes out a lot pretty much consistently is their experience in verticals. Uh they have such a track record in verticals and this is where AI and machine learning data has to be very much scoped in on the vertical. You can't generalize and have a general purpose data plane inside of vertically specialized kind of focus. How how do you see that evolving, how does IBM play there with this kind of the horizontally scalable mindset of a hybrid model, both on premise in the cloud, but that's still saying provide that intimacy with the data to fuel the machine learning or NLP or power that ai which seems to be critical. >>Yeah, I think there's a lot of services where you know, public cloud providers are bringing out new services all the time and some of it is pre can and easy to consume. I think what IBM from what I've observed, being really good at is handling some of those really bespoke use cases. So if you have a particular vertical with a challenge, um you know, there's going to be sort of things that are pre can that you can go and consume. But if you need to do something custom that could be quite challenging. How do they sort of build something that could be quite specific for a particular industry and then obviously being able to repeat that afterwards for us, that's obviously something we're very interested in. >>Yeah, tell I love chatting whether you love getting the low down also, people might not know your co author of a book performance guy with IBM Power Systems, So I gotta ask you, since I got you here and I don't mean to put you on the spot, but if you can just share your vision or any kind of anecdotal observation as people start to put together their architecture and again, you know, Beauty's in the eye of the beholder, every environment is different. But still, hybrid, distributed concept is distributed computing. Is there a KPI is there a best practice on as a manager or systems architect to kind of keep an eye on what what good is and how how good becomes better because the day to operations becomes a super important concept. We're seeing some called Ai ops where okay, I'm provisioning stuff out on a hybrid Cloud operational environment. But now day two hits are things happen as more stuff entered into the equation. What's your vision on KPs and management? What to keep tracking? >>Yeah, I think obviously attention to detail is really important to be able to build things properly. A good KPI particularly managed service area that I'm curious that understanding is how often do you actually have to log into the systems that you're managing? So if you're logging in and recitation into servers and all this sort of stuff all the time, all of your automation and configuration management is not set up properly. So, really a good KPI an interesting one is how often do you log into things all the time? If something went wrong, would you sooner go and build another one and shoot the one that failed or go and restore from backup? So thinking about how well things are automated. If things are immutable using infrastructure as code, those are things that I think are really important when you look at, how is something going to be scalable and easy to manage going forward. What I hate to see is where, you know, someone build something and automates it all in the first place and they're too scared to run it again afterwards in case it breaks something. >>It's funny the next generation of leaders probably won't even know like, hey, yeah, taylor and john they had to log into systems back in the day. You know, I mean, I could be like a story they tell their kids. Uh but no, that's a good Metro. This is this automation. So it's on the next level. Let's go the next level automation. Um what's the low hanging fruit for automation? Because you're getting at really the kind of the killer app there, which is, you know, self healing systems, good networks that are programmable but automation will define more value. What's your take? >>I think the main thing is where you start to move from a model of being able to start small and automate individual things which could be patching or system provisioning or anything like that. But what you really want to get to is to be able to drive everything through, get So instead of having a written up paper, change request, I'm going to change your system and all the rest of it. It really should be driven through a pull request and have things through it and and build pipelines to go and go and make a change running in development, make sure it's successful and then it goes and gets pushed into production. That's really where I think you want to get to and you can start to have a lot of people collaborating really well on this particular project or a customer that also have some sort of guard rails around what happens in some level of governance rather than being a free for all. >>Okay, final question. Where do you see event one headed? What's your future plans to continue to be a leader? I. T. Service leader for this guy? BMS Infrastructure portfolio? >>I think it comes down to people in the end, so really making sure that we partner with our clients and to be well positioned to understand what they want to achieve and and have the expertise in our team to bring to the table to help them do it. I think open source is a key enabler to help our clients adopt a hybrid cloud model to sort of touched on earlier uh as well as be able to make use of multiple clouds where it makes sense from a managed service perspective. I think everyone is really considering themselves and next year managed service provider. But what that means for us is to provide a different, differentiated managed service and also have the strong technical expertise to back it up. >>Taylor Holloway, chief technology officer advent one remote videoing in from down under in Australia. I'm john ferrier and Palo alto with cube coverage of IBM thing. Taylor, thanks for joining me today from the cube. >>Thank you very much. >>Okay, cube coverage. Thanks for watching ever. Mhm mm