it's the cube covering vmworld 2015 brought to you by VMware and its ecosystem sponsors now your hosts John furrier and Dave vellante okay welcome back everyone we are live in San Francisco moscone north lobby here for vmworld 2015 this is silicon angles the Q this is our flagship program we go out to the events and extract the Sigma noise i'm john frieda found us look at a humdrum echoes dave vellante co-founder Wikibon calm research our next guest is Robin Matlock the CMO of VMware we are in the cubes set and the two sets here this year we have the director set new innovation here at vmworld again setting the stage the leadership of VMware and the person behind all this is Robin Matlock CMO thanks so much first of all for letting us come and do your lobby here it's been great so far it's one say thank you you guys you know we love having you you're a big part of this program for us six years now we've been watching the transformation it's been interesting this year has been fun to watch because of all the outside noise and certainly the products are doing great at Gelson's keynote this morning was really a home run he really knocked it out of the park so the messaging is tight this year really good it's looking forward it's got a longer perspective it's not a short-term driven messaging it is that by design i mean this is kind of showing the future yeah absolutely we really tried to change things up this year and you know that's important is that we have to reinvent we have to make ourselves relevant and part of it is taking something like the program at vmworld and making sure that every year it delivers fresh new a different perspective for these attendees so we changed things we started with Karl talking about one cloud any application any device very much frame the conversation for V emerald in the keynotes but also more of a 12 18 24 month kind of view and today we closed with Pat Gelsinger on the stage and you're right that was all about forward-looking what lies in the next to 35 years and what is our point of view on it and I agree with you I think that really did an amazing job this morning the ecosystems changing we've been monitoring the ecosystem on our crowd chat platform some great conversations with the thought leaders it's changing the demographics seem to be changing you own IP they got great market share and traditional IT that's being where's legacy wheelhouse so the Ops guys are all here but sad event the DevOps focus is really scratching the services at a whole new developer community do you guys were you guys aware of that is that kind of like the big AHA this year was it is that a big part of the ecosystem can you share some color and how this dev ops team is now resonating through the ecosystem sure and without a doubt it i wouldn't call it an aha i think it's a very strategic intentional move frankly the reality is the world is changing and it's impacting IT you know as part of the core of that transformation so I T needs to change to be relevant for business and DevOps is a part of that how are we going to build applications in this cloud native world how are we going to do it faster more agile and serve our businesses quicker well DevOps plays a key role there and what we can do is help IT serve at development community I mean obviously we had a lot of big announcements that are coming out this week and we wanted to make sure we had a way to deliver that content to this new audience so the ecosystem is evolving and it needs to because part of it is how we all transform so I'm glad you're noticing some of those changes are very strategic I mean the other thing about vmworld that that is been since day one is the core of the practitioner you know community and the peers and people are excited to be here they look forward to it they come early to hang out with their friends but a lot of parties but the content is very much around the customer and so you've been able to preserve that but at the same time you know provide an interesting layer of you know senior management perspectives high level customers when you talk about that chair at the core we really do see vmworld as a technical conference that would be the one thing that's anchored in the ground now as the people that need to engage with technology and as technology itself shifts and changes and VMware's offerings shift and change the ecosystem we have to be able to address a broader set of different types of audience so the practitioners are core but now you get the DevOps audience you get mobility professionals you get networking opps people you get you know storage folks so although the content will always stay very educational and technical in nature i do think we've done a really good job starting to broaden to appeal to these different audience types and so that's the other piece that i wanted to address is i think you know the roles are shifting with in IT and sometimes to me what this conference does it allows people who want a different career path to find one here they don't have to go to 10 different conferences and that's unique I think in the industry there was a wonderful tweet you'll have to pull it up for your audience and I'm sorry I can't reference the gentleman that did it but it it was at the end of yesterday while KITT kolbert and Rio Pharaoh were presenting we ran over a little bit so some people were moving on to their sessions and he tweeted that those that are leaving the hall right now I predict they may not have jobs five years from now because of the shifts and changes and how relevant it is to be in this cloud native world well I think if you know initially the the knee-jerk reaction to that change is somewhat negative and disconcerting but I think when people come to this event and they get back on the plane they start thinking about the opportunities they see this affords a lot of different avenues and it's really grown tremendously over the years i think vmware is doing a lot to help people bridge the two worlds and that's a big part of our philosophy it's a big part of how we're helping customers kind of get from point A to point B and helping the practitioners leverage the skills they've built over the last decade and really apply those to what's going to be required of them on the next decade I'm glad you mentioned that was a big theme of Pat's talk you know the bridge and you hear a lot of talk from the analyst community you know Gartner particular talks about bimodal IT my friends at IDC talk about the third platform but the problem i've always had with that is it's more silos like you know you don't want to be part of the old and i want to be part of it both what you guys are saying your messaging is we're going to bring the existing that asset base that you have along we recognize you want to go from point A to point B without just ripping everything out and so that's fundamental to the strategy and that's coming through in the messaging that's great to hear that is funny Massimino Ray fairing is the guy who said the cube we just pulled it up on our real-time analytics system but he said I feel those leaving you know during kit cobra session may be without a job in five years fact hashtag fact but that is a vibe of the show what are some of the stats on the number share some of the inside the numbers attendees sessions what can you share yes I mean I'm really proud of the stats actually so we exceeded our goal we have 23 5 23 thousand and five hundred plus attendees and they're still coming in the door as you can see out at the registration desk so biggest vmworld ever really solid growth and the demographics is shifting we're starting to see more of these new audience types so really excited about that we have over 400 breakout sessions very well subscribed the demand for the breakouts is quite incredible we have almost 300 289 or so exhibitors and the solutions exchange there is simply no more floor space if I could add another building I'd be able to scale out and get another hundred in the door but I'm just simply have a finite resource of space and we're chatting over Howard feet let's go there so I got it I got to ask about that there's never anyone it's always hard to please everybody at these events and you always feel oh nothing new at vmworld they have people coming oh sorry so fresh and relevant so you have you have a lot of people from the old guard and the new guard kind of coming together as Pat said cowboys and farmers kind of working together it's just quote on the q what is that vibe right now how would you describe that because you thought people scratching their heads and saying what's new this year femur I'm not seeing anything new so for the record sheriff Oakes what's new this year absolutely the new stuff yeah I think there's a lot of new stuff but we are getting into a more iterative development world where you know we're doing kind of lots of little or releases instead of you know five years ago where you just you held out for two years and then it was just one huge release you've got the evo SDDC that was new right and within that STD evo SDC manager brand new quickest way to really implement and get to a software-defined data center a tightly integrated software stack with new management capabilities to under you know manage the underlying hardware in infrastructure you have the whole photon platform right which kit Kolbert and rail Pharaoh launched so the photon platform which is largely open sourced with the exception of the very small in a just enough virtual machine all brand new photon OS photon controller the photon machine part of the photon platform then today we talked about business mobility so you have the workspace sweet Sanjay talked about that what we're doing with air watch we also then of course rolled out security and NSX 6.2 we have all kinds of new cloud services that came out vCloud air the disaster recovery on demand some new sequel database as a service technology so they're really I can just focus on stage Tigers are shaking it up here guys so I got to ask you so as a CMO your job is to kind of watched the trends walk to fashion if you will in the industry and you know the trend oh it says don't fight fashion you got to be fashionable and be relevant I get that but it's a hard thing to market vmware is its unique company you have a core a lot of things going on around the company I'll see the Federation EMC conversations you have customers that are changing hat laid out essentially a whole new future vision what's going to happen to VMware it basically devices world global global company how do you market that and how do you what's your approach and and what's your philosophy how do you how do you do that I think one of the most important things and I hope you got this from the keynotes this week is we are unifying behind a common narrative that is really relevant to our business and the value we deliver to our customers and everything we do somehow connects to that storyline and that's really this concept of one cloud any application any device and ago by one cloud I mean really the simplicity of managing something as one but it's really about a multiple cloud unified hybrid cloud strategy all delivering any application on any device I think the other common theme that we anchored around is what is our relevance to applications because at the end of the day that's what the business cares about so we've worked really hard to make sure that our customers understand how is it what we're doing is enabling them to deliver modern and traditional applications to their business really in any way they want to comply observation there Robin is when so that's great to have the high level messaging but when you test beneath Italy we ask pat ok so how do you live in that heterogeneous world and he basically explained ok took each of the levels of the stacks that is what we're doing there we can't do it at the you know this level we are will do it at this level with a very precise answer as to how that strategy turns along to reality so that to me is the ultimate test not just marketing a little marketing tagline and the reason why that's so important is because that when you test it with the customers and they're actually gonna be doing it you know down the road can't B's give a tie back and that's yeah thank you i would agree customers it has to be has to be relevant to customers I the end of the day they need trust in the vendor ok that I ask a question that everyone wants to know what's the party the big party everyone I mean VMware always has parties as so many parties going on did the event I mean I think there's like 10 different parties happening tonight now if we can't go to all of them but we'll try our best the big party at 18 c 4 share the big party yes it is always one of the highlights of the week i must say for all this technology it boils down to how great is a party well I have good news the San Francisco Giants cooperated and they went ahead and left town for a Wednesday night so we're able to get the park which is fabulous love being at the park so we're back at the park we're featuring two great bands and we very intentionally picked bands that are the up-and-comers you know not the kind of tried and true rock and roll we're going for someone sees every year all the different question the envelope John so you better get comfortable and come out and hang out with us Neon Trees opens up the act and then we're closing with Alabama Shakes and the rumor on the street is if you want to go to a good concert you go see Alabama Shakes perform so come join us it's going to be our walk we'll do our best to sneak into the VIP booth like they did her imagine dragons I hope to see you there okay thanks so much for coming on the guy know you're super busy thanks for sharing the insights and time and update almost love what you guys are doing it's a great audience love to have you thank you it would be back more live at San Francisco moscone north the Emerald 2015 things are shaking up up and coming new things a lot of stuff happening we'll be back after this short break

hey welcome back to VMworld 2013 this is the cube live in San Francisco California Moscone Center south lobby this is a cube our flagship program we go out the events expect to see the flu noise I'm John Frieda founder of silicon I'm joy of my coasts day Volante boogie bun or hi everybody wanna talk flash with Ken Grohe he's here from Viren and he's a worldwide vice president of customer ops Ken welcome to the cube thank you for a long time watcher of item appreciate that yeah so you're enough obviously smoking hot space we've been talking about in a flash all week you saw the announcements of you know V sand from from VMware that's you know great news for you guys and just you know give us the update on on Viren and you guys have you know really you know we know Mike so I'm Mike come on all of a sudden things started happening and did the deal with Seagate so what's what's the latest well the crux is numbers numbers speak more than anything so I'm pleased to see that our company's growing 300 this year which is a huge change and I realized flashes everything if you walk the floor right now and a lot of vibe I think about 23,000 people across the show I think most almost 80% exhibitors are all around flash so the good news about buried in though is we're really beginning to invest we started generally availability of our flash max connect software as of April so there's a lot of talk about creating a flash platform but really we're really walking the walk now by having the practive ailable having our high availability software available having our shareability software so it's not just selling flash for the performance aspects Dave it's really building and creating and leading a flash platform transformation and that's where we're gonna get through I think you've talked about prior questions about how do we get it to the enterprise space so the web scale I think we all know is all PCI flash based but how do we get to the brick-and-mortar enterprise space and I think the familiarity of getting to a platform that looks like a sand it feels like a sand and as the data services of a sand will albeit with the respect of the performance at microseconds that flash and only PCI Flash can provide from Vera Dhin I think that's how you get to enterprise accounts that everyone's like to see yeah I mean when you talk to people in the labs they they tout your product as you know one of the best if not the best out there but so that that flash transformation that's largely software lead absolutely so talk about that a little bit well it has to be software led because at some point you basically if you one of the troubles we have going through is do you want to buy a flash array and some of the in users might say where's PCI flash makes more sense where it does make more sense is your heritage behind it if you want to get close to the apt and you want to be closer to the actual performance behind it you want to get that performance but you also want the familiarity so you can go back to the IT director of the santa administrator and have the same type of data services or high availability that you might be accustomed to so that kind of bridges the gap between the person who's representing or maybe being the database administrator or maybe the application owner or actually the people they're administrating thus and so i mentioned the word transformation because i just didn't talk about how we're transforming the data center with flash and getting a greener i talked about how the people who manage the storage how they need to be professionally transformed I liken it to of we were in the business for a while I liken it to back when the first sands were sold people were putting raid storage out there but it wasn't until the transformation happened to sand and that IT professionals actually had to decide how you can have networking and actually have that build to everybody that transformation is happening today but would flash the building blocks PCI flash our company is uniquely equipped to actually bring out for lack of a better word of Veritas like what they do on the sand basis but actually have the high ability software the share building software actually in place so people can have a comfort and familiarity with the actual San in place ever have the speed as far as PCI flash can talk about the dynamic in the marketplace I'll see variants Lisa I always thought telling entrepreneurs this you get in the market is you're an entrepreneur you build a company you got to get on the field you can't score a touchdown or hit a homerun if you're not swinging at the plate or being on the field you can't really do anything from the stance you guys hit the flash thermal growth like all of a sudden the market was just realized spun in your direction your technology right there you're right with a puck came to you as they say in Wayne Gretzky analogy you guys were where the puffy you skated to where the puck was coming what is it about Bearden that makes it today really hot and you guys are growing get good growth sure 3% growth what's that 300% growth reason why the customers are buying tell share it the audience up there what three reitman what it is thanks for the questions I appreciate and thanks for acknowledging our growth and I shout out to our founders Kumar and Vijay who started this company seven years ago and then basically moved and worked it from nor flash and the appliance over to PCI flash two years ago but the reason for the growth is really threefold first off if you're an only M you really resonate with the fact that you've got unconditional performance at the higher you beat up this card the more there is an OEM would actually perform better for their applications and that that's why we're becoming a choice given the flash marketplace it's out there so performance number one o on condition performance if you go to our website that's our tag line I'm provision performance however you mentioned bring Wayne Gretzky on where the puck is going to where the pucks going to and I think you will you'll see our tagline kind of move towards is more of a leading the flash platform transformation so I mean by that it's it's the integrations Dave you mentioned before with high availability with shareability with caching software at the kernel level actually after the actual design for flash having them available so you actually can make that transition so no longer you clinging on to the stand tree you move into the performance of actual flash so that helps in the end user and what I've kind of done since I moved over in May is build what I think is a pretty good than using Salesforce and September 10th we'll talk about a partner kitty will be building as well but if you get the end user that creates the demand we're bringing on more more OMS I mention this card before you got om om and use direct sales in direct indirect indirect will be announced a separate tenth we are doing okay there are some of you big customers that's a big oh yes so if you don't extreme super flash that's a goob EMC is doing it yeah so and then um seagate of course x8 their product were very happy to be one of the providers of them as an OEM but over 50% of our sales to date have been to the direct end users that's where a big part of a business and that's that's where it really resonates people if you look I think Pat's first slide was he talked about how the applications going from first to second to third it's all consumer based it's all I carry an iPhone 5 F where I go when I I try to work at that type of real time speed with that type of transition to consumer eyes type applications you need a third generation type you know building blocks and that would be PCI flash my garden so I wonder if we could unpack a little bit more how you guys differentiate John I've been talking all week you know just that Jerry on from Kray lock just talking about the nightmare he really thought I and yeah but of course the other flipside of that is people saying it she's like the Winchester just drives to the 1980s you had 80 companies and and you know can the market sustain them also so how do you guys differentiate from all the here we always say extract the signal from the noise how do you differentiate from the other players out there well first off for the people who know the business the people that buy in by the pallet fall let's call it the scale that accounts the people they're leading us their new you've probably name the names before those customers the flash innovators they're buying pervasive flash they're the people who enjoy using the customer using actual product itself because it's got the highest high-end performance so unconditional performance you don't have the outliers the more you hit it with a high thread rights the high red thread reads that's where we really shine so thanks for noticing that as far as the customer base I mean the ability to have a vkn product with a right back no one else had well one of two players that have that as far as the VHA software its uniquely positioned so you have the same familiar out there and then every time they give an end-user presentation for my Salesforce when you see the V sharing capability as far as software that's truly unique Dave in the market talk about that V cashing with the right back I think you said that's unique so describe what that is and what makes it so hard well the reason why it's hard is you've got to have it so it conforms the existing systems you have to have in place so that the actual methodology in place as far as the applications and the accounts are you used to having different situations where you have the the same familiarity the same data services you have in place with right back you have different choices you have right through you have right around a write back cache and the fact that we've been in the flashing business you mentioned it acknowledged the newer appliance with our founders that you know this is this is knowing our first first attempt in the flash marketplace we've been in the biz five years before we went to PCI flash we can do the hard business that we can do the different choices for customers whether it be right back right through a right around and supposed to be caching but the truth is when we go in and user sales calls they always resonate around shareability they like the fact that you can put this as a 2.2 terabyte card they like they can share some of the namespaces and we convey shares across the different so you actually have a shared pool of these spaces around the different pool of flash I think earlier today I know Carl mentioned it I know Pat mentioned yesterday that's truly unique for us the ability to share and access has cross more users but you had mentioned I think when the raid vendors were out there there was like 20-something raid vendors but then after the change to the San marketplace to get down to two or three I think you didn't see that type of change around flash as well there are five or six flash PCI Flash vendors I think we're gonna be one of the three or four that people built bet their business on because we have a familiarity of having that software and that's where our investments are Ken talk about something that's I'm always gonna stickler on like buzz words but and but it did some of these things matter high availability Madison unquestioned is a word that's like a punchline it's like cost of ownership it does it's relevant but I want to actually specifically what is change in the current marketplace around high availability high availability is a table stakes kind of deal for a lot of the infrastructure side I mean that's a goal where everyone wants high availability like freedom right so so but what is about high availability today well it's different than was a couple years I'll give a tangible example one of our best use cases with the VHA software that you just mentioned as well as Oracle RAC some of our customers want the demands of Oracle RAC and the bridges the way that that can seamlessly work in their environment and to be blunt with you you get the speed of PCI flash but the affordability of putting you know a few cards in your environment and have that be able to do it but you have the blessing and the endorsement of actually having a rack environment have it out there so that's the way I view high availability at the highest levels five nine step availability where the customers could depend upon it and that's something you got to pitch a lot with your clients all day that's that's probably a second most proficient servers and my availability kind of go hand in hand I mean well sometimes they don't I mean people don't have availably they don't go down they're not performing so it's kind of like a implied benefit yeah John it's its database it's we're doing great in the e-tailing marketplace so I think the bricks and mortar type companies that are putting a front end that looks amazing like Google or amazing like Amazon amazing like Facebook but there's still the large retailers you might go shop on a weekend with so some the people at the show are talking about two major themes we're hearing follow the applications have a patient-centric infrastructure and enabling infrastructure that's going to be available to enable the apps to basically run DevOps and or create infrastructure so so what are you guys doing let's talk what's the innovation strategy around the around the enable in the middle of the stack because VMworld VMware can't get to the top of the stack and innovate until they fix the middle of the stack which is performance availability but enabling apps flash seems to really sit beautifully for the apps it's like a memory tier it's not also you can put if a disk so what are you guys doing in that area what can you talk about photos whatever we can do to make it seamless so people enjoy using the emotion what we can do to enjoy so that seamless for B motion I mentioned Oracle RAC before one thing I'd like to do is in my in my past we enjoyed seeing VM win I think Pat went through the slides before where VMware has get to a point there's more virtual servers in place than physical servers I think what three four years ago it went about 50 percent Moritz Zion okay thank you so what we need to do in the value we provide to our OEM partners and our end users that last twenty five percent so even the most proficient virtualized customer out there they need that lasting hooda to get their Tier one critical applications fully virtualized and it gets one of the mantas that know Carlos talk with us pat was talking about this flash technology is gets the mission-critical applications so they can be virtualized as well because I think this whole robust environment here twenty two thousand people would benefit if it was a hundred percent versus a final question for you we were up on time here can did you guys I've got great growth what's next what's around the corner can you just give us a peek around the corner for you guys you mentioned messaging some some new messaging that might be come around but what else is what's gonna be new for you guys well thank you for acknowledging so it's leading the flash platform transformation September 10th to see a big announcement of our channel ecosystem I appreciate that you will see denser cards but more importantly we're investing all we can in our saw where we want to lead that flash platformer transformation you will see future releases about different availability as far as card management and other sophisticated ways so we can make it seamless as you're used to running your Sam but for a flash network flash network so having that fabric in place and again work its addicting work in microseconds the fact that the product in bring in 50 microseconds versus a familiarity we used to have around four to ten milliseconds people gonna like me post into the applications consumer side and it's exciting time for us for the growth potential new customers that might not know Veera didn't explain to them real quick we'll give you the final word of the segment why you've helped other customers that might be like them and what should they know about Bearden we'll wrap it up okay great on your third generation applications you might out there a sequel a new database that might be in place there it is exactly your choice to put out there it will give the speed you need that's out there in the familiarity of actually having the data services around our software flash math connect if you have an existing second-generation application that you'd like to get end-of-life or a little more kick out of it on a midlife kicker whether it be Oracle s ap we even have a huge use case and one of the largest companies in China just put in through an exchange environment that's a great use case as well so today's performance next generation tech performance but familiarity of data services that you've been around for 15 20 years and that's why I think we're leading the flash on the transformation so thank you Ken that's awesome flash as hot as I always tell Dave and I was talking about it under the hood is the engine of innovation the apps are what's driving the car all the instrumentation is there with Big Data and flash is a big part of it congratulations new sets and watch mirrored in we're gonna be watching you guys be written inside the cube this is Jon and Dave here we'll be right back with our next guest after this short break