 Okay, we're back live here. This is lunchtime here at Hadoop Summit 2012. I'm John Furrier, the founder of SiliconANGLE.com with my co-host, Jeff Kelly, analysts at Wikibon.org. And we were going to take a lunch break, but we have such a special guest. We wanted to bring him to you. He's the keynote speaker, Phil Shelley, who's the CEO of Metascale and also Senior Vice President of CTO of Sears Holdings. You gave the keynote speech out there. He's looking very corporate. Jeff, get the tie on him from California. I don't have the tie on, but Phil, welcome to theCUBE. This is our telecast. We go out and extract the signal from the noise. Great reviews on your presentation. You guys are a leading example of competitive advantage using data. So talk about one, what you said in your keynote. Highlight that quick summary of the talk. And then two, how you guys are using big data to transform your business. Yeah, the highlight was really to try and bring some practical use cases of how you use Hadoop in a real, let's say, traditional enterprise, not a real enterprise, but it's a traditional enterprise, non-internet or non-pure internet play for traditional workload. Structured data, the workload that would have been done historically in Teradata, mainframes, Nutiza, Oracle, traditional large applications. There's a real need there. We have increasing workload. We have to manage our budgets, of course, in IT shops now, but we have to be near real time on everything we do. We have to be more personal down to the individual customer on whatever we want to do. And that's just becoming, was becoming impossible to do on traditional enterprise. So at Sears, what did you guys do? What are you doing and how's that transforming your business? Well, what we can do now is on a scale and a degree of personalization that was previously impossible. We can do a lot of pricing analytics, for instance. We can even get down to personalized offers and coupons based on what we know about a customer, the history, products that that person's interested in, products that are even available in the stores close to that person, that where we may have surplus inventory, we can do customized offers and coupons. That degree of computation was just previously impossible. Also changing prices rather than quarterly, monthly, weekly, even daily price changes. So just a more granular level of detail, more history, more changes. So your industry's been through a lot of change. You know, Sears has been around a while, but over the last decade we've seen Amazon come along, we've seen the targets of the world. And so that's kind of disrupted your business. Talk about how Big Data is helping you kind of compete in this new landscape. And you talked about some of the use cases now, but in a big picture, how is Big Data and analytics allowing you to kind of re-engineer your business to compete with some of the web specific companies? Well of course our internet business is really growing dramatically. And our mobile business too, where we're becoming one of the prime spots to go for, even the leading spot some months for mobile shopping. So the advantage we have of course, having bricks of mortar is you can order on your mobile device or online and pick it up in the store within minutes. And so leveraging our supply chain, combined with mobile and internet is a huge competitive advantage for us. And very few people, Amazon certainly can't do that. And we think that's a big advantage. Phil, I gave a keynote speech at one of IBM's adventures last week in Orlando. They merged their storage group together. You know IBM, old legacy mainframe vendor. I'm sure you're familiar with them in your dealings of your data integration. And we talked about the disruption around the four horsemen of IT. You know, with cloud, that's IT transformation. I've seen some nice things with cloud. Mobile, you've got real-time analytics, iPad. Social, you've got real-time as well. Mobile's more bringing your consumer device to work, handing that in. But big data is the burrito that wraps it all together, right? So could you talk about specifically what was the one thing that kind of made Sears go, wow, we're going to double down on this effort? When you guys started using the big data, what was the one thing that said, we're going to explode this, we're going to give you all the resources, and then get the ultimate spin out going? Yeah, some of it's pretty boring actually. So it's, but it's really important to enterprises. I'm going to sexy it up a bit. Come on, I'll try and sexy it up. But some of it's really boring. We needed to fundamentally have a new data architecture for a large, when you get to a large company of 40 plus billion dollars, you have a lot of data, a lot of copies of data, and we needed to clean that architecture up. So Hadoop is a technology where the scale allows us to do that. So that's the non-sexy bit. But the other side is to be able to do things in near real-time, near real-time fraud, near real-time offers, near real-time coupons, marketing campaigns on a massive scale. What does that mean to you in near real-time? Seconds, minutes? Minutes, usually. Not hours. No, no, minutes, usually. Yeah, minutes. And we've been able to do things and engage people. For instance, if you are shopping in a store and you're looking at, we're looking real-time at your register.