 Okay, we're back live inside theCUBE. This is day two of Hortonworks show with Yahoo Hadoop Summit 2012. I'm John Furrier, I'm joined with Jeff Kelly. This is the day two kickoff. We're looking forward to great conversations, full packed schedule here inside SiliconANGLE.tv's Cube. This is our flagship telecast when we go out to the event, extract the signal from the noise. Boy, we had a big day yesterday, Jeff. A lot of people, there was an event going on after the tech museum in San Jose. Got a lot of good stories out of the evening. What's your take on your expectations for today? Well, I think we're going to continue to hear the themes we heard yesterday kind of continue today. And that is a lot around Hadoop. Is it enterprise ready? How do you integrate it with existing systems to not just compliment but really extract more value from the IT systems, the databases and software you've already invested in over the years? We're going to hear more about the ecosystem. There's a lot of different vendors here of all types. There's the open source startups, the hot startups, and then there's long time IT vendors like IBM and others here. So how they're all kind of working together and that's all shaking out now, that's really an interesting story. And then of course, Hortonworks is here putting on this show and they're just released their GA of their platform and their whole business model. We've talked about with Rob Bearden, the CEO yesterday about keeping the product itself open source and free and selling support. So that's certainly going to be something we'll hear more about today when we talk to some of the Hortonworks guys. And finally, use cases. So hopefully get on some more practitioners today. In fact, hopefully we will get on some more practitioners today. Netflix among others, PayPal's coming on. So we'd love to hear a little bit more about how they're actually using the technology inside their organizations and advice they might have for practitioners out there that are watching, that are, you know, want to get involved, you want to start working with big data. So we should have some good advice and some good examples there. The big story we're going to have on this morning is that Jeffrey Moore, who wrote the book Crossing the Chasm, he also wrote the famous book Inside the Tornado. I just see him here coming on theCUBE. It'd be great to talk to him because he just gave a keynote presentation talking about the markets and, you know, early market, bowling alley, which when you start seeing use cases, the tornado and then full adoption. So we're going to talk to him about that and kind of get his take on where we're at. But he really thinks that we're still in the early stages of this market and kind of transitioning over to that bowling alley when he calls stage where the use cases are being the key conversations, not so much standards and product scale, which I would agree with. I want to get his take on that. But, you know, all that's going on, Jeff, but the marketplace is exploding. Obviously, with big data, you're seeing a massive growth. The news out there in the web today is that Microsoft is going to acquire Yammer for over a billion dollars. I was breaking on the news today. You've got Jive out there, still public, just went public, LinkedIn went public. So these social stocks are absolutely going crazy. Yammer basically makes Facebook for the enterprise. And it's just amazing how that's going. Now, if you look at Salesforce, right? Salesforce and Oracle have been buying up these little social media companies. Oracle just bought, I mean, Salesforce just bought Buddy Media and Oracle bought a few little companies as well. So you're seeing the marketplace looking at new infrastructure-like solutions. So, you know, my take on this show, we're going to continue to see in the conversations today, two threads of conversations. One about infrastructure and one about applications and analytics. So the end game is the analytics, the application with big data, but ultimately there's a lot of action going on at the infrastructure level. So all this enterprise-ready stuff is all kind of posturing, in my opinion, but it's good posturing. That's where people have to be immediately. That's like the first, you know, milestone for a lot of these big data companies, Jeff, in my opinion. So, you know, a lot of activity. So a lot of things going on. The bombs are dropping in the marketplace. Yammer got to excel at Microsoft. Microsoft's going to buy them for a billion dollars. It's insane, insane in the evaluation of these companies. You know, and we've been talking about Cloud Era and Hortonworks. We're going to continue to talk about that today. The so-called Cold War is over between the two companies. However, you know, you have two different companies, two different approaches. Cloud Era, obviously the market leader. Okay, you've documented that very clearly. Hortonworks on number two, rapidly trying to get that position. But two different business model approaches. And two different philosophies. And also, I might add two different valuations. In Cloud Era's valuation, Summersay is approaching a billion dollars. Hortonworks last round of financing was rumored to be around 400 million. So, you know, there it is. It's still early times, though. And, you know, I think it's important, and we were talking before we went on air a little bit about, you know, the Cold War is over there. You know, there's a lot of co-opetition. They're working a lot of on the engineering level, working together as part of the open source community. But yeah, I agree with you, make no mistake. You know, this is a, you know, these are competitive companies. They're both trying to win this market. It's a, you know, potentially a hundred billion plus market. So, you know, we're not talking about small dollars here. So there's, you know, there's a lot at stake. And I think they are playing well together when it comes to the, you know, on the ground, the engineers, the, you know, contributing to the Apache Hadoop. But, you know, let's not forget, there's a lot of money at stake here. And, you know, they both want to be the, you know, the top Hadoop player in the market. We're also seeing another theme we're going to drill down today is dealing with unstructured and structured data. We're going to have data mirror on. We're going to have a bunch of other companies. We have some, a lot of more Hortonworks guys on. Because, you know, the real talk is analytics. What's your take on the analytics side? Obviously, you know, analytics is really important. There's a visualization of data. It's actually getting the analytics out of the databases. What's your take on that? Well, I think, you know, what we're seeing is the kind of the more traditional BI players are starting to, you know, everyone's releasing kind of some kind of connector to Hive. You know, say, hey, you can bring data right into business objects or cognize whatever it might be. On the other hand, we've also got some kind of Hadoop focused startups like Datamir, which are doing some really interesting things. And I think, actually, Datamir, I'm really interested to talk to today because they've just released the second version of their platform. And it adds some collaboration capabilities as well, which I think is really important when you're talking about analyzing data. But to your question, you know, when you're trying to bring big data to the masses, part of that is bringing tools that customers or that should say users are comfortable with. That means Excel, that means spreadsheets and easy to use tools to visualize data. And that's just what Datamir is trying to do. You know, we've also got some, you know, non-Hadoop-specific companies like Tableau, very well known, of course, for their data visualization technology, very popular with kind of the data science community. You know, but there's always issues around scaling when you're talking about moving data out of Hadoop into a visualization tool versus a tool or technology that kind of lives inside the platform, which is the Datamir approach. What are you thinking about, what do you hear about some of the different competing approaches around the business model? We had Cassandra on Guide Data Stacks. Obviously there, you know, Cassandra has been kind of positioned as more of a narrow approach. Obviously Hadoop's got the big stage. What about other solutions like MongoDB? What are you hearing there? Well, you know, I've spoken with a few Mongo users and what I'm hearing is, you know, Mongo is, I think someone, we talked about this on theCUBE yesterday as well, is it's not necessarily for huge data volumes. We're not talking about Hadoop-level petabytes of data. Mongo is a database that's good for media type data, media type files as well as video, audio, but at a bit smaller scale. So, you know, we're hearing a bit about Mongo, not as much, frankly, as we heard maybe six months ago. I think the conversation has very much moved from some of those other competing NoSQL databases, focusing much more on Hadoop now. You know, why is that? Partly because, you know, Hadoop is rapidly developing and there are more and more use cases, it's applicable too. But, you know, of course there's also, you know, the marketing muscle behind some of these bigger companies, like bigger in the sense in the open source world like Cloud Air and Hortonworks versus some of the smaller companies that are trying to commercialize the NoSQL databases. Okay, you're watching SiliconANGLE.tv's exclusive and continuous coverage of Hadoop World 2012. We're here inside theCUBE. This is our anchor desk format. We go out to the events. We call it the ESPN of Tech. We'd love to go out and get the data. We're going to fish this story, all the stories out of this event. We'd like to bring this social TV to you and we want to thank our sponsors. We will not be here doing our independent coverage and commentary analysis with our great guests and sharing that signal with you. It wasn't for a few firms who have been supporting us. I want to say Cloud Air has been amazing to work with. They supported us for over a year. They love to bring this format out there. We've had lucid imagination. We've had MapR, Hortonworks. Datastacks. Datastacks. Syncsort, let's not forget as well. And because of their investment and their underwriting of our amazing programming, we are now expanding our footprint. We have a Studio B option now for Burst Media, which Fred Davis is heading up. And Studio B is our side profile and all the dollars go into programming. So we get underwriting support. We maintain our independence. We're going to bring you the best stories. We're expanding and we're looking forward to launching our 24-7 channel in September. So keep watching SiliconANGLE.tv. But today we're going to just continue to talk about the Cloud Era, the Hortonworks guys. We're going to get on. I think that story is pretty much a dead horse at this point. We've beaten that up. But we want to find more about the products, where it's going. We want to share with you commentary around what we think the top players are doing and be the reference point for this ecosystem. So I'm John Furrier. Keep watching. We'll be right back with our next guest, Geoffrey Moore, author of Crossing the Chasm and keynote speakers. We'll be right back with Geoffrey Moore right after this break.