 Live from the Sands Convention Center in Las Vegas, Nevada, it's theCUBE at AWS ReInvent 2014. Brought to you by headline sponsors, Amazon and Trend Micro. Hey, welcome back everyone. We are live here at Amazon ReInvent in Las Vegas. This is theCUBE, our flagship program. We go out to the events and extract the signal noise. I'm John Furrier, the founder of SiliconANGLE. We're here with Carl Vandenberg, VP of Product and Customer Success at TIPCO, formerly of Jaspersoft. Welcome back to theCUBE. Thank you. We interviewed last year. You changed jerseys or put on a new shirt? I got TIPCO from the Jaspersoft. Yeah. So tell us about what happened. So obviously we covered you guys. We're covering Jaspersoft. I think going back to Hadoop Summit's first one. Yeah, yeah. What's the update? What's the update? What went down? Where'd you guys end up? Would you land? What are you working on? What are you doing? Right. And yeah, Jaspersoft got acquired about six months ago by TIPCO. Our focus is embedded business intelligence. We have a large developer community. Hundreds of thousands of applications today embed Jaspersoft. And that's kind of our distinctive angle on the BI market. There's just so many players. And TIPCO is looking to take a bigger role in the analytics market. Some of you may know that TIPCO already has a data visualization product called Spotfire, part of their portfolio. And the Jaspersoft piece now complements that. So there are two distinctive use cases in the market. Data visualization focused on analysts. And then embedded BI focused on developers. And so together we are now TIPCO analytics, sort of a new group within TIPCO focused on becoming the number one player in the analytics market. You know, I've always been impressed with TIPCO going back to the old TIPCO boss. They've been dealing with distributed computing for a while. Now you're starting to see this decentralization of distributed computing kind of coming back, right? I mean, Amazon represents distributed computing in kind of a chaotic, you know, way. But it's still as a resource pool, a lot of tooling. What is the developer an opportunity, right? Because I mean you can look at analytics and saying customer A might not be the same as customer B on the deployment side. But how do you create a scale of product? So what do you guys learn? And what's your observation in this new, as Andy Jassy calls it, the new normal? Because the game is still the same. But just the environment is different. So I'll tell you a little bit about the role that cloud has played for Jaspersoft and now for TIPCO analytics. So there is a problem in the analytics market. We're spending billions of dollars on analytics. It's a top priority for CIOs. And yet there's another industry analyst number out there that 25%. And 25% is the actual number of information workers that use BI. So despite the spend, despite the focus, we're still like three quarters of information workers today don't interact with BI on a regular basis. You're an information worker. I'm an information worker. I think, certainly from my perspective, even though I work at a BI company, I don't use the stuff every day. And I think I could. It's just not in a digestible form. It's not easy enough. It's not easy enough? The problem boils down to we have other preferred tools. We have applications. If you're a salesperson, it's your CRM. If you're marketing, it's marketing automation. We have our preferred applications. What we really want is analytics inside of applications. And that's the whole embedded intelligence aspect of JasperSoft. So JasperSoft is focused on giving developers the tools to build analytics reports and dashboards into their applications. So where does the cloud fit in? The problem is a lot of applications that don't have analytics. They might have a pretty chart from a charting library. They don't have an analytic platform because it's too costly and it's too complex. And so what the cloud has enabled us to do, and about a year and a half ago, JasperSoft launched the first utility-priced BI server on AWS Marketplace. 18 months later, we have over 1,300 customers, and we are the number one selling product on the Amazon Marketplace. So talk about the embedded thing, because I want to get that most of good point, because now you have a developer who are embedding analytics. Jeff Kelly and I were just talking in the opening segment, and obviously he's the big data analyst. But I was kind of poo-pooing the whole big data segment because I'm seeing data, fabric really being embedded. So it's really not a pure-play category. And if you look at the revenue of, say, Hortonworks S1 filing and Cloudera not going public and getting the Intel kind of like a cover, maybe the big data is not a market. Maybe it's just an embedded feature of everything else, like cloud. Yeah, well I think... What's your take on that? I think the challenge of big data, like analytics in general, is making it digestible to your average consumer. Today it's primarily focused on, you know, analysts. What can analysts get out of these new data stores? Right? And it's great. And there's more insight. Newer sources tell us different things. We have a broader perspective on our customers from all these new social media feeds and so on. But fundamentally, in order for that big data to become useful, it has to be made small. We like to say we need to make big data small by embedding sort of the insights that are extracted from big data into the applications that people actually use every day. So you and me are going to use something, and we want the insight from big data fed to us in a way that's useful. So let's talk about the visualization piece. You mentioned the BI, the Inflation Workers. Let's go back in time. We had Alan Cohn on here from Illumio, hot startup. He's a 25-year veteran in the tech industry. And I always love the tech veterans. Always kind of go back and say, we're living the inflection point like client server. Like PC revolution. So I think the PC revolution, I've said on theCUBE, kind of as a haymaker, this revolution is like putting together a PC and client server at the same time. There's a massive, it's like the combination of those two massive forces. But let's take the PC. Excel was a productivity tool on paper. Yeah, you use spreadsheets. Before that, it was MIS department and the mainframes, right? You had to go get the reports. BI is kind of like that. I mean, it's not a great analogy, but it's kind of one that humanizes that, okay, Excel made the humans at the desktop use Excel and numbers. Versus the old way was go to the IT geeks and get the data. That's kind of happening now. So what are you seeing there that's going to get that kind of obvious use case? Is it the tooling? Is it the developers? Yeah. What's going to make BI pervasive? It's a great example. They've shown that getting stuff up and running is easy. Yeah. So I think there's some positive signs that we're going to get to pervasive BI finally. Ultimately, what it's about, and this is the mission for typical analytics, it's about finding the way to get BI out of the tools. So in spite of the success of the tableaus of the world, it's still kind of focused on the same population, which is data analysts, people who like to spend their time in data. And that's well and fine, but the majority of us don't have the inclination. It doesn't matter how cheap or easy the tool is, we're not going to have the expertise or the inclination or the time to go and use a tableaus. It's just not going to happen. So fundamentally, what we need to do is we need to get insight out of the tool into the applications or find ways for the analysts who are crunching numbers to share more readily with the rest of the population. That part of the market has not evolved at all. I mean, we're basically just emailing spreadsheets or emailing reports, but that's not how people work today. Give an example, that's a great point. So I would agree, maybe it's evolving a little bit, just like some bright spots. You can see the light way into the tunnel. But take that use case forward. I'm emailing spreadsheets around today. What's the embedded scenario use case look like in the ideal future state? What it looks like is that inside any application where there is an element of data, and that's pretty much all applications, you are going to have interactive BI that's part of the application. So you will have certain pre-built reports and dashboards that are going to be useful to you, that have been pre-prepared by a developer. But you'll also have the capability to ask your own questions, but within that application. So if I'm a sales rep today and I'm using a CRM, I want to have my analytics relevant to me inside of the application. I don't want to have to go to a separate report or dashboard outside of the application. I don't want to have something inside the application that's pertinent to me. So, talk about the cloud now. So, again, back to Jeff Kelly's conversation today was there's a big data theme here at this event but it's not front and center. It's just native into the conversation. People I talk to are just like, oh yeah, we used Redshift, we got Kinesis. It's starting to see that closed loop. You've got CloudTrail as a big data application if you look at it that way. This is now native into the Internet of Things meets data center. What do you guys view on that? Do you see the same picture? Yeah, big data is a natural for the cloud because of the sort of scale out architecture that's required for many of these new data stores. A lot of the new big data sources are cloud native. That's where they're generated. It's not like we're trying to forklift warehouses that are on premises into the cloud. Most of the cloud data is now cloud native. That was essentially the opportunity that we saw when we came out with the Jasper Software AWS. There's two approaches to cloud analytics today. One is I'm going after a business user like a VP of marketing and they want to see their campaign analytics. I'm going to build a SaaS application focused on them and they can buy it by the month. That's not what we were focused on with Jasper Software AWS. What we were focused on are the developers in IT that already had a ton of data in the cloud. You just look at the growth of Amazon S3 to give you an indication of the amount of data that's cloud native. There's all of this data and yet there's no analytics service right now that matches well with how people are used to buying the rest of the cloud infrastructure. I can buy compute, I can buy databases, I can buy app servers all by the hour. I can't buy BI. Until we launched Jasper Software AWS, you could not buy BI by the hour. Let's talk about Spotfire for AWS. Is that in the marketplace? What kind of deal was it? Was it joint integration? Give us the details of that deal. That was an announcement we made today. We now have a world-class data visualization product. This is a product that has been ranked in the leaders quadrant by both Gardner and Forester. So an incredibly rich data visualization product that is now in the cloud, available starting at less than a dollar an hour. Again, we are disrupting the market from a business model perspective. This is the only data visualization product where you can buy for less than a dollar an hour. All right, so I want you to rewind that. I'm actually tweeting this out right now on the crowd chat. So rewind that. I want to just make sure we capture that. So today we announced Spotfire for AWS. In the cloud for how much? In the cloud. So it starts at less than a dollar an hour and you go in the marketplace and you see the actual number. I'm thinking it's 68 cents, so I can't remember exactly. The point is less than a cup of coffee. You can get a world-class data visualization product. You've got heroin in that coffee. You've got a total addiction, right? So what's the real number? Well, the real number is obviously how long you use it. But this is the cloud consumption. Land and expand. Show the value. Offer low entry price. What the utility model is doing for analytics, it's allowing people to experiment with zero risk. There is no contract that you sign, right? There is no salesperson that you talk to. You press a button. If you like it, you continue. If you don't like it or if you want to take a break, you press a button again to stop it and you only get charged for what you use. That is the fairest pricing model. You ask any user, that's what they want. And now we have it for both an embedded BI solution and for a data visualization product. And this is to prove and go to market, really, in cloud, right? You've got to have some sampling, if you will, lower price frictionless entry. Some cases, premium, right? We have that with our crowd chat, which is a board in the cloud on Amazon. Now the issue is ongoing. They could budget for it. So I'm a user. This is the use case, right? I play with it. I get some value. Put up my credit card, expense it, or whatever they do. I guess it's now called buy as you do. Buy with a drink. But then now I say, okay, I want to use this in production or even more. I then shift the budgeting to that. So that's kind of your strategy. Right. We want to give people a zero risk way to try our data visualization product and do it in a way that's super simple. So it's all in the cloud. You press a button and it's up and running. Okay, so tell me what happened inside the company to get this approved. There had to be some naysayers. You know the name names. Yeah, yeah. No, we can't do that. We were given the farm away. The good fortune was that the Jaspersoft AWS experiment that we started a year and a half ago has been phenomenally successful. And there were concerns that we were going to cannibalize our own business. We had sales guys selling 30k a year subscriptions. And now we were introducing something starting at 48 cents an hour. And there was legitimate concerns that, hey, are we going to just siphon off our mainstream business? We did it in a clever way such that we really went after a market that was underserved today. Companies that would never consider BI, really, because it's too expensive. And so I'll give you an example of a customer. Silicon Angle, so in Silicon Valley. Yeah. Lots of recruitment firms, right? It's a good business for recruiters, but they're also, you know, it's a competitive market. So how do you stand out? Well, one of our customers, one of our early adopters of Jasper Software AWS is called Sage Human Capital. 25 people. The CEO believed that if they could give, if he could give his customers, his clients better visibility into the recruiting process with data that he could stand out. And so he had the idea, but he didn't have an IT team. He found Jasper Software AWS. Four hours later, he had his first dashboard. This is the CEO, right? His first dashboard up and running, and it cost him all of, you know, $2. Because of that, they were able to build a whole dashboard that they provide to their customers. They could see what's happening in the pipeline, what candidates are saying vis-a-vis a particular posting. Customers love the visibility. He has, in two years, he has quadrupled his business, and he's doubled in staff. How about the integration for him? So he's got no IT. So what did he do? Did he call you guys or just went to Amazon? No. So this is the beauty of the marketplace. We built a, so marketplace you go and you press a button and it's up and running, and your credit card is being charged. But what we also focused a lot on at Jasper Software was we wanted to, our design goal was that the person buying would never have to talk to anyone. To buy, to get up and running, to get into production. So we built a whole lot of self-service tools, online university, community forums around the offering. So that's essentially what happens today and that's why we can charge that price. There are no people involved, right? There's no support for it. It's all online. It's all online. I mean the marketplace, it's the retail, it boggles my mind how Amazon just has that tool formula, win the platform, win on the tooling and packaging. In this case, if you take, think, book seller in retail, it's all in the packaging, right? So the packaging here is correct. The packaging is beautiful and it's clearly popular and like it's marketplace has been around for two years. We're in 1900 products now are in the marketplace. Okay, so I got to, since you're the product, I got to do a little biz dev for our crowd chat products. I got to ask this, so I want to use your product for our crowd chats. We run the crowd chats with all these hashtag conversations and it's awesome. It's all hosted on Amazon. We store the conversations and chat it. Can I use your product and how would I import that data into the analytics? You just tell us where the data lives, right? So we can read anything from flat files to relational data stores to Hadoop, Mongo, any of the newer data stores. Text, you can take all the text, do kinds of stuff with it. Spotfire has a text analytics component. Yeah. JasperSoft doesn't do unstructured, but Spotfire does. So, and now with the, Spotfire for AWS is probably the product you're looking for. And you could be one of our first customers, John. We're doing deals on theCUBE. This is what it's all about. We love theCUBE. Yeah. I love talking to product people because the product is the very key nuance in the cloud because you mentioned it earlier to do some things, pricing is just one indicator, but you get a price after you get the product positioning. So what about, let's drill down into what you had to do to satisfy that core business. The sales guys out there saying, hey, I got to make my bonus. I got my product. I got my named accounts. Yeah. So what happens to those guys? What's the positioning? How did you slice and dice the positioning? Did you have to throttle back some features? Did you have to shift a little bit on the product side? You're a product guy too, John, I think. So, yeah, there was a little bit of feature. Essentially one feature, which is multi-tenancy, which we kept out of the of the 48 cents an hour product. But what really worked, what we're seeing working now is it's kind of come full circle. So these customers, they said that before, would have never bought an annual subscription. It doesn't matter how good the sales guy is. $30K a year for a 20-person recruiting company is just way too much, right? So we got these new customers we wouldn't have got before. Now what's happening is, as they get confident and they grow their deployments, they're seeing the benefit of maybe adding, going to a bigger machine, getting commercial support. And our sales guys now see our Amazon customers as kind of our lead source. They can convert those to annual subscriptions. It's entry-level on the product map. It's entry-level, and as they grow, the sales guy says, hey, I can make that. It's really new to you guys, so it's really new business. It's absolutely new business, and a lot of it is coming through the AWS customer base. So they find out about Jaspersoft. If you go to the marketplace, you can't avoid Jaspersoft, right? We're there everywhere, listed number one in BI and big data, and it's a great position to be. And so people find us, and they never heard of us before. It's great business model, because what you have is essentially serving a new customer base. There's some work up front. You guys did some work, and that costs you some cash, so you do that. But the leverage on the back end is awesome. Now you've got direct leads coming in an upsell, and then the hockey stick can kick out. If you get lucky, if it goes well, then you kick up to the hockey stick. No, I mean, you know, I can't say enough good things about marketplace, and I'm not being paid to say that. The marketplace allowed us to get to the cloud with practically zero investment, right? Because all the billing, the infrastructure, all of that was taken care of. The only investment we made was marketing, just getting the word out. And again there, the marketplace itself is kind of our primary source now. So just phenomenal in terms of our cloud efforts. Well, the cloud migrations here, Carl, appreciate you coming on theCUBE. Good to see you. Again, you're seeing the transformation, the shift. But more importantly, there's real business value, right? So you have a lot of frictionless way to get new products to the market. And Amazon with the marketplace and all the new announcements just adding more and more services. Watch out. Love coming to the show because I always, you know, see just the verification of the dominance of Amazon. And I think there's just not, it's just getting started. So obviously people are worried on the other side, outside of the Amazon camp. We'll be watching it closely. Thanks for coming. I'm going to try Spotfire. We'll take a look at it. Yeah. If you have any issues, let me know. Well, that's the number one thing of visualization. Yeah. Visualization is everything, right? Storytelling. Yeah. You know, people want, it should be very easy, almost, you know, for a user to push a button and have that easy experience. Yeah. Great. So, Carl, thanks for coming on. Thanks for having me on. Tibco, formerly with Jaspersoft. Now at Tibco, we're here inside theCUBE bringing all the big data in the cloud. We'll be right back after this short break.