 A lot of wallet talk, not a lot of geek talk, there is some geek talk, but real elegant sort of vibe at the event. What's your take, Henrik? Yeah, I think it was a great opportunity here at the Sapphire to get an opportunity to better sit down with our SAP customers and fundamentally understand the problem they're trying to solve from that. It's highly functional, but not fast, and you're sharing a different message to the SAP executive. Speed, mobility, simplicity, personalization. Can you start with the interest rates? It absolutely does, and that's why I'm pleased to be here. You're able to capitalize on these key value propositions and the messages that they've been advocating are remaining closely along with SAP from a technology perspective, working very closely with our parents, collaboratively in field and with our customers directly to actually rest the SAP customer base. It's one of our greatest successes since we've been formed as a company. So a couple years ago, after V-Blog came out, we sort of pushed the premise that SAP is more of an advantage to the kind of simple file and speed deployment. It's very expensive as it is to roll out SAP hundreds of tons. It takes a lot of time. So anything you can do to speed that deployment will bring value. At the same time, TJ, the customer dynamic that was interesting back then, I'm wondering if, in fact, it changed. This sounds good. Seattle loves it. It's got the whole application. Well, I didn't really want to virtualize my SAP app. I want to keep my symmetrics and keep my process process running. This leaves me alone. Sure. Good. Now, talk about that moment. We certainly encountered some resistance initially to a value proposition, but I think that the relationship that we've established with SAP and versatility that we found with respectable customers has been one of our greatest successes. In the beginning of 2011, the way to handle SAP customers would have migrated to A-Blog. By the end of the year, we had a different point. So that's a pretty broad breadth. One of us also thinks we've been fundamentally done with sitting down with our SAP customers. We've gotten smarter on understanding them, so we have a better message to them. And one of the first things you've got to understand is, what's the existing state that they're in and what they're dealing with? There's Greenfield Rollouts. They're an existing customer running on UNIX platforms. They're XAX6 customers. And we've gotten a little bit smarter working on DC and EMC together in the portfolio and meeting those challenges and requirements for those customers, which has helped reduce the risk for those customers to embrace virtualization on SAP. So what else, Annika, are they telling you? What are their real pain points? So fundamentally what I'm hearing is, to reduce the cost of the infrastructure, help me meet and improve SLAs, help me reduce risk, and help me improve the end user experience. And if you look at the portfolio between VC and EMC, these are core fundamental areas where we leverage consolidation, virtualization to reduce cost, improve SLAs by our solutions in our performance improvements, reduce risk by our backup recovery and data protection strategy in the RSA portfolio, and improve an end user experience, all the things we're doing for the customer to fundamentally expect that the customer, the SAP GUI user gets what they want when they want it. I think one of the executives from SAP said yesterday, when you sit in front and talk to a customer, the customer expects that they're the only customer in the world. So that's the experience we want to deliver to the end user of SAP. And all those attributes that you just talked about, Annika, this is a question for you, DJ. The security, the deduplication, the backup, you know, the management. Is that all encompassed in VBlock today for SAP? And do people want that single skew, that block of infrastructure? We don't think that there's any question that's exactly what they're thinking. Your conversion infrastructure is pre-tested, pre-validated, pre-integrated, and it's configured for that SAP customer who likes to migrate to you. Moreover, we can do this with source individual components for themselves. Now, I mentioned earlier, it's expensive to install SAP, so there's obviously great value at the other end of that. People are spending a lot and they're getting a lot. Will they pay a premium in this market for that integration? Yes. Value? Will they pay a premium? We believe that they can, they do, and it's worth producing relatively short return on investment so that that premium is actually something that's... Yeah, so I think that is an important point because I've talked to other suppliers of conversion infrastructure and there's a land grab going on. Let's face it, right? And you're seeing a lot of pricing, discounting, white glove service, and I think, in a way, customers like that, on the flip side, that makes people nervous. Oh, they're going to lock me in, they're going to jack up prices. So I think it's the right strategy. If I understand it, your strategy is to provide that integration, for it, explain the value to people, and you know, compete. Is that, is that fair? Our bad proposition is actually quite simple. We never agreed to be best free from CNC storage. Is this going to be a CS compute? Yeah, I mean, we, at Wikibon, we studied this, we did a report recently on the conversion infrastructure market, and we forecast, first of all, the market's enormous. I mean, it's about $400 billion marketplace, and we forecast that well over half is going to be, I think, more like 60% by 2017 is going to be some form of converged infrastructure, either as a single skew, or as a reference architecture plus, let's call it. Now, you must have pressure to, to, to provide choice, right? But it's, you know, I've always said VBlock is, you know, any way you want, as long as it's black. And then you, you make no apologies about that. And there's, and I've heard Mike Capellis talk about the advantages that I've got from it in your perspective, but Henry, are you, I mean, it's a diverse world out there. I mean, you know, we're hearing from customers, hey, we do want choice in certain cases, and how do you accommodate that? I think fundamentally they're asking us to help us reduce risk as they go through their compelling reasons, whether it's an application upgrade or a technology refresh or a virtual station strategy. And if the portfolio technologies with VC and VBlock can help reduce that risk, then they're very open to having those conversations. And then I would also say that you map out all the other technologies so when we can drive innovation, we drive it from a portfolio perspective and we solve all the things that SAP customers are trying to do, going from current state to future state. Yeah, so I mean, that's obviously a big concern that CIOs have, is how do I get from point A to point B without ripping and replacing and, you know, say reducing my risk? So, talk about the blueprint for that. How do you take them from point A, where they are today to, you know, the vision? So how does that work? Somebody shows interest and they say, okay, let's start small and then if it works, we'll grow from there. Sometimes we do things on-site, sometimes we do things in our labs, sometimes we do things in conjunction with your ecosystem of partners. It's really customer dependent. However they want to do it. So you guys are, and so again, like I said, as I've observed, there's a land grab. That's your version of, we'll be very flexible. We'll bend over backwards to demonstrate the benefits. And as opposed to discounting, I think, again, that's the right strategy. I think customers should expect a premium for integration. Why? Because there's value at the other end. Now there is concern about lock-in and you just got to make sure that you manage that. You know, you got to have dual sourcing strategies and, you know, there's other ways in which you can, you know, move the data and protect yourself. And I think longer term, this business is right for that type of converged infrastructure because otherwise you cannot manage the data growth. Have you seen that? I was going to say also, you know, some customers that we have discussion about doing POC, many times when we have those discussion with a customer, they actually elect not to do the POC because they're focusing on the area that they can improve of the infrastructure that end user experience. So take LVM, for example, Landscape Retrocessing Manager. Once they understand that you're not going to work on this infrastructure and take CPC's Landscape Retrocessing Manager to provide those value-added areas that they can provide in the way that they can move forward with all of those business problems versus, you know, the community. How about, you know, hearing a lot about HANA at this event. I mean, you can't go to a session and not hear about HANA. What are you guys doing with things like HANA certification? How big is it in your customer base? The fundamental things that if SAP customers and SAP drives HANA to the next level, there's some fundamental things they got to figure out, such as HANA protection, failover, high availability, scale-out performance. These are the fundamental things that are core to ENC and VC over the last 20 years that we think we can bring to the HANA solution. So, Hendrik, that addresses my next question, which was specifically, you heard, I don't know if you heard, Hageman Snabe this morning, say, imagine all data is in memory and imagine you don't need a traditional disk-based database. Now, you're EMC. You sell traditional disk that supports a lot of database activity. So, that was sort of a back-handed comment at Oracle, but also if you're EMC, you're sitting in the audience going, hmm, okay, that has implications for us, but you just I think mentioned, you know, your strategy there. Let's add a little color to that. I think there's an opportunity for us there, because if that strategy moves forward, and as it is, there are fundamental things like information management, data protection, failover, high availability. There are core things that SAP customers get today. They are going to expect that going forward with HANA for analytics and BW, and also in the future, from an ERP perspective. And that's where I think you're going to see when we come up with a solution. We're going to help accelerate that and solve those fundamental IT and business challenges. Yeah, this is an area that I really want to explore. We're going to be at EMC World next week. I presume you guys are going to be there. And we always get time with Pat Gelsinger. I hope we do again. I'm sure we will. It's really interesting to see what's happening with function, sort of moving back toward the server. You guys just made an acquisition, I think it was last week. Extreme I.O. On top of the VF Cash announcement. You guys started it all way back when with Enterprise Flash Drives. And I think we're seeing very rapid and dramatic shifts in the way that infrastructure and the whole storage hierarchy is supporting applications. How much visibility do you get from customers on that shift in terms of clearly it's happening in the developer community. People are writing new applications to take advantage. And a lot of Web Giants have done it for a long time, like Facebook for instance. Are the customers that you guys talk to sort of sensitize to the changes that are coming? Are they organizing their own internal application development efforts accordingly? Or is that more froth within the technology community? The greater interest in that over the past 12 months we did during previous 12 months. I think as the technology is mature, as they become more easily deployed, they become more reliable. That sort of endeavor and those sorts of investments will continue. So we're seeing a shift, albeit one that is I think more gradual than pronounced. And I contrast that with the Honda shift. The Honda shift is much more pronounced. Much more significant. And that's something we did that's going to be very sustainable and give us all a very significant impact. The vast majority of our customers are large enterprises. I would say that the Fortune 1000 is a reasonably good proxy before our target market tends to be on global basis. It gives our customers an opportunity for choice. We think it augments and complements what we're doing. Our value proposition is significantly different. And frankly, as long as our customers are buying the best storage products in the world, which we believe come from AMC, we think it's great. It's a great illustration, not only of how we work collaboratively with our parents, but how we exploit the benefits of working with our safety. And it is going to be, I think, just a subtle roll out of the verdicts. I don't know if you can understand what I'm talking about.