 from Munich, Germany. It's theCUBE, covering DataWorks Summit Europe 2017. Brought to you by Hortonworks. Okay, welcome back everyone. We are here live in Munich, Germany for DataWorks 2017, formerly Hadoop Summit, the European version. Again, different kind of show than the main show in North America and San Jose, but it's a great show. A lot of great topics. I'm John Furrier with my co-host Dave Vellante. Our next guest is John Kreis, the Vice President of International Marketing. Great to see you, MCing the event. Great job, great event. Classic European events, got the European vibe, Germany, everything's tightly buttoned down, very professional, but big IOT message, because in Germany, a lot of industrial action in Europe in general, a lot of smart cities, a lot of mobility initiatives. So a lot of IOT, a lot of me on the bone here. So congratulations, give us your thoughts. Are you happy with the event? Give us by the numbers, how many people, what's the focus? Yeah, no, thanks John, Dave. Long time, Cube attendee, I'm really excited to be here. Always great to have you guys here and be participating. This is a great event this year. We did change the name, as you mentioned, from Hadoop Summit to DataWork Summit. Perhaps I'll just riff on that a little bit. I think that really was in response to the change in the community, the breadth of technologies. You mentioned IOT, machine learning and AI, which we had some of in the keynotes. So just a real expansion of, from data loading, data streaming, analytics, and machine learning and artificial intelligence, which all sit at the top and use the core Hadoop platform. We felt like it was time to expand the conference itself, open up the aperture to really bring in the other technologies that were involved to really represent what was already starting to kind of feed into Hadoop Summit. So it's kind of a natural change, natural evolution. And there's a two year visibility. We talked about this two years ago, that you are starting to see this aperture open up a little bit. But it's interesting, I want to get your thoughts on this, because Dave and I were talking yesterday, it's like, we've been to every single Hadoop Summit, you know we've been the queues, we've been following it all. As you know, it's interesting. The big data space was created by the Hadoop ecosystem. So yeah, you rode in on the Hadoop horse. I get that. A lot of people don't get it, and they say, oh, Hadoop's dead, but it's not. It's evolving to a much broader scope. And you guys saw that two years ago, commenting your reaction to the Hadoop is not dead. Yeah, well, I mean, this far from dead, if you look at the momentum, largest conference ever here in Europe, I think, you know, strong interest from them. I think we had a very good customer panel which talked about the usage, right, how they were really transforming. You had, you know, Walgreens boots, talking about how they are redoing their shelf shelving and how they're redesigning their stores. Don Skibang talking about how they're analyzing, how they replenish their cash machines. And Cintrica talking about how they redo their, or how they're driving down costs of energy by being smarter around energy consumption. So these are real transformative use cases. And so it's far from dead. Really, what might be confusing people is probably the fact that there are so many other technologies and markets that are being enabled by this open source technologies and the breadth of the platform. And I think that's maybe, people see it kind of move a little bit back, you know, back as a platform play. And so we talk more about streaming and analytics and machine learning, but all that's enabled by Hadoop. It's all riding on top of this platform. And I think people kind of just misconstrue that the fact that there's one enabling. It's a fundamental element, obviously. But what's the new expansion? I mean, IOT, as I mentioned, is big here. There's a lot more in connective tissue going on, as Sean Connelly calls it. What are those other things? Yeah, so I think, you know, as you said, smart cities, smart devices, the analytics, getting the value out of the technologies, the ability to load it and capture it in new ways with new open source technology, NiPi, and some of those other things, Kafka, we've heard of, you know, and some of those technologies are enabling the broader use cases. So I don't think it's, you know, I think it's, that's really the fundamental change and shift that we see. It's why we renamed it to DataWork Summit because it's all about the data, right? That's good. Well, I think if you think about from a customer perspective, to me anyway, what's happened is, you know, we went through the adolescent phase of getting this stuff to work and figuring out, okay, what's the relationship with my enterprise data warehouse? And then they realized, wow, the enterprise data warehouse is critical to my big data platform. So what customers have done, as they've evolved, as Hadoop has evolved, their big data platforms internally, and now they're turning to their business, saying, okay, we have this platform. Let's now really start to go up the steep part of the S-curve and get more value out of it. Do you agree with that? I would definitely agree with that. I think that as companies have, and particularly here in Europe, it's interesting because they've kind of waited for the technology to mature and it's reached that inflection point, to your point, Dave, such that they're really saying, all right, let's really get this into production and it's really drive value out of the data, you know, that they see and know they have and there's sort of a, we see a sense of urgency here in Europe to get going and really start to get that value out. Yeah, and we call it a ratchet game. You know, the ratchet is, okay, you get the technology to work, okay, you still got to keep the lights on, okay, and oh, by the way, we need some data governance, let's ratchet up that side of the, oh, we need a CDO. So, because if you just try to ratchet up one side of the house, you know, there's a big problem. Well, Carlo from HPE said it great on our last segment, and I thought this was fundamental and this was kind of like, you had a cube moment where it's like, wow, that's a really amazing insight, and he said something profound. The data is now foundational to all conversations, and that's from a business standpoint, it's never always been the case. Now it's like, okay, you can look at data as a fundamental foundation building block, and then react from there, so if you get the data locked in to day's point about compliance, you then can then do clever things. You could have a conversation about a dynamic edge or something else, so the foundational data is really now fundamental, and I think that changes, it's not a database issue, it's just all data. All databases. You're right, it's all data, it's driving the business in all different functions, it's operational efficiency, it's new applications, you know, it's customer intimacy, all of those different ways that all these companies are going, you know, we've got this data, we now have the systems, and we can go ahead and move forward with it. And I think that's, you know, the momentum that we're seeing here in Europe as evidenced by the conference and those kinds of things just, I think, really shows how maybe, we used to say, I'd say when I first moved over here, that Europe was maybe a year and a half behind the US in terms of adoption, I'd say that's shrunk to where a lot of the conversations are the exact same conversations that we're having with the European companies that we're having with the US companies. And even if, like we were just talking to Carlo, he's like, well, in Europe is ahead in things like certain IoT and industrial IoT, even industrial IoT analytics, some of the, you know, Tesla notwithstanding, some of the automated vehicles and autonomous vehicles activity that's going on there, certainly with Daimler and others. So there's an advancement, that almost reminds me of the early days of mobile. It's actually, it's a good point. I mean, if you look at, squint through some of the perspectives, depends where you are in the room and what your view is, you could argue there are many things that Europe isn't advanced on and where we're behind. If you look at Amazon Web Services, for instance, they are clearly running as fast as they can to deploy regions. So the scoop's coming out now, I'm hearing buzz, if there's another region coming out from Amazon, I mean, soon, you can't go fast enough. Google is putting out regions, again. Data centers are now pushing global, yet there's more industrial here than is there. So it's interesting perspective. I mean, depending on how you look at it. Yeah, yeah, yeah. No, I think it's, and it's perfectly fair to say there are many places where it's more advanced. I think in this technology and open source technologies in general are helping drive some of those and enable some of those trends. Because if you have the sensors, you need to place a store and analyze that data, whether it's smart cars or smart cities or smart energy, all those different places. That's really where we are. What's different in the international theater that you're involved in? Because you've been on both sides. Obviously, you came from the U.S. And when we first met, what's different out here now? And obviously the gap's closing. What are the things that notable that you could share? Yeah, yeah. So I'd say we still see customers in the U.S. are still very much wanting to use the shiniest new thing, like the very latest version of Spark or the very latest version of NiFi or some other technologies. They want to push and use that latest version. In Europe now, the conversations are slightly different in terms of understanding the security and governance. I think there's a lot more consciousness, if you will, around data here. There's other rules and regulations that are coming into place. And I think they're a little bit more advanced in how they think of data, personal data, how it should be treated. And so consequently, those are where the conversations are about the platform. How do we secure it? How does it get governed? So it's not as fast as loose as the U.S. Yeah, it's not as fast. I mean, you look and see some of the regulations. I mean, you know, my wife asked me if we should set up a VPN on our home Wi-Fi because of this new rule about being able to sell the personal data. I said, well, we're not in the U.S., but perhaps we moved the U.S. Now we're going to write the blockchain. Yeah, that's true. We had to encrypt everything. Exactly. Now the topic is just talk, let's talk about the ecosystem a little bit. You've got now some additional public brethren, obviously Cloudera has a lot of talk here, but Alan, the Altrix has gone public. The ecosystem, you've evolved that. IBM was up on stage with you guys, so that continues. Dell EMC. Dell EMC. I mean, we had a great, you know, partners are great. We've always been about the ecosystem. We were talking about it before it came on screen that for us, you know, it's not Barney partnerships. They're very much of substance engineering to try to drive value for the customers. It's where we see that value and that joint value. So IBM is working with us across all of the data work summit, but, you know, even in all of the engineering work that we're doing, participated in HTTP 2.6 announcement that we just did, and I'm sure, you know, what you covered with Sean and others. But, you know, those partnerships really help drive value for the customer. For us, it's all to make sure the customer is successful and to make a complete solution, it is a range of products, right? It is, you know, whether it's data warehousing, servers, networks, all of the different analytics, right, there's not one product that is the complete solution. It does take, you know, a stack, a multitude of technologies to make somebody successful. Cloud Air's S1 was filed, it's been part of the conversation. We've been digging into it. It's great to see the numbers. Anything surprise you in the S1 and advice you'd give to open source companies looking to go public? Because, as Dave pointed out, there's a string now of comrades in arms, if you will. MuleSoft is doing very well. Altrux just went public. You guys have been public for a long time. You guys have been operating in the public open source, pure open source, but also on the public markets. You guys have experience, you've got some scar tissue. What's your advice to Cloud Air or others that are, because there certainly will be a rush for more public companies, it's a fantastic trend. I mean, I think it is a fantastic trend. I completely agree, and I think that it shows the strength of the market, it shows both the big data market in general, the analytics market, kind of all the different components that are represented in some of those, you know, IPOs or planned IPOs. I think that, you know, for us, we're always driving for success of the customer, and I think any of the open source companies, they have to, you know, look at their business plan and take it stepwise and approach that keeps an eye on making the customer successful, because that's ultimately what's going to drive the company's success and drive revenue forward and continue to do it. But we welcome as many companies as possible to come into the public market, because, A, it just allows everybody to operate in an open and honest way, in terms of comparison and understanding how growth is, but B, it shows that strength of how open source and related technologies can help drive things forward. And it's good for the customer too, because now they can compare apples to apples. Exactly. Visa v. Cloud Air, and what's interesting is that they had such a head start on you guys, Hortonworks, but the numbers are almost identical. Yeah. I mean, really close. Yeah, I mean, I think it's indicative of the opportunity that they're now coming out and there's rumors of other companies coming out and I think it just gives that visibility. We welcome it, absolutely, to show, because we're very proud of our performance and how our growth, and I think that's something that we stand behind and stand on top of, and we want to see others come out and show what they got. Talk about events, if we can. Yeah. We were there at the First Tadoop Summit in San Jose, thrilled to be here in Dublin last year. So what's the event strategy? I love going into local flavor. Last year, we had the Irish singers. This year, we had a great local band. So I don't know if you've announced where next year's going to be. Maybe you could share with us sort of the rollout strategy. Yeah, so I mean, first of all, DataWork Summit is a great event as you guys know and you guys are long participants, so it's a great partnership. We're moving them international. Of course, we did a couple, we're already international, but moving a couple to Asia last year, so those were tremendous success. We actually exceeded our targets in terms of how many people we thought would go. Where did you do those? We were in Melbourne in Tokyo. That's right, yeah. So in both places, great community, kind of rushed to the event and kind of understanding, really showed that there is truly a global kind of data community around Hadoop and other related technologies. So from here, as you guys know, as you're going to be there, we're thinking about San Jose and really wanting to make sure that's a great event. It's already stacking up to be tremendous, call for papers is all done and all that's announced. So even the sessions, we really started to build for that. We'll be later this year, we'll be in Sydney. So we're going to take data works into Sydney, Australia in September. So throughout the rest of this year, there's going to be continued building momentum and just really global participation in this community, which is great. It's just fantastic. Sydney should be great. Looking forward to it. We're going to expand the cube down under. Dave and I are excited. Dave got a lot of interest. John, great to have you on the cube again. Great to see you. Congratulations and good to see you up on stage. Thank you. Doing the MC. Great show, a lot of great presenters and great customer testimonials. And as always, the sessions are packed and good learning, great community. Congratulations on your ecosystem. This is the cube broadcasting live from Munich charity for Data Works 2017, presented by Hortonworks and Yahoo. I'm John Furrier, Dave Vaughan. Stay with us. Great interviews on day two, still up. Stay with us.