 Okay, we're back live here in Silicon Valley in San Jose, California for Hadoop Summit 2012. This is theCUBE, siliconangle.com and siliconangle.tv in conjunction with wikibond.org is bringing theCUBE, our flagship telecast. We go out to the events, extract a signal from the noise and share that with you. Jeff Kelly's my co-host. Jeff, welcome back to our analysis segment. Let's do an analysis of the show here. Obviously, they're just breaking down from lunch behind us. And you can see the fact that the show is really about developers. It's really about the future. It's really buzz about the money-making opportunity. But it's also, when you put all that aside, there's still an industry that's being created. Absolutely. So I'd like to ask you, see Val? Val is just on from NetApp. Hey, welcome back. It's live studio set. Nothing has happened on theCUBE. So I want to get your take, I have my opinion, but I want to hear from you first around the marketplace. So yeah, we'll talk about the solutions and the opportunities in a second. But the players in the industry, because what's happened is, is that this industry's now expanded. Let's review some of the players. You've got MapR, you've got EMC, you've got Hadoop, you've got all these guys. I mean, Cloudera and Hortonworks. Right. Well, yeah, I mean, you've just got, you've got the Hadoop pure plays, as we call them. Kind of the distribution vendors. You've got Cloudera, who's been around for probably the longest since 2009. Hortonworks just releasing their first GA of their platform today. But you've got MapR as well, which we haven't talked about too much. And they have an interesting story to tell as well. I mean, they've taken a little bit of a flack for kind of what's been called a more proprietary approach with a direct access NFS, kind of supplementing HDFS. But an interesting thing about their distributions that they are focusing on really high efficiency. They're kind of building off Apache, but they're kind of filling in some of the holes a little bit faster because they're doing it in a more proprietary way. So there's a trade off there. If you're a customer, you have to think about that. So what do you think about the strategy for Hortonworks, vis-a-vis Cloudera, vis-a-vis other vendors? Because obviously the big guys are going to try to get a position. Pat Gelsinger was quoted as saying that there's no Red Hat model, that that's a failed strategy. Right. Obviously Hortonworks, things and things so. I think it's, look, it makes a lot of sense if you look at it from the perspective of, basically, let's prime the market. Let's really build up a robust, open source, easily accessible, standard distribution. Get it into as many potential customers as possible. When they start working with it, they're going to need support as they go into production and we Hortonworks will be there to provide support. So I think it's an interesting model. I think it can work, but it's going to take a little bit of time. It's more of a long game, I think. Okay, so we got our next guest here will be coming on is going to be David Mariani, who's the VP of Engineering at Cloud. We're going to talk about Cloud. Cloud obviously isn't big data because we knew a little bit about Cloud because we have our own big data project that we use with social data and Twitter data. So we kind of understand their business. Obviously Hadoop is a perfect application for them. Most doubly, they didn't have Hadoop when they started. They must be under a schema based database. So we'll talk about that. But to summarize our wrap up session here on this quick analysis is that this show is about developers. Unlike Strata and Hadoop World, this is all about the technical conversations. It's AlphaGeek. It's developers meets opportunities. So it's the context of tech developers in context to use cases and paths to the market. So it's not a pure geek show in the sense of speeds and feeds all the time. It's a geek show, speeds and feeds in context to the use cases. And that really is ultimately to me the best conferences because most technical people don't want the BS marketing stuff with the suits, but at the same time they want good meat on the bone for technical conversations. And then a clear go to market path. That's not BS. So and that's what we got here. We have a really good show around great use cases from education with data scientists to analytics and applications to the future of Hadoop, to Hadoop 101 how to start coding. So great event, a little bit different than Hadoop World which is much more business oriented. So we will be right back with our next guest, the cube, silkenangle.tv, extensive coverage, continuous coverage of Hadoop World 2012. We'll be right back with Cloud right after this.