 At Ducati, we create racing bikes and road bikes and unique experiences for our bikers. The Ducati teams participate in 19 races in 15 countries on five continents as part of the MotoGP Championship around the globe. When you own a bike, you are part of a new family, the Ducatisti. We have a DNA racing that we bring into every day's bike. You can be a racer or you can be someone that want to go for an operative downtown Bologna or San Francisco or Bangkok. Data is at the heart of the Ducati digital strategy. In racing, we know how to analyze data. The experience is directly moved to our road bikes. In race bike and road bikes, we have physical sensors. Now, thanks to machine learning, artificial intelligence, we can bring those data together to create virtual sensors that give us information that we're not available before. We're looking for a partner that truly understands the value and the power of data and this happened to be NetApp. We want to leverage data in new ways to transform the sport of MotoGP racing and the road bike experience. NetApp help us control data to make experimentation quickly. The bike we race on Sunday is the bike we sell on Monday and we can enhance the rider's sensation through data. I'm Pier Giorgio Grossi and I'm Data Driven. Live from Las Vegas, it's theCUBE covering NetApp Insight 2018. Brought to you by NetApp. Welcome back to theCUBE, our continuing coverage today from the Mandalay Bay of NetApp Insight 2018. I'm Lisa Martin with Stu Miniman and we have a couple of guests joining us. If you're a motorsport fan, turn the volume up. First we have, welcoming back to theCUBE, Gene English, the SVP and CMO at NetApp. Great to have you back, Gene. Thank you both. Excited to be here. And we have Konstantin Kostetarov, CTO of Ducati Motor. Wow, Ducati. There is, by the way, I encourage you to go to the NetApp.com website after the segment here. There's a very cool video about how Ducati is working with NetApp on the racing side. These bikes are like flying IoT devices as well as the consumer side. So Gene, let's kick off things with you. This is day one. Record-breaking attendance for NetApp. 5,000 attendees. We were in the keynote this morning standing room only. Talk to us about NetApp as a data authority. What's some of the feedback that you're hearing from your wealth of partners and customers that are here this week? Absolutely. We're thrilled to have so many partners and customers and employees here with us. Record-breaking attendance, more customers and partners have ever joined us before here at Insight. A data authority, people are asking us, what do I need to do to maximize the value of that data? Whether it's integrating the data, simplifying the data, they're trying to figure it out. And most of the time, it's in a hybrid world. It's in a multi-cloud world. And so we're just excited about where we are with our strategy. We're bringing it to life. More and more customers like Ducati every day are helping us to see this vision come through. And we just can't wait to get started with everyone else. And this is a really interesting example. NetApp has, in its 26-year history, a massive install base. Probably every industry. But when you look at something like Ducati, which probably every guy knows about, I have some motorsport experience myself. It's much more of a, oh, as a consumer, as a fan of the sport. So, Constantine, tell us about Ducati's decision to work with NetApp because you guys aim to not only utilize all of the data, tons of data coming off the two bikes every race weekend to improve performance, but you're also wanting to use that speed, which is the new scaleless George Curian said this morning, to even improve the consumer experience. Talk to us about Ducati's partnership with NetApp. So we start to work with NetApp two years ago, more over. And in nowadays, every people around us talk about job thinking, extremely improvement, extremely increase of customer experience. So in this world, Ducati is a very excited challenge. And this challenge calls us to respond with the best technology. The best technology that help us to collect the best information from our motorbikes, from our racing teams, that we know how to collect the data, how to transform this data in usable information, and how to generate the opportunity to have virtual sensors that we can transform in information, but also in knowledge that we hear before and put all this information inside our fabric inside our shop floor, inside our R&D department in order to be able to extremely increase the experience of our customers. I love that we get to work with one of the most innovative companies in the entire world in motorsports. And I think really from the inception of Ducati, you guys have been really focused on how do you keep innovating through technology? And we talk about transforming the world of racing with data. And how are we doing that together? So together with Ducati and NetApp, how do we help innate them to have the best motors in the whole world? We're really excited. Gina, it's a great discussion. We've loved watching from just talking about the storage industry, too. We're talking about data and transformation. So maybe explain to our audience that maybe not understand what's different about the industry today and what's enabling this NetApp to be able to work with companies like Ducati to help them through these transformations today that they might not have been able to do a few years ago. Well, I think there's just more and more data that we're finding every day. Whether it's Ducati or motorsports, if it happens to be in healthcare and thinking about the millions and billions of genomes types of research that they're doing. We know even from banking as to how they're trying to connect the dots across an entire customer experience. Sure, they're using technology like storage. Absolutely. They're thinking about computing. They're thinking more and more, though, about services and the cloud, APIs. How are they going to gain all this innovation through AI, analytics, but it's about making the customer experience better. What I love about the partnership we have with Ducati is it's not just about the bikes themselves. It's about the community that they have and that they're building. And that community is, yes, based on data from the bike. It's about the data coming from the rider. And it's about the data they collect so they all become a stronger community as a whole. Constantine, maybe explain a little bit more to our audience the role of data as Ducati sees it and how that drives innovation in your company. So in a world like a motorbike racing team where every millisecond counts and the difference of how we can collect in very quickly mode the data and to transform the information becomes, determinate if you win or not because, as you know, in Qatar we win with 29 milliseconds and this is the work that we've done days before analyzing data and set up the motorcycle in the best way because for us the collaboration with NetApp is not only storage and it's not only data but it's data management and extremely short time to respond to our business requests and we work to transform the paradigm of time and money to paradigm of data and information and we talk about performance with our line of business not from the technical point of view but from the extremely business oriented customer oriented point of view and we collect the data from the more than 60 sensors from the racing motorbikes and transform it with artificial intelligence and deep machine learning in virtual sensors that give us information that we cannot reach from the normal road bikes and this improve extremely our competitiveness and we're able to give this experience to our riders that becomes our family because when we give a good product to our customers and with the attention of the environment and the behavior of the riders we think that the good people in the good universe act in a good way and we're happy to be part of that too before we get into the consumer side so your riders, Andre De Vizio so Davi and Jorge Lorenzo how has their performance improved because you're able to take data gigs per quality day, race day analyze it in real time how has their performance improved as a result of your NetApp partnership? As you know, the racing motorbike is not being able to set up in real time during the race not like a former one so we need to use the best technology to connect the bikes to our mini data center inside the box during the race make our strategy to set up the bike as better as we can and the speed which we can collect the data putting in the telemetry software and make the strategic decision is very important and with HCI technology we can do it How are you taking the transformation that you're making in the racing side and applying it to the consumer side so that, as I think I heard in the video Ducati wants to deliver the bike that a guy or gal rides on a Sunday by Monday that speed is the new scale as George Curran mentioned this morning How is the consumer side of Ducati Motorsport being influenced positively to enable those consumers to have exactly what they want? If you see the new creation the opera, the Panigale V4 this is the right example how we transform the racing motorbikes to the road bikes and we give to our customers this kind of experience because all information we manage during the Sunday we are able to put it on Monday and sell the bike that have the same performance with the safety pleasure of riding from the final customers and we have a DNA racing that we bring to everyday motorbikes so when you buy a bike we give you experience that before you're riding during the riding and after you're ending when you are so far to your home with our uplink connection and we use the NetApp technology to give the best experience of connecting bikes So when you think about customers especially our partnership with Ducati in order to be customer centric or rider centric you really have to be data driven and so as we think about what are all the connections and the dots of data that happen whether it's on the bike, the rider, the community itself how does that bike that's driven or ridden on a Sunday how is it then really performed and given to a customer that next day it's all about the data I'm curious Kost how have you been able to improve that speed of scale with NetApp HCI as part of your data driven foundation what's kind of a before and after are you able to deliver bikes faster have you transformed the customer experience like Jean was saying So before NetApp our protection plan have more difficult to to be connected to all other line of business and we are not able to to collect the information from our final user from our customers and give this information to our R&D department or the shop floor in order to be able to transform in real time our production process and to give the best the best experience for everyday bikers it's a significant business impact Exactly and with our connected bike this is becomes a reality Jean just want to bring it back to NetApp for a minute here you've been on board for about two years George Currian talked about the transformation that NetApp was is going through itself can you speak a little bit to the culture I think back for years NetApp has been one of the top places to work it's talking about that transformation what can you say about what's happening inside NetApp Sure, so I think the transformation has gone through a couple of different cycles I mean one was really around the operational efficiency we needed to be as a company to really be focused on what were the customers caring about what were the technologies and innovations that we needed to shift to that matter to the customer private cloud or public cloud we also started to think through is the right leadership that we needed to have in the company to start making those shifts a big part of it is the culture though and that culture is ground up it definitely starts across the leadership team that we have today but is infused across all of NetApp it is one of the reasons why I joined the company when I first started interviewing with George he wanted me to come help him write the new story but so much a part of the story of a company that has been successful themselves and so if you think about any kind of transformation it is definitely strategy it's technology, it's around what you do from processes but culture and people are the biggest part of that we think of the brand inside of NetApp that people are the biggest part of it and who we are and what we stand for really always leaning into the latest technology because it's what customers care about if I think about the history over the last 10, 15 years what could have broken NetApp windows, moving into virtualization now with the cloud we've always leaned in because we want to care about what the customer cares about and that's every single person inside of NetApp that makes that happen so I love being at NetApp and it's an exciting place to be cultural transformation is hard to do it's essential for IT transformation digital transformation, security transformation I'm curious Jean NetApp has such a big install base with a lot of enterprise incumbents that weren't born in digital of course you've got some amazing customers like Ducati talk to us about how your customers you mentioned NetApp is good at leaning in how do you leverage that voice of the customer to help sustain the cultural transformation that you need to really put cloud at the heart of your strategy absolutely well even with the example of DreamWorks so we just started working with DreamWorks no engineering with them to help them on their own transformation and so that's taking right from the customer what are their requirements how are they going to take this cutting edge digital content and then be able to make it into beautiful engaging films that we all know and love how to train your dragons coming out very soon number three we're excited about seeing it but those kind of partnerships really matter and how people are leaning into the cloud how they're leaning into hybrid cloud multi-cloud we want to hear what our customers need and work with them to be able to really build out that technology and innovation for the future Kostantin, last question for you I know you had a session yesterday what are you excited to hear about from your partner NetApp at the event this week I'm excited to hear that the people is a very very put attention of the details of what what the NetApp mean regarding the data management and the data driven company what is the real time feedback to the customers and improvement of the customer experience and one of the things that I like is the simplicity to use the NetApp technology to give us the speed of reaction and transform the information in knowledge and in how can I say in experience to know how to do the things well Kostantin, Jean thank you so much for stopping by and giving us a really cool, sexy example of how NetApp is helping a company like Ducati really revolutionize the racing side and the consumer side of the businesses and we want to encourage you to go to netapp.com search Ducati and you'll find a very cool video on how these two companies are working together for Stu Miniman, I'm Lisa Martin you're watching theCUBE live all day from NetApp Insight 2018 soon I'll be right back with our next guest