 Then he goes down the aisle and then the stores got him because they know that Jeremy loves salty snacks And they and again here comes the lays coupon and he buys three lays and he gets one free But the stores now getting smarter and smarter they notice will make Jeremy thirsty and he's British so he must love beer And they're going to try to Americanize them since he didn't know what the football stadium looked like and they pushed in American beer to him Budweiser, but Jeremy true to his roots picked up one one one little case there of Belgium beer Stella So there you go a whole different experience And what if you think this is? tomorrow's science fiction Join Jeremy in area 51 this week and we'll show you this is not science fiction and indeed this is retailing and advertising of the future And by the way the store figured if Jeremy drank beer you might need something else, too So any rate that a little bit corny I apologize for that. I usually don't do corny things, but what the heck But the the concept you got how you blend your structured data You're unstructured data with public sources and sources of your partners to and do it in real time To change the entire business experience and this will change every industry. I have on this page I am sure over the next five years tremendous opportunity Now this big data and all this mass amount of information is a place to live. That's called storage We have a big position in storage as you might as you might all know But let me give you a couple of concepts and words on storage that we deeply believe and you'll hear more from Pat Gelsinger. He'll drive down a lot deeper than this You could take a string of bites right And you could store them on any of these kinds of media. I could store them on SATA drives That are now in the three going to four gigabytes per three and a half inch form factor Or or fat sass. I could store them on high-speed fiber-general or SAS drives More performance a little more cost I could put them on flash drives All solid state devices. There's really two kinds of solid state devices There's MLC technology multi-level cell single-level cell a little bit difference of performance and reliability and then again I could put it in memory and DRAM and in memory So the more I move to the right The better my cost bryops is going to be the more I go to the left the lower my cost To store a certain amount of bites is going to be So which is the right place to store this information I talked about The answer is it depends. They're all the right place. It depends What's the longevity of the information? What's the usage of the information? What other applications is the info is that information dealing with how fast is how fast you need that data to arrive at your user? All of that depends what you want to do is minimize the cost with the maximum experience So all forms of media right the second thing that's important is where do you actually put that media I? Can take a PCIe card flash card and put it in the server I Could I could take a series of flash devices flash cards and put them in the server network I? Could take I could build a storage array in the storage network of all flash And of course the majority of which all the storage will be is hybrid arrays Where I'll have it where we'll build an array of partially flash and what and partially drives And of course these are our product family As we go as you'll hear and more deeply from Pat VF cash project under project means we didn't quite announce it yet V max vnx vnx e isilon and project X they asked me not to talk about project X So I won't say a word about extreme IO Nice being CEO you can do what you want to a point The real critical part here is the automation software we call it fast How do how do you set? What service levels you need performance levels you need? What cost metrics you need to hit? What policies you need to meet needed here, too? You set them and then we will move the data automatically very safely very securely, and this is the future of storage So the bottom line anybody that tells you one size fits all Is way off base one size does not fit all if there's one thing that is either going to accelerate the benefits of big data and cloud computing or Slow down those benefits Significantly slow down those benefits is our ability as an industry To demonstrate trust and security in the big data assets and the cloud Fundamentally that is what's going to gate in my opinion. It's one man's opinion But in my opinion, this is what these this factor here is what will gate how fast the benefits of big data predictive analytics cloud computing Will come to come to businesses and governments and us as individuals in the old world things were much more static And the way we did is we kind of protected our Our computers if you will our systems with motes And yet across these motes for firewalls yet across these motes with antivirus And if you think about this industry was built go back to my example into the mainframe When you had a proprietary terminal 3270 You had a proprietary network. You didn't really have to worry too much about antivirus You didn't have to worry too much about protecting your firewall because everything was contained in proprietary When you move to You know IP networking When you move to almost any device you could think of as an end user device the whole game changes and Away the weighty industry solved those problems that came up as we substituted a PC for a terminal Was they funded say the antivirus industry and new companies were born and both that technology was bolted on again Same thing happened when we substituted proprietary networking topologies for IP They built firewall companies for instance and they were bolted on In the cloud world we got a chance to clean this up a bit and build in some of these defenses and It's a very dynamic world and because of the benefits if you will of social networking and a bit about big data and the speed of these computing Makes security harder because what you're doing now is they're phishing and They're actually stealing somebody in your company or one of your partner's identities. So when they come in Some of those other security bolt-on security software is irrelevant because they're coming in as a real real certified person The credentials of that person are perfect. They've been stolen Therefore what we have to do is get into the system now and look for behavior And we got a map behavior of every user and we got to look for anomalies in real time This is a big data problem. So in real time we'll look at things that say Pat does when he gets in and we'll say well Pat has perfect ability and rights to look at that data I've never seen Pat look at it from my I ran before maybe we should stop it I've never seen Pat send that data to Google before or Amazon web services before maybe we should stop it Then they should they will stop it. So that's kind of the how the world is changing You'll hear a lot more about this at this concept But it's we got to change from kind of from the old world security to a much more dynamic security is if we do this right There's going to be tremendous opportunity and acceleration of the cloud So let me close out a bit here by talking to you a little bit about our family tree What we're trying to do inside the EMS the broad EMS the consolidated EMC's family Obviously we talked about it. We have we using all that kind of media and all those places Right in the server in a server network in a storage network Huge array it's not a one-size-fits-all a huge Selection of different storage products best of breed once that information is stored I want to make sure it's protected always available And of course we want to protect we want to secure that information itself either at rest Or in flight Then of course in vmware they're building a cloud operating system And what they have the ability to do and what they've been doing is they take existing applications They can encapsulate them and make them run in this flexible virtual cloud environment Very reliably with a lot more agility and a lot more cost benefit They work even more intimately with the framework world when you use a spring or rails or nodes Benefits again Big the big killer app here is going to be how do we build new? Analytical predictive analytical applications to give you this massive business benefit And again, we're going to there's where there's ways we're doing that one of the latest things we did Which you'll which we'll talk to you about as our acquisition of pivotal labs in our own Iig group where we're doing a lot there to rewrite our applications more flexibly more sas like and of course We're working with many many other vendors in this new world because this is going to be Defines the killer app what defines this new cloud generation? And of course we have to look work with this proliferation of choice of devices that your cost your Your employees your users will demand. There's no longer We can say buy a new PC of this make every three years here. It is this is a world of choice So we have to do now is provision The end user themselves for a set of rights a set of capabilities and give them the ability to have choice while still having superb security of Identities and the information that's transmitted over to that to those devices and of course while we're doing all this We have to make sure we're adhering to good governance risk and compliance metrics That's what we do in our family. That's you'll be hearing a lot about from us and our partners at this conference So what can you expect from emc? What should you expect from emc? For us to give you distinctive products not good enough not good, but distinctive products You can expect us to do that by continuing to invest over 11 percent on organic R&D and Build a very talented cadre of engineers, which are here to host you Many of many of our engineers thousands of range a couple thousand of engineers are here Okay, we're back live inside the cube here at emc world 2012. We're watching Joe Tucci's keynote Happening right now on the hall kicking off this big event Pat Gelsing will be joining right after and this is where emc lays out Their agenda for the next year big conference 2012 emc world. We are We're going to be hearing about Tucci's commentary. I'm John Furrier the founder of silicon angle comm and I'm joined my co-host Dave Balaunthe founder of wikibon.org and Peter Chang the CEO of oxygen cloud Peter welcome to the cube back to the cube. You're on it. No summit when we covered that node J as one of the developers Joe Tucci's keynote also talks about the debate around public private cloud. He thinks that's silly. That's a comment He made Dave What do you think about that comment? Let's just talk about some of the dynamics around cloud because we've been having a big debate about Infrastructure as a service platform as a service and really two debates happening within that world not so much public private cloud Dave But really that it will be both. So we agree with Tucci on unequivocally however the debate is is that Infrastructure as a service and platform as a service a race to zero like in a hosting model or as some people are saying including us that Software and other technologies will wrap around cloud for differentiation. So Dave I think that I think Tucci's I agree with him in the sense that yes, of course Everybody's going to be doing a little bit of all of the above But the reality is that organizations have a predominant cloud strategy that is either Public predominantly public like small companies like us John right our strategy would be characterized as predominantly public We don't want to build our own infrastructure There are other companies that whose whose infrastructure is predominantly private cloud or others Increasingly as the wikibon data that we've been talking about shows that are increasingly moving toward hybrid cloud And so I think that yes while everybody's going to do a little bit of everything There are predominant strategies that are a function of your skill sets where you are as a company your maturity levels how much legacy baggage you have and and I think that Joe Tucci stepping down right now off the keynote stage is going dark and You know they cut the space theme here Dave, you know store trek. They have you know all kinds of space Outfits I wasn't going to say that you even see executives are space cadets because that would be kind of raining on their whole space theme but These guys are absolutely aggressively with marketing their message in cloud means big data Peter What do you see in the cloud market? We wait for Pat Gelsinger to come on. What is your take on cloud right now? I'll say public private cloud I don't think there's really any debate that they're both going to go exist But you have IT enterprises that are re-architecting their data centers and you have the whole service provider market So what's your angle on all that? Yeah? I think the the question of public versus private is sort of misses the point You know the cloud is really a style of computing. It's not a place This is not a question about where do I host and run my infrastructure right public or private? It's about how you approach the question of how do you? How do you provide computing in this modern era? So we think that obviously they're going to blend together from a hosting aspect but what oxygen is doing is I think playing the next role which is looking at how Cloud is really more of an infrastructure or a middleware that ties everything together So this is how applications can be built. This is how data can be provisioned how compute can be accessed If we think about it more as middleware the way that to wall out sort of solutions to come together much faster and much more fluidly What do you think about the EMC messaging in terms of how they're positioned in their company? As a as a big data company that provider and these services critical service I think at VM where they own VMware. Yeah. Yeah, you know at first blush when I think EMC and cloud It's sort of like hmm. Well, that's that's kind of strange This is all about stuff that's deployed within the enterprise environment But as you think about it some more and as cloud is evolving it makes perfect sense Right that cloud is not just about the storage that I might be running or computer might be running out You know some data center is IT is going to be doing all these services himself So it makes sense that IT will be taking a lot of the cloud approach in-house with data and with compute We're going to we might go switch back to Pat Gelsinger when he comes on But while we're waiting for Pat Gelsinger Joe Tucci talked about waves of changes and that technology is really enabling that What from your perspective you're out there. What is your quick take on that? Yeah waves of change This is where you know, let me just highlight one big way of a change, which is the iPad adoption, right? The mobile the mobile adoption is really sort of reshaping a lot of hold on mark Let's go to Pat Gelsinger right now Captain Kirk sitting in the chair Star Trek I wanted to do that ever since I was a kid right now being captain Kirk It is a pleasure to be with you today at EMC world welcome to Store Trek 2012 As we think about Science fiction and you'll see the science fiction theme this week as we go along Science fiction is always playing on the edge of science and physics and reality They're trying to just explore the limits right of our understanding and as we're looking at this and preparing for today We thought is there a physics of information technology Can we go take some of those physical properties and look at IT technology through that lens? You know physical properties like gravity One of the most important aspects of interplanetary travel is gravity and the effects of gravity, right? And this idea of bodies having mass and attracting others to them And when we think about gravity in the data center or IT sense Applications have been that center of gravity for the last several decades Right where their mass and their Viscosity has dictated them at the center of things and data needs to be brought to them And if we look inside of this vertical industry the app was a center and it was Bound irrevocably to a specific set of hardware and that hardware locked up a set of data services that were part of it And it created this gravity center around the application framework Virtualization and cloud computing has changed all of that it's fundamentally broken that fundamental linkage of apps Infrastructure and data and allowed them to move around fairly fluidly In fact we can for the first time sort of picked up those apps to move into modern new infrastructure It's changed and fundamentally reduced the viscosity of applications in this world Right if we think about the implications of that right it has fundamentally reduced the mass and viscosity of that environment and created a Very agile environment for applications where service catalogs allow us to sort of put different policies in place Right and move them around in fairly flexible and powerful ways reducing both the viscosity and the mass of that data and And fundamentally right we are partnering with customers and our industry players to create such a flexibility and then November of last year at Europe sapphire We announced right an example of this with SAP VMware and EMC coming together to reduce the mass and viscosity of SAP's application set and make it much easier to deploy and create those infrastructure and You know we announced it and we like to give a demonstration of some of the progress that we've made Right against that flexibility and agility of that environment and to join me none other than Virtual geek Chad Sackic That is great to be here man You know last time I demoed with Chad right he didn't have a riser, so you couldn't even see So this is pretty cool. You've grown a little bit Chad to see the genes they give it and they take it the way Okay, so what have we got here Chad? So we thought it would be great to demonstrate this idea this is SAP LVM landscape virtualization manager Okay, and this is how if you were an SAP geek This is what you would be living in the right way to think of it is this is the unisphere for SAP All right, okay simple easy and how they manage their application What we're gonna do here is a common task which is cloning an entire landscape environment Okay, we're gonna make it a lot easier by integrating infrastructure with the app So what we're gonna do here is we've got this dance