 Okay, we're back live here at Stratoconference's SiliconANGLE's coverage of O'Reilly Media Stratoconference is theCUBE, our flagship program. We go out to the events, extract the signal from the noise. I'm John Furrier, the founder of SiliconANGLE.com and I'm joined with my co-host. Hi, I'm Dave Vellante of Wikibon.org. Thanks for watching everybody. We're here with Scott Houser, who's the vice president of marketing of Adapt, Adapt. Won the Best in Show at Hadoop World, the Stratopus Hadoop World last fall. Scott, welcome back. Thanks for having me. Good to see you guys. Yeah, so, you know, you went from Best in Show startup to now it's like throwing you right into the fire. So you guys started a trend, right? Bringing SQL to Hadoop, everybody's now talking about it. You guys in Cloudera with Impala and the Stratoconference last fall. And now we're seeing sort of everybody jumping on that bandwagon. Earlier we had EMC on, we just had Hortonworks on. What do you make of all this? I think it's great for the market in the sense that people are starting to appreciate what we've been evangelizing for several years in that we believe that the world of SQL and Hadoop would converge at some point and transition the way that people look at doing business intelligence and real analytics. And so I think if you look at what we've done and the approach that we've taken in embedding a real relational engine inside of Hadoop, it's very differentiated in that sense. But it's also, it's validation of the market. I know that Daniel mentioned that when we were on last time about some of the things that were coming. But I think if you look at architecturally the steps that we've taken and the work that we've done from day one, it gives us a very unique position inside the market. Yeah, so I wasn't at the announcement. John was there, and Jeff was too. On Monday, the Green Plum announcement, they got pretty aggressive, particularly against Impala, showing some, and Hive rather, I said Impala, but against Hive and showing some benchmarks. I don't think they called out ADAPT specifically. No, they didn't say anything about ADAPT. So that's sort of interesting by omission, but we asked them about it. Sure. And essentially the response was, look, we've got an 11 year old database, which is mature. You guys, these guys are ADAPT, we don't really know much about it, but it's kind of new. How would you sort of respond to that, sort of we're mature and 11 year old versus you're the new kid in the block and just an infant and got a lot to learn? Well, I think the reality is, if you look at some of the most successful MPP platforms that have been out in the last several years, one of which was Vertica, which you're well aware of, we came from. Well, one of the founders and the real technical innovation that founded that company was by Daniel Labotti, who's one of our co-founders. So I think we have a lot of understanding and experience in relational database technologies. But if you look at what we've done from the start, we've embedded and created this unification where SQL runs inside of Hadoop and we have the ability to deal with industry standard SQL, not HiveQL, not some other dialect, but real SQL. And if you look at what EMC's announcement is, and I'm not an expert on their technology, but what I understand it to be is it's still sort of a connector based methodology. So if you look at where the SQL engine runs, it's still not inside of the HDFS nodes. So you still have effectively that connector based methodology which creates not only technical challenges, but also operational challenges for the consumer or the customer to leverage that technology. So- Is that a performance hit as well? Certainly could be, absolutely. It creates performance constraints, it creates availability constraints, it creates management constraints. There's a bunch of challenges that that creates with that approach. So I think in a lot of ways, if you look at everybody who's entering this market and the idea of SQL on Hadoop, they're all still two platform approaches, whether it's SQLH from Astor and those guys or it's the approach that GreenHum's taking, it's still two separate platforms that you have to unify with some sort of connector methodology. You mentioned some operational challenges. You're a former practitioner. So a lot of people know the titles, I think Vice President of Marketing or CFO, but you're an IT guy. That's right. My background. So your point about operational is interesting to me. Could you be more specific? Can you appeal the underline a little bit? Certainly. So if you think about the way that everybody has sort of relegated Hadoop in the past, five, six, seven years, it's been, that's an ETL tool, right? Dump some data in, mine, or do some basic rudimentary analytics and try to extract some sort of structure to push it across to connector into a relational database where you're going to basically join that against all the other structured data. And each time you want to run that cycle, if you find something that's interesting, if you don't have the source data there, you have to go back to that point of origin, which means that you've got to create these applications and try to make these two completely disparate platforms communicate in some way that an analyst can consume that data or do something meaningful with it. I think you can appreciate the fact that I've got two separate platforms that are inherently unique. The ability to make them behave as one is an incredibly complex task and makes data management a very difficult thing for the consumer. Scott, talk about, you guys were pioneering this SQL. I'm surprised you weren't mentioned because I know you guys have won the award last year here on the show. But what's your comments on the Green Plum? Because obviously it's a data warehousing market. Is it niche? Is it by design? Do you understand the business strategy? Do you get what they're doing? Is it just a cheap data warehousing with some, throw some hadoops on some beta warehousing? What are they doing? What's your take on it? I mean, and they were aggressive too, by the way. They weren't like they were holding back, going after Hive and what Horton works on just now saying it was a pinata, like all the school, the wee kid in the schoolyard, Hive. So, Apollo House is not even general availability yet, so they took some shots. What's your take on that? My sense is that if they look at their customer base and what people are trying to do, they want to provide the entire stack. And so they want to look at their customer base and be able to say, if you want to do big data, we can provide you everything from bare metal on the storage side, all the way up to the application interface. And so they're trying to create a market where they have sole access to that opportunity for the customer. So an Oracle-like strategy. I believe so. Okay, so let's go back down to what that means. So what kind of range does that give them for future data as code or as web apps come out and look at Facebook and all the social activity in the mobile, for example. Does it give them some range on that? I think the challenge becomes for them is, there will be, there's beauty in the community and what happens in the open source community around Hadoop. And if they're only going to offer these subset of services on top of their own distribution, it really limits what the customer can potentially do, right? And it could put them in a situation where things get delivered by the community that their customers can't consume because they're locked in, right? And if you think about the lock-in content. So you're saying it's a lock-in strategy? I believe so. You believe so or you're saying it's lock-in? Well, if you want to do SQL services on Hadoop, it's a lock-in strategy because you can only do SQL services on Hadoop with Green Plum on their own distribution. So it is proprietary. There's some proprietary code involved. And they're sitting on top of HTFS with no MapReduce. That's what I understand, right? That's my understanding. Okay, but you guys are proprietary too, so why are you not locked in? Well, no, we are not proprietary. We support any distribution that's out there. So if you noticed an EMC's announcement, we were quoted, right? If you look at what's going on with Intel, we were involved in that as well. So we support all the distributors that are out there. You were on the ecosystem chart for, were you on the ecosystem chart for Green Plum? No. We were quoted in their partners in their release. Okay, got it. So that's what I want to help people understand this nuance, right? You got IP, it's not open source. That's correct. So in that sense, it's proprietary. But your point is that you play and... We play in the community, right? So if a customer picks distribution A, we can support running on top of that distribution. And I think the other piece that's very unique about our approach is that, yes, we offer that SQL interface, but we also offer the ability to interact with the data via other tools like MapReduce. We have fully parallelized, full-text search via SQL. We enable via this application we call the HIDAP development kit, where you can take and run any Java program as a SQL function, right? So if you look at things like what's happening in the ecosystem from machine learning, advanced analytics, or there's tools popping up all the time, we can take those and provide those to a customer via SQL, or any other methodology by which they want to engage with them. All right, so we're tight on time, so we've got to get it to customers. So since we saw you last fall at Strata and New York City and Hadoop World, talking about customers, uptake, what can you tell us? So a lot of uptake in both financial services and sort of customer behavior analytics. So areas where people are trying to understand behavior about customer adoption, attribution analysis, product enhancements. If I've got a web type application that a consumer's going to leverage, how can I improve conversion rates? How can I change a user's behavior based upon understanding all the multi-dimensional data, whether it's things about geospatial, whether it's things about tech search, whether it's transactional behaviors, the ability to bring those together into one unified platform and provide insights to the, whether it's the product folks or actually the interactive application, that's what we've seen a lot about the platform. But you can confirm you've got paying customers. Oh yes, yes, yes, yes. You're getting traction. Very much so. And talk about why you're winning and who you compete with. Are you competing with status quo or are you competing with other sort of platforms in the marketplace? Yeah, I think the majority of the things that we've seen the market thus far have been the two-platform approach. So we're either going to compete against, hey, we've got two-platforms and we want to get more to the Hadoop-centric world but it doesn't have interactivity, it doesn't have SQL support, it doesn't have all these things that we need. We provide, we fill that gap for those types of customers. And the other thing is, with our interactivity, we're slowly shipping away at the necessity of people saying, well, and MTP is the only thing that can do this particular workload, we're shipping away at those things in a very meaningful way right now. All right, so we're out of time, but I got one last question which is, well, how come the boys at Division 16 want to fry your butt? What's that all about? I'll have to defer to you on that. Is that no comment? I'll have to defer to you on that. I don't know, I don't know the inside baseball, but some little bird just tweeted me and said, you got to ask that question to Scott. Tell him first, I said hello. Okay, well you know more than I do. Scott Houser, Vice President of Marketing at Adapt, getting some traction, one best in show last year. Actually, shipping product, doing business, so congratulations on all that. Thank you both. Great to see you again man. Appreciate your time. Appreciate your comments on the competition. The competition is heating up and the startups are competing and we're going to hear from a lot of other startups around the heightened competition. We're going to hear from Continuity, Platformer, we're here with Hedapp, fast growing startup in the big data space. We'll be right back with our next guest after this short break. Got all the programs out there and identified a gap in time.