 studio experience, I'm John Furrier, the founder of SiliconANGLE.com and here we're going to talk about, again, storage has been a big part of this business in the broadcasting, film, industry, big data. I'm joined by my co-host. I'm Dave Vellante, wikibond.org, and we have my colleague, Bill Peterson. Bill and I used to work together, John. Long time ago at IDC, there was a big data person at NetApp, evangelist really understands the market and the Hadoop, and has a great point of view on this. I've had him on theCUBE before in Marlboro, so welcome. Thank you. I mean, Bill, big data has been in the broadcasting film business for years. I was saying yesterday it's old school big data, big files, storing it on tape and now secondary storage, not really a primary storage kind of model other than what's on the front end of their business models, but big data for the folks out there has been talked about all over the press and Silicon Valley, all over the world, around things like Hadoop, and big data comes in two forms. A lot of little data that makes up big data, so companies like Yahoo can use that data to create a user experience, like know what you like and do things with that little data and what you're clicking on, and then there's big data, the petabytes of files. You're in the storage business, so one, let's talk about big data, and in between, do you agree with that statement? That's a good definition just to clarify it's not just the size of the file, it's little things too that can create big data. Big data's relative, right? It's relative to your business and it's relative to the use case that you're using it for, right? So let me give you the perfect example which I think will hit on what you were just talking about. So I recently responded to an RFP for a company that came to us and said, hey, we've got structured data, but we've got eight years worth of this unstructured data, 800 terabytes of it. Help us understand what's in there because we've just been keeping it forever, right? Because we're all digital pack rats, right? We don't throw anything away. But here's the kicker is they just put all this stuff on tape and just kept putting it there, putting it there and putting it there, never did anything with it. And now we're at a point in an inflection point in the industry where we can do some analytics on that data and that's what they came to us and said, hey, help us do something with all this stuff. So what did you do? So it's a progressing RFP, right? You haven't won it yet. Yeah, we haven't won it yet, yet, right. But to your point, you know, if you want to think about their business, their data warehouse, their traditional data that they have, they're doing analytics on that and it's not nearly as big as the stuff that they hadn't touched, which is what I find really interesting. So talk about what you're seeing out there because again, you just brought up data warehousing. People have pumpin' data, hey, they have data, they don't know what to do with it so they put it to tape and they put it in the big data warehouse and it kind of sits there and the guy who has to run the reports, the TPS reports or whatever the version they do, they blow it off because it's going to take weeks to get the data. And by the time the business has changed, it's just so old and archaic. But today people are trying to run their business at real time. We're seeing that that's the trend here at NAB. It's real time data, real time media, real time everything. So what do you say to those guys? What kind of solutions do you see out here that affect the broadcast media film business around big data? Specific examples. Sure. So bandwidth content, we look at, NetApp looks at the big data market as three components. What we call the NetApp Big Data ABCs, analytics, bandwidth and content. So for bandwidth and content, we're doing and we're seeing other solutions here at the show floor, doing exactly what you're talking about there. So production, post-production, delivery, bandwidth, high ingest, high output systems, all about performance, right? There's no, we can't have any pixels dropped, right? There's no pixelating, can't happen. And then on the content side, we're talking file block object, right? They're all there, right, for this market. You have to be able to support all of those. And they kind of all have to feed each other. And if you're not configured as a storage or an infrastructure company to handle those feeds, you're not going to compete in this business, right? It's just not going to work for you. And then for us personally on the analytics side, this is kind of the first time we've come to this show with the analytics component. That's net new for us here. And we thought it, we thought it's time. It's time to start to say to the broadcasters, hey, you also have these libraries. What do you want to learn from those libraries, right? Let us help you kind of investigate that. And we have a demo we're showing, which is an analytics demo. It's run on a set of movie information from movie reviewers from, you know, one of those internet movie companies that I can't name, but it's their data set, right? And what we're doing, we kind of have a neat thing over there. We're calling it date night. So the idea is your wife selects a movie. You select a movie. They're very disparate, right? So she selects something that she likes. I gotta die hard. She's got, you know, the notebook, right? And what it does is it goes and looks at the reviewers history on those movies and makes a map in between and gives us a recommendation of 10 movies that won't cause a fight, right? So that's what we want to do at the end of the day. And we get counseling, just use the analytics, right? Well, you know, and it's kind of very addicting because you get to start to play with it. You say, okay, let's have her select, check, you know, 12 monkeys and I'll select, you know, the notebook and see what happens and the results change. And it also changes like a Facebook map we can build. As long as they're satisfying, not maximum finale. Words with friends gets boring, go with this, you know? That's exactly. But it's done with partners, right? And that's the other piece for us, right? So we're very much a storage infrastructure company. We're focused on that market and delivering that. To deliver that value, think about the speed that needs in real time. Well, that's exactly where I was going. We can't deliver that value without the bandwidth and the content components of, you know, of our solutions. And the speed, the A-B-C's a big data. Exactly. So we're, our partners, I just want to give them a shout out because they did a lot of work on this analytics demo. So we've got NetApp as the storage and it's actually running in the cloud. So the actual, our unit is actually in San Diego and we're just connecting via URL. It's a PowerXL columnar database with FuzzyLogix doing the algorithms to actually do the math behind it and a company called Burst out of San Francisco, BIRST, doing the BI visualization screens. And what we're, again, what we're thinking there is here's a nice representation for this audience, for the broadcast audience, to show some movies which these guys get, but to your point, without the bandwidth and content and performance that we also provided, just wouldn't all come together. But it really has all come together for us in that moment. That's a NetApp cloud? Yeah. Okay. So who did the UI, Burst? Burst, B-I-R-S-T. Yes. So Bill, we've talked about big data becoming the new source of competitive advantage and virtually touching every industry and being different for every industry. So what specifically are you seeing in the media and entertainment business, number one, and are you seeing it? We've talked about Hadoop a lot too. What are some of the things that are sort of exciting that you see here? Right. So I think full motion video, things like, again, that whole pixelation that I was talking about, and again, we're back to performance there. And then media content management tools, right? The tools to actually handle input, output, tracking, retention, and then reuse, repurpose. And I think all of those pieces together, and again, to John's point, you can't forget about performance, right? I think that's first and foremost in this market. But being able to supply, again, post-pre-production or delivery, being able to supply that content, almost content management, right? The old content management world layered over what these guys are doing. That is super important. Everyone I've talked to at the booth, it kind of always comes back to that. They start out at performance and then they kind of come back around to effectively the content management for whatever piece of the production they're doing. Right? And how about the Hadoop sort of open source movement? Is prevalent here as you see it in other industries? Yeah, yeah, it's interesting. So we've got the analytics demo, which is not running on Hadoop, by the way, right? There's no reason it couldn't be. But I've mentioned to everybody who's come by Hadoop and open source in particular in this market. And I'd say it's about a 50-50 mix of people who either have looked at me with dog looking at a ceiling fan. I don't know what, Hadoop is some town in India is what somebody told me yesterday, you know? And the folks that say, oh, yeah, that's really interesting, but we haven't figured out how it works in this market yet, which to me is an opportunity. Yeah, so not as prevalent as they say in financial services or... No, not from what I've seen today. This is my first time at NAB and I'm overwhelmed, right? I walk through central hall and my eyes were saucers here. But from the small set of examples in the booth that I've talked to, it's still very much nascent. Anything to stand out as you walk the halls? What caught your eye? You know, there's the Ridley Scott 3D movie at the front. I don't know if you guys have seen that yet. I think it's Red Square or Red Something. Really unbelievable, unbelievably done. If you're a Ridley Scott fan, it's something else. I think that's number one. And then I think number two, and honestly being in the storage market, I love the fact that we're all here and we're all represented and we're all saying, you know, we all have media content management solutions. We all have some kind of full motion video and we're all now trying, so we're adding the analytics piece, some of the other storage vendors are adding some others. Exciting time to me and really the energy and the amount of people here just shows that. What are you hearing from the customers in this market segment? Obviously media and business we heard from Nirvana's amazing cloud storage. I mean, they're a pioneer and quite frankly misunderstood a little bit because they're doing so well. No one knows what to compare them to. Because so they're just doing so well. Cloud storage is coming big. So Nirvana has had success there. What are you seeing from customers here in this segment of media? Because they want the storage. Yeah, yeah, it's a fair point. So it starts with retention, right? And it's, I hate to go back to performance again, but it's performance, it's retention. I had somebody in the booth yesterday who at the end of the day, all they cared about was they had to understand usability. They had to understand how to use our, and they're a new NetApp customer. They had to understand how to use our Snapshot, our FlexCo, and all of those technologies for what they do post-production. And they had to understand it inherently in their business. They did not want us in their organization. So services and support for this market from what I've seen, they need to do it all inside. And I said to the guy, why? And he said, you know, I picked up this badge and he said, we're a TV station, we're 24-7. I don't have time for you. I love you guys, I like what you do, but I have to understand, you know, so that self-sustainability, you know, that's something that we as an industry have to make sure that, okay, we get this, right? I get how to use NetApp to do a Snapshot or to clone their stuff to multiple sites. We have to inherently make it so, you know, UI usability for these guys that the 24-7 operation of a TV show can do this, you know, with a click. So what do you think of the Intel studio experience? You know, the guys Intel partner. We are an Intel party, yes, indeed. And this is just fantastic. I just, you know, I feel like, you know, we should have, you know, the band going. To play here. I do not. I wish I did. I wish my wife was here. She's the musician in the family. It's been amazing. Well, Bill, thanks for coming inside the Cuban. Thanks for coming in on a short notice. Appreciate it. Appreciate it. NetApp, Silicon Valley icon. We'll stay live as you go to exit stage.