 from San Jose in the heart of Silicon Valley. It's theCUBE covering Big Data SV 2016. Everyone, welcome back to our day two coverage of Big Data SV, Big Data Week, in conjunction with Strata Hadoop. This is theCUBE, SiliconANGLE's flagship program. We go out to the events and extract the signal of the noise. I'm John Furrier, and the hosts this week are Peter Burris, Jeff Frick, and we are live here in Silicon Valley. Guys, day two, a lot of things going on. This is when the keynotes kick in at Strata Hadoop, right across the street. We're here at the Fairmont. You know, it's interesting. They have the, obviously, their main keynotes. They're very short. They go rapid fire. Some of them are sponsored. They interweave editorial keynotes in between. Microsoft Build is going on up in San Francisco. We've got people up there covering that. The theme is about developers. The theme is about Big Data. The theme is about cloud. What do you guys expect for day two? We've got a big lineup. We've got IBM. We've got some big names coming on theCUBE. Peter, thoughts? Big boys are here today, John. And the companies that have enormous amounts of money to start investing at the margin of what these tools can do and find new ways to create new value. So I think the key word today is developers. How are the developers going to enter into this ecosystem and find new ways to create value for businesses through software, as well as a lot of time that attention is going to be spent to the simplification question. We've had a number of conversations with folks down here at Strata about the challenges that they face as they try to put these toolkits together and accelerate the rate at which data flows through their organization and turns into insights. It still ain't as easy as it should be. The thing is easy came up last night. I was talking to some folks after we were on here in theCUBE and the theme is clear. It's just not easy. Jeff, when you talk about this all the time, it's gotta be easy to manage Hadoop. George Gilbert obviously feels the same way. Hadoop just has to get easy. There's too many cracks. Cloudera, Hortonworks, you guys are trying to solve that. At the same time, the big boys are coming in. As you said, you can talk about Microsoft's big event up in San Francisco. You're gonna see people like Oracle here, Pivotal, Hortonworks, IBM, all the big guys are here making it easy in software. But it's got the theme of AI. You get the theme of DevOps. The cloud mojo for the big guys seems to be trickling into this big data world, automation, conversations as a platform, big Microsoft announcement today. This is an indicator of where the big guys are going. And again, they can do Agile too, maybe slow her pace, but when Microsoft pivots and opens up their entire Office 365 to the developers, this is how the world is changing. Jeff, I mean, you talk about easy all the time. Yeah, and when the big players come in, I think we see it over and over again. We talk about a lot. The big guys carry the freight, the little guys are the innovation, but when you see the big guys make a move, and it was talked about at Oracle Cloud World that you guys are out in DC, when Larry turns the ship, for a lot of these companies, now they're getting much better at turning. Interesting comment that you made, John, that the Satya Nadella's up at Build and they're gonna open up 365, my goodness, would Balmer ever open up Microsoft Office? I mean, what a concept that is. We are at that Bitcoin conference and there's Intel and IBM and Microsoft as well. So when the big players are getting in, they know it's serious, they got big investments and they got big customers that can make the big investment with a trusted resource that they know can deliver. So I'm excited, we got Schmarzo coming on, the Dean of Big Data, Cube Regular, Cube Alarm, he's given a presentation, he's actually teaching in colleges now, and we've been kind of keeping an eye on the community, John, keeping an eye on the Twitter stream and I reached out to a guy, James Haight, from Blue Hill Research, who published an article before Stratas started, the five things that aren't gonna make the news. So I invited him to come on, he's gonna come on and tell us what are the five things that didn't make the news and did they make the news and now you've been here for a couple of days. So it's gonna be a great day, good lineup. Peter, what is making the news from your perspective? It's a great point because it's things that aren't, isn't making the news, things that make the news, that's a tell sign. When you see the stuff in the news, certainly there's a hype factor, but also it's what people are thinking about. What's your thoughts on what's the news oriented topics? Well, I think that Jeff raised an interesting point, I'm gonna try to put a slight different twist on it. So the idea of innovation is really a couple of things have to happen. You have to have people that invent stuff. And we saw a number of small, highly inventive companies yesterday that came up and talked about the things that they're doing in this ecosystem to try to drive new value. And also, as we said yesterday, to try to improve or simplify the way things work. But the innovation is really how do you drive change within the social system, within the ecosystem so that people adopt the new practices? And two things I think we're gonna hear a lot today. And what's probably not at the forefront of the news because the news is always about the product. And I think we're gonna hear a lot more today from some of these big guys about what they're doing with customers to try to drive those changes with a special focus. And I know when Bill Schmarrer is at EMC, comes up tomorrow, he's gonna talk about this as well, this notion of what are the new administrative practices that have to put in place? What are the administrative approaches that have proven to be successful in all areas of trying to manage data? And can we bring some of those forward? So I think that we're gonna hear more about not the invention as much today, although I'm sure we'll hear some of that, but more the innovation, the things that the industry needs to do to change the practices of how all these technologies get used. That's a great point. So I wanna get your thoughts on something that we see all the time. And you see, certainly, we saw this in any new market, there's always cloud washing or some sort of gimmick. The gimmick here in the big data world is, oh, we're gonna open up our data. And we mentioned Microsoft. Oh, we're gonna open up Office to Developers, or hey, we're the government, we're gonna open up our data for the citizens. You can open up your data, but what you do with it, how you find it, how you manage it, and how you deploy something with the data really is the news. That's not mentioned. So the news is, hey, we're opening up our data. What's your thoughts on that aspect? It's a little nuanced, but it's easy to say, hey, we're opening up our data, but tooling and other things are needed. Yeah, I think that's gonna be one of the biggest challenges is how do we, how do companies use private data and monetize it in ways that increase evaluations? And Jeff, I know you were talking yesterday about a company that went bankrupt and then discovered that it had a billion dollar asset in its data. As companies move into engaging customers differently, the value of the company, increasingly, is gonna be found in the data about their customers. I mean, all of us have talked to data scientists that said, if a company gave me access to their customer data, I could recreate their customer list really fast and I could sell that to their competitor really easily. And I think the companies are gonna have to be really smart about how they open up their data. Now, Microsoft creating APIs that allow people to get access to the Office 360 stuff, just enormous things that developers can do with that. It's gonna be very interesting to see how it plays out. But when it comes to data, every company's gonna have to think really hard about what it means to make those core assets, especially about customers, how they go to market, how products actually work in the market and reveal them out to third parties. Because once the data's out there, as Apple's been trying to tell the FBI, it's really easy to copy. It's really cheap to move. I mean, it's a lot easier to move a gigabyte of data or a terabyte of data than it is to move a terabyte of paper. So this is something that everybody's gonna have to think about and you're right, it's not in the news. This is one of the many practices that the industry's gonna have to figure out as this industry matures. Jeff, you talked to a lot of customers and you're on the social stream. What's going on in your mind out in the conversations in the community right now? Around Strata, I gotta give a big shout out to the crew at Informatica. They have tuned up their machine and have really done a great job of getting their message out. It's actually kind of amazing that, you know, the opportunity to get a message out in social is still so tremendous and a lot of people still just haven't figured it out. They haven't figured it out. How do you get the message out? How do you go beyond stop on the booth and win an iPad? That's not what people wanna read on the social. So let me just get that right. So most people, let me, and I'm just teeing it up for you, sorry, the answer. So most people use Twitter as you're saying, come by our booth, very promotional, win a gimmick or win an iPad and it's really much more of hand-waving. You're saying a little bit different. They're more present, more orchestrated, more active. The president using is an opportunity to get, you know, to get a snackable bite out. We talk about snackable bites all the time. If you've been watching the Twitter stream you see, we're putting out cube gems, we put out cube cards, we put out an appropriate style of content to be consumed in that format. That is hopefully a trigger to consume more and that's really one of the keys to social. It's a method of engagement. It's a trade of value but you've gotta package up the value in the form that it can be consumed. So it's actually pretty interesting. That's why this guy from Blue Hill kind of broke through the noise, John, using the CrowdChat tool to see what people are sharing and it kind of got beyond the, you know, come to my booth and win an iPad, which was good to see. So, you know, it's kind of a light day yesterday. I guess they didn't really have the sessions, the show didn't open till 5 p. So maybe we'll see a little change but, you know, we'll have our stuff going all day today. And as Peter said, we got a lineup of big companies, IBM, Pivotal, people that have big resources to put behind this. Peter, your thoughts on this notion that just teeing out, because we are very active with digital. Obviously, we believe everything's digital and the experience should be digital. And certainly the notion of presence and being active is a social equation that a commitment a user makes and being online socially is a commitment. And so if I know that I'm committed to a conversation, you can see it. I think that's the magic of social at just pointing out. I wanna get your thoughts. I know you do a lot of work in this area. The notion of presence now in the conversation because the conversations as a platform which Microsoft's using, this is our ethos. We love that. We have CrowdChat, we have conversation data. This is going to be a pivotal moment in the world because conversations are content. Oh yeah, and absolutely, John. And look, yesterday was my first day in theCUBE and I gotta say I had an enormous amount of fun. The quality of people that come up to tell their story and articulate the characteristics of the problems that people are trying to solve and the generalized solutions and how their stuff is helping customers, just phenomenal conversations that go on. You'll learn a lot by being here. But I think Jeff's absolutely right. We talked yesterday a lot about this notion of context where sociologists would say context is what two people enter into to do something. It's what people do together. And I think, Jeff, your point is so powerful because content is a phenomenal way of codifying that context. And what Informatica did yesterday and what we do generally is create community through content. And that's exactly what we were talking about. We saw it happen through us, through other resources that folks are putting out content that people flock to, identify with, consume, share, and that by itself creates community that then can be acted on if you have the right tooling and the right approach and the right practices for driving that forward and sustaining that engagement across a broad class of individuals. But we're gonna do kind of an old school, new school later this evening. So I know you got a chance to talk to some of the people that are gonna be on the panels this evening. I wonder if you can, again, for the folks, tee up what's happening tonight with your presentation and a couple of panels that we're gonna have. What we do on our regular social stuff, we're kind of the traditional communication vehicle. Well, look, one of the beauties of community is that it doesn't always have to be digital. And what we're doing tonight is that, and as you know, is we're gonna give something back to the community that we serve that's here at Strata. So we're gonna bring a bunch of people in and we're gonna have a little networking event where people can talk about some of the issues that they're hearing about, be a great opportunity to have those conversations. But as part of that effort, we wanna help shape what the conversation's gonna look like. So we're running three simple little sessions. I'll give a little talk about this relationship between big data and digital. And in that, I'm gonna identify or talk about, really, what is digital business? How does big data play into that? And then I'm gonna reveal some of the findings of our forecast on big data and market share studies because that really says something about where the investment is, where it's going, and how it's gonna shape up for the next few years. Then we're gonna have an analyst panel that will basically, it will include George Gilbert and a couple of other analysts from leading firms and I'll get them to argue with each other and hopefully create good theater. And then the last thing is we wanna close it out with a conversation amongst some customers that are actually trying to apply some of these techniques. So we have someone from US Bank who is really focused on this notion of the information supply chain, of the data supply chain, how to go from sources into the data lakes and set up the organization so that stuff is distributed from there to the various functions. We'll have the supply chain and then we're gonna also have somebody that can talk about the operational side, somebody from CenturyLink who can come and talk about how they are using big data to drive new levels of productivity within their operations. And then the last one is, because we wanted somebody that can talk also about how big data is changing the way companies engage. Very much along the lines of what we were just talking about and John Furrier is gonna play that role. So John's gonna play the role of talking about how big data is changing the way that engagement happens in the industry. And then we'll have some wine and some beer and talk. So it's a great way to give something back to the community and affirm our commitment to these incredibly smart people that are here talking about how to do this better. It's great. And that, again, is the Fairmont Hotel, the Gold Room, registration at 430. You can go to silkangle.tv and register. We kick off at five. I know there's a lot of events tonight. A lot of parties going on. So we're gonna go from five to about 630. We'll go longer, but if you gotta run to something else, we understand. But again, Fairmont Hotel, Gold Room, five o'clock. Also wanna shout out, it is Wednesday, right? And if you follow the QB, you know the Women in Tech Wednesday. Christina Noren won it for this week from Inferna. So again, go to silkangle.tv, take a look at the Women in Tech feature. And again, highlighting the great interview she had yesterday. Terrific breadth of experience across a lot of companies. Including Splunk, who many would say is the best implementation of a Hadoop solution in the marketplace. So take a look at that. Congratulations, Christina. Yeah, and also go to Twitter search and search on the hashtag cube gems and cube cards. We're putting out content. As it happens on theCUBE, again, part of our new operation we've been putting out there. Not only the videos go live here, they get up on YouTube at youtube.com or siliconangle.tv is a lot of stuff, siliconangle.com, wikibon.com. But the cube gems are the highlights. Those are the nuggets that are gonna be in the stream, flowing out there, cube gems, hashtag cube gems and cube cards to get a sense for what the conversation is if you're on the ground, if you're at the event or moving around mobile, you can really consume those content assets. And of course, this is theCUBE. We're here for day two wall-to-wall coverage of big data SV. It's big data week here in San Jose. Part of Strata Hadoop. This is theCUBE. Back with more coverage live in Silicon Valley after this short break.