 Well, thank you, Adam. We're back here at theCUBE. We're live at the FEDA in Barcelona, and we're here in Cloud City, which is just amazing. We're really excited to have two guests here from a company called Data On Tap. Algus Axtinas is the founder and CEO, and Alex Bauman is also a co-founder and CXO. Again, Data On Tap guys, welcome to theCUBE. Thanks so much for coming on. Happy to be here. Algus, let's start with you. Tell us about Data On Tap, it's a great name. Yeah, thank you. We are designing and building digital attacker brands built entirely in public cloud. What does that mean, digital attacker brands? So tell us more about that. I think when you want to launch now a new wireless service provider, you have this challenge, you were built from current infrastructure or built something as a green field operation. We think building something new provides these new opportunities, so that's what we are. You guys know, when you start a company with a blank sheet of paper, it's an exciting time. Why did you start the company, Alex? That's a good question. I think for me, I mean, I'm sure we both had our own reasons, but the biggest one for me was being held back on delivering the types of customer experiences that people were expecting. So Telecom is notoriously slow-moving, deliver great products, but take time to get there. And you see all kinds of over-the-top products kind of leapfrogging ahead and needing a bunch of telecoms in some places. And kind of being held back in that kind of older, the full sheet of paper really drove us to decide, what can we do with the blank sheet? How do we go green field? All this new cloud technology, what types of things does that unlock for us? And that's really the impetus for it. So what are you actually selling? What's the service or product that you're selling? We started in Canadian market. Canadian market is maybe considered underserved in when you compare to other markets. And we started with this full-eminent concept, building out from core network all the way to consumer application, including e-commerce, including other kind of value-added services from the get-go even before we launched, before we launched our online service proposition. It's very hard to get into Canadian market. We're still battling out with regulator on that front. But we're building a tech stack for Canada and for other countries to, in the model of the FinTech, in the model of this new business model that's becoming available with public cloud. So public policy is obviously a big part of this, where you have to ride on top of the existing infrastructure, at least get permission to do that. And that's kind of your business model, right? Yeah, exactly. The infrastructure exists very good networks in Canada, and I believe elsewhere in the world as well. But this is the age of service innovation. Public cloud kind of brings that service innovation to the front rather than differentiating on network technologies, which is kind of commoditized thing. The new way of thinking is about service innovation, about what can you build on existing infrastructure? How can you use elements in the public cloud, new economy, new business models to create this new business? So let's talk about cloud economics, specifically public cloud. When we say cloud, we mean public cloud. Yeah, not fake cloud. So you've got cloud, you've got cross cloud. You're kind of imagining this abstraction layer cutting across clouds or extending to the edge. You're talking about the cloud suppliers, they look at the edge as this opportunity. They see data centers as just another edge node. So talk about, how do you think about public cloud economics as it relates to your business and your customers? Sure, so, you know, going with that blank sheet of paper and building out kind of the entire stack, exactly from start to finish everything you need from for the customer to deliver a customer experience to deliver all the tools that are necessary to sell in a completely digital model. The economics process when you look at the public cloud allow you to do a kind of a composite application approach of using the API economy. You can just pick exactly what you need from individual pieces that exist out in the market and typically cloud based products as well. And by kind of building in that model, you can really narrow down a per subscriber economic as a carrier that's kind of wasn't feasible before. And on top of that, that kind of cat-backs the time to market all of those things are so small compared to what you used to have as long as you're building out kind of in that model. So is your strategy to enable service providers and carriers to move beyond connectivity? Is that even, is it feasible or is it an ecosystem that gets built around that on top of that kind of thing? Our vision is that, and this is difficult with a lot of subscription based verticals. You need the subscriber, but you need to know them on a one to one basis. You need that person, not just a building account number. And then once you've got that and you've got your core business around when it is about all the other things that you can build kind of an ecosystem around that customer. So it could be enabling other verticals within the telco tech stack. It could just be about making sure that they have kind of our first approach is you need to be digital. You need to have a digital experience. It needs to be good, it needs to be premium. It can't just be a digitization like the clipboard out of the iPad. It needs to be a real rethought green field experience to be competitive in the future. Well, because when you think about the brands and all of the pandemic, we're all watching movies and viewing on demand. The experience that we have with those services is awesome. The sales, the marketing service all integrated into one. And you think about the experience that you have with traditional telcos and it's just frustration. And so you're enhancing that experience. That's what it's all about, that user experience. Yeah, if you go into our app in Canada right now and go into a marketplace tab, you would kind of feel like in Netflix a bit because the subscription plans are just part of the range of products you can be buying from us. And it truly depends on the customer segment and type and then on the particular customer what we would bring up front for them to consume. If it's a youth customer, a student, or perhaps a new Canadian or a new immigrant to a certain place, they might need a banking product and we might have a prepaid MasterCardovisa available for them to order together with eSIMCard or they might, if they're a university student, they might be buying certain clothing products or other things from around for that university or so on and so forth. The customization is endless and personalization could be really truly personal and machine learned and so on and so forth. And if I could add, most people don't describe themselves in terms of gigabytes. They have other things that they like and other things that make them who they are and being able to understand who somebody is and deliver things outside of just like here is a plan of gigabytes or here are minutes is really the next step. You need to be able to put something other than one GB on a poster. You know, it's interesting you say that Alex because you're right. We don't think in terms of consumers, we don't think in terms of gigabytes but underneath all this is data. It's all about the data and when I think about industries that are data intensive like telco, financial services is another example. These organizations build data products and the time it takes for them to build data products is too long. The user experience is oftentimes too cumbersome and I think there's a new metric that's going to emerge in the industries. How long is a business person? Does it take me to go from idea to monetization? That's the new industry KPI. You heard it here first in the queue because it's all about building data products in the digital world. And so when I think about what you're doing if I understand it correctly, you're allowing the digital service providers first of all become digital and then build data products very quickly, configure them very quickly and offer them to their consumers. Yeah, I like that I to M idea to monetization. I think shortening that time is really important but it goes beyond just like configuring a data product. It's anything that you could pull together within your own ecosystem or combinations of ecosystems or bundles of things. As a marketer, that idea comes to you and you want to test it. It's idea to test monetization. So if you can rapidly test things, iterate on them from an interface that happens in real time and you've got customers that are the data model and the construct around them is customer centric so your marketing can be customer centric. That's really the world we're building. What's the ecosystem? Look, how are you envisioning and thinking about the ecosystem evolution? Well, the starting point was obviously look at the retail store and look what's in the store and kind of have all of that as a starting point so you have that covered but you can go outside and see who else is selling what to that mobile consumer of yours and trust me, all those ecosystem partners are eager to get in this digital kind of platform because they want that access to the consumer and they want a target that access to that consumer. And looking at what other, perhaps, opportunities and values exist outside of it, people pass down the phones to their kids and their senior members of the family. We try to sell their used phones. We started monetizing or started developing systems that allow members to sell to members. Something that may be part of different marketplaces but if you can get that process going and you can be a trusted party that handles these things, that's a really exciting opportunity for certain segments specifically. Well, that's the thing the cloud enables is that you can create these marketplaces and you can build your own ecosystems and that's sort of the next phase. Last 10 years, we're going to be different than the next 10 years of cloud and one of the big differences is the pace at which you can develop these ecosystems. I mentioned financial services. Is that an industry segment that's ripe for this wireless transformation? Are there other segments that you guys are looking at? I think FinTech is maybe a good example of what telecom should be, not necessarily mirroring but at least looking to for inspiration because they've kind of leaped up a little bit in terms of being open, opening up architecture, allowing that kind of service level innovation. One thing is to create some digital transformation or digital green field operation for a network operator but kind of the next step is allowing other types of experimentation on top of what you've built and kind of FinTech is a good model for that. The cloud absolutely enables it. I mean, up until cloud, I don't think we can have a conversation about a carrier opening up for other people to experiment and their platforms are on their systems but the cloud really does allow for that and I think smaller groups of very capable minds will come up with things that we can't even dream up right now and that's the kind of stuff that you want to have happening first on your network and be enabling it and then pull it in and pull those minds into your teams. Attracting talent that can deliver the things we're talking about is also going to be important. We talk about in theCUBE about the API economy all the time and we talk about opening up the telcos and it scares people a lot. Can we replicate the reliability of the network with open APIs and open, no RAM and open systems but are there examples of sort of open APIs, the API economy in this digital service provider world? I think there are. I think if you come from IP, VoIP ecosystem, there are a lot more open and networks should be in a similar place, I think. It provides opportunities. Ensure tech is there, security, home security, IoT, everything can have come to play when you think about it. When you have an app on each of your consumers phone, you have, I think, endless opportunities. You have to provide certain stickiness, you have to provide certain engagement. Why would people come back to you? Gamification, loyalty, other things can come to play to provide this wholesome experience and why people would come back to you and not just for service things. I saw some of your material, private by design. What is that? I think, so it's a bit of a mindset and a strategy when you're developing everything in your platform. As a telecommunications provider, you collect an absurd amount of information about people, particularly if you've architected in a way that you know where every one of those people is. And there's a little bit of a need to respect some of that data, respect some of the privacy that may be around that. And building within the cloud and constructing new data models around how that data is stored, what things exist in a wallet, what traceability happens and audibility happens on that data is really important as you consider the future. So we're already seeing lots of regulation around privacy and data and data processing. So you can't build now and think, oh, whatever, we'll change it later. So a little bit forward thinking is very important for this type of pre-deal. And I think starting point is important of how easy is it to get in and start with telecommunications provider. You'll see during MWC and every once people are trying to re-engineer the onboarding experiences. I think that first step has to be very, very easy for user to take and to get into ecosystem. So just email, good to go, just as any other app. And that's a starting point. And then the rest of it is sort of on demand when needed. That's, you know, with the value you grow. So telecoms usually try to run the credit check before you even, you know, before you even know the name. Yeah, buy me dinner parts, right? Hey guys, we're going to leave it there. Thanks so much. Congratulations on getting off the ground. Thank you. Adam, it's buzzing here. Back to you.