 It's The Cube, here is your host, Jeff Frick. Hi Jeff Frick here, we're on the ground at the Cliffs Hotel in downtown San Francisco at the Dell 1510 discussion series, this is the second in a series they're doing all around the country, they started it earlier and they're going to do one per quarter in Boston on security, this was the second one on Big Data, they'll pull together about 15 local press and analysts as well as about 10 Dell executives, one customer and really kind of an open format to talk about big data, right, it was very open, it kind of went side doors a couple of times, but that's okay. I appreciate your contribution, it was really great, it was a great discussion. Well thank you, I cheat, I'm like a VC, I sit and talk to smart people all day long and they tell me really brilliant things and I just bring it back up, but that's okay, I'm a conduit, that's what I like to do. So welcome back, you were just on theCUBE at Dell World, not the only one. And luckily the weather's a lot better than it was at Dell World, so yeah, so my name is Matt Baker and I'm responsible for strategy at Dell for our enterprise solutions group, so that's the part of Dell that does servers, storage, networking, etc. So yeah, no, we're really excited about this series, I think this was a great discussion, I think the interesting thing about this discussion though was how oddly broad ranging it was. You know the one we did on security was a little bit more hemmed in and structured and I think what it really demonstrates is how sort of broad and crazy this topic of big data really is. And you know for Dell, the thing that we're interested in is we had all of these examples of very sophisticated utilization of data, but I think when I was on theCUBE I talked a little bit about this notion of bringing technology, democratizing technology and big data is an area that's in sore need of democratization, so you know we touched on that a little bit, we also touched on a lot of interesting questions and I think you had some great ads around people willing to give up data, what are the ethics, so it's a ripe topic to have a conversation and well I don't think we had any concrete conclusions, I think the conversation that we're having is really important, so I was excited about it. And your kind of kickoff statement or one of your kickoff statements was is big data even the right word? It's the term that people jumped on early on and it's really it's talking about the flow of the data has nothing to do with business outcomes, it has nothing to do with ethics, it has nothing to do with so many things that this discussion has evolved into. We do this more recently in our industry to our detriment, I mean think about it, what's the cloud mean? The word, the cloud, it doesn't mean very much. And we still argue it doesn't mean elasticity, this, that or the other thing, we've got an issue here with big data in that it has very little to do with the size of data, it has very little to do with the data, it has everything to do with the insights derived from the data, and also the point that I was making is that without changing the way you think about your business and changing your business processes, all of this technology is mumbo jumbo. I mean we've got people who are deploying Hadoop because they think they need a big data solution, but it's not matched up with a business process innovation or transformation. And if that's the case, it's likely to fail and we keep hearing these statistics about, you know, 80 some odd percent of big data deployments are failing. Well, I think it's because we've become obsessed with the technology, the platforms is Big Data Hadoop, or is, you know, those are Gartner survey this month, earlier this month, that basically said, what's the most likely big data investment you're going to make? Well, they said traditional electronic data warehouse, and then you'd have someone from the unstructured side, well that's not big data, so we got a lot of work to do to sort of straighten this out for the average non-IT one percenter, and that's, you know, what Dell's here to do. So, and why we wanted to have this conversation. And you said in smaller business, but I want to pick up on one of your other analogies that you used on theCUBE, since you're so close to Mavericks, hopefully you get a chance to go by. I'd love to. But kind of your big, you know, your big wave analogy that it is a big thing, you know, whatever it is, I'm not really sure it's coming down, and you guys are really trying to help people, you know, kind of get in that wave, you know, I think you said get on the jet ski, and we'll drag you into it. But I don't know that that's necessarily where I want to be after you drop me off on the jet ski. Well, I think the analogy that I was giving you is that basically, look, you're on a sea of business, and there is a disruptive wave coming. Every industry, whatever it is, is likely to be disrupted by somebody who's utilizing data in a new and interesting way to derive insights and basically outmaneuver your legacy business model. So, the problem with that is that a lot of people don't understand what that technology is, how they're doing it, so on and so forth. So this notion of the wave, this digital wave washing over all industries, how do you basically provide the average IT user or average business with the knowledge so that instead of being inundated and crushed by the wave, we can toe them in this notion of toe-insurfing. It's a huge wave, you're not going to be able to paddle enough with your scrawny arms, so why don't we grab you on, we're going to drive the jet ski, and that's our offer to you is to help make sense of the technology, the business process transformation, all of these things we talked about before of transform, connect, inform, protect. There are all elements of helping you understand your business, helping you transform your technology, get insights, the eye into your, into your, and inform your business. We're really about adding velocity to the adoption of technology for the masses. And big data at this point unfortunately seems to be tied up in, as I've said, sort of jokingly, the IT1 percenters, the Googles, the Facebooks, and we want to figure out how to unlock and unleash that value. Well, how would you two kind of contrast and compare, you know, kind of an agile approach to slowly implementing new pieces of big data, whatever that means for my business. There's an easy thing that I can do, versus being scared to death that the wave, the Uber of my industry is coming, and that is that why I just got to put in Hadoop whether it fails or I know what I'm going to do it yet, and that's why 80 percent fail? I mean, why'd 80 percent fail? 80 percent fail because they apply technology to an old business process that is not ready to absorb it. So, rather than getting caught up in the technology, you really need to get caught up in what your business is, how you're doing, how you're conducting your business, what your business processes are, and then understanding what your competition is doing differently, not from a technology standpoint, but from a business process standpoint. And as soon as you understand that, I think light bulbs will start going off and saying, hey, from a marketing perspective, they're gaining more insights into what their customers are doing in real time, and they're able to better match the needs of the customer with what we're offering them and what technology they're using. Well, they're using this unstructured analytics stuff. That's different than saying, hey, those guys are using Hadoop, or those guys are using Cassandra or whatever, and saying, okay, they're using Cassandra and now I got to figure out, and more likely than not, they're trying to figure out how to do some old BI thing on top of it. So, I think the consideration you have to have first is business, digital transformation first, technology second. All right, Matt. Well, hey, thanks for stopping by. I know you're thirsty, hungry, they got food. It's a beautiful evening. They've got the set up out on the balcony. So, thanks for stopping by. Thanks for inviting us to the Dell 1510 discussion on big data coming to a city near you. I'm Jeff and I hope you're watching theCUBE.