 Okay, we're back here live in Las Vegas. This is SiliconANGLE and Wikibon's theCUBE exclusive coverage at Amazon Web Services, AWS re-invent conference in Las Vegas, top developers. Amazon is taking over the world as people are talking about in the hallways. Really developing the full stack, closing the loop, adding a bunch of new features this year that really kind of take it to the next level. I'm John Furrier, founder of SiliconANGLE. I'm Joe and Dave Vellante, co-founder of wikibon.org. My co-host and my next guest is Jeff Kubit, co-CEO, co-founder of roundarch isobar out of Chicago. Welcome to theCUBE. Thank you. So you guys are a unique firm and this is what I like about your story is, Juan, you're a modern developer that I would say, if you go back to the old days of the web, oh, I want to get a website, put some HTML up, you get some framework, you host some one database, handle everything else. People click on a few buttons here and there. But now basically web apps are full scale and it's just not about just putting a fresh coat of paint and graphics up. It's a deeper conversation because of analytics, APIs, services, service oriented architectures, things of that nature. So you guys represent the modern era of development because it's not just mobile first, it's mobile web everything. Yeah, absolutely. It's the web, it's the internet. So take us through what you guys are doing, cutting edge with Amazon and what's going on in the marketplace? What are these cutting edge customers looking for and who are some of your customers? Right, so first of all, Rano Chisabar is the US entity of Isabar which is a global digital agency. It's 37 markets globally, over 3,000 people. And like you said, we design and build web apps, mobile apps, and it's both user experience and creative digital strategy and hardcore enterprise technology. So clients that we work with are Avis, Adidas, General Motors, US Air Force, generally large enterprises. And in those large enterprises, they don't just have a creative problem or just a technology problem. They have generally complex or sophisticated problems that need sophisticated solutions to be able to build compelling engaging experiences that can leverage their back end systems and deliver the type of capabilities that their customers expect. One of the things that David and I always talk about, and we've done all the big data shows since the beginning of a dupe and then Strata and everything else, big data, NYC recently in New York. And the analytics and with Tableau, and while you're seeing visualization, it's about the user experience. So we're kind of entering this era of creativity yet geek them. It's like you got to be a geek and you got to be creative. It's kind of hard to do. So one, do you find the same thing? What are you observing in that market, that intersection of creative geek? Well, that's kind of where we live, so. So we have people. Tell us the neighborhood. How's the neighborhood look? What's it look like? It's great. What's going on? When we originally found it in 2000, it was really sort of a marriage of more traditional systems integration stuff with creative agency stuff. And it's really that sort of tension that we really learned to appreciate the value of the different capabilities. So it's really the ability to really evaluate and appreciate that a creative person, technology person are playing on an equal playing field. Cause again, if you deliver a half of that, you're not really delivering with the client needs. I mean, this is a trend. Again, you guys, again, you're seeing ad agencies vertically integrate, content marketing, see blog writers, you know, New York Times, Wall Street Journal writers working for ad agencies now. You see CSC buying service mesh and orchestration company. They're, you know, they're an integrator. Right. So the trend is, you know, full stack. And on the business side, right? So you've got to be able to deliver that. I mean, so how do you guys go to customers? Do they just say, hey, we want that? Do customers really want that? Or do the suppliers like yourself have to adjust and deliver that? Yeah, I think when we talk to clients, that's generally what they're looking for. They're sort of trained to ask for something else sometimes. So they go to look for pieces of the puzzle sometimes. And they don't necessarily look for someone. They don't expect that someone can cover that from digital strategy through creative and user experience, you know, user research and design and enterprise architecture and deliver that solution for them. So sometimes they think they need to have different players. So sometimes, you know, it's us educating them. And other times that's what they're looking for. I talked to an entrepreneur earlier and he said, you know, people just don't want web pages anymore. They want fully integrated apps. So I got to ask you a question. How much are you seeing being integrated in the backend? Okay, user experience, okay, got that. We've got to have creativity. Got to be simple, elegant, easy to use, got that. Right. It's got to have analytics with big data. Let's go back in. The collection of data, how are you collecting the data? And then how does that feed into the workflow? Right. Obviously Salesforce.com is the poster child of, you know, for sales people, leads go into the system. But now with social data, you know, interaction data, gaming, game mechanics, that's new in this area. So there's a couple of ways that I'll build up to that. So one of the things we've done is we've built a product we call Radar with our sister company. It's a media buying and planning company. And so for their big clients like GM, B&G, you know, Home Depot, stuff like that, we've worked with them to build out marketing analytics that help them optimize across the channel. So all the data that they're spending on social and search and digital and TV and print and sort of analyzing and optimizing those solutions. And what we're increasingly seeing going forward is the ability to leverage that in more real time and leveraging some of the components. So to your point earlier on, what are we leveraging from Amazon? We're leveraging Redshift for that is one of the core components. And the things that I really like and we really like about Amazon, what they're doing with AWS, is the ability to, the pace at which they're innovating and the low cost of the threshold to get things done, there are things that would have been prohibitively expensive or risky or complicated to do that those solutions enable. So now leveraging like DynamoDB, you can now take some of that same stuff we're doing with Redshift to do analytics and analysis and make future plans and make real time offers to clients based on cookie data and other data you have about them, third party data and process that in real time and deliver up at the appropriate offer with the appropriate messaging based on their geolocation, et cetera. One thing I've really been impressed with Amazon just to give Amazon some props here because we can be critical of Amazon although we're really pumped up about them at the show because of the of the greatness that they're continuing to innovate is that if you look at the guys that are really changing the game, we had Cycle Computing on before doing 100,000 cores in 30 minutes. The people that are pioneering these new business models are learning. So the idea of putting large sunk cost resources up front actually slows down the time to value. So what's interesting about the cloud and you just mentioned that is that you can actually go start doing stuff, put your toe in the water. Absolutely. Get time to value and then throttle. Double down on that. So give me an example of, well, sort of I'm just, you know, I'm defecating that, but it's the truth, right? Everyone we talk to, is like, hey, I can invest a little bit of dough, show my client's value. Give me an example of when you guys have done that for a client where, hey, we've got a little, we've got some cloud going on with Amazon all of a sudden we had huge success and that expanded the opportunity for you guys. Right. So, well, we worked with, trying to think of the best example to use. Well, let me just, so what we've done with this radar product, I'll use that as maybe a better example. So again, it's your point before about it's a sort of low barrier to entry. We can take a relatively new product which they just came out with like a year ago. I don't even know if it's been a year. And they've iterated that product multiple times and enhanced and improved and taken feedback. So what's really awesome about that is not just the infrastructure to scale, you know, the low cost of the hardware and the infrastructure, which is what most people think about with cloud. In the case of Amazon, they're releasing products that are cutting edge and they're getting the low barrier to entry of usage is enabling them to get a lot of feedback and they respond to that feedback on really fast cycles which has enabled us to take products and like they get so much better and better and better in a short window. You know, it might have been a 12 to 18 month life cycle that they're doing iterations on three to six months. Yeah, it's good for your business too. You get paid, clients happy. Right, yeah. It's good for your business. Yeah, absolutely. So Jeff, your tagline is we bring brands and people together like never before. What does that mean? And how has technology enabled you to do things that haven't been able to be done before? So really it's, you know, we think that there's this merger between, let me talk about some of the work maybe we did with Adidas around the MyCoach product. So this is wearable computing that, you know, you go for a jog, it tracks your path, gives you feedback on your heart rate, whether you're staying in a range, et cetera. So you could say, is that a product, which it is? Or is that marketing for Adidas' tennis shoes and sneakers and other equipment? And we think it's both. So it's really that idea of creating a digital offering that's both marketing and product and has value for the customer. You're not just trying to sell something to the customer. You know, it's something that has value. So I like to think about it is, are you making customers want things or are you making things customers want? So talk about your value add in that example. Where do you fit precisely in that value? So in that case, we built the digital piece of that. So the site that you would go to to analyze and monitor your performance, et cetera. And so we have over here at our booth, we also have the MyCoach team systems which they're using with MLS Soccer. And so we worked on the building all the infrastructure in behind that so that the coach can stand on the side of the field as all the players are running around and get instantaneous feedback on their speed, force, acceleration, et cetera. And so that's both the iPad app that the coach holds onto and monitors all the different players simultaneously. And then working with Amazon and their team on all the different systems that are monitoring the players in the geo location, et cetera. And then real time processing all that data and delivering it out in a continuous stream as well as storing it for later analysis. So that's kind of, so it's both the experience of the interaction with the data and getting the insights as well as the plumbing underneath that. You essentially built that entire platform? Well, I wouldn't say that. We worked closely with our client to deliver it. Yeah, well, sure. But you enabled, I mean, you guys did the coding and that's, they essentially outsourced that to you. Obviously they had major input. This is what we want. So they essentially defined the requirements. Yeah, I mean, we often work very closely with our clients to build solutions like that. And sometimes we own the whole thing. Co-development or... In the case of this, we built the software piece. They built the hardware piece. But you will do co-development with the... Yeah, absolutely, yeah. I mean, we have to be flexible, you know? Our clients have different needs and different demands, different capabilities. And they sometimes have technology pieces they want to leverage and skill sets they want to leverage or skill sets they want to build. So sometimes we're a bridge to them building a capability that they don't have currently. And sometimes we're, you know, they outsource it to us. So the Air Force, we've been building and managing their portal that a millionaire men use every day. You know, we work with them and we do the main instance support and evolution of that platform. Other clients, we build them a solution and, you know, hand it off. And so good luck, you know? How about social media? How has that changed your business and how are you leveraging that? Yeah, so that's a great one. So social, we've always felt that social, you need to think about it in part of the overall offering. We've never viewed it as a silo. So when we worked with our Adidas clients on a campaign, so different sort of work. Not, you know, big technology work, but on a campaign. So Derrick Rose, their star, the MVP from the NBA. They signed the biggest contract ever or this big shoe contract with them. He promptly tears his ACL and they've got a new shoe to launch and, you know, what are they going to do, right? So we worked with them on- Go back to Michael. Yeah, yeah. We worked with them on a campaign called The Return or All In for D. Rose and it really activated their core audience of basketball crazed kids who not surprisingly on social media, they're using mobile devices. So we created a mobile social campaign working with them that had documentary film of him and his recovery, getting people activated to support and show their support for him online to demonstrate that, you know, we're all in for Derrick Rose and it was hugely successful, drove a lot of traffic, sold a lot of shoes and helped it make, and I think one of the interesting tests on that is there was a lot of blowback in the media when he didn't return last year, which I think means we did a really great campaign. Well, I mean, you think about it, you had to pivot instantaneously and without social media, you probably wouldn't have been able to do this. So leveraging social media and I think that the numbers were like off the chart. I think we had 15 million shares and loads of information. I think for every Facebook post people put up, they had like 10 shares of users or something like that. So if you go 150, or 15 million times 10, it's not really the math, but you're talking maybe 150 million of your core audience that you actually reach and activate it versus traditional TV model. So that's leveraging social media and thinking about the problem a little bit differently. Now, when did you guys actually start using AWS heavily? Well, we've been using it for years for, almost since it's been around for development environments and developing web apps. So in 2000, 06, 07. Yeah, so we've been using it for quite some time. We certainly use it, we have, well, what happened was is I eventually one day woke up and was like, why do we have like a hundred of these AWS instances? And so then we got a little bit more formalized on how we're managing. Oh, they didn't send you a, hey, you could cut your bill. Yeah, well, this is one of the advantages. Because before they had that service. This is one of the advantages, and I guess potential disadvantages, the barrier to entry is really low, which is I think why they are innovating so quickly and moving so fast. Because all you need to do is put your credit card down, you can use everything they have. And you can exercise those things, do POCs and really figure out the technology. And again, that I think gives them so much feedback and input that allows them to really iterate fast. And so then, so we've been using it for, you know, hosting websites, web apps. And then as we start to look at building this data analytics platform to do marketing analytics for really large marketers and their massive amounts of data, we started thinking like, hey, we need to be thinking about how we can leverage the cloud and probably AWS leveraging things like, originally we were working to use Redshift and then when Redshift came on, we were one of the first companies to use Redshift, which, because it really fit our need, which is a data warehouse solution that's cloud based. The performance and scalability is obviously there, but then the price point is just, you know, awesome. Right. So that really became a really good solution for us to leverage that. So we've been continuing to work closely with them and as, again, as we look at their products like DynamoDB, which there's real-time solutions and real-time offers and bids, if you will, that things that we've built into solutions that really might have been prohibitively difficult or risky or expensive to build without these kinds of solutions that Amazon is really putting out there for us. So how are you using Redshift? So Redshift, it's the core, data stack that we're taking all this channel data and then processing and analyzing it and using it as the interface to then deliver out to our users who are then getting insights into how campaigns are performing and what's working best, optimizing the solutions to determine, hey, maybe this one isn't working so well. This one's really working well. We should do more of that one. And Dynamo, you're using it for your single millisecond. Yeah. So when it's a, you know, there's a result that needs to be delivered in sub-second kind of response that I need to do some analysis, pull in data sources, and then return a result. You know, that's hard. I mean, that's, again, that's the kind of stuff that you might say, yeah, we just can't do that. You know, otherwise, but being able to plug in that Lego piece, if you will, Lego also a client, am I right? Yeah. Be able to plug in that Lego piece of DynamoDB, it really enables us to say like, well, we can actually do that and we can do that and know it will scale and know that if we put that in there, it's going to continue to evolve and get better and better over time. So we're not, we don't have too much risk in that. And from a price standpoint, Amazon's amazing about making things get cheaper and cheaper too, so. Which is panty. Yeah. Jeff, I want to ask you a final question. We always ask everyone, great event, put the bumper sticker on this event as the car leaves Vegas. What's on the bumper sticker that would describe this show in a simple tagline? You know that I'm thinking of what happens in Vegas, stays in Vegas, but that aside, it might be what happens in the cloud, stays in the cloud. Okay. Well maybe it doesn't, maybe you can get a lot of the cloud if you want to. I'm not sure. It might be something like that. That's a good one. What happens in the cloud, stays in the cloud. We heard from security looking good. Amazon is light years ahead of the competition. They're rolling out VDI, got app streaming, and just RedStack, just RedShift. I mean, amazing RedStack. RedShift, that's Oracle. Shift from the RedStack. Shifting from. That's not the name, by the way. That's not what the name is about. This is theCUBE, exclusive coverage, siliconangle.com, go to wikibon.org for research, siliconangle.tv, youtube.com, slash siliconangle. We'll be right back with more exclusive coverage from Las Vegas, Amazon re-event. We'll be right back.