 According to storage guru Fred Moore, 60 to 80% of all stored data is archival data, leading to the need for what he calls the infinite archive. And in this world, digital customers require inexpensive access to archive data that's protected. It's got to be available, durable. It's got to be able to scale and also has to support the governance and compliance edicts of the organizations. Welcome to this next session of the AWS Storage Day with theCUBE. I'm your host Dave Vellante. We're going to dig into the topic of archiving and digitally preserving data. And we're joined by Joe Fitzgerald, who's the general manager of Amazon S3 Glacier. Joe, welcome to the program. Hey, Dave, it's great to be here. Thanks for having me. Yeah, I remember early last decade AWS announced Glacier, got a lot of buzz. And since then you've evolved your archival storage services strategy and offerings. First question. Why should customers archive their data in AWS? That's a great question. I think Amazon S3 Glacier is a great place for customers to archive data. And I think the preface that you gave, I think covers a lot of the reasons why customers are looking to archive data on the cloud. We're finding a lot of customers have a lot of data. And if you think about it, most of the world's data is cold by nature. It's not data that you're accessing all the time. So if you don't have an archival story as part of your data strategy, I think you're missing out on a cost savings opportunity. So one of the reasons we're finding customers looking to move data S3 Glacier is because of cost. With Glacier Deep Archive, we have an industry leading price point of a dollar per terabyte per month. I think another reason that we're finding customers wanting to move data to the cloud into Glacier is because of the security, durability, and availability that we offer. Instead of having to worry about some of the most valuable data that your company has and worrying about that being in a tape library that doesn't get accessed very often on premises or offsite in a data locker that you don't really have access to. And we offer the best story in terms of the durability and security and availability of that data. And I think the other reason that we're finding customers wanting to move data to S3 Glacier is just the flexibility and agility that having your data in the cloud offers. A lot of the data you can put it in Deep Archive and have it sit there and not access it. But then if you have some sort of event that you want to access that data, you can get that back very quickly as well as put to power the rest of the AWS offerings, whether that's our compute offerings or machine learning and analytics offerings. So you just have like unmatched flexibility cost and durability of your data. So we're finding a lot of customers looking to optimize their business by moving their archive data to the cloud. So let's stick on the business case for a minute. If I mean, you kind of nailed the cost side of the equation. Clearly you mentioned several of the benefits but for those customers that may not be leaning in to archive data, how do they think about the cost benefit analysis? When you talk to customers, what are you hearing from them, the ones that have used your services to archive data? What are the benefits that they're getting? That's a great question. I think we find customers fall into a few different camps and use cases. And one thing that we recommend as a starting point is if you have a lot of data and you're not really familiar with your access patterns, like what part of the data is warm, what part is cold? We offer a storage class called S3 intelligent tiering. And what that storage class does is it optimizes the placement of that data and the cost of that data based on the access pattern. So if it's data that is accessed very regularly, it'll sit in one of the warmer storage tiers. If it's accessed infrequently, it'll move down into the infrequent access tier or into the archive or deep archive access tiers. So it's a great way for customers who are struggling to think about archive because it's not something that every customer thinks about every day to get automatic cost savings. And then for customers who have either larger amounts of data or better understand the access patterns, like some of the industries that we're seeing like in autonomous vehicles, they might have, they might generate like tons of training data from running the autonomous vehicles. And they kind of know, okay, this data, we're not actively using it, but it's also very valuable. They don't want to throw it away. They'll choose to move that data into an archive tier. So a lot of it kind of comes down to the degree to which you're able to easily understand the access pattern of the data to figure out which storage class and which archive storage class maps best to your use case. I get it. So if you add that deep archive tier, you automatically get the benefit thanks to the intelligent tiering. What about industry patterns? I mean, obviously highly regulated industries have compliance issues, data intensive industries are going to potentially have this because they want to lower costs, but do you see any patterns emerging? I mean, every industry kind of needs this, but are there any industries that are getting more bang from the buck that you see? I would say every industry definitely has archive data. So we have customers in every vertical segment. I think some of the ones that we're definitely seeing more activity from would be, media entertainment customers are a great fit for archive, if you think about, even like digital native studios who generate very high definition footage and they take all that footage, they produce the movie, but they have a lot of original data that they might reuse that you remaster, directors cut or to use later. They're finding archive is a great fit for that. So they're able to use S3 standard for their active production, but when they're done finishing a movie or production, they can take all that valuable original footage and move it in deep archive and just know that it's going to be there whenever they might need to use it. Another use case for seeing and media entertainment, kind of similar to that. And this is a good use case for S3 Glacier is if you have like sports footage from like the 60s and then there's like some sort of breaking news event about some athlete that you want to be able to cut a shot for the six o'clock news with S3 Glacier and expedited retrievals, you're able to kind of get like that, that data back in a couple of minutes. And that way you have the benefit of like very low cost archive storage but being able to get the immediacy of having some of that data back when you need it. So that's just some of the examples that we're seeing in terms of how customers are using archives. I love that example because the prevailing wisdom is the older data is, the less valuable it is. But if you can pull a clip up of Babe Ruth at the right time, even though it's a little grainy, wow, that's huge value for the... Yeah, I mean, we're finding like lots of customers that they've retained this data, they haven't known why they're going to need it. They just sort of intrinsically know this data is really valuable and we might need it. And then as they look for new opportunities and they're like, hey, we're going to remaster this and they've gone through a lot of digital transformation. So we're seeing companies have decades of original material moving to the cloud. We're also seeing fairly nascent startups who are also just generating lots of archive data. So it's just one of the many use cases we see for our customers, local nature. Yeah, data hoarders heaven, I love it. Okay, Joe, let's wrap up. Give us your closing thoughts, how you see the future of this business, where you want to take your business for your customers? I mean, mostly we just really want to help customers optimize their storage and realize the potential of their data. So for a lot of customers that really just comes down to knowing that S3 Glacier is a great and trusted place for their data and that they're able to kind of meet their compliance and regulatory needs. But for a lot of other customers, they're looking to kind of transform their business and reinvent themselves as they move to the cloud. And like, I think we're just excited by a lot of the emerging use cases and being able to find that flexibility of not having like very low cost storage as well as being able to get access to that data and hook it up into the other AWS services and really realize the potential of their data. 100%. I mean, we've seen it over the decades, cost drops, use cases explode. Thank you, Joe. Thanks so much for coming on theCUBE. Thanks a lot, David. It's been great being here. All right, keep it right there for more storage and data insights. You're watching AWS Storage Day on theCUBE.