 Friday we're back, it's Dave Vellante with you from HP Discover in Frankfurt, we're live. This is day two, the second day of theCUBE, where we bring you the best guests that we can find, we come to these events, we find the executives, the customers, the bloggers, the analysts, we try to extract the signal from the noise and present to you, our audience, what's happening at these events, our analysis, the news, and we're here with Patrick Osborne, who's with HP Storage, he's the Director of Product Management. Patrick, welcome. Thanks for having us here. Love theCUBE, glad you had us. Yeah, well, it's great to be here. This is a big show for you guys, the storage, everybody's talking about it. Even the guys in the other division are talking about the storage announcement, so it's clear that the enthusiasm that you guys have from Dave Scott all the way down is really coming to fore. So congratulations on that. I know you guys have worked hard on it. Storage is sexy. Storage is sexy. Where have I heard that before? Actually, my colleague, John Furrier, coined that in 2010 and asked that of a senior IT executive, but at any rate, so we're here. Store All is getting a lot of buzz. Our David Floyer just wrote a piece on Store All, so check that out on the Wiki, but it's a somewhat of a new play for HPM, and you've certainly been in the unstructured data business for a while. You came out of Ibrics through acquisition. Ibrics is a company that focused on unstructured data, a lot of file, but Store All's different, right? You're bringing together file and objects, so it's essentially Ibrics technology blended in with some other HPIP, right? I've described that. What we've done is we've taken some of the incredible investment from acquisition in Ibrics, combined that with some awesome technology from HP Labs. I think you guys talked with Alistair Veach earlier. Yeah, ExpressBury. Yep, so that was born in HP Labs. Their help was out with solving really complex, futuristic problems. We took ExpressQuery, that technology, as well as all the other great stuff from HP software and hardware, dense servers, dense J-Bot enclosures, put that all together for Store All. And really what we're doing is helping customers solve problems around unstructured data. Big data, it's getting bigger. It's very unstructured. It's very different from some of the semi-structured and structured solutions you see in the market, like SAP HANA. This is for customers that are storing all types of digital media, unstructured content, social media, big data, machine-generated, unstructured files. So we're really trying to help customers to mitigate that huge avalanche of data in their infrastructure. So, we've seen a lot of integration of file and block. Correct. Right? Well, you guys are focusing on file and object. Yes. Talk about why you're going in that direction and essentially you're actually bringing file and block together on Store Serve with 3PAR. So there's that sort of two kind of unified combinations, one for primary, one for archive. Talk about the file and object relationship. Yeah, so from our perspective, I couldn't get through this without saying polymorphic, right? So at the end, it's a hot new term. So what we're doing is we're taking a lot, from the end user perspective, a file and an object, it's very similar, right? It's just how you access it and how you organize it. So file, NFS, SIFS, you've got a fully qualified path name, a very large directory structure, sort of traditional, but now we have all these things around scale out, right? Scale out NAS that are helping you mitigate that. Object storage, different access methodology, right? Very webby workload, you know, access it over rest. Very easy from a programmatic standpoint for developers. You have a bucket limitless storage for all these objects. So they're kind of coming together and what we find is customers don't want to have an infrastructure for file and infrastructure for object. What we can do is provide the same thing, same file, same objects being accessed by different patterns. So is it correct that a lot of the guys that are doing object today, and it's taken a while for object to really take off, although we all, you know, we use, those of us who use Google Drive, I mean, you go put it somewhere and then you go get it back. Sure. That's object, Amazon S3, obviously object store, but a lot of that opportunity lives today obviously on structured data, but lives as file storage. Correct, right? Correct. So you guys, do you see the migration of that file to object? Describe sort of that scenario. How long is it going to take? How are you going to facilitate that? Yeah, so it's going to take some time, right? The way that people consume that, you have a, there's middleware that comes into the equation. There's, you know, connectors for your desktop and your mobile applications. So for us, by building this technology as a base layer that you can use on premise or for example, we have externally facing object storage service from hpcloud.com that, you know, when GA in August, taking that approach with off-prem and on-prem, we're sort of establishing some of the base features and functionality and product that customers can put in their data center or subscribe to outside of their data center that's going to enable that shift. It's going to be slow, but it's coming. Okay, now in terms of your perspectives on big data, we've talked off camera about this a lot and others have their platforms. What's your angle on big data? What's the role of HP storage in big data? Yeah, so for specific, for store all, we are designing a system that is very scalable, right? Start very small and it scales out to 1,000 nodes, 16 petabytes, and for a lot of customers that are still doing, they're still ingesting data via NAS, right? NFS and SIFs that hasn't changed fundamentally. People are going to make the shift to object over time, but there's still a lot of NAS data right out there. So what we're doing is enabling customers to be able to scale up to billions of files in the solution, but we're helping them harness that, right? So we have this fantastic new technology called Express Query, right? When we're taking the best of scale out NAS, combining that with new database technologies developed by HP Labs, similar to NoSQL, so very thin, lightweight, scalable database that allow you to autonomically tag your data, right? Metadata, and then you can actually add your own custom schemas on top of that. You can search, you can use it for ETL, you can use it for generic, IT storage resource management use cases. It's an open API, scriptable, so we're hoping that that's going to help customers significantly for folks that have a lot of unstructured data. So let's talk about the competition. So you got EMC, made a huge acquisition of Isilon, $2 billion acquisition, growing very rapidly. NetApp is, well, EMC's also got VNX, the Solera part of VNX. You got NetApp, who is the king of file. I mean, they sort of invented the first major aspects, I guess it was a little bit before then, but you know, everybody knows this, you're there. Hitachi acquired, BlueArk, so obviously a lot of plays going on there. How do you guys differentiate with that competition? Some of the ways we're differentiating is, so we have some really fantastic things afforded to us by being HP, a portfolio company. So we can make these fantastic platforms like Store All, based on very dense, bladed architectures, very dense JBODs, awesome virtual connect networking, all the infrastructure, same thing you'd use for standing up a tier one application. You're using it for scale out NAS and scale out object storage. So we have that, we're bringing that to the table, and then by taking this express query technology and embedding a file, a database, a scale out database in the file system, it's not standby, it's totally synced up, it comes with the solution, it's embedded, it's actually part of the purchase price, so we don't charge all the card for this. So all this fantastic feature is upfront, you get it with the system, no hidden charges, and it's a fantastic story for the customers. Okay, and so let's see, availability, I mean it's here today, can we buy it now? Yep, absolutely. Same thing with the express query. Yeah, GAs, I think December 20th, so we're taking orders, and yep, it's all GA technology. Now I want to change topics a little bit, you and I from Massachusetts, we were talking last night, actually, about the Mass Technology Leadership Council, something that I used to be heavily involved in and started doing theCUBE. But so talk about HP's involvement there, I know you stepped up and said, hey, we want to sponsor this, we know Tom Hopcroft, great guy, and the Mass TLC, for those of you who don't know, it used to be called the Mass Software Council, it evolved into the Mass Technology Leadership Council and really is an advocate for companies in the area supported by these companies and does a lot in the government, it's an advocate from that standpoint, helping entrepreneurs get off the ground, VCs love it, lawyers love it, because they're lead gen machines. Yeah, absolutely. And now you guys, you actually personally saw the opportunity to participate more, talk about that a little bit. Yeah, so as a resident of Massachusetts and live in Charlestown myself, I saw that we've got quite a few people in the Massachusetts, New Hampshire area, right? Did you say Charlestown? Charlestown, Mattownee. And so we've got about over 2,000 folks who work for HP in the Mass area, right? So we want to make sure that everyone knows that, that this is a place to work and be part of some fantastic innovation. And there's been a lot of big data projects and press lately with the governor, with MIT, lots of corporate sponsors. HackReduce, the whole HackReduce stuff, that you guys involved in, Chris Litch's deal there. So there's a huge opportunity there for HP and we want to be part of that. For me as a hiring manager, I want HP in the forefront for people that are making decisions coming out of school, right? Looking to further their career and for us, it was a no-brainer. Okay, so there's a big data conference coming up. Now, when is that? Yeah, so we're doing a round table, actually Vertica, right? So Colin Mahoney, I think was the one that came on here. We're doing a, we have a new office in the Ale Wife area. Yeah, I've been there. It's great. It's cool. Yeah, ping pong, foosball, free soda. It's awesome. Good view. So we're doing a, from eight to 10 on December 13th in the morning, we're doing a big data round table and then later on in the new year, we're going to do a big data conference. HP's going to sponsor. Awesome, all right. So hopefully I can't be there next week, but hopefully the one next year I can be at and we'll see you there. My man, Jeff Kelly as well. So, all right, Patrick Osborne, thanks very much for taking your time. Yeah, I appreciate the time. Thanks so much. Great to see you. All right, keep it right there. Everybody will be right back with a wrap up after this. This is theCUBE, we're live from HP Discover.