 Abhimera, Abhimera was on theCUBE at Hadoop World. And one of the most popular actually, one of the most popular interviews we had at Hadoop World, mainly because of the energy, the passion, the smile. The good looks. The good looks, but no, you deliver some great content. Thank you. You were really talking about the Industrial Revolution, the notion of, which is our religion, by the way, data factories, so great stuff, congratulations. Thank you. Thank you so much. You got a new startup you're working on. That's exactly right. We're here inside theCUBE, Abhimera, who was with Bank of America, now is with your new company called? Tresera. Tresera, T-R-E-S-A-T-A. Tresera, T-R-E-S-A-T-A. Tell us about it. So what is it? Can you talk about it? Absolutely. And what is the opportunity? We are launching Tresera on your show. This is our launch. All right. And we'll be waiting for it. We're launching. Big round of applause. Okay. Thank you. Thank you so much. But Tresera is, we call it, we are verticalizing the factory for financial services. It's the, we remain rabbit fans on open source and we believe the next wave of innovation, as you've heard me say, is going to come from taking the open source principles and taking it to other industries outside the web properties. And Tresera wants to be, wants to do that for financial services. So we are a vertical application of big data for financial services. Do we have a website up and running? Is the product available? There's a website up and running. Our, we are going to build a product with a seed client. You've had great interest in the market. Yeah, yeah. And there's more information will be coming. And then your team can talk about your team. We have a team, I have a co-founder. The only guy I would go to battle with, Richard Morris. Richard and I have known each other for a while. Hey Dave, how you doing? How you doing? Great to see you. We have a small team that we have assembled. You've had, as I mentioned, good interest on the market. Funding? No, you know, we're going to do it the fun way. Yeah, exactly. All right, good. So we want to- Birds of a feather here. Yeah, we heard about Tableau as well, Silicon Angle, Wikibon, all self-funding club. Absolutely. We just shot our own little show called the Self-Funding Club. Yeah, the crazy entrepreneurs who made a lot of money, right? I mean, why don't you take some money? They're handing it out like free charity. I mean, Y Combinator is just handing cash out. I mean, go there. That's a good point. Free lunch, you know? I know, I think our focus is, we see a unique opportunity, as you've heard me say, in tooling the next industrial evolution. And we want to be the ones tooling it. As a very smart man once said, in the gold rush, the people who made the most money, were the guys sharing the shovels. Not the guys digging for gold. You want to be the guys sharing the shovels, right? And you want to help people find the gold. So what tools are you guys working on then? Can you prioritize your- Yeah, so I just understood, so I thought Tresada was a services company in terms of you guys providing consulting and planning design. No, it's a big chunk of tools and enablements. Absolutely. Tell us more, that's exciting. Absolutely, yeah. So- People are going to be throwing money at you guys. I hope so. You're the all support, I really do hope so. Thank you so much guys. Commissions. But yeah, Tresada is going to be building, as we mentioned, so we is going to be building tools and what we call the data assembly line. So the ability to take data, the raw data as it exists and push it through the Tresada automated assembly line just like the old assemblers of manufacturing and then produce, what do you want to be saying, data products which have gone from millions of rows and thousands of variables to prioritized variables that feed specific business problems. Cleaned up a little bit. Cleaned up, matched, parsed, intelligence added to it, creating aggregations and derivative variables for it as for solving specific business problems. So this notion of a data supply chain is that something that customers are actually going to start to move forward on? We think so. We think that technology is finally reached this critical inflection point where you hear every new wave of technology have the stack line better, faster, cheaper. We think it actually does exist now, right? So we think the notion of a, you call it the supply chain, I call it the assembly line, which is automated, which is verticalized. We believe that actually there's going to be a lot more companies like Prisada going after a lot more verticals. It would be good for us to be that as we grow and you're starting with a domain that we are very familiar with and we think- Financial services. Financial services. We think we'll be re-engineered, restructured, have a rebirth centered by powered by data, especially given what we have seen in the larger economy the last few years and we want to tool it. But we think the better, faster, cheaper can be realized. It is better because simply the fact that you can do things today and you can solve problems you could not solve before, especially what I call with the clash of the clouds, right? You heard me talk about it in the morning. We think there is just immense value waiting to be unleashed as we see these clouds emerge and one time they will clash and there's a mission that we talk about in a second, but it's going to be better because you can solve problems you couldn't solve before. It's going to be faster because you can actually do things at scale and then you get stuck because big data is, I have a new dictation, big data is no longer big. It's small because technology has made it manageable. So there isn't a big data problem that cannot be solved anymore. Big data is actually an opportunity and technology has made better by size data small and manageable. So it's the ability to do that and if you get stuck, throw in more hardware, throw in more notes, throw in some little bit more open source magic, some kumbaya and it will work. Come to Trisera, I will help you out and it's going to be cheaper because it is truly built on the concepts of open source and commoditized hardware and software around it. So when you talked about this cloud collision, you talked about financial services companies that have your financial profile, the telcos have your mobile activity profile, the retail companies have your buying profile. So my question is, how do I get access to all that data? Can you turn it, flip that and maybe provide some incentives? I might want to pay for that. Is that something that companies are thinking about? Are they building data products around that and will they monetize that? But you bring a very, very important notion to light which is, which needs to be addressed. I don't think anybody's addressing it. Trisera is throwing its weight behind what we call a new deal on data. A new deal on data needs to come and needs to come fast and needs to be built around the principles of what you just mentioned, which is at the end of the day, the core source of data, whatever that source may be, needs to have some sort of a right to it. And ownership is a hardware, I'll say use the word rights to it. So if Dave Vellante is producing data across these various, and feeding these various clouds that are coming around because Dave carries an iPhone, has a GPS on it. Dave has multiple financial relationship. Dave has the very important customer card at his grocery store, which tells the grocery store what Dave likes and gives you coupons. Dave has a very interesting online social and Twitter profile. You should have the right to it. And if you choose, if the consumer chooses to share that information with a particular entity or for a particular service, they should get some sort of compensation for it. It could be anything. So I'm proposing this world will come by where, look, if your GPS data truly is valuable and if your telco provider came to you and said, Mr. Dave Vellante, I will take and track you every single living minute of the day. And in turn, I'll give you free service. You may sign up for it. And there'll be some other people who may not, who may have some other requirements. But at the core of it, there needs to be rights to the data even to sit with the people or the unit that produces it. And if that data is used in any commercial way or for any particular commercial purpose or to solve a particular problem, there needs to be some exchange of value, whatever the value may be. And that's the kind of deal on data we are putting our weight behind. One of the advisors to CEDA is a leading edge thinker on it who actually proposed this at the World Economic Forum two years ago and got lost in the shuffle and the pain of the credit crisis. But we think it's going to come back front and center. There are 1200 people at Strada. This is the future. We all buy it and something like this needs to happen. And we want to be that, a white knight. We want to be one of the leading voices to help frame that discussion. Now who's that advisor? Sandy Pentland at MIT. Okay, interesting. Now, talk about, you mentioned the financial crisis. Didn't big data kind of get us into the financial crisis? Is that true or is that some of my mind? I'm not an expert. I mean, they've been tomes and books written about this. Wow, it's really interesting. It's an interesting thing. Big data got us in. Maybe big data can get us out. I think at the core of, look, why is data? People ask the question, why is data valuable? And when you break it down, every single industry, every single company, every single enterprise, every single project, even the queue starts with, you want to solve some unmet need. Some business problem needs to be solved. How do you understand and make the decision to solve the business problem with some information? How do you get the information by churning some data through some models? And the core of every single business decision is data. That value chain does not change. Data feeds models, which spouts information, which help you make decisions, right? You guys probably have, you do the same thing on video. Yeah, we're very data-driven. There's no doubt about it. So I think that that core flow, that core engine that every single industry runs on does not change. With that logic, you could argue, yes, that there was this notion going around, every single company in financial services thought that they were different, that their models would withstand the stresses if they were to come. What they forgot was when there is a market crisis, if you assume that if you're going through a crisis and the market will absorb your losses, it's fine. When the market goes through a crisis, everybody's going through a crisis. There is no market to absorb your losses, right? And we do believe that the core of it was that the data is very valuable, has a lot of insights that were not being properly either articulated or mined or even analyzed to help us make better decisions. Can it be done? The answer is yes. Can it be done in the near future? Can we build a better financial system out of it? Absolutely. When it happened in this economy and country, absolutely. And we need to take the lead to do it. And we would like to play our small part in it. So Traseta, talk about some of the use cases that you're going after, some of the problems that you expect to solve first. Is it risk reduction? Fraud detection, is it new products? Where do you start? You know, the core of what we would like to go after is the assembly line, which we believe will be the foundation to solve a lot of them. And what we're realizing is that a step one in the process may sound simple, it may not sound very sexy, but it is the ability to make the factory real. The kind of raw material. The raw material. And because your solution, your business problem, your ability to actually solve for it will only be as good as the data you feed into it. And unless we have the ability to automate that pipeline, at scale, millions of rows, thousands of variables, multiple years of data, unless you can do that, you actually can't effectualize the ability to solve problems. So if you're going to start with the step one, the basic block and tackling, and enable the factory to be built. And then very slowly go after the applications. Now, do you feel like people are going to be, I mean, you obviously live that. So you know the power of the data factory. Do you feel like, I mean, where are we at in terms of adoption in the financial services industry? Is the bulk of the industry, of that mindset, have they realized they come to this epiphany, or do you have to do a lot of sort of evangelizing? You know, I think the industry, you've got to give the industry a lot of credit. Frasier services has always been the hotbed, as well as the Petri dish. So a lot of emerging technologies, as you guys know. So I think it's got some very, very smart thinkers, like some of our initial conversations with potential clients. These guys are leading us thinkers who want to make that leap, and want to be the entity or the person who defines the future. So absolutely it's been, we've had great interest. And what's going to happen if they don't make that leap? Right, I mean, that's in that industry, the most competitive industry in the planet. Absolutely. Yeah, the alternatives are going to be attractive to them. Yeah, right, right. So what do you think of this event? I mean, the inaugural Stratoconference big data, it's sort of confirmation of your recent career, isn't it? It is, you know, I told you guys that I'm sticking my career on this the last time we met. And it's good to know that there are 200 people at the conference who are doing the same thing that I'm doing. So it's great conference, great validation. And as always, O'Reilly did a great job putting it together, phenomenal agenda. I'm glad to see you guys are here. This is the attraction, this is the highlight of everything. The cube is the highlight. I actually like the airy walls, the glass. It's actually pretty cute, pretty cool. We don't need all that fancy stuff. But you guys, no, I think it's a, it is, I think it's heartening to see, and I've had great conversations in the conference, heartening to see the big data revolution. What we all discussed, what, six months ago? We've been talking about ever since that what we were thinking was a vision that I had professed is going to come true. The second revolution is coming. We are going to be the players in it. I think there are 200 rabid fans behind us on big data who want to be as well. And only that, you're seeing a lot of the, you know, we follow the enterprise, a lot of the enterprise whales are now getting into it. They're using the term big data. Some of them don't even really sure what it means. They got a lot of people studying it, but they're going to go spend a lot of money. They're going to do a lot of market development for little guys and for obviously for themselves. So that's a great dynamic to have. A lot of VC money pouring in, and it's early days. So we're very excited to be here. Obvious, it's great to have you back on the cube. Thank you. You're now entrepreneur now, so you've got, you know, grassroots, you've got self-funding. You don't work for the big company. You don't have the protection. You're on the wild, man. I know. How does it feel? It's like Tarzan, and you feel like you're king of the world? We are very excited on behalf of our team and what we try to do, look forward to continuing a relationship with you guys. We absolutely, we're friends of you and we love your vision, love the work. We're behind you all the way. You need us for anything, let us know. We're covering this, you know, we want to go deep. We'd love to have you back on in some of our other events. So maybe dig into it with some of the practitioners. You can share your knowledge there. Absolutely. It's a good community. It's small right now. So it's a good kernel of developing. So I mean, it's a small show. It's great here. It's an industry small. And we're all going to probably look back in five years going, do you remember the time when we sat down here? We had on a table. Of course, we're going to have a huge studio. Absolutely. That's right. You'd like the Apple Cube, MSNDC, and motorized cameras and producers, just staff of 20 people running around. I don't think you want someone diving makeup on you when you're doing that, right? But guys, it's always a pleasure. Thanks for your support. Thanks so much. And we look forward to doing some fun stuff together. Yeah, good deal.