 EMC, redefine, VCE, innovating the world's first converged infrastructure solution for private cloud computing. Brocade, say goodbye to the status quo and hello to Brocade. Hey, welcome back everyone. We're live in Las Vegas with EMC World. This is theCUBE, our flagship program. We go out to the events, extract the signal and noise. I'm John Furrier, the founder of SiliconANGLE. I'm joined by Coase Dave Vellante, co-founder of Wigibon.org and our next guest is Yuri Rabovar, founder of VM Turbo, hot company, lots of customers. Welcome to theCUBE. Thank you. Good to see you. Thanks for coming. You guys are growing fast. Before we get into the company, I want to ask you take on this year's EMC World. What do you think? What's your first impression? My first impression actually is very nice. I believe the world is driving to the right direction. The recognition of the virtualization software definition is clearly considered every corner. However, what we also like and feel very excited because this is only the beginning of the journey. And there are many, many things to recognize and do and that's part of our strategy, that's what we're trying to do. So my short answer to your question, I feel very positive what's going on at EMC World. What's your take on your current company? Give us a quick update on when you guys started. What are you guys doing? What's the status of the company? I know you mentioned before we started, you got lots of customers. Just give us a quick update on the company. We started five years ago. We got our venture funding in the end of, in December 2008. And if you remember the time, a bank a week went down, we got our first round funding. Yeah, the market crashed in what October and then we got our round in December. So that was on one hand very impressive and then again very challenging. So we started selling our first solution at the end of third quarter of 2010. Now we grew from that time by about 320%. We're growing 100% year after year, quarter after quarter. We currently have about 600 customers paying customers and we have over 10,000 free users of our premium solution. And what is common across all these customers, they actually quite different, different verticals, financials, insurance, educational, enterprise, service providers, what is common across all these customers that they actually experience problems which are very natural inherent to the virtualization. Basically, when they reached about 30%, 40%, 50% of the virtualized state, the growth starts stalling. So virtualization has been a big part of the trend. Obviously we love virtualization. It's the engine of innovation. It's still more to come, so much more action. It's a software dream, if you think about from the developer standpoint. Flash has certainly changed the game from a persistent store standpoint doing again more for software developers. So I got to ask you, what does the DSSD mean here? I mean, obviously we're trying to stitch it together and in a special science company, what does that mean for the EMC ecosystem from your perspective? You mean- The DSSD acquisition that they announced today. Actually, I just read about this one. So I still need time to digest. So it happened like 12 hours ago. Yeah. This is analyst TV. Come on, you got to have an answer right away. You can't say no answer. Make something up. That's what we do. No, seriously, I mean, it's a big move. Obviously, they're moving down to looking for stable, stable infrastructure on the Flash array where in the convergent infrastructure we heard from VCE, VBlock's doing very, very well. Virtualized stuff is hot right now. This is true. However, this trend and a couple of other trends actually create a very interesting environment. I actually find two key pieces of technology heavily impacting the market. It's virtual SAN introduction with VMware and SDN, so certified networking, which VMware happened to own both. And they actually drastically change the way the industry is going to work because if VSAN catches up, it may have an impact on even the parent company and the EMC because of the storage commoditization. Right. Well, don't you think I mean VSAN or some instantiation of server SAN is going to take off? I mean, for 20 years we saw all the function move out of the server and you can see it swinging back now, can you? Right, and I believe it's so natural that it's happening now, I believe it will take off. I don't see why not. It's a challenging time for hardware vendors, including storage vendors. They need to react. So let's talk about VM Turbo a little bit. I remember in one of my first VM worlds it became blatantly obvious that virtualization at the server level breaks storage and creates real problems in terms of performance, understanding performance, visibility, how to remediate problems. Talk about VM Turbo and what problem you guys are solving. We're solving actually one very important problem which today, while it's recognized, is not solved. We're trying to guarantee the workload service levels while at the same time increasing and maximizing infrastructure utilization, efficiency. This is a very important problem and today it's solved probably mostly by manual labor. Look at that. Look at the industry today. It has this break and fix mentality. The IT is the only industry today which still relies on human labor to fix problems. It's expected to be broken and it's expected that people will come and think of any other industry, mission critical industry in the world we live in which works like that. No, look at the chemical nuclear plants, look at the airline industry. You do not expect these entities to break and be fixed by human. No, the IT industry happens to be the last one and that's exactly the problem we're trying to see. Okay, and so how do you solve that problem? So basically what we do, we recognize one important fact. In order for the workload service levels to be in tech, it needs to receive the resources it requires. We, our solution using the common data model attaches all layers of the IT stack, represent them as a single common data model and allows to basically bring the workload demand with the equilibrium of the infrastructure supply. If we accomplish this equilibrium using our economic scheduling engine, the workload will definitely receive the resources it needs. It means the service levels will be in tech but because it's an equilibrium, the infrastructure utilization will be as high as possible and safe for the workload levels. We accomplish this by using economic principles and laws of supply and demand. Okay, so the value proposition is you guarantee that service level for that particular workload. While maximizing the efficiency of the infrastructure, this is a very important aspect. You're not just throwing hardware at the problem. Exactly, because it's very easy to solve one problem or the other. You can always throw in a lot of hardware or you can increase the utilization of the infrastructure. However, if you need to accomplish what we call the intelligent workload management problem, how to do it at the same time, this is very challenging. And you do this for VMware and other hypervisors as well? Today we support pretty much everything which exists on the market. We support all hypervisors, VMware, Hyper-V, Rev, we support all cloud solutions, Cloud Stack, Open Stack, Virtual Cloud Director. We support public clouds like Amazon and Azure. Basically work across the board, including specific storage solutions like NetApp and EMC, obviously. Converge fabrics like Cisco ECS. We work across all the problems there. How are you able to support all this stuff? This is actually one of the key advantages because we have a common data model and the layered architecture which allows us to abstract everything into a single layer which does not depend on the specifics of the infrastructure. And we have small, very thin plugins in our mediation layer to support additional pieces of technology. But the key thing is a common data model which allows us to unify the entire stack across all the silos, across all the layers. Interesting, on your site, everybody's talking about software defined, you were sort of mentioning it before. What do you make of Viper? Is it the future of storage? Or is it a way to consolidate the EMC silos? A little bit of both, what do you think? I think Viper is absolutely right direction. Yes, it's designed to consolidate all very storage technology, represent them as a single control plane, if you will, which will be easier to manage. So you absolutely need to start with that. However, in order to use this efficiently, it's not enough just to define. You need to control it actively. And that's actually exactly what our value proposition is. We run on top of a software defined data center and we drive and control this environment to this desired state. Basically, the short statement about what we do, we present to the market software defined control of the software defined data center. There's real friction between the VM admin and the storage admin. And a lot of times the VM admin doesn't know what's going on. The storage admin says everything's cool and there's a little bit of this going on. Do you see that and do you help address that problem? We absolutely see that. And the roots of that go back to the physical world, but all these teams were completely separate. However, because of the physical world, it was easier to manage it. Everything was static, not shared, and people could get away with it. Today, everything is shared and this divide becomes more obvious. Our solution actually helps these multiple teams, not only server and storage team, but them in particular, to actually have the common discipline of controlling. We actually unify various disciplines under the single control plane and help bring these teams together. Our customers actually point out as one of our value points is team unification. This is exactly one of our value problems. Yuri, thanks for coming on theCUBE. We really appreciate it. I'll give you the final word. Share with the folks in your own words. Why is this point in time, 2014, such an exciting and important time in the history of technology? I think the industry reached the point where everything is defined in software and it needs badly different ways of managing it. I believe we reached the critical mass of new technology components and new technology approaches and it's time to recognize that the old ways of managing this infrastructure which has roots like 20, 30 years ago can no longer be used. The industry needs something new. The industry needs something new. This is theCUBE. We bring that to you here at EMC World Live extracting the signal from the noise. Yuri, thanks for that great comment. Great interview. Appreciate the Q and A. VM Turbo taking names and you know what they're doing. So we'll be right back after the short break. Thank you for coming.