 Here on theCUBE and this is our three days of exclusive SiliconANGLE Wikibon coverage of EMC World where we're starting to see that from the noise and we're proud to be here. Thanks to EMC for allowing us to come here for the fourth year. theCUBE was born at EMC World in 2010 when we first started this journey, Dave. And I got to say, watching Jeremy Burton kind of come into his own is the reason why he's the highest paid CMO who's now president of the products group and as well as the marketing guy, head marketing guy, because he's got chops. He told us four years ago what he was going to do at EMC. He's done everything and more. He gets bigger and better, great on messaging. They are on point. They have the marketing down. They understand the issues. They are hanging it all together beautifully. This is theCUBE. I'm John Furrier with my co-host Dave Vellante for day one wrap up. Dave, you got to be impressed with EMC. One, we just did a full day of CUBE coverage of which we had a CUBE guest, Andy Brown, who I interviewed from USB, also on stage with Jeremy Burton. And we pulled no punches. We talked about NetApp. We talked about the competition. He talked about service mesh and clearly EMC is not afraid to go big and go bold. Well, I loved it that EMC, first of all, you're right. I mean, Jeremy Burton's holding a clinic. You know, it's really amazing what he's accomplished in the last couple of years in terms of growing this event. But what I liked about the demo was he had a customer, CUBE alum, as you pointed out, customer CTO of UBS doing the demo. Now, you know, it's sort of you can squint through it and say, well, the demo was, man, 2013 function, you know, not that great. What was Amazon like? But yeah, but you know, automated provisioning or simplified provisioning of a VMAX, that's nice. But they're really exciting stuff. I think it's coming next year. But the veneer that they put on top of it with the customer doing the demo, I thought was brilliant. So it was very good. And you know, of course, it's classic Jeremy, right? A lot of sort of hokey marketing, the superheroes and all that stuff, but it's funny. It's fun. You know, people liked it. It was good. It just mixed it up a little bit. So it's 16,000 people here, John. I mean, this is a massive show. When we first did EMC World, I think it was eight, nine thousand. So, you know, it's rocketing. Well, I got to say, you know, one thing, we had a great day in theCUBE here. So it was two things that stand out to me in the opening keynote session with David Goulden was and Jeremy Burton was one. Obviously, Jeremy Burton did a fantastic job and props to Jeremy. He's going to be on theCUBE. We're going to ask him for all the details. And you know, he settles down, but hopefully he won't be too burnt out. But David Goulden kind of coming into his own. And clearly he is not afraid to get it a little bit geeky, be kind of a showman. That's kind of not in his DNA. He's a classic operator. And you know, obviously to me, he's heir apparent to Joe Tucci at this point. I did see Joe Tucci, Pat Gelsinger on the way in, walked in with them, said hello to Joe and Pat. And clearly the swagger's there. But David Goulden's coming into his own. He's commanding presence up on stage, really saying things like, we're going to win with Flash. Introducing security is a big data problem. Security meets big data. You're hearing things around hybrid use cases for Flash and spinning disks. Obviously a little bit different cost point, different use cases, kind of a mixed use. And obviously all Flash, they're all in on Flash. Now whether that materialized, Dave, we're going to have to drill down on that. But really ultimately is that we had two interviews today in the Cuban day one. We had the general manager of the Flash group on, as well as Andy Brown, both up on stage. And we nailed it, Dave. I got to say, we were not pre-briefed on these announcements, but again, we're right on the pulse here. It's about Flash. It's about changing software programmability. It's about the developers. And what EMC is showing here, is that they're going to roll out the Amazon-like functionality for the enterprise. It's very, very clear to me from this keynote, and our conversations this morning is that they want to be the private cloud and use the hybrid cloud positioning to offer their clients Amazon-like functionality. And the question is, can they get there? And Dave, I'd like to get your take on what you think. Can they get there? Is it, I mean, you mentioned the functionality. Yeah, it's okay, but they are showing a sign of the direction. Well, I think, John, as you said, many years ago to me, if you want to know what's going to happen in the enterprise IT, look at what's happening today at Google and Amazon and Facebook. I wrote a piece in John in 2006. I just pulled it up in the Wiki. It's called Service Oriented Storage, an idea whose time has come. And the basic premise was that you've essentially got to do what EMC just announced today. Separating the functionality out so that it can be reusable, the controller functionality. So I think that EMC's laid that out in a vision and they've said, hey, this is the future of how we're going to attack the storage market. And I think, as David Floyer and I were talking about at our earlier segment, Breaking Down Viper, there's not going to be a lot of room for storage platforms, you know, a web services oriented architecture, which is essentially what this is, separating the data plane from the control plane and all that sort of geeky stuff. But it's really about allowing entries and exits into the platform so that people can better integrate, you know, essentially speed deployment, speed function and actually build an ecosystem around this platform. There's not going to be a ton of room for the, for winners here. It's going to be one or two guys that go out first and get this platform established. Obviously Amazon is one of them. EMC is trying to be one. I would expect IBM to be in there. You know, let's see what HP does and maybe Oracle and maybe Dell. But that is really EMC laying down the gauntlet saying, we're going to totally disrupt our own business, transform our own business. But having said that, they're being very careful. They're aiming this at the cloud service provider marketplace. So this is how EMC intends to compete in the cloud. Is it open? Depends on your definition of open. I would say in a scale attended. Well they use commodity hardware. They talk about commodity hardware as well as their own proprietary stuff. So they're saying choice is a function of how you want to roll out stuff. And by separating the control plane, the data plane, which we had expected them to do, they announced that, you know, control services and the data services is separate components. They are messaging. So I think open to them is just choice on vendors to choose from. They did weave in open stack. I noticed that slight messaging, but in general, great messaging. And again, another highlight that I thought, you know, public cloud orchestration, they brought the Syncplicity app, which kind of was a direct strike at Dropbox and Box.net guys. You're now put on notice in my opinion as far as I'm concerned. I'm sure EMC, other vendors like Symantec and McAfee will be coming out with similar type services. But the notable quote that I had on this keynote was, David Goulden said the following, Dave, you can get Google-like data center without hiring the thousand PhDs to do that. What they are basically saying is, we can give you Google-like cloud. You know, they have a lot of experience selling into Facebook, YouTube, all these hyperscale environments, web hyperscale. And what they're saying is, we want to be that bridge in that journey. So finally, EMC is getting down to nuts and bolts, Dave, onto this journey to the private cloud. And it's clearly, they want their customers to cross the bridge with EMC. It's an EMC-only play. They're throwing in great messaging around multi-vendor and openness. I'm not sure if you're open. And again, the Google quote was good. And then the developer angle. They're saying programmability. That's a key message. And they were on point. I mean, if you're going to be software-defined data center, you have to talk about developers. Listen, here's the thing, though. In this business, if you want to make money, you've got to have some form of lock-in, right? It's, you know, call it stickiness, but, you know, Amazon's got lock-in, right? The question is how much? Is it Microsoft level? We were talking about this the other night. Is it Microsoft level lock-in? Or is it, you know, Dell and Compact level lock-in? I happen to think it's more Microsoft level. I think that what EMC has announced is something that is a vision, a great vision, but, you know, on an openness standpoint, I would say, yes, it's good on choice, but as far as openness, I mean, it is EMC's way to really own, you know, the future of storage. It's trying to get Cisco-like market share in the storage market. I mean, I've been watching EMC for a long time. What do they have? 30, 35% of the storage market? I guarantee they're sitting around saying, how do we get 60, 70% of the storage market? And this is how they intend to do it. So, you know, it's great marketing. We hear a lot about no lock-in, no lock-in. In order to make money in this business, there's got to be some degree of lock-in, whether it's customer loyalty, you know, whether it's some kind of proprietary lock-in, which is the old days. You know, IBM calls itself a reformed alcoholic. This is sort of the new form of stickiness. It's a lock-in, John. Yeah. So Dave, honestly, we heard the student key message again from the first keynote. You know, by the way, they left out the whole data, big data. So, you know, Gelsinger, Moritz, and Tucci, they're going to address that tomorrow. Right. We'll be all over that. But, Gould is kind of walking everyone down memory lane. The cloud era of virtualization. Okay, check the box. Okay, great. Phase two is compute storage, networking, abstracting the intelligence. Some of the intelligence, he said, quote, abstracting some of the intelligence into a virtualization layer. That is the software-defined data center. That was a key quote. And then the other thing that they mentioned, David, this is where I want to get your opinion, if you can chime in. He said, EMC has spent the last two years developing this software-defined architecture. What's your take on that? You've had visibility into EMC. Has it been two years? Are they cobbling this together? Has it been more than two years? What's your take? I think they've been thinking about it for a couple of years. I think they got serious about banging out code. I would say they got really serious last summer. In fact, I went back and watched the VMworld 2012 interview that we had with Chad Sackich, and he essentially laid this out. Chad is always good. You always read Chad's blogs if you want to know what EMC's up to. So I would say that that's when they really started to solidify this. I think it was more conceptual two years ago. And I think what we're going to see in 2013 is very limited function. What they showed up in the demo of provisioning, simplifying the provisioning of a VMAX, that's nice. And now, when they start to bring in some of the other interfaces, they mentioned a native HDFS interface. They mentioned a native S3 object-oriented interfaces. That's to me where it really starts to get interesting. They're talking about eventual consistency. That's an Amazon term, at least one that Amazon uses a lot. I like that concept, and I think more and more applications are going to lend themselves to that. I think they have been working on this for hard in terms of coding for a year, but I still think they got a long ways to go. So let me ask you about the flash. So they obviously, Goulden talked about flash. Flash-only use cases, obviously targeting Fusion I.O. And two hybrid mixed use, he weaved an email, basically saying, email, yeah, keep buying our symmetric drives for email. Oh, by the way, we'll throw some flash array components in there to give you kind of in memory, you know, 24 hours. That's good optimization, serving up what he said, 80% of the IOPS, or whatever the stat was in terms of traffic. So flash, what's your take on the flash announcement? The flash component of the keynote? Well, I think what struck me in watching that keynote is, and I was talking to David Floyer about this, I was sitting next to him, we had a conversation about, you know, this whole tiering concept, we go from, you know, fast to slower, to a little bit of slower, a little bit more slower. Eventually that's going to go away. You're going to have flash, managing all active IOs, and you're going to have a bit bucket, and you're going to have a one-way trip to that bit bucket. And this notion of tiering, I think it's just going to fuse into a file system control, the server level controlled architecture, which allows you to put a lot more data into flash, the entire database, merging transactional and operational databases, and building business processes around that in a much more flexible way. I think really today, applications and the way they're designed are very limited, and they limit business processes. And I think we're going to see a change, John, over the next 10 years as to how organizations approach systems design, and I think it's going to have a major impact on database design, and then ultimately business process. Other key notable points here, obviously security meets big data, that's a big thing, obviously analytics. Another comment was, leave your data where it is. That's some rationale to the separation of the control plane, and just overall a great day, Dave. So kickoff day one, we're going to try to stay with the fatigue. Again, usually day one's usually punching it out pretty easily here in the cube. The cube, again here, exclusive coverage for three days of nonstop coverage. We've got Pat Gelsinger tomorrow, just going through the list here, and we've got Paul Moritz coming on on Wednesday, and David Goulden coming on on Wednesday at two o'clock, Jeremy Burton coming on Wednesday. Wednesday's the big money day for the execs. Jeremy Burton, David Goulden and Paul Moritz. Tomorrow we've got Pat Gelsinger at 11.40, and we're going to see about Pat. If he sits down with us this year and spends more time with us, then that's a good sign. We want to ask him a lot of pointed questions. And of course, interact with us on Twitter, at Silicon Angle, at Wikibon, is our Twitter handles, at Furrier, F-U-R-R-I-E-R, and Dave is at, at D-V-L-O-N-T-E, V-E-L-L-A-N-T-E, and this is the cube. Any final comments, Dave, before we wrap up day one? Well, I think in classic EMC fashion, you had a big day one, a lot of fun. You had a lot of vision laid down. EMC's always looking at what's happening out there, and going after somebody. I think that in many respects, John, this is a way to neutralize the effects of OpenStack. And to your point last week, when I was at the AWS summit, we talked and you said, you know, Dave, I'm starting to think that OpenStack is as much a threat to VMware as it is to AWS. And I think you're right on, and I think EMC has seen that for a while, and this software-led infrastructure, this software-defined storage, is all about their play in the cloud, relative to OpenStack, certainly relative to AWS. And I think we're going to unpack it tomorrow. We got a lot of the engineers coming on from software-defined storage. We got the head of the division. We got the big wigs coming on, and I'm just excited to be here. This is the cube. Today, day one wrap up. We had great guests. We had the lead of their Flash division who's going to be a keynote. So if you want to go watch that video and get a tease out of, we had a real kid conversation. I think you're going to find out a lot more tomorrow, but we had a great conversation. We had also Andy Brown from UBS on, Big Bank, and he talked about that since the financial crisis of 2008, how they operate their business is completely different, compliance. We had probably, in my opinion, one of the most successful companies that really hasn't broken out on the main press yet in Service Mesh. Service Mesh is a company that I guarantee it will get bought by EMC. Those guys have a real compelling product. They're doing a lot of that stuff around compliance. These guys made a big bet on web services, service-oriented architectures, Service Mesh. We had the CEO on today, talking about how they built their business, bootstrapped it up, took some financing because they could grow through Frank Artali Ignition Partners. Great company. Those guys are doing things that are really, really hard. A lot of great guests. We had a spotlight with Brocade. Again, Brocade, another surprise, okay? Really amazing enterprise fabric. They got ethernet fabric. They got the sand fabric with fiber channel and fiber channels turned out to be a big player. So again, day one is in the books. Come back tomorrow, exclusive coverage, wall to wall. Go to siliconangle.com for exclusive coverage. Go to wikibond.org for free research and our content is there for free. Engage with us on the social channels. We'd love bringing theCUBE to you. I'm John Furrier for Dave Vellante. This is a wrap up for day one. Thanks for watching and come back tomorrow and Wednesday here at Exclusive Coverage at EMC World. This is theCUBE.