 Okay, we're back here live at Strata Conference, O'Reilly Media's, Strata Conference's exclusive cover at SiliconANGLE.com and wikibon.org. I'm John Furrier, the founder of SiliconANGLE.com. I'm joined with John Kreis, a VP of Marketing at Hortonworks and Harane Oberoi, Director of Product Marketing, Server and Tools at Microsoft. Guys, welcome to theCUBE. Thank you. Thanks, John. We've been covering obviously this in the beginning, this segment from the original Hadoop world all the way down through your last Hadoop Summit now on our fourth Strata. Quite an evolution. It's gone really, innovation has just accelerated now. We're seeing more acceleration around the big players. A lot of, not in maturization, but like really accelerating competitiveness. So mainly fueled by the growth, right? So I want you to, we want to talk to hear about the Hadoop ecosystem in partnership, the business models and partnerships. So the question is, is that on the table, is what is the partnership model for Hadoop going forward right now? Because the demand is so strong for enterprise grade products, flexibility. We were talking about data as code earlier. They want pre-existing performance of existing resources, but be positioned for the future for business value. Seems to be the theme. So you guys are kind of growing up that market from the bottom up. The top-down demand's strong. It meets in the middle where all the action is. Can you comment on your strategy and what you guys are doing and has it relates to say Microsoft, which has a huge install base of customers looking for a product? Sure, sure, and I think, just with the new entrance that have come to market, John, it's pretty clear that Hadoop has more than arrived. It's really become the de facto platform. And that's really generally recognized. And what our strategy overall is to make that as broadly available as possible out in the market. And that really speaks to the reason that we are partnered very closely with Microsoft in terms of helping to make this technology as broadly available to the market, to the users who are out there in the tools that they use today. For example, the Microsoft tools, which you can't argue as the most broadly deployed set of tools for accessing data in the world. And so this partnership with them is something that is a key part of our strategy going forward. Well, you guys announced the partnership with Microsoft. Can you talk about the news that you've announced here on the Windows piece? Because that's out there, it's in the wild. Can you just do a drill down quickly on that and then we'll talk about it? Sure, sure. On Monday we announced the Hortonworks data platform for Windows, a strong collaboration with Microsoft to bring Hadoop the result of about a year and a half partnership to actually port Hadoop to Windows so that you can run Hadoop natively on the Windows server platform. I think that really opens up a whole new ecosystem, broad new set of developers who have already established and are familiar with Microsoft tools and development systems and now really brought that to. The Hortonworks data platform is the only data platform that's available on both Linux and Windows now, which is a great partnership. And then on Windows, it provides a whole new level of portability. Is that 100% still open source? Yes, absolutely. So it's 100% open source consistent with our strategy all along of making the entire platform. No proprietary. Zero, zero proprietary code in Hortonworks data platform both on Linux and also on Windows. So Microsoft, how do you feel about that? I mean, it's open source. I mean, you guys actually even looked at as Microsoft Windows as Windows and talk about that. Yeah, and of course, I'd say this is not the first time we've done this. And I think back to 18 months ago when we first announced the partnership at Hortonworks, we said, look, we're going to take a bet on the Hadoop platform and the reason we want to take a bet on the Hadoop platform is, as we think about the problem we're all trying to solve is how do you enable outcomes based on insights? And then that requires the whole stack, which means there's the BI tools that sit on the top, there's the sort of how do you get data from external sources that sit in the middle and then how do you manage your data at the bottom? And then think about how do you manage your data? That's where Hadoop comes in. And instead of getting into, you know, how do we think about which Hadoop distro? We said, let's work with Hortonworks. These are the guys that are driving the direction of Hadoop to have the most number of committers. Well, talk about why that's the case, because I mean, the big joke on what we've been in the queue for now three years is that SiliconANGLE is going to introduce their own distribution of Hadoop. Just to kind of make tongue in cheek at the fact that anyone can do it. I can download everything and say it's a distribution. But that's not all that's involved. I mean, you guys have done probably an analysis of what it would take to do seriously at Hadoop. And we're going to have Intel on later again to readdress the same issues, which is, you know, hey, this is not easy. You got to have committers, there's no community. So can you talk about that decision? Yeah, so if you think about what it really takes to, you know, drive innovation into the Hadoop platform, it takes committers and it takes people who've been doing this with the Apache community. And so that's the reason why we partnered with Hortonworks. If you think about the engineering partnership we have, we've got, you know, engineers here in the valley that are helping say, how do we port Hadoop to Windows? And then the Hortonworks team is looking at that and saying, how do we commit that back into the Apache Hadoop project in the most effective way? So this is something we recognize 18 months ago. All under the Apache license. Yes, what's committed back in is under the Apache license, yes. So what does that do, John, getting the Windows platform? Obviously Linux is, you know, Linux everyone knows that everyone's happy about what Linux offers. But now Windows has always been, it has a really strong developer. I mean, Microsoft, you know, you can't swing a dead cat without hitting a Microsoft developer these days. And they're massive, they're massive install base of developers. But they're not necessarily Linux guys, right? So what does that, how does that bring into the Windows platform? It's obviously a massive community that is enabled now. The integration that is going on includes not only the kind of data management tools, SQL Server and Excel and other components and analysis tools, but also the development tools that are going on with this kind of work that we've been doing with Microsoft. So to your point, there's just a tremendous number of developers. That entire ecosystem is enabled that can now develop native applications for an entire Windows stack. Because- Massive distribution for you. Massive distribution opportunity, massive just opportunity for market and really for Hadoop in general, right? There's just more developers who can contribute code and will be interested in working on and building applications on top of this platform and contributing back to the platforms. We really feel like it's a massive expansion and opportunity. It's just generally good for Hadoop and we're all about making sure that community is successful in a community-driven process. All right, let's talk about Microsoft for a second here, because obviously massive market, you guys are Microsoft, huge big money players. We've been using that term, big money player. I mean, you could buy your way in any way you want. You could do what Green Plum's doing, throw a lot of money and put a big splash in the pool and come in and go after the market. But one of the things that EMC just did though, that's interesting, is they've kind of attacked the community on one end with the direct aggressive move against Hive and Impala specifically, which is inherently a move against the entire community, but we don't talk about that right now. But on the positive note, they're software-based, not appliance, and they've highlighted a demand at the BI side. So there's an underserved market out there on the BI side. Can you talk about that marketplace? Because you have not so much the data warehousing. I think everyone realized that the data is going to be moving, it's going to be changing, and they need to have that data platform there, and there's all kinds of conversations there. But the BI side is where the action, the rubber hits the road, they're kind of sitting there looking for tools, you've got platform out there and other approaches. So what's your view, and what do you guys bring to the market that help that? Yeah, so if you think, and that's a great question, because if you think about the BI side of things, BI on traditional data warehousing is what a lot of organizations have been doing for many years. And that's the business we've been on since 97 when we introduced our first BI tools. When Hadoop comes in, you say, well, do you build a completely different stack on Hadoop, or do you try and integrate the traditional BI and traditional data warehousing with Hadoop? And so regardless of where the data comes from, regardless of where you manage it, you should be able to take your existing BI tools, whether it's analysis services or Excel, or other things that customers may use, and work that on your both traditional data warehouse and Hadoop pieces as well. So I think it's good that EMC's highlighting the need for BI, and I go back to the problem you're solving for is how do you deliver insights, regardless of where the data is going. And your developers are using what now in the Windows platform, the Hortonworks platform? So SQL Server has delivered BI in the product since 1997. So we have an OLAP engine called analysis services. We have operational reporting through reporting services. And then the last few years we really innovated on the self-service side through Excel with PowerPivot and PowerView. So the end goal, the vision is how do you take someone who's familiar with Excel, and actually get them to get value from data that might exist in Hadoop without having to understand the details of where the data sits, how it's distributed and all those things. So you go to Hortonworks, so you tap those guys to bring their expertise to the table. So talk about what they bring to the table, because I think there's a lot of folks out there right now trying to evaluate the horses. We know who the horses are, right? You have the proprietary approach, and then you have Cloudera and Hortonworks. So why Hortonworks? Yeah, so I mean, I think for us, the high order bit was who's really driving the vision and the direction of the Apache Hadoop projects. And it's kind of a pretty straightforward way to look at that, which is who's got the most number of committers and who's actually contributing source code in a real way into the project. And so when we looked at all the different people out there. On all the right projects. Is there any particular projects you guys like to look at right now and saying, hey, this is where the value is? I mean, we, well, I think the biggest thing is the core, right? So we started out with the core, and so that's got to be the primary focus. Now it's going to be a sort of Darwinian evolution of all the other projects that happen over there, and we're not going to try and predict that, but we really appreciate it. Hortonworks just announced two, not three, two Apache projects and an initiative. Are you guys involved in that with them? Yeah, absolutely. I mean, so that's an example of while Hortonworks is driving the projects, you know, we look at it and prioritize and say, okay, we're going to put engineers on this. And so we actually have real, you know, Microsoft employees working on these projects with Hortonworks as these. So you guys are jointly coding together? Yes. Okay, cool. John, so what's on the engineering projects? How does that relate into the Windows announcement and the SQL Server stuff? Well, it's part of the broader strategy of innovating across the platform and continuing to drive the platform forward. As, as Harane said, you know, we want to make sure that it meets the broadest set of workloads. And so we're going to do that. Regardless of platform, we believe it should be, you know, equally available on Windows as it is on Linux and we want to drive those capabilities so that it meets a broader set of the workloads to what Harane said on, in terms of letting users access the data in more interactive way. And that's weirdly where the Tez, Stinger projects are driving the Hadoop platform. Okay, so the final question, obviously, just to kind of wrap up the segment is the Hadoop partnership business model. Obviously there's a lot of people trying to change the game a little bit, but you guys have stayed true to your business model. A hundred percent open source. You just had shown on just going forward. Obviously you're dancing with Microsoft. They have their business model. Now it's working with you. Talk about how you guys are executing out the business model side of it and what the, what value will come out of that and what do you anticipate to be happening in the marketplace over the next 12 months or so? Well, I think it's exciting time for Hadoop in general right now, obviously with all the new entrants. Our business model, we have many customers who are selecting it specifically because they want somebody who is very directly and closely aligned to the core of Pat Hadoop contributing everything back. It's really representative of the relationship we have with Microsoft. That's support though in particular. Coding and support, right? Yeah, so we develop, distribute and support have had to Hadoop distribution. But that's true both in the way that we distribute Portmore State of Platform and in the way that we work with Microsoft. So it's a great relationship there and a great, as things evolve as we go forward in the market and we see this sort of explosion. This is the year and I have Sean talked about this that Hadoop is across the chasm. It's just going crazy right now. And I'll just add from our standpoint, Hadoop on Windows is a good thing as a matter of which version of it it is and Hadoop on Azure is a good thing. And so that's where we want this to go. So let's talk about the skill gaps real quick. One last comment I want to just drill down is because obviously the open source business model is tried and true, but it does evolve over the years based on market conditions and evolution, right? But it's still kind of the same game. Training, skill gaps and implementation. So training kind of like if people educated, resource-based advantages like skill, there's not enough skilled people. I mean, Intel yesterday like, okay, you're doing your own distro, but like, do you actually have the people actually code? Yeah, you've got some super geeks on the silicon side, but how are you going to hire? Is it going to hiring plan? Who's going to support things? And then obviously implementation. So my question to Microsoft is when you look at implementations right now, you guys need to have that SLA, right? I mean, is it the skills gap issues that you need help with? Teamwork all the above? What is the core? I mean, I think what you're seeing is the natural maturity curve for Hadoop. When technologies first come out in the early days, they're hard to implement and they're complex. And over time, frameworks come and new projects come and part of that's simplifying. And so I think part of actually what we're bringing to the table in the partnership with Hortonworks as well is how do we make things simpler? And in particular on the Windows platform, how do we make things simpler? So we do think that as the stack evolves and matures, things will get simpler. And for example, even configuring and deploying Hadoop on Windows should just be easier to do than you would do it in the way you do it today. Obviously, I'm getting always getting the hook, but I was going to ask that one last question on top of the last question, which is final comment, John, you guys real quick. Business value, what's the bumper sticker for business value right now? That's the conversation that's going on here at Strada. There's a lot of alpha-geek conversations, but at the end of the day, this new, the old way is transitioned to a new way. That's very clear, the genie's out of the bottle. What's the bumper sticker for the business value of Hadoop partnering? Hadoop partnering? In the business model of partnerships with the big players. Yeah, I mean, I think it's the same kind of core value proposition of an open-source platform is there that's fundamentally changing the way that data's stored and processed at the core for, you know, within the enterprise. So that value proposition of lowering the overall cost as data explodes, or everybody knows about the big data and how much data companies are gathering, that value proposition continues to stay the same. And it's something in particularly the way that we've partnered with Microsoft and others that we can continue to drive that value and help them bring that same value to market. Real quick? Yeah, so I think for us, it's really time to value and return on accessible data. And that means how quickly can you build a solution and then really what insight can you get from it that's meaningful to your business. So that's what we focus on. Okay, the business is accelerating, a lot of growth, a lot of opportunities, Horton works in Microsoft partnership on Hadoop. It's working, congratulations. We'll be right back with our next guest after this short break here at Stratoconference. This is SiliconANGLE.com's exclusive coverage of O'Reilly Media Stratoconference in Silicon Valley. Looked at all the programs out there and identified a gap in tech news coverage. There are plenty of tech shows that provide new gadgets and talk about the latest in gaming, but those shows are just the tip of the iceberg and we're here for the deep dive. There's a difference between technology consumers and those who live the business day today. And our viewers recognize that. The market begged for our program to fill that void. We're not just touting off headlines, our goal is to provide you with a story, but we also wanna analyze the big picture and ask the questions that no one else is asking. 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