Two things before we actually kick into the panel, one is they were like four minutes more left for the match, so someone should say finally what is the outcome, I can see a lot of you actually watching the match on the screen and that's somewhere relates back to the topic of the discussion, which is the mobile screen and second is that quite good that we are following up following through after the technology panel as a marketing panel because we means just just to set a context when you look at it means there are 650 billion odd mobile smartphones in the country and if you just leave the less than 10 10-year-old kids almost every Indian has a mobile phone not more than a meter away for almost 24 hours so that's the kind of scale we are talking about of our device which is there in your life and for so much time including now when we were listening to the panel we are also watching the FIFA match and I guess Argentina didn't get through with this match so if that is the kind of impact obviously marketers will also follow, marketers will also follow where the consumers are so they are doing it but what is happening is the user journey or the consumer journey on this platform has become very very complex and which is making their life quite miserable and actually marketers are asking more and more that how to actually demystify it how to actually see the impact of it does it work does not work and that brings to our topic that what matters matter actually so that's probably the context and if I can just pick up from the last conversation only metaverse then there is top funnel conversion commerce then there is actually losing platforms social chatting video so much is happening there's too much pressure on that one small screen if you realize and it's becoming quite difficult so it almost sounds like chaos is it actually chaos is there is method to this madness you have to take this actually sure yeah I think there are very few people here so I guess we're gonna just chat amongst ourselves primarily but we just want people to come close but yeah you guys can come in we can have like a great conversation but yeah obviously there's a lot of chaos as you say but I think very exciting times and as market viewers I think we should be you know we should prioritize marketing first not try to become data scientists because the moment we get into too much of data we lose focus of the big picture right which is trying to figure out what our objectives are and the objectives haven't changed over the you know over the years even when there was television there's television advertising print advertising there's objectives of each campaign so why there is a lot of madness out there but I think we got to go one level higher and see it from a very broad perspective of birds are I view in terms of what can one achieve and clearly these are very exciting times right now because digital can do so much or then whatever the bell sound very well yeah so so there is a very exciting times ahead as I mentioned to you because as market viewers now you can achieve so much from digital and it's no wonder that digital ad access 56% of the world it's either over already overtaken or about to overtake television in the country right and I think the advantage of digital is you can do everything possible you can do mass bombarding right so you want to create awareness you create awareness and then obviously look at matrix that had to create awareness you can do limited bombarding so you create a cohort take the cup Deepak's data of home loan customers and you know other often customers see the crystal data and then target them you can do surgical strikes and then you can do micro surgical strikes right so you can do everything possible and the idea is you have to figure out what is the objective of your you know what do you want to do what do you want to achieve out of that so there's an objective of awareness then you look at certain matrix and I've heard of people saying that you know on YouTube my CPC it was 19 per se it did very well and my first question was on what cohort right because that's what matters digital offers you a cohort right filtration because you mentioned that point I have to say that there's a very standard thing comes up my CPC is X 19 and it is above the industry benchmark I really don't know what the hell does that mean because what is an industry benchmark if you don't identify your target group if your target group for example is really really mass you just you know doing geotargeting you're doing just male 25 to 35 and you know 19 per se could be cheaper it could work I think it's still expensive but if your cohort is very very niche you're talking of people who are following the economists or you're following you know who have iOS on their phone etc etc then CPCP of 19 per se would be like amazing right so matrix have to be just seen as a trend they can't be gospel through gospel through should be that you look at data but finally look at what you want to achieve and then take it forward so there's madness all right but as marketers it still boils down to that one simple as we all say the common sense have common sense focus on what you want to achieve digital is right there helping you achieve whatever you want it's like a magical you know want that you have on our hand I mean the bell keeps ringing I'm curious that bellows are for you maybe for me to stop perhaps okay but we have a magical one on our hand I think we should use it in the best of our advantage not get bogged down with too much data use it to your advantage and make you know magic up so that's all I have to say yeah that's there means and honestly chaos is good there's no problem if it is chaos because after chaos obviously there comes clarity so there's no problem so that what's your point of view on this one no I agree with everything I mean you're saying so one chaos is good chaos is what allows you to differentiate if you're if you're doing something different then you have an advantage in a chaotic environment and that happens at the mic at the very micro level the you know personalization level where you're bringing a differentiated brand experience onto mobile and therefore causing some stickiness with the customer but it is happening at a at a very aggregate level I mean to play devils advocate this whole india e-commerce mobile smartphone penetration is growing has been on for more than a decade right all the projections of deloitte bcg bane mckinsey etc how fast it will grow and where india will get to we've fallen I mean let's admit we've fallen behind those growth trends or expectations so the projections or the optimism that is there has not panned out yet now that leaves a lot of room for opportunity that leaves a lot of room for opportunity ultimately for large organizations to consolidate the war is not ended over here it is actually this is the battleground for the the world and we've seen that happening from the stage at which innovation has happened let's say with a player like jabong who then get acquired by a mintra then a mintra gets acquired by a flipkart and then a flipkart gets acquired by walmart right ultimately the game is going to be in those large two or three players if you're innovative enough you get a sufficient degree of valuation which allows you to be acquired and the initial guys to exit or you're differentiated enough with sufficient cash flows which very few organizations across the world are to win that battleground in the end I mean that that's that's where the chaos will ultimately settle down we need to be aware of of what our roles are in in that larger chaotic environment fact you just defined the method in that chaos already by saying how consolidation will be one of the one of the clearly emerging method in the absolute madness that we're seeing and consolidation of matrix also maybe because there's too much data there's too much of data flowing actually we often say that digitally we don't understand what works but it's very contrary because the amount of information that comes around as signals that come up comes back to agency or to the marketer is not funny it's a it's a data overload the information overload I often use a phrase which is called the data dump that is coming in is actually making us data dump so and because he really don't know to do anything so with that data so what comes in is that is there a way to simplify it as simple can there be like you can say three things to look at it or if I'm oversimplifying it then make it a bit more complicated because I know there's too much of data but something that's simplifying that with all this information coming in if you have to step back what you how can we help marketers to do that and maybe first you're the master or champion of all the data that is there so I like the context setting out where you guys have created the chaos and told me that listen just now clear the chaos now clear the chaos no I think I think we are living in times where if I were to just you know probably just dump this down and probably say that I think we all when we look at from whatever roles we play today we are curious enough and we are asking ourselves a lot of questions you know right from simple thing like okay did my you know ad which I played on video did it generate enough recall you know did my ad go to you know whatever campaign I ran or whatever you know creative I ran you know was there the right kind of awareness for my brand did it create any lift for consideration so these are points which are always an interest point for all of us in the practice in which you know we pursue today yeah and all these now so that that's one so curiosity for us is increasing okay on the other side technology companies when you call technology companies when you call platforms what we are trying to do is that try to answer that simple question you know try to bring in technology data right measurement and try to just answer those questions and hopefully you know answer it with a higher degree of accuracy okay so that is where the importance of data comes in okay so I think you know if you probably set out an objective and I'll probably use some examples out here okay like when a brand would say that look you know I looking at driving sales okay I want to do performance marketing I want to generate people who are coming onto my site and purchasing my things obviously there are couple of ways in which you could possibly navigate that journey you could probably say look you know what I have outsourced this to my partner or I'm doing it internally and I'm going to run performance marketing campaigns on Facebook and search and in that process when you decide the channel then you look at the key data points or the key matrices which matter to you you know you closely look at very simple funnels you will say okay let me look at my click to lead ratio let me look at lead to quality code okay and if I'm in the business of selling used cars then I'm further looking at quality code to inspection ratio as a business okay so that's really one way of defining the journey and at that point of time you are consciously muting all the vanity matrix you want to avoid what is the impression cost out there or what is the cpm out there what is the click through ratio out there those are not priority data points for you you know when you're going down that part so I think one part is that we constantly have to ask ourselves that information and data will be available with us how can we just simplify it prioritize what matters to us and try to address that part another example I'd like to talk about is and we've done this at we serve where we basically bring alternate data to marketers and we basically had a use case where a fintech company which is basically selling cards you know and we came up with a strategy with them that look we'll pick up alternate data from our platform and we'll first expose those 10 million customers from our platform on youtube and we'll run an f cap or one or two on that so that campaign was executed on youtube first then that same from that same funnel there were people who visited the website and what we also did was we aided the youtube campaign by targeting the same 10 million users by putting by deploying our 10 million customers on facebook you know and then nudge them for a sale so the consumer was nudged at that point of time again and we saw almost like a 5x lift on the conversion funnel so what people who finally you know had filled up leads so the lead to the application ratio jumped by almost 5x for us and there in so when we put all of this together whilst we were working with the brand it started getting established with the brand that like it's important to do a full funnel campaign where you're integrating say a video campaign along with that you're running a performance campaign in a very cohesive manner so in that scenario again you know it was a learning out there where the brand was only doing performance marketing performance marketing but not really executing something cohesively on two platforms yeah so so i think there again now someone would say that what is the data which matters to me right okay so you really will have to look at saying that look fine i get the right customers i target the right customers from a platform and then i'm following through following through the funnel to see what is the the business impact i get you know whether it is people where i can directly see the conversion whether i look at assisted conversions uh from my campaign so i think we are all blessed in a environment where we have to cut the noise and focus on key data sets i want to add to that because very interestingly deepak mentioned about performance marketing and again performance marketing is typical right we do a lot of e-commerce advertising e-commerce is 100 percent performance because you're in market you're doing a search campaign obviously throwing your impressions or somebody's typing the word air conditioner you're obviously bidding for that word keyword which is air conditioner there'll be impressions served there'll be a cpc bid finding the cpc will convert to a ctr that ctr will convert to a product page view the product page view has to convert it's a long cycle that you measure obviously in a performance marketing campaign you'll imagine that you know what is your investment what conversions had happened what is your roas as they call it right written on your advertising spend we'd see it like that as a market here and say okay this campaign worked or not but very interestingly we should also see one more thing right because when you're going on amazon or on flipkart you're searching for air conditioner you may have seen my sponsored listing you may not have clicked on it right you've gone ahead and done that your entire performance marketing you know funnel doesn't measure that impression that i served on to you you saw a blue star air conditioner for example my sponsored listing you didn't click on it my entire funnel didn't capture it at all but so many million impressions got served at no cost for me so many people saw it only when you clicked is when i paid but when you didn't click it it didn't get paid right so that's one more thing you ought to consider beyond the funnel because you know these are impressions serve you have created equity everything will not get converted there and then you know they take a 14 day attribution somebody takes a 30 day attribution things like that but always also treat performance marketing and i've heard this quite often saying performance marketing does not go with brand building and brand awareness actually they do because you're creating impressions in your consumers are actually searching for a particular product or a service and again you know again with the performance marketing you have branded keywords you have generic keywords and you have competitive keywords and again you know it's very easy because somebody's searching for a blue star air conditioner and i'm doing a sponsored listing there obviously my performance matrix would be great and then the agency would say wow you've done a super job we've done a super job there you know a c or r os and c or a cos is gone down but finally the proof of the bidding putting would be in the competitive mapping right when somebody's just typing a generic keyword or a competitive keyword like an lg ac or a voltas ac for me and then me getting that you know customer to click and that customer eventually buying that is the proof of the pudding so we've got to look at it all holistically it's not like white or black it's all gray out there and like i said before let's not put a data lens to it let's not become data scientists let's look at marketing you know in the true you know for this group i must tell you we were there in another room waiting and watching the football match there while we were waiting to come on the stage and we were cracking a joke about how the first kick or the first click was amazing after that the assist actually failed at the final conversion completely leakage bottom funnel there was a one goal which was happening and they made a mess out of it so so we were joking about that so yeah it's almost visualize it like a football if that assist is not there right if the right person is not there at the right place it will never gonna convert and that's basically the summary of the long discussion we had watch football so yeah which is okay moving from there actually this is a sudat absolutely down your alley i wanted to ask you because you're working in one of the most complex marketing ecosystem when it comes to digital marketing itself there you have like demand demand creation in a different platform demand conversion on a on pc's and laptops versus create creation will happen mostly on mobile the browsing and all then obviously the super complex business structure also that we were talking about it so when it comes to heart matrix business brand matrix and all are we seeing mobile screen actually standing up because we're expecting a small screen to make a very huge impact are you seeing that it you are it depends on how you want to look at the data and what i mean what metric is ultimately that you're focusing on right if you look at look at it with a longer five ten year horizon and you see what is the digital spend i'm doing do i want to spend on say performance marketing for something as simple as deli vanguard flights or do i let the aggregator who is also not going to get a return on that investment but will drive his valuation by user acquisition right so it's what the telecom companies have gone through over a period of time right your arpo or your acquisition a number of users is what is driving the value it's not profitable if somebody else is willing to invest money to grow the market for me and bring in more consumers they're more than welcome to do that right unless it's at the cost of a long-term stickiness that aggregator or platform and by aggregator include the googles and uh you know the intermediaries of the world right from the thought that occurs in the consumers mind to the actual booking if you look at the initial months just after the first wave of the pandemic purely because of cash flows our entire industry stopped spending right there were no flights being booked so we stopped spending which meant we stopped spending on performance marketing and digital advertising consolidated across all of us nothing changed in share of search or market share right uh when one player starts spending everybody has to spend to stay alive but if you step back from that you realize actually there is no value being added by google outside of the core value of organic search beyond that yes they will say okay fine now i have such results now you pay me to display your ad hire and then i'll get somebody else to pay to display their bid hire ultimately what really matters yeah is just created a video you just created you've created something in the middle sucking money away from the ecosystem from the consumer as well as from the brand right which in the long term you don't need what you do need therefore is is a stickiness uh with the experience that you're able to provide because as a brand you stand for some experience you stand for some product or some service quality that you want to be able to translate which is not there in the mobile screen of today it's an undifferentiated booking journey if you actually want to stand for something create a differentiated booking and search experience which is a transference of what you want to deliver as a brand uh and that's your pure metric what is the nps score for example of my loyalty member on my mobile app versus the score of the sake member is booking me through an aggregator this is some fact this is one of the most fabulous and real life example you can actually get to because uh in such candidness nobody will talk about you what it does in short term and long term so thanks for sharing this that that's a very powerful one moving on i can see the time ticket has been suddenly reduced i guess yeah but nonetheless uh i will try to speed it up and close on this one one of the important point is when we talk about this entire mobile marketing ecosystem so much of muscle memory that we have built over a period of time uh we know it's getting a bit disrupted now with lot of policy changes whether it's by platforms like android apple or by government policies coming and it's going to change a lot of things around and uh marketers are likely to lose their edge how they actually market uh in future for all the sexy things on technology it can actually impact a lot so maybe you can actually touch upon it a bit in terms of how they actually maintain the edge what is something they need to do now that they are compliant at the same time they don't lose the edge see i think um you know every time when we speak about any change you know in you know and when we go through some big shifts in the market it presents a new opportunity you know so uh this massive there obviously you know when you're talking about it you're talking about uh a future world which is uh a privacy first ecosystem and a privacy first ecosystem which enables you to do uh responsible digital marketing to your consumers you know that's really by and large what we are looking at and when you talk about any global platform or any particular platform uh whether it is a global platform or a local platform i think at at at the first level uh the platform and the consumer the relationship which exists between a consumer and a platform needs to be respected and that that respect will start off with a fairly explicit consent of how the consumer's data is leveraged by the platform okay like for example you know if i were to just uh and and there is a bit of consumer awareness which is needed if we were to like probably ask anyone on this room and if i can probably ask people on the same panel itself that how many people would have cared to read the privacy policy on amazon when you go and shop has anyone read the privacy policy of amazon when you go and shop on amazon none of us or maybe one of us right so now you're basically saying that so what does the privacy policy of amazon really say you know when you go and shop on that platform yeah so it really calls out that look guys uh uh as you spend time on the platform uh we are organizing you know customers in an anonymized manner and we are creating a cluster called interest based ads okay now they go ahead and define that that what is interest based ads uh and they also mentioned that on the platform that look we will do collaboration and partnerships with marketing technology companies where we will share with your anonymized profiles of customers we would not share your PII information we would not share your number name anything it is just interest based cohorts which are anonymized and that is those interest based cohorts will be leveraged by them and the marketing technology partner to serve you with ads not just on amazon but off amazon as now this is what is mentioned there okay now similarly practically any other platform will have their own privacy policy or terms of service and they would call this out okay so i was coming to the point that one yes the platform is engaging with the consumer and and calling it out on the other hand the consumer instead of complaining should make the effort to go ahead and consume that policy uh as an ecosystem as an industry as a responsible industry we should all it's like you know when amfi runs a campaign and says invest in mutual fund but it is subject to certain risk fair enough and everyone is aware about it so i think at some level the industry should come together and probably do a campaign with consumers and in that case whether it's government or any other body which tells people and makes people aware that any platform whether it is a telecom operator whether it is a retailer whether it is a utility platform read the privacy policy or be aware about it you know i think in life as people do that that's when the trust and the consent comes in and uh i know that when he's looking at me right now he's saying that wrap up the question time um but we will just attribute all of this to the e4m team because yeah because because they dragged us he's also watching us very carefully there's a timer which is blinking right here and suddenly the clock was like ticking very fast you know 30 minutes and then switch to five minutes we start we were good 40 minutes we have a clock here which keeps telling us whether we over time so we started fine but the 30 minutes you gave 10 minutes and i will also say that when we walked in there were only seven or eight people in the room so you know when we were searching for words we said listen how do we engage with only seven eight people in the room so as the crowd started building up we said we are in a reset mode we got into the vibe of speaking on that lovely note i think let's wrap up because she took another step out into the stage making sure we just wrap up we've taken over they can't do anything thank you so much everyone for listening to us and uh on this note i will say yeah one thing on the last question that i asked just to wrap up the marketing people how they get the edge maybe i can close on that notice there's a lot of uh the marketers need to invest a lot in their ecosystem to build infrastructure for the uh infrastructure to manage the consumer data and once that infrastructure gets built up and connects back with the platform there will be much more effective some industries are already ahead and uh siddharth i'm i'm sure your experience on this your experience on this obviously will be very very rich but there are huge cpg world and many other categories where they have not even taken the steps and if they don't they will actually will not be as effective marketers in future so they need to start now so they need to invest in technology and capabilities yeah basically partner with people like us on technology and don't do meta words but just manage your consumer data on that one thank you thank you


Saturday, it's the exciting new Plymouth. Right now, it's the Harold Perry show. Yeah, yeah, yeah. Yes friends, Saturday is the big day. The day the thrilling new Plymouth comes to town. New beauty, you bet, from any angle. Outside, sweeping long lines. Inside, new styling, smart tailoring and color harmony. And talk about performance, man, there's never been anything like it. But literally, because Saturday, Plymouth introduces safety flow ride. Not just a minor improvement you might expect on any new model, but a spectacular engineering development. Plymouth safety flow ride means that now, you get a smooth ride on all kinds of roads. Yes, even the roughest, bumpiest roads you know. It's a brand new riding sensation you've got to experience to believe. So come on in Saturday to your nearby Plymouth dealers and arrange for a demonstration ride. Remember, Saturday's the day, Plymouth's the car. And now, Harold Perry as Honest Harold the Homemaker. Well, let's look in on the little town of Melrose Springs, home of that popular radio entertainer, Honest Harold the Homemaker. This is Harold's week to broadcast the 6 a.m. weather reports and for the second morning in a row, he has overslept. It is now 9 a.m. and we find our worried weather reporter plotting along on his way to the radio station.  Looks like it was up all night. Wonder what my dear boss, Stanley Peabody, will say. Yesterday threatened to fire me if I miss broadcasting the weather again. Who listens to weather reports at 6 o'clock in the morning? Just the chickens. They don't need the radio to tell them it's cold. I'd know enough to go in the coop if I had snow on my tail feathers. Good morning, Glory. Good morning, Harold. Mr. Peabody wants to see you in his office right away. Maybe he's going to fire me. And Gloria, how is Stanley this morning? Is he in a good mood? Well, when I saw him, he looked sour. Sour? Yes, he was drinking his yogurt. Oh my goodness. That was a little joke. It certainly was. See you later, Gloria. I hope. I'm not afraid of Stanley. Just let him try to fire me. I'll show that prissy pants. I'll walk right in his office. Look him right square in the eye. And I'll say, look here, you old... Hello, Stanley. It's you, hemp. Yeah, it's me. Well, don't just stand there. Come in. Oh, yeah. Thank you. Yes, sir. Well, hemp, you missed the weather reports this morning. Over-slept again, didn't you? Well, yes. You see, Stanley, I bought a new alarm clock and it plays chimes. When I heard it this morning, I thought it was Sunday, so I went back to sleep. Hemp, can't you think of a better excuse than that? Well, how do you like this one? The reason I was late... Never mind. Hemp, I've come to a decision about you. Oh, here it comes. I've been thinking it over for a long time. I wonder what time the employment office opens. Hemp, I'm leaving town in about an hour. I'll be back tomorrow morning. But while I'm gone, I'll have to put you in charge of the station. Ha! Hemp, close your mouth. Yes, sir. Well, so I'm going to be in charge of the station. Yes, but only because there's no one else available. That's why I have to pick a bungler like you. I hate him. Don't you worry, Stanley. I'll make things hump. First, I'll go down and talk to my sponsor, Mr. Turner, the Mattress Factory. I'll sell him another 15 minutes. Don't you dare talk to Mr. Turner. All I want you to do is sit here in my office and answer the phone. And remember, don't try to fill my shoes. There's only one Stanley Peabody. That's one too many. What's that, Hemp? I said, say hello to your Aunt Ginny. Have a nice trip, Stanley. Goodbye. I just can't believe it. I'm in charge of the whole radio station. All 250 watts. I look like a real executive when I walk in. Fresh shaved carnation, this blue suit. It's kind of shining in the back, but I'll be sitting down most of the time. Hey, I think I'll drop in the Marshall's office and see Pete, impressing with my new job. Well, hello, Pete, my good man. Oh, hello, Hera. Pete, you notice anything different about me? How's that? Take a good look at me.  No, Pete, I'm all dressed up. I'm going to be in charge of the radio station today. I'm a big executive. Oh, I see. You're one of them typhoons. I am not a typhoon. That's a big wind. That's right. Pete, I'm only kidding, boy. Well, hello, Doc. Hello, Pete. Well, hello, you old horse doctor. Well, hello, crooner. Ah, now, Doc, Harold ain't just a crooner now. He's manager of the radio station today. Oh, is that so, Harold? Yeah, that's right, Doc. I'm in complete charge down there. Mighty big responsibility, but I guess I can handle it. Complete charge, eh? Well, I suppose you could even hire entertainers if you wanted to. Oh, certainly. I know a wonderful act for you, Harold. Oh, who's that? Me and Pete. What? Yeah, we're singing duo. Yeah, boy. We call ourselves the three Andrew sisters minus one. Oh, my goodness. Come on, Maxine. Okay, Laverne. I was walking with my darlin' to the man that he was. Maxine, Laverne. This old friend is leaving. Goodbye. Gonna be a busy day. Well, here's Stanley's office. Oh, what am I knocking for? It's my office now. Well, might as well get behind the desk. Try Stanley's chair for size. Chair's very comfortable. It spins around too. This is fun. Oh, I'm getting chair sick. I wonder where Stanley keeps his cigars. Probably in this drawer here. Oh, yeah. Here's the little box. Just open the lid. Reach in. What's his note? Hemp, keep your sticky fingers out of my cigar. What a sneaky thing to do. Who's that? Come in.  Oh, yeah. I've been exacting all over the place. Theodora, how'd you like to be my secretary? Well, I don't know, Harold. I can't type very fast. Oh, that's all right. My speed's about 10 kisses a minute. How about taking a little dictation right now? My, you look like a great big old lion behind that desk. I do. It's too bad you're not station manager all the time. It certainly is. That Peabody. He runs a station like a yogurt factory. I think you could run it much better, Curly Lasses. And I could too. Take my program, for instance. It's an hour long and only 15 minutes of it is sponsored by Turner's Mattress Factory. I bet I could sell Mr. Turner the whole hour, but Peabody won't let me go near him. Why, Harold, you're not afraid of Stanley Peabody, are you? Well, I thought you were a lion. You're the king of the jungle. I am? Say, you're right, Theodora. Why should I be afraid of Stanley? I'm going down and sell Turner right now. Theodora. You're so masterful. Theodora, come here and sit on my knee. Yes, sir.  Yes, sir. How did my big executive like that? You know, Theodora, I was made for this job. Theodora's right. I'll show Peabody how to handle this. Must be Mr. Turner's office at the end of the hall. There's a door on it. He'd be pretty thrilled to see me. After all, I'm a star of his radio program. Come in. Mr. Turner, I'm Honest Harold, the homemaker. Oh, how do you do, Mr. Homemaker? No, no, no. My name is Himp. You must know me. You sponsor part of my radio program. Radio program?  Oh, I do have a hazy recollection of that. Wow. He's hazy, all right. How do you like my program? Well, I haven't listened to radio for a long time. Since my crystal set broke down. Oh, brother. My favorite radio orchestras, the A&P Gypsies. They're going places. They've already gone. I haven't heard the street singer lately. What happened to him? I guess he's working another street. Too bad. Mr. Turner, I'm just wondering if you wouldn't like to sponsor the entire hour of my program. Well, I don't know, Mr. Himp. What kind of a program is it? Oh, it's really very good. I usually started off with a funny joke. A joke? Oh, yeah. Yeah, I like this one. Now, here's a funny one.  Those were the horse and buggy days. Grandma drove the horse and grandpa drove her buggy. What else do you do? Then I sing a little. Oh, I'm very glad you came in. Oh, that's all right. Glad to do it. You're going to take the whole hour? No, I think I'll give you back your 15 minutes. Mr. Turner, you're going to cancel my program? I'm sorry, Mr. Himp, but I'm afraid as far as radio is concerned, I'm through. So am I. Can I borrow one of your mattresses? I wonder where the A&P Gypsies are camping tonight. We'll return to the second act of our story, Honest Harold, in just a moment. Hey, what's all the excitement? The beautiful new Plymouth. It's coming to town Saturday and it's got everybody talking. Matter of fact, it's even got some people singing. You're out in your Plymouth and rolling along With safety for ride, you go rolling along Rolling along, rolling along your new Plymouth You can always drive on the feet and track The fact that they make you grumpy For the horror of truth is that once in a while You call to a row of them bumpy Just see the bumps, they look like this But ride inside, nothing's unless For your Plymouth goes rolling along, rolling along With safety for ride, you go rolling along, rolling along Yes, riding inside the new Plymouth Those bumps and dips might just as well not exist For thanks to safety flow ride, your new Plymouth Does go rolling along smoothly on all kinds of roads And this spectacular engineering development Is only one of many new features Plymouth is introducing So mark your calendar, tie a string around your finger Tell someone to remind you anything Just make sure you get into your Plymouth dealer Saturday To see the most exciting Plymouth ever built Your Plymouth goes rolling along And now, back to Honest Harold the Homemaker Well, Honest Harold's career as manager of the radio station Isn't turning out so well In one morning he has managed to lose the sponsor of his program And he has practically lost his job It's afternoon now and we find our unhappy executive at home Talking to his mother I'm through with the radio station, mother I might as well turn in my stopwatch Now, son, if you are fired, we'll get along Why, if necessary, I'll get a job I understand there's an opening at the laundromat Please, mother, I will support our little family Anyhow, Harold, you haven't been fired at the radio station yet Maybe you can think of another program that Mr. Turner would like No, mother, it wouldn't work I'm licked Harold, a man isn't out until they dragged him to his corner Mother, you've been sneaking out to the prize fights? No, but I saw one in a movie the other night One of the fighters reminded me of you He thought he was beaten, too For nine rounds he took an awful licking A right to the chin A leg to the nose Watch it, mother And then a smash to the stomach Where's the bellwood ring? But in the 10th round he came back He lifted an uppercut from the floor and knocked his opponent out for a count of 15 Mother, that's 10 Oh, oh, yes Now, remember, Harold, it's never too late to come back Maybe you're right, mother I will get another program for Turner That's the spirit, son And I'll be in your corner Okay, mother, I'll go out and win this fight You bring the prize, then I'll go out and win this fight You bring the smelling salts Turner-like Better get an idea pretty soon I'm wearing out the floor in this office Let's see Maybe a musical show would be good to advertise as mattress factory We could call it holiday for springs Yeah, I guess not Let me see Who's that? Come in Howdy, boy Pete Hello, ha Double trouble What are you two fellas doing down here? Came down to save your job, boy What?  Yep And it's real scary Oh Boo No, no, no, no Oh, look, this is all very nice of you guys, but I'm busy Oh, we wrote it ourselves, Harold But, folks Now, the first scene is an old English castle Pete plays the part of an English lord Kind of a high mucky muck High mucky muck Hi, Harold I'm supposed to be Lord Beaver Bottom Being added to the Certainly is And I play a sort of jackal and hide Hide at night Yep A hide in the daytime, too Now, look, fellas And that show opens on a stormy night Lord Beaver Bottom is sitting in his castle Pete, well, go on, Pete Oh, yes By Joe It is a dark and stormy night By Joe By Joe What was that? A noise By Joe I sound like Basil Rathbone That's what you think Then I climb in the window I'm crazy, Harold Now, listen to me, both of you I'm sorry, but your mystery program idea Is what I'm looking for, fellas Oh, well, we got another idea What? A musical act It features Arthur, my goat What? Yeah, he's right outside Come on in, Arthur Doc Come on, and I'll say hello to Harold, Arthur You get that goat out of here Oh, Harold Now you're gonna hurt his feelings Oh, he didn't mean it, Arthur Boy, he didn't mean it Ain't they cute together? I'd better open a window Now, you listen to this, Harold The three of us are gonna sing the thing The thing? Oh, no Okay, boys While I was walking down the beach When bright and sunny days No, look, I saw a great big wooden box Of floating in the bay I pulled it in and opened it up And much to my surprise Oh, I discovered a... Hey, hey, hey Right before my eyes I wish I was in the thing with the box Getting late Almost time to go home Still haven't got an idea Let me see What do they put in mattresses? Tufts Say, maybe I could get sunny tufts Oh, no Stanley will be back in the morning And I'll be looking for a new job Here it is Oh, Harold Yes, Harold Oh, Mr. Peabody's girlfriend is here What? Miss Abigail Turner? Yeah, she wants to know when Mr. Peabody's coming back Do you want to talk to her? I certainly do not, Gloria I got stuck with her in Stanley Peabody New Year's Eve in the moose room All she did all night was sing Well, the music goes round and round Brother, what a voice Tell her I'm out Oh, yes, sir She can't stay anyhow She's on her way to see her uncle Mr. Turner Did you say Mr. Turner is her uncle, Gloria? Yes, sir Gloria, I think I've got a great idea I wonder how Miss Turner would like to sing on the radio But Harold, you just said she had a terrible voice Yeah, but you just said Miss Turner was her uncle Oh My goodness, she got it Show it in, will you, Gloria? Yes, sir I can just talk her into this I'm sure Mr. Turner wouldn't mind sponsoring his niece Just hands Abigail, I haven't seen you since we had such a wonderful time at the New Year's Eve party Remember? Oh, yes, the music goes round Only an uncle would sponsor a voice like that Abigail, I'd like to put you on the radio Me? Yeah, I think a voice like yours should be plugged On the air, that is Oh, you're just saying that No, I'm not Why with your uncle, your talent Is the whole program around you Oh, well, I couldn't sing on the radio That microphone would scare me silly Too late for that Abigail, I think you have great possibilities as a singer Oh, you think I could be a Shantusi? I certainly do see In fact, Abigail, we can start your program this very night, eight o'clock We can cancel the horseshoe matches Tonight? Oh, I couldn't tonight I'm supposed to play canasta with my sister Canasta?  Well I canasta We'll make it tonight for sure And just for the fun of it Why don't you ask your uncle, Mr. Turner to listen in, huh? Tell him to fix his crystal sack All right You better come down about seven with your music It's all right Oh, I'm going to be another hill to guard For doing this, but I gotta keep mother on a laundry mat Yasha, will you please quiet down the orchestra We're almost ready to go on the air Where is Abigail? There she is, spraying her throat Oop, listen to her Yes, Mr. Turner will like her She's his niece and blood is thicker than soprano Oh, my goodness Listen to that Paris and the spring is going to sound like winter in Peoria Maybe she won't sound so bad on Mr. Turner's crystal set You'll think he's got a defective cat's whisker It's about time to go Hello there Howdy, boy, bye, Joe What are you two fellas doing here in the studio? Well, we heard you were doing a program tonight Just thought you might want to use... No, fellas, I've got a program all set Oh, sure, bye, Joe Would you two please sit down over there and keep quiet? Come on, Pete, if Harold doesn't appreciate our talent, all right for him Time for the program Abigail, I'm coming Get your music ready, honey Oh, yes, all right Is this the thing I sing into? No, that's the air conditioner, but it's a great idea Your phone is over there There's a red light Abigail, get ready, we're going on the air Okay, hit it, Yasha Ladies and gentlemen, in place of the horseshoe tournament usually broadcast at this time as a public service Radio station KHJP proudly presents a new program, no sponsor yet Songs by Mr. Turner's niece I mean Abigail Turner will be Paris in the spring Okay, Abigail Start it over, music, okay, Yasha I brought this goat in here He's coming up here, Arthur, go away Get off the platform, you little ham Cough up that music Cough it up, doc What's the matter, Harry? Arthur, just a Paris in the spring Love's French food Harold, Pete and I will save the day Come on, Pete, I'm ready, boy, bye, Joe All right, Yasha, the thing from the coda Wait a minute I pulled it in and opened it up and much to my surprise Oh, I discovered it Right before my... Going into television The program turned out to be Now I've lost Mr. Turner for good I've lost my job for good too Just write Stanley a little farewell note and leave it here on his yogurt jar Tell him I've gone to New York to study Dianetics Oops, wonder if that's the thing Come in Hello, Mr. Hemp Oh, Mr. Turner, how do you do? I mean, goodbye I heard Abigail sing tonight You did? Well, I can explain everything, you see Mr. Hemp, I've decided to sponsor your program again On one condition What's that? That you never let my niece sing on your station again He's a nice girl, but after hearing a voice nobody could sleep And I don't know what to do With your voice, nobody could sleep And that's bad for the mattress business Of course, I guess you got a point there, all right And by the way, Mr. Hemp I'd rather enjoy that goat Oh, Lord Arthur? Yes, that goat has talent He's got something inside Yeah, Abigail's heat music Well, you and he might sing a duet sometimes like the happiness boys used to do Remember when they used to sing Carolina in the morning Hit it, Hemp Hit it? Oh, yeah, oh sure Nothing could be finer than to be in Carolina in the morning Go into your dance, Turner Oh, right Nothing could be sweeter than your sweetie when you meet her in the morning Say this might bring back crystal sex Oh, in the morning glory Come on, around the door New outside New inside That's the story at your Plymouth dealers this Saturday, the story of the most exciting Plymouth ever built New outside An all new look from any angle Wide, low, graceful hood and grill work Flowing fender lines, greater vision New inside Smart, new styling and color harmonies that spell limousine luxury New ride Sensational safety flow ride The Plymouth engineering development that takes the bounce out of bumps makes you a better, safer driver because you drive relaxed free from tension Yes, new outside, new inside new ride That's the new Plymouth Say it Saturday at your Plymouth dealers Jessica Patrick, you know as the little goat Yes, Norman MacDonald directed and the music was composed and conducted by Jack Meakin Honest Herald created by Harold Perry was written by Gene Stone, Jack Robinson and Dick Powell The Harold Perry show has been brought to you by your Plymouth dealer Remember, you have a date at his Plymouth showroom this Saturday to see the most exciting Plymouth ever built. Saturday is the day Plymouth the car You're out in your Plymouth and rolling along With safety flow ride you go rolling along Roy Rowan speaking for CBS where you laugh at Jack Benny every Sunday night on the Columbia Broadcasting System


Item No. SCP-1692 Object Class Euclid Special Containment Procedures SCP-1692 is contained on a 2.77 square kilometer area of Swampland located in Central Louisiana, with chain link and barbed wire fences along the perimeter. Outposts are to be stationed at 500 meter intervals, with regular patrols by guards posing as park rangers. In the event of a security breach by civilians, all possible measures are to be taken to retrieve the individual without use of lethal force. Description SCP-1692-1 refers to a corporeal entity of unknown composition located in St. Landry Parish, Louisiana. SCP-1692-1 most frequently appears as a preprocessing girl covered in mud, but has been observed taking on the forms of certain mammals and or missing persons last spotted within ██ meters of the enclosed region. SCP-1692-2 refers to a sinkhole located at the rec center of the enclosed area that is filled in with mud and water. As of 2014, 31 sets of human remains and 24 animal remains have been discovered in SCP-1692-2. Fourteen of the bodies have been positively identified as locals declared missing between the years 19██ and 1950██. New bodies have emerged from the pits sporadically, despite constant video monitoring of the area showing nothing entering the pit. When a lone individual enters the affected area, SCP-1692-1 manifests more frequently, appearing to lead or otherwise attempt to induce the individual into following them. The individual inevitably becomes lost and all traces of them, including footprints, dropped items and articles of clothing disappear. Between several hours and several weeks, an instance of SCP-1692-3 appears within the area and attempts to leave if practicable. Other instances of SCP-1692-3 tend to bear a strong physical resilience to the missing individuals, though typically deformed or otherwise mutilated, with signs such as missing limbs with no signs of amputation, missing organs including total evisceration, hydro-selfus. Dissociative amnesia often combined with depersonalization, living subjects retain little or no memory of recent events, or else describe extended periods of their own history as dreamlike or unreal. Of the recorded subjects, 84% have shown physiological inconsistencies such as having the wrong blood type, differently aged organs, different hair or eye color, fluency in language unknown to the subject, and impairments and or improvements in certain mental faculties inconsistent with the subject prior to exposure. An additional 54% bear signs of surgical incision or stitching indicative of vivisection. With two notable exceptions, all instances of SCP-1692-3 have died soon after recovery due to these alterations. History, SCP-1692 first came to the attention of the Foundation in 1938 after several children went missing near ██████ Lake, only to be recovered days later, with two of them missing fingers and toes, one with extra fingers, and three others with differently colored eyes and hair. While scouring the region ████, local officers similarly disappeared, with one Caucasian officer being recovered in delirious state claiming to be an African-American male named █████. Foundation personnel on site soon discovered what appeared to be a freshly deceased body of a young child missing its legs and much of its head above the jawline, with skin grown over the severed ends. The body matched the physical description and clothing of a bobby Dunbar, who had gone missing in the area some twenty-five years earlier and was allegedly found months later alive and well. The body was placed in the cold storage as decomposition began setting in once it was disturbed. Interviews with the now adult bobby Dunbar provided no pertinent information regarding the body, though had mentioned in an earlier interview a memory of the other boy on the wagon, but could provide no further details. The Foundation began investigating the case and found that the boy recovered by the Dunbar family had been the custody of one William Cantwell Walters, who claimed the boy to be Charles B. Anderson, the son of a woman who worked for him, who subsequently filed suit against the Dunbar family for custody of the boy. Due to matching physical evidence and the boy himself identifying Mrs. Dunbar as his mother, the court ruled in favor of the Dunbar family. The man identified as Bobby Dunbar lived out his life and died in 1966. The DNA testing conducted in 2004 revealed that the man known as Bobby Dunbar was not in fact related to the Dunbar family. DNA from the body and Foundation custody was found to have been severely mutated via hydrolytic deamination. Incidents continued to emerge within the region, leading to a Foundation quarantine of the affected area in 1939, occasionally expanded upon further discoveries of SCP-1692-3 instances. A young woman was recovered by the Foundation, missing her left eye and bearing stitches along her left jawline. From her testimony, details regarding SCP-1692-1 and SCP-1692-2 were discerned for the first time, and SCP-1692-2 was located. From SCP-1692-2, two bodies were recovered, one of which bore a strong resilience to the young woman, who vehemently denied it was any way related to her. The body was missing portions of the left side of its head, including its left eye socket. The woman remained on site for a time before being administered amnestics and released under covert monitoring, where she lived out her natural life without any incident. DNA testing conducted years later found that her DNA did not match those of family members, and the recovered body could not be conclusively identified. Once video surveillance of SCP-1692-2 was technologically feasible, instances of SCP-1692-1 sightings and recovery of bodies have dropped off dramatically. As a result, animal corpses have begun to emerge from SCP-1692-2, bearing similar signs of hydrolytic damage to their DNA.


We're back at AWS re-invent 2021. You're watching theCUBE and we're really excited to have Adam Williams on. He's the senior director of engineering at Iron Mountain, Sam Shahakapur, who's the product engineering of vertical solutions at Iron Mountain. Guys, great to see you. Thanks for coming on. Thank you. All right, Adam, we know Iron Mountain trucks, tapes. What's new? What's new? So we've developed a SAS platform for classifying, digitizing, classifying and bringing out and unlocking the value of our customers' data and putting their data to work. We've, the content services platform that we've developed goes together with an IDP that we call an intelligent document processing capability to do basic content management, but also to do data extraction and to increase workflow capabilities for our customers. Yeah, so I was kind of joking before, like Iron Mountain, the legacy business of course, everybody's seeing the trucks, but $4 billion company, $13 billion market cap, the stock's been on fire, the pandemic obviously has been a tailwind for you guys, but Sam, if you had to describe it to like my mother, what's the soundbite that you'd give? Well, the soundbite is, everyone knows, data is gold today, right? And we are sitting figuratively and literally on a mountain of data. And now we have the technology to take that data, partner with AWS, the heavy machinery, to convert that into value, into value that people can use to complete the human story of healthcare, of mortgage, finance. A lot of this sits in systems, but it also sits in paper. We are bridging that paper to digital divide, the physical and digital divide to create one story. Now this has been a journey for you guys. I mean, I recall that when you kind of laid this vision out a number of years ago, I think you made some acquisitions and so maybe take us through that, amazing transformation that Iron Mountain has made, but it helped the audience understand that. Yeah, our transformation has really been going from the physical records management that we've built our business around to evolving with our customers to be able to work with all of the digital documents and not just be a transportation and records management storage company, but to actually work with them to put their data to work, allowing them to be able to digitize a lot of their content, but also to bring in already digitized content and rich media. You know, one of the problems that always existed, especially if you go back to, let me go back in my brain, 2006, the Federal Rules of Civil Procedure, which said that emails could now be evidence in a case and everybody was like, oh, how do I find email? So one of the real problems was classifying the information for retention policies, you know, the lawyers wanted to throw everything out after whatever, six or seven years, the business people wanted to keep everything forever, neither of those strategies worked, so classification, and you couldn't do it manually. So have you guys solved that problem? How do you solve that problem? Does machine intelligence help? You know, it used to be, support vector machines or math or probabilistic latent semantic indexing, all kinds of funky stuff, and now we've got, we enter this cloud world. Have you guys been able to solve that problem and how? So our customers already have 20 plus years of retention rules and guidelines that are built within our systems, and we've helped them define those over the years. So we're able to take those records retention schedules that they have and then apply them to the documents, but instead of doing that manually, we're able to do that using our classification capabilities with AIML, and that's SOM's expertise. Awesome, so lay it on me, how do you guys do that? It's a lot of math, but... Well, yeah, so it can get complicated real fast, but at a simple level, what's changed really from support vector machines of 2006 to today is the scale at which we can do it, right? The scale at which we are bringing those technologies plus the latest technologies of deep learning, you know, your conversion neural networks, going from a bag of characters and words to really the way humans look at it, look at a document and you know this is an invoice, or this is a prescription. You don't have to even know to read to know that. Machines are now capable of having that vision, the computer vision, to say prescription, invoice, so we can train those models and have them do it at industrial scale. Yeah, because humans are actually pretty bad at classifying at scale. At scale, like they're bad. Yeah, you remember what we used to try to do? Oh, let's just tag it, what a nightmare. And then when something changes, and so now machines and the cloud has changed that. How about, I mean, I presume highly regulated industries of the target, but maybe you could talk about the industry solutions a little bit. So yeah, regulated industries are a challenge, right? Especially when you talk about black box methodologies like AI, where you don't know, okay, why does it classify this as this and that as that? But that's where I think a combined approach of what we are trying to say, composite AI. So the human knowledge plus AI knowledge combined together to say, okay, we know about these regulations, and hey AI, be cognizant of these regulations while you do our stuff. Don't go blind. So we keep the AI in the guard rails and guide it to be within those lines. And the other part of that is we know our customers really well. We spend a lot of time with them. And so now we're able to take a lot of the challenges they have and go meet those needs with the document classification, but we also go beyond that, allowing them to implement their own workflows within the system, allowing them to be able to define their own capabilities and to be able to take those records into the future and to use our content management system as a true content services platform. Okay, take me to the before and the after. So the workflow used to be, I'd ring you up or maybe you come in every week, grab a box of your records, put them in the truck and then stick them in the iron mount. And that was the workflow.  So you've digitized that whole, and when you say, I'm inferring that the customer can define their own workflow because it's now software defined, right? So that's what you guys have engineered. Tell us some serious engineering work. So what's the tech behind that? Can you paint a picture? So the tech behind it is we run all of our cloud systems and Kubernetes. So using Kubernetes, we can scale really, really large. All of our capabilities are obviously cloud based, which allows us to be able to scale rapidly. With that, we run Elasticsearch as our search engine and MongoDB is our NoSQL database. And that allows us to be able to run millions of documents per minute through our system. We have customers that we're doing eight million documents a day for, they're able to process. And they're able to do that with a known level of accuracy. And they can go look at the documents that have had any exceptions. And we can go back to what Tom was talking about to go through and retrain models and re-label documents so that we can catch that extra percentage and get it as close to 100% accuracy as we would like or they would like. So what happened? So take me through the customer experience. What is that like? I mean, do they still, I mean, it's, we know the joke, right? The paperless bathroom will occur before the paperless office, right? So there's still paper in the office. But so what's the workflow? I mean, I presume a lot of this is digitized at the office but there's still paper. So how do you understand that? Customers can take a couple of different paths. One is that we already have the physical documents that they like us to scan. We call that backfile scanning. So we already have the documents, they're in a box, they're in a record center. We can move them between different record centers and get them imaged in our high volume scanning operation centers. From there. It's sorry, didn't interrupt. And at that point you're auto-classifying, right? It's not already classified. I mean, it kind of is manually, but you're going to reclassify it on creation of that electronic document. For some of our customers we have base metadata that gives us some clues as to what those documents may be. But for other documents, we're able to train the models to know if they're invoices or if they're contracts, commonly formatted documents. But customers can also bring in their already digitized content. They can bring in basic PDFs or Word documents or Google Docs, for instance. But they can also bring in rich media, such as video and audio. And from there we also do speech to text for video and audio, in addition to just basic OCR for our documents. So public sector, financial services, healthcare, insurance, I've got to imagine that those are going to be the sweet spots. Right, right. Another sweet spot for us is the federal space in public sector. We achieved FedRAMP, which is a major certification to be able to work with the federal government. Now how do you work with AWS? What's your relationship with them? How do you use the cloud? Maybe you could describe that a little bit. Well, yeah, at multiple levels, right? So of course we use that cloud infrastructure to run our computing. Because with the AI and machine learning, you need a lot of computing power, right? And AWS is the one who can reliably provide it, you know, space to store the digital data, computing to process it, extract all the information, train our models, and then process these. Like he was talking about, we are talking about 8, 12, 16 million documents a day. So now you need seconds and sub-second processing times, right? So at different levels, at the computing infrastructure level, also the AI and machine learning algorithms levels. You know, AWS has great, like Tesla Act is one of the ones that everyone knows. But there is other purpose-built model APIs that we utilize. And then we'll put our secret sauce on top of that to really, you know, to build that pathway up and make it really compelling. And the secret sauce is obviously there's workflow and the flexibility of the workflow. There's the classification and the machine learning and intelligence, there's a lot of engineering that makes the cloud work to your advantage. What else is there? Knowledge graphs, like what he was saying, right? The domain. So mortgage is not a document that looks very similar in mortgage versus a bank-stated mortgage and bank statement in healthcare. Have different meanings. You're looking at different things. So you have something called a knowledge graph that maintains the knowledge of a person working in that field. And then we have those created for different fields and within those fields, different applications and use cases. So that's unique. Yeah, that's awful. That provides ability to provide a hierarchy for our customers so they can trace a document back to the original box that was given to us so many years ago. You got that provenance and that lineage. I know you're not going to market guys, but conceptually, how do you price? Is it SaaS? Is it a license? Is it a term? Is it consumption based based on how much I interest? We have varying different pricing models. So we first off, we're in six major markets from EU, Latin America, North America and others that we serve. So within those markets, we offer different capabilities. We have an essentials offering on AWS that we've launched in the last two weeks that allows you to be able to bring in base content and that has a per object pricing. And then from there, we go into our standard edition that has ability to bring in additional workflows and has some custom pricing. And then we have what we call the enterprise. And for enterprise, we look at the customer's problem, we look at custom AI and ML models who might be developing and the solution that we're having to build for them and we provide a custom price and capability for what they need. And then, didn't eight of us this week announce a new glacier tier? So that's, you guys are all over that. That's where you're using, right? The cheapest and the deepest, right? Yeah, one of the major things that AWS provides us as well is the compliance capabilities for our customers. So our customers really require us to have highly secure, highly trusted environments in the cloud. And then the ability to do that with data sovereignty is really important. And so we're able to meet that with AWS as well. What do you do in situations where AWS might not have a region? Do you have to find your own data center to do that stuff? So data privacy laws can be really complex. When you work with the customer, we can often find that the nearest data center in their region works. But we also do, we've explored the ability to run cloud capabilities within data centers, within the region that allows us to be able to bridge that. We also do have offerings where we can run on-premise, but obviously our focus here is on the cloud. Awesome business. Does Iron Mountain have any competitors? I mean, like. Yeah. Well, you know, we've found- You don't have to name them, but I mean, this is an awesome business. We've been around for a long time. Yeah, yeah. And we found that we have new competitors now that we're in a new business. Yeah. They're trying to disrupt and, yeah, okay. So you guys are transforming as an incumbent. You're the incumbent disruptor. Yes. Yes, yes. It's self disruption to some extent, right? Saying, hey, let's broaden our horizon perspective offering value. But I think with the key thing is I want to focus more on the competitive advantage rather than the competitors is that we have the end-to-end flow, right? From the high volume scanning operations, tracking the physical world, then, you know, up and above into the digital world, right? So you extract it. It's not just PDFs.  And then over about that, value-added models. It's not just about classification. Well, now that you have classified and you have all these documents, you have all this data, what can you glean from it? What can you learn about your customers? You know, the customers' customers and provide them better services. So we are adding value all throughout this chain. Get that full stack. And I think we are the only ones that can do that full stack. That's the real competitive advantage. Guys, it's really super exciting. Congratulations on getting there. I know it's been a lot of hard work and engineering. Way to go. It's good. It's fun. It's fun. It's fun to have you back. Thanks. All right, and thank you for watching. This is Dave Vellante for The Cube. The leader in live tech coverage.


Hi, thanks for joining us today. In the next 30 minutes, we will discuss how ONUP plays an important role in designing and building modern network services made of cloud-native network functions. I'm joined by a panel of industry experts who are leading the evolution of the ONUP project to the cloud-native network era. They will tell us how ONUP is transforming into this new paradigm and how you can leverage it today for your network services. Before we kick off the panel, let's start with a brief reminder of what ONUP is and the highlights of its cloud-native transformation. Catherine, can you please remind us what ONUP is? Thank you, Rani. So the open network automation platform, code name ONUP, is a comprehensive open source platform for orchestration, management, and automation of network and computing services. This platform can be consumed by network operators, cloud providers, and enterprise. So from between 2017, under the Linux Foundation on Rela, eight major successful releases have been delivered so far. The ONUP committee is currently working on Istanbul, the ninth release expected by quarter four this year. So real time, policy-driven orchestration and automation of physical, virtual, and containerized network functions, ONUP enable rapid automation of new services and complete life cycle management, critical for 5G and next generation of networks. Today, ONUP is successfully established as the de facto industry standard for NFB, SDN, automation, key stakeholders to accelerate 5G deployment, run enterprise, vertical market virtualization. ONUP is now on the right path for its cloud native journey. Back to you, Rani. Thanks, Catherine. So, Bjorn, could you highlight the journey that ONUP is going through to orchestrate cloud native services? Sure. This is about the ONUP-CNF orchestration journey. ONUP support hybrid services, covering BNF, PNF, and CNF by leveraging open source and standards. It is able to support both the Greenfield and Brownfield environment. For example, CNF on Vermero, CNF on VM, VNF on VM, and PNF. As an end-to-end orchestration platform, ONUP support DayZero on loading deployment. They want instantiation configuration and data configuration plus an upgrade. So it's not just for infrastructure orchestration but also application configuration and upgrade. For CNF and 5G, ONUP aligns with industry standards such as Etsy, 3GPP, and others. Not only conforming to existing specifications, ONUP working with other open source community, for example, OREN, develops and leads new specification for facilitating CNF orchestration handling and enabling effective orchestration. The application service descriptor project is a showcase for the effort by simplifying CNF modeling, packaging, and lifecycle management. By leveraging available ONUP capability, the vendors and operator don't need to start from scratch for their model and package management and orchestration of the CNF and 5G. ONUP provide the common infrastructures for CNF, VNF, CNF network service model and package onboarding, design and distribution, and support both SELine and cloud native orchestration. ONUP is also a 5G network slicing management platform which conforms to 3GPP standards. So you can work with other open source 5G slicing controllers which conform to 3GPP with some integration efforts. Briefly looking at the diagram, ONUP support onboarding of Etsy Sol 001 CNF, VNF, PNF network service models. You support Etsy Sol 004 for VNF CNF packaging and Etsy Sol 007 for network service packaging. And you will support the application service descriptor for CNF in the new future. ONUP design services based on the onboarded models and distribute resource artifact to the target repositories for runtime component operations. Lastly, ONUP orchestrate CNF and other network resources by interfacing with the platform infrastructure container as a service such as Covenant VIM and NFEI. This is a journey back to you, Rani. Thanks, Mil. Seshu, could you say a few words about how ONUP is already being used to orchestrate cloud-native network services? Hi, guys. Thanks, Rani, for giving me this opportunity to talk about this. So ONUP, actually to start with the OPS 5G is a project started by DARPA. DARPA is the Advanced Research Agency of Department of Defense of USA. So the main purpose of this OPS 5G was to actually provide an open, programmable, and secure 5G. As the name suggests, we are intended to actually have a 5G, secure 5G-based networking or platform which can be both open and programmable. So the collaboration is happening right now with respect to LFN, and ONUP is gonna play a key role in that. So as we can see from diagram here, most of the projects from LFN are participating in this, and ONUP has a very key role to play. So the project which is being done in the LFN is called the 5G Blueprint, or 5G Super Blueprint, and it's based on the OPS 5G. It actually demonstrates how a real-life end-to-end services can be orchestrated using mature open-source-based technologies. So when we talk about open-source-projected projects here, we are talking about not just one, but multiple projects, how they are interacting with each other, doing specific jobs. And the overall picture is to actually have an end-to-end secure 5G, which is most both programmable and open. And coming back to ONUP role in this, ONUP will be doing not just the initial part, it actually has been just said sometime before, the previous slide, he was talking about the designing, onboarding, and distribution of the packages. Well, ONUP does more to it than it also helps in the day-zero, day-one, day-two configuration. It also helps in the close-loop or control-loop, as we call it, which takes care of the post-instantiation checks, which is the monitoring part, the proactive and reactive missions, which have to be taken for any case, which is to be handled after that. So overall, ONUP will be playing the key role as an orchestrator, as a design and distribution of the packages, for the design distribution of packages, and also used for service assurance, which is basically the monitoring system, along with the policy driven and the clam driven, I would say, the closed-loop automation driven system, which will be securing us the complete and joint functionality of this to be intact. Over to back to you, Rani. Thank you, Sashu. And with that, it's time to introduce our panel members. So we have Catherine Lafevre, who is the ONUP Technical Steering Committee Chair, and she's also AVP of Cloud and SDN Platform Integration at AT&T. We have Byung-Woo Jun, who is the ONUP architecture subcommittee vice chair and a long-time contributor, and he's a principal engineer at Ericsson. We have Sashu Kumar Mudiganti, who is the ONUP service orchestration, or SO-PTL, also a technical steering committee member, and a lead architect at Huawei. Lukasz Rochevski, who is the long-time ONUP contributor, committed in several projects, and he's an R&D expert at Orange. And finally myself, Rani Haibi, I'm an ONUP TSC member, and the director of open source software at Samsung Research America. The first questions that we usually hear about this ONUP support for cloud native networks is how to get involved in this activity, how to know what's going on, how to take part either as a user or a contributor. So there are several ways, as you can see here in this slide. I would like to remind you that you're all welcome to collaborate on the ONUP cloud native journey. We welcome any type of participation. You can help us prioritize features, you can bring in new feature requirements, you can participate in designing and evolving ONUP's architecture. You may share your experience with us, if that's always welcome, so we can learn from it. You can contribute anything that could be documentation, design, and of course, code if you're interested. So how does it work? You, we have a task force that meets weekly every Thursday, as you can see here on the screen. We document our work on the ONUP Wiki, so there's a lot of good information there and there is a link here as well. We have a mailing list that you may use to ask questions or make suggestions. Please remember, all discussions are open. We welcome you to join.  You can start by just listening into the conversation and following it and then later when you feel it's the right time, start being more active in contributing. But again, bottom line, as I said, this is an open discussion and we truly welcome the opinion of the end users. So please join us to this ongoing work. Another question that we get frequently is, what is the value add of ONUP for CNF orchestration? What does it provide on top of Kubernetes, for example? So Catherine, can you maybe say a few words about that? So sure, Adi. So the technical world, as you know, is known to have requirement to support network services. Whose components are spread across multiple computing clouds and regions? Therefore, having a centralized orchestrator like suggested by Facio previously that will handle various network functions in this multiple cloud environment is required. The first added value world by ONUP is that the platform knows network service capabilities through the modeling. The deployment and the lifecycle management of network functions are more complex than the application themselves. There is a need of supporting multiple interface provider network for service function chaining. Again, ONUP is offering solutions to solve the complexity of network function deployment and lifecycle management. ONUP supports cloud-native transformation hybrid deployment with physical virtualized and containerized network functions. That's also another asset. And we can also think that there is a need for showing the comprehensive status of the application level instead of each resource level. So ONUP can monitor the service distributed application and can also run through various analytics and gene and even act on actionable insights. So the platform provides monitoring, analytics, observability, capability of distributed application and control loop mechanism. That's also a great asset offer by ONUP. And finally, ONUP enable uniform and platform level service mesh security pattern by leveraging some science-based projects. So that's my feedback to you, Ronnie, about what type of adding value the ONUP platform can bring. Thank you, Catherine. Sounds like there's a lot to do and Kubernetes itself is not enough. So thank you for... educating us about this. So there is, as I mentioned, a lot of things are going on and there's a lot of functionality, but maybe it's useful to kind of understand what features were delivered with ONUP Honolulu release and what can we expect from the Istanbul release expected later this year? What is, and also what is planned for the future? So Lukash, maybe you can start. Thank you, Ronnie. So the recent releases that was developed, a lot of very useful features for the CNF orchestration. So starting impact from the capability for the onboarding of the native home packages, compliant with the version 3.5 of the home standard, we can with ONUP deploy such packages dedicated to Kubernetes clusters and ONUP participates heavily in the process of the preparation of the inputs for the instantiation process. Moreover, ONUP is very important in the process of the post configuration just after the deployment of the home packages. Moreover, with ONUP lately, we can perform the health check operation for the CNF, checking whether the deployed CNF is up and running and is ready for handling the traffic or other things. We have also possibility for the synchronization of the configuration between the CNF, DNF and other network functions. Moreover, we are able to track the status of the resources deployed on the Kubernetes and to fetch this information for the configuration purpose or any other kinds. And we can also create our custom workflows in which we can provide any customized logic that will integrate the CNF with our environment or other things. Thank you. And Seshu, maybe a little bit about who our ONUP is going with in that respect. Yeah, I mean, that's a pretty big question, Nairani. I'll try to brief it as much as possible because one thing is for sure, CNF is a pretty big journey. We just are scratching the tip of the iceberg with respect to what we have to do there. I think Ukash has given us a very good insights on what we have done so far. That is actually the basis of what we'll do in future. So one of the major things which we are trying to do right now is to integrate ourselves with standard organizations like the ETSI-3PP to ensure that we don't have any, we don't get into a situation which is non-standard based. We are working closely with the ETSI standard, which is also working in parallel right now to us to actually bring us some standards with respect to Sol18, also on Sol7, Sol4, with respect to the VNFD, NSD, and security. That will be one of the major challenges, one of the major works to do, and to make sure that we integrate with them. The other major contribution would be towards the integration to Kubernetes-based metrics, as I was talking in the previous slide about the closed loop or control loop operations, wherein right now one of the biggest challenges we have is to actually have the control loop for the CNFs, which is a must-have task or must-have feature for a production-grade system. So surely we'll be working on that with integration of Prometheus, which is actually happening on DCA. This will surely be setting a stage. The other things which we are also looking into is to see how we can leverage the existing systems without modifying the flows, and to ensure that the current orchestration flows themselves can actually take care of all the three resources. By three, I mean the VNFs, the PNFs, and the CNFs, and to ensure that we will actually have a complete service comprising of all these three, or any of these three, or a combination of these three, to be orchestrated seamlessly in one app without having any fuss. So this same platform is what we want to enhance further for different scenarios. The scenarios also include certain things which we are looking at right now, because the basis of this is a use case to validate. Again, I want to stress on the point that ONAP is not a product, it's a platform, but we use use case to validate the flows. And we are currently looking at 5G-based, as I said, 5G Blueprint is one of the key features which we'll be looking into to orchestrate and demonstrate the complete functionality. Also, we are looking forward for any sort of, I mean, collaborations with any partners here who would be happy to join us and provide us some CNFs which can be used or to demonstrate certain features. Rani, again, this is the part of what you said. I'll be just adding to what Rani just said, how to join us. One of the key contributions which we are looking forward is to actually have some collaborative work with respect to new features. We have been doing certain features of it, but that's not enough. We want more and more scenarios to be joining us to us, like we want operators to come up with the scenarios which are right now their big problem. We will try to find a solution together.  Yeah, thanks, Ashu. A lot of exciting stuff going on and a lot of work still needs to be done and it's gonna be interesting for sure. One of the questions we often get is about the CNF packaging or how to prepare the CNFs for orchestration by ONUP. So, Byung, can you help us understand what is the format of CNF packaging supported by ONUP? Is it HEM-based? Does it follow HCNFB specifications? And what is that ASD you just mentioned? Sure. ONUP supports ONUP proprietary CESA package with ONUP internal CNF models and Helm charts. We're using Helm chart. And second, SC-SOL-004-based CNF packaging, including again Helm chart and with SC-SOL-001-CNFD or coming ASD, application service descriptor. Application service descriptor is being developed as a new CNF modeling specification and it uses SC-SOL-004-based packages. Once ASD model and package are settled, ONUP proprietary CNF CESA package could be replaced with ASD packages. That's the current plan for our format, what ONUP supports. Back to you, Rani. Thank you Byung for putting everything in place for us. Another question that comes to mind is, as we know ONUP is not the only open source or network initiative out there. There are different open source projects and also standard development organizations that are working on this transition to cloud native network. So, Seshu, can you say a few words about how ONUP fits into the bigger picture that includes other open source projects and SDOs? That's a wonderful question, Rani, because I think it'll be part of what I just said before at the future plan. As I said, we are already working with ETSI. Byung also said that ASD is one format of it which we are together working on to have the packaging and the model structure. The proprietary package, as he said, is something which came from the OpenECOMP time in 2017 and then we have been evolving of it to integrate ourselves with multiple standards. ETSI is one of them. TMF is also one of them to have integration with respect to the inbound, I mean, legato-plus-toe sort of feature functionalities in the orchestration layer. The other things which we are working also are on the standards from 3GPP, from ETV Slicing. The Entrant Slicing is one of the key features which is happening in the ONUP. We are working on it since Frankfurt release, but it is five and sorry, release six in fact, release six onwards. So, we have been working on it and we have been evolving it right from core, the transport and the RAM. These all things are right now, VVNF-based. The core is actually what we have transformed to a CNF, that is also gonna happen to 3GPP standard integration. Coming back to the point of OpenSources, we are actually working with respect to Onuket. Onuket is one which is actually gonna help us in the validation and certification part of it. The other project, which we will be closely working on the XGVela. XGVela is the teleco pass platform which is actually a layer above the general pass. So, that is gonna be a good integration point for us for actually having the complete general pass right now. It's a black box for us. The cluster is not managed by ONUP. So, we will actually have that black box transform into gray and then slowly to white in the future. We are expecting that to happen with XGVela integration. Also, integration with EMCO, a new project which is right now in integration in the LFN is something which we are also looking forward to. So, this is a nutshell. I can say we have the integration points both from the SDOs. When I'm saying SDO, I'm talking about the standard organizations like the TMF, ETSI, the 3GPP and so on and so forth, all of them which are actually working on CNFs. On the OpenSources projects, we are also integrating ourselves with XGVela. We have plans to integrate with XGVela and EMCO is somewhere in future plan in our roadmap. Also, we have the 5G Blueprint is gonna give us a big feature where, I mean, as we have seen in the previous slide, it's a huge horizon where we have multiple projects including Magma from Facebook. Also, that is something which we are also looking at. Also, OKD is one, I think, OpenShift Covenants Distribution. That is a very big integration point which we are looking forward to because that's gonna provide us a lot of traction for us to manage our own clusters, which is not the case right now. So as I'm talking, I'm thinking more. So I think this is never ending, but yeah, I can say this is what is a short of what $10 possible integrations for us and what we have in future as a part of the roadmap. We are finding license offices for all these integration points. That's one key point which we have to consider. We also want the experts of these specific projects to come and join us because we want license offices to actually help us to have these collaborations to be more successful. That will be surely a success for any individual situation for both the projects. Thank you. Thank you, Sashu. So with that, I think we can pause here and maybe take a few questions from our audience. Please feel free to ask anything that comes to mind.