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The Axians Network – Simon Pamplin – Technical Director EMEA – Silver Peak – Techerati Live 2019

The Axians Network – Simon Pamplin – Technical Director EMEA – Silver Peak – Techerati Live 2019

[00:00:21] And welcome to the Axians Network on Disruptive Live Life from Cloud AIX, where you’re from the Xcel Centre.

[00:00:29] And with me today, Chris Gilmore, CTO Axians, my co-host. And have you had a look around?

[00:00:34] You have it seems like there’s a lot of noise going to. Much to the noise because noise going on. We get to hear each other. It’s it’s interesting when you kind of wander around and the only reason, you know, you’ve changed areas is the carpet goes a different colour back in. Yes. Yes. There’s a lot of things there’s not a lot actually to show you other than some intent. So.

[00:00:57] Right. We should welcome our first guest, Simon Pamplin, who is technical director at superPAC. I have to say, Simon, talk about right place, right time superPAC just seems to have exploded onto the scene.

[00:01:08] So I was happy that it’s grown dramatically. I will say. Right place, right time. I’d say we’ve got a great product and a really strong strategy, of course, and that has come to bear with the customers now realising what’s required in the next debate. And they found it all in a big solution. So we’re very happy with the way that it’s been taken up.

[00:01:26] This is a good point, because last year was like 12 to 18 months ago, SD-Wan was more the bleeding edge and people were hearing about it. I think the last 12 months has been a huge change. And now we have like large enterprise fully deployed as transformation sake. Talk about the evolution and actually Iran over the past 12 months and how that’s changed.

[00:01:47] I think if you look back 12 to 18 months, people are still in evangelising type discussion. People didn’t believe the benefits it could bring. And it was only when they saw the demos or they saw the pictures on their own site, they realised that there was a different way of doing that work. And again, the leading edge of the bleeding edge, if you want people to buy it, is that it got the early benefit. And what we’ve seen in the last 12 months is from a sort of average deal site in the low double digits to the 500 to 1000 site is a regular sized deal. That’s big business. That’s Global Enterprises who are now confident enough in the solution and the benefits that it brings to deploy at match. So it really is ramping up quickly and it’s delivering everything. It’s always good to crush the whole customers. Now, at DR model, it’s in the early majority approach of the curve, really. But what we’re seeing is people are now taking it as read that this solution works. They’re no longer just dipping their toe in. They’re going in with a clear set of requirements, a clear set of success criteria, proving it in their own environment and then deploying it en masse and getting the benefits thereafter.

[00:02:54] Certainly we’ve seen. We’ve seen.

[00:02:56] A lot more enquiries come through that seem to be more grounded in nature and intent to do something with it rather than almost a tire kicking the can we had in the last eight months ago. And now we’re seeing more and more opportunities start to actually firm up as people started to realise the benefits they can actually make from adopting this technology. Yeah, I mean, they realised that SD-Wan is perfect for everybody’s Cloud policies and their strategies because SD-Wan works in the dynamic and changing environment. The traditional networking world is very static, very slow to change. And we all know the pain points, the costs that are involved in that. Whereas SD-Wan is designed to be continuously reacting to changes, but making sure that the end users applications are running exactly as they want. So the quality of experience, the abuse against is superb. The benefit of the I.T. teams is it becomes much easier to manage. And the business is deploying a network that is focussed on business driven requirements rather than speeds and feeds and traditional client server type approach of application hosting the business driver or the business. Kind of focus seems to be a strong, strong point, so solution in terms of foreign Kyocera, I mean, it’s one of your core tenants, isn’t it, really? You talk about business through the network in the ways we may not be to build an application based SLA business wants their applications to be able to perform.

[00:04:17] Right. And then we use our software and technology to build the underlying dynamic network to achieve that SLA. And then we’re doing dynamic changes on every single packet across the network to achieve that, actually. So it really is a business focussed approach rather than a device focussed approach.

[00:04:33] And typically the Democrat customer customer moment, are they really large enterprises or are you seeing smaller businesses coming up through?

[00:04:43] The interesting thing, certainly from my perspective, the job I do, the conversations I have with the customers are completely different every time because there is no one vertical. It’s anyone that has multiple locations and the requirements for the network into those they over satellite in North Africa, be it domestic broadband home broadband in China or Brazil or the High-Performance fibre networks that we’ve got in Europe and North America. All of those have benefited from SD-Wan. And we’ve got a plethora of case studies and customer references from all sorts of verticals. But it keeps the conversations nice and the anecdotes because everyone has a similar set of requirements. So they want good quality applications performing as they want to, and they don’t want to have to be a network engineer to understand how to use them.

[00:05:25] So simplifying things and automating things to say you should do a lot of different coming different types of customer across different verticals. Is it fair question to ask what typically say two questions. You say that you sit in front of lots of people say, what are the two questions you seem to get asked? Do you hear time and time again from customers in respect to SD-Wan? Customers tend to have very polarised views on what SD-Wan is on the brink to their their benefit.

[00:05:51] And we typically are talking to them in a very consultative approach and asking what’s their business strategy? What do they need to achieve rather than what are we doing? It’s what can we do to enable their business? And most of the time, people are moving to cloud based applications like Office 365. They’re doing voice and video over cloud based. And they need to have high quality experience. They need to have that certainty that where they would traditionally have gone over a private circuit, they can now do the same thing over the public Internet, maybe in conjunction with the private circuit or maybe completely separately. They can use multi Cloud for different hosting in the U.S. If you Google and Oracle, which were the only ones that are certified in all four of those cloud environments. Sorry. So you the certification, is that so? So we’ll be the only ones who have verified to the virtual machine in all four of the main cloud environments of Azure, Google and Oracle in the marketplace to go and extend a customer’s network into that cloud. So you get that true cloud usage such that your local network and your whatever network is now next in effect, effectively. Yeah. And you’re moving yourself closer to the Cloud hosted applications, so you are getting the best possible performance of those applications to the Cloud.

[00:07:02] The Bloor Cloud first models that customers are starting to come to your platform fundamentally software. So where do you see the evolution of. Coal product set to move towards Divvy Cloud first, or you have seen a number of use cases, where where do you see the future of phase two?

[00:07:22] So everybody has a Cloud first or a Cloud strategy going forward. And why wouldn’t they? But we see the benefits in the future of SD-Wan is around driving more automation into the solution. So people want to deploy a cloud based firewall. They should just be able to Dragonite an icon on a screen, do a mouse click and then in the background we will build all the required links and connexions apply all the security to it so they don’t have to worry about the business again. Yeah. So our focus is on automation, on driving more intelligence to understand how the Cloud applications are being hosted and what’s the best path to get the best response time for those applications. And more importantly these days, is driving more visibility into what’s actually going on a customer’s network. So where traditionally you would have bought a performance management tool that look specifically at application performance with a fairly hefty price tag associated with it when our building that into our orchestration platform, which comes as part of the licence fee. So we’re saving customers money, we’re giving them more visibility, and we’re driving automation to simplify the network and the speed, the time to market advantage, like deploying new locations.

[00:08:30] A year ago today, I mean, we have we there are so many more SD-Wan venues, solutions on the market now you how how how are you differentiating in what you’re offering us as opposed to everybody else?

[00:08:46] What’s Silver Peak at the top? Right.

[00:08:49] And they’ve got the magic quadrant around in this space for a long time. So in terms of technology wise, where do you think you’re to win next year?

[00:08:58] When I first came out, people were looking at the pure plasty when it was really just an orchestration platform. And then the companies they referred to as pivoting from one optimisation into an orchestrator and one optimisation. In the past 12 months, they realised that because of the different types of connexion that we can now use 4G, domestic, broadband, etc., there is still a requirement for one optimisation, especially when you move to the cloud because Cloud is free to put stuff in. It’s very expensive. Get stuff out and if you can compress that data coming out, you can save the customer money, which requires a one optimisation capability through duplication and compression. So we went from being referred to by some of the analysts as a pivotal player to we’re in the top right hand corner of the Gartner Magic Quadrant. Now, there’s about 63 people out there, companies that say they do SD-Wan of that, there’s only three in the top right hand corner. And of those three, there’s only one that has SD-Wan and one optimisation in the same software stack through the same management interface in the same licence. So no additional training, cost or management to deploy On-premise. That would be asked, of course. But we’re also not complicated by having a wide portfolio. We’re also the only one that’s 100 percent focussed on SDSN. So we don’t get distracted with a portfolio of a thousand products, 100 percent focussed on SD-Wan. And we do technical alliances with the best of breed solutions for other things such as security, etc., to integrate with our product, to talk about the way we do our business driven.

[00:10:21] This is top down, isn’t it? So I know that some of the differentiators your business talks about and it’s about being driven the highest quality of experience, continuous adaptation and unified platform.

[00:10:32] Can you talk a little bit through those high levels of the business is really that the business shouldn’t be a networking organisation or service provider. They have a job to do, which is their business. They want to run the business without having to employ a huge army. Every time they want to make change, they want it to be dynamic and adapting to the business needs. So that’s where our intelligence comes in and our automation to make those changes based on what the business is saying they want to do, to be like the the Google car concept. You don’t understand. You don’t have to understand how the engine works to use a Google car. You want to get in and go from point A to point B, and if there are roadworks or disruption, you want to deal with that just to get you to where you want to get to when you want to get to. So that’s the business news.

[00:11:14] Sorry. Oh, it’s the highest quality experience. We’ve already touched on that. Really. It’s a case of you don’t want the spinning egg timer or the spinning ball on your laptop. You want your application to function as you want. You don’t want your end users to be sitting there twiddling their thumbs, waiting for the quality or someone to hang up on a voice call because it’s so terrible quality that they can’t hear or pixellated video. You just want it to work. It’s a bit like the iPhone. You just allow it to do an upgrade or you plug it in at night because it just works. So that’s our philosophy on that. The continuous adaptation is really we’re in a dynamic world. So Cloud applications could be anywhere. They could be hosted on site, they could be in the Cloud, they could be all over the place. We have to have a system that can dynamically work out what’s the best way to get to those applications in the fastest manner, the traditional way of doing things with static. So even down to identifying an application, every other SD-Wan solution uses deep packet inspection, which is a static list matching a type of packet to a destination application. Static’s capacity to continue exactly. Being static in a dynamic world doesn’t work. We use a technology called First Packet IQ that talks to the cloud providers on a daily basis, continuously updates and refreshes our customers. First packet like you can identify 10000 plus Cloud applications on the very first packet. And if you can do that, you can then steer them appropriately to a direct net for the fastest connexion to a cloud based firewall, if that’s what you want, or maybe call it to centralise firewall. So your entire security and performance profile is held within that first packet. And if you can’t identify the first packet, you can’t steer it correctly, which is what everyone else is struggling to do. So we have we have some unique technologies. Fifty something patents to achieve all of this technology and capability. So.

[00:13:01] To that, two of the SD-Wan was a big buzz word two, three years ago and is now starting to come to fruition. Other buzzwords currently still kind of going a 5G and Iot, and now I can see how 5G would have a really good use cases of connectivity methods to allow you to access to all your platforms from a subscriber or an endpoint perspective.

[00:13:24] Do you do you see any kind of Iot use cases that you can think of that we’ve already talked to a lot of utility companies that have remote sites, maybe water companies, etc., where they have monitoring equipment. They have to understand what’s going on, but they don’t have people on site. So that’s perfect for us because we can use whatever type of connectivity they need or they’ve got there. So if they’ve got a private network, we’ll use it. If they’ve got 4G, we’ll use that. We’ll use a combination of all of these things to give them the connectivity in some of these remote areas. So we already do some things around Internet things. I mean, coming back to the 5G, we have a use case in North America where we have paramedics that have one of our solutions with multiple 5G or 4G at the moment. Modems plugged into it into a backpack when they go to a crash or an accident site, they’re doing voice and video streaming back to the hospital, doctors from the the casualty before they’ve even touched them. So the hospital is fully aware and ready. They’ve got patient records in front of them automatically from the hospital because they’ve now extended security, the hospitals network, to this mobile phone. So your first responder now has all the information up front, all of the the allergies of that patient, the critical help that patient’s going to need when they get to the hospital. But they’ve saved that amount of time to that goal, the few minutes they have for helping a casualty.

[00:14:42] We’re saving the time to use cases we’re going to be aware of in over the next six months. We hadn’t even been not thinking about it now because that’s a very good example.

[00:14:51] I was DDoS those those boxes are once you open and you start finding more and more and more use cases, but you find out a whole new technology.

[00:14:58] You give new technology to end users and they will find 1001 different ways of using it than you originally thought. And the very good thing with us is that we have a very good closed loop of taking customer input and improving the product. If there is a feature that we maybe don’t think needs to be in it. But our customer saying actually it might be legacy, but we still use it a lot. We’re quite happy to put it in. We have a very agile development process, which means we get features and functions out to the end user really quickly.

[00:15:22] Perfect. So there’s lots to come still from. So we look forward to just seeing those and being part of those going forward. I think we’ve run out of time, so that’s been really great. So it’s been a pleasure. Thank you very much. Thank you, guys. Thank you. Say.