we've really helped and contributed to a lot of positive outcomes for customers who are victims of cyber attacks need to recover from Cyber attack just looking for a place where they can walk into the ubx house and open the door and they're like I'm safe hello and welcome to episode 80 of great things with great Tech the podcast highlighting companies doing great things with great technology my name's Anthony sper and in this episode we're exploring the journey of a cloud service provider innovator that transformed a
childhood fascination with computers into a mission driven Venture this tale begins in a Detroit basement loaded with servers and evolves into a global entity leveraging Cloud technology for operational excellence for their customers that company is ubx cloud joining me is Steven panovski president and co-founder of ubx cloud welcome to the show thank you so much Anthony I really appreciate being here it's quite an honor actually thanks very much and before we get into I love what we're going to talk about we were in the
pre-show and I'm really excited about your story talking about ubx Cloud but also just talking about some really important Trends in the industry at this point in service provider land so before that though if you like great things with great Tech and would like to feature in future episodes you can click on the link on the show notes or go to GTW gt.
com head there and view all the episodes or you can go to YouTube hit the link and subscribe button the like And subscribe button even or go to the podcast platform of your choice Apple Google Spotify all hosted and distributed by Spotify podcasts all right step with that let's let's get into it and again like I mentioned to you in the pre-show um I'm excited to get back to the roots of the show which is service providers it's been a while since I've had a service provider on the show this is why the show exists service
providers doing great things with great technology it's it's what I love talking about right so before we get into ubx cloud though give me and give the listeners a little bit of a background in yourself and how you know yourself confess geek I think it's it's pretty obvious to to sort of say I love that because you know so am I and it's great in the space but give us a little bit of background about yourself and how you became to to start ubx Cloud um with a friend of yours I believe yeah yeah
that's correct um the the history is uh is is quite interesting always seem to fall into things right um so in 1996 I uh myself and a childhood friend just kind of developed a love affair with um you know all of Technology as much as we could get um uh on Packard Bells actually this is one of the Packard bells that we first a journey with yeah um and uh we just loved everything about it I mean we couldn't get enough of it we would meet up uh on on weekends at church and um every time we would have a
new story or a new new thing that we read and we wanted to share with and um that was uh my that was like cemented the friendship between me and eigor U we were childhood friends we're um we're both um uh macedonians first generation growing up in uh in the states and um you know it was it was this is like all new frontier stuff like we were we were wanted to learn as much as possible um internet wasn't really a thing bbs's Bolton board systems were probably um you know the gateway to to the internet
for us you know it was like what started it all and um with with me and eigor it was yeah Packard Bell and uh you know learning as much as we could and we turned you know we turned our we wanted to learn about Microsoft products you know Linux was like pretty new we wanted to learn about Linux you know so we started um you know building out a home lab and uh we had uh systems and Hardware that was donated by by some of our friends and their parents who were working at like General Motors EDS okay that's pretty cool yeah and we had um
you know we were like yeah give us all of it you know and like we we'll learn from it and um you know he and I uh we're our minds are just very different but we both um kind of put that together and just made something awesome with it I um I remember interestingly enough I actually come from a restaurant family so I uh my family is almost three generations uh in the restaurant business okay um and uh they brought a lot of the specialty um cooking and uh and the recipes from Macedonia which is uh very very similar to Polish food I'm
big big fan big fan of that type of Cuisine for sure with that question yeah so we we brought that my my my grandfather um brought that in and you know we we' they've had a successful restaurant business um in the Greater Detroit area and multiple locations and everything and um I you know I worked the family business but I was like when I came home to that Packard Bell or when I looked at that thing and I walked into a data center I'm like this is what I want to do um there was a customer at the restaurant
that was like hey he's like you like computers and I'm like yeah and he was a regular and this was back in the day when you could smoke and uh you know there was a line of smokers in the front and they're all smoking and drinking their coffee and he had like a a trench coat he worked for a local ISP and he's like you like computers and I'm like yeah and he's like he's like come with me he's like I'm going to show you where all the computers are and I'm looking at my mom I'm like can I go that's pretty
interesting like I would have thought maybe you know is this guy a little bit dodgy like trench guy ask asking or like to go with yeah yeah okay I thought about that too I like in retrospect I was like you like let me go with like some random stranger like like you know and she's like ah he was a regular you know he's fine and yeah and he drove me to um uh the data center it was uh the the the facility was was called bignet it was a it was a local dialup ISP and um he brought me in and there was like a
it was like a retail counter in the front and then there was a safe and then they opened the the safe the Vault doors and in the vault doors were cabinets with beige servers I was going to say is it likely that because that time time it would have been potentially the the the ISP side potentially was going to be rows of literal modems connected up together potentially as well like that's what you that's what you would dial up into right yep there were um they were us robotics exactly what you just mentioned yep and um I was like scanning
the room and the excitement never left me after that day after that smell of the glycol in the air and seeing that data center I was like I want to do this forever it's interesting you talk about that feeling that I've just I've been I've just been transported back to around about the same time 95 96 when my my mate took me to one of the first internet service providers here in Australia on Perth called psinet never forget the name and we went in there and I just remember the smell the tech they
had like it was just a different world and they had this thing called ethernet that was a really fast internet connection I was like well this is amazing you know so I I think you and I probably had that same feel of of that and I've just got transported back in time and it was a great feeling that kind of you know I know solidified my love of Technology as well and the internet because it was so new and fresh back then very much so that's wonderful and that's exactly how I felt and I turned down a lucrative restaurant
Empire right like Sons inherit like that's kind of the thing in our culture so it's like uh H I'm okay I'm I'm going to do this because I really like doing this all the time and uh and that that was in the 90s right um so talk about how that evolved like obviously you know and we've got the garage story happening here but you've got you've got your origin story of the love of computer with eigor and what you guys are doing but how is that translated to setting up something that's going to become ubx
cloud in the future what was the transition in the steps there oh yeah good point so um I worked for um back in back in the '90s you know internet was was not that common right it was uh it was more perceived as like a you know almost like a luxury at that point and not accessible so I worked at a coffee shop um just north of my home and um I uh they there was a it was a cyber cafe so you were gonna say I was gonna say you were gonna say internet cafe yeah awesome y so it was like the two things that I love internet technology coffee
right so it it was the greatest thing ever um and uh I I we there and my uh my boss interestingly enough like everyone on the staff's name was Steve like there was like five Steves there um so my boss boss Steve was like uh hey you're pretty good at Photoshop and you're pretty good at like U you know HTML and stuff he's like why don't you teach our our web design class on on Fridays and I was like okay like totally I can do that so I would um I would teach uh design fundamentals and um and just basic HTML
for constructing like personal websites and stuff and um this was around the time of like this this was actually even before like geoc cities and like tripod and some of those other sites and um he had a really like there was a lot of interested people and uh at the end of our sessions like we did a couple um I think there were a few weeks long on the week on Fridays people would be like hey okay I finished my website we give them like the floppy disc or whatever with the HTML stuff on it and like okay like
where do I put this I can say this is going I can say this is going yeah so I I actually asked my boss I said look there's a lot of people asking um you know why don't why don't you guys like put this on your your servers and stuff because they're an ISP like the cyber cafe actually was the local ISP there wow there you go okay and that's how they were able to to serve all those internet connections at their coffee shop and uh he's like you know what he's like we sell we sell dialup minutes that's it you know and
coffee like he's like we don't do any kind of anything and um I was like well do you mind and he actually I think he suggested I think he said well don't you have those like servers at home and I'm like yeah yeah I do you know and uh he's he was totally cool with that so we ended up um just moving a lot of those customers uh naturally right and um it got to the point over time where it was like we got like as these Technologies are evolving their needs were evolving so like hey you know we want email can
you do email you know and we're like hey like know we we have Linux servers and we have sun and we have uh compact back then I was like yeah we can do all of that FTP yeah no problem and it was just us learning right and then it kind of got to a point where like we're like looking at each other and we're like this is like a business now because we ended up having to like our servers were like my basement looked like something out of NORAD I mean it was like people would would would see my basement and
they're like what is this like this is crazy yeah do you still have pictures do you still have pictures of those like hanging around you know I I'll no I have very few pictures unfortunately shame right because it would have been cool like it's it's a cool thing to look back on and Guy this is how it was this is what it is now apparently you know being the child of immigrant parents in the United States cameras were like something that you just didn't do they were just too expensive cameras and
photos expensive I'm not even joking like we've got like five pictures of like the entire 1990s isn't that interesting yeah so um yeah so it was uh we we had um I mean I remember like we couldn't afford the racks like eigor was like building racks out of like spare wood right like he got like went to Home Depot and like painting on black and stuff so he like that's just how he worked right his mind was just incredible and um we got to a point where we're like okay we need to like collocate this so um one of the things
that I was doing is that at the restaurant locations they had industrial power they had three phase so I collocated some of our servers at my family's restaurants they had good connectivity battery backup you know three-phase power it was a nice little setup and then I'm like you know eor was like we need to put this in the location or we need to put this in a data center like a proper Data Center and um that's kind of where it started like that was the spark um and uh our clients just kind of drove that they they they pushed
us and they showed us what they needed and then we're like yeah we can do that right or like yeah we want to do that so I love the story I love the I love the evolution of just kind of being there geeking out but also then through just being around people that needed certain services and through the web design it kind of evolved into you know we're going to build build and host out of our garage and then it's like well garage this is getting serious let's pull it out and put it into a Data Center and
then you know from a ubx point of view that that that kind of was incorporated what around 2008 time frame so you know what what what was the sort of shift that made you go hey now we've got to you know create ubx and and kind of make this thing legit yeah like our goal was to like we both went to college together we both graduated from the same University and um you know our paths were like very different like I was I was doing a lot of like Consulting um for smaller businesses and working with a lot of local managed
service providers and I was like the server backup guy or like the server dude or you know the rotating the tape kind of person right um and uh and and and handling that aspect of it and eor was just like you know uh just rocketing into space with his virtualization specialization and knowledge so but we both had that fundamental core and drive for like servers like everything that we did in the data center was exciting and fun and we wanted to do more of that and um you know in 2008 was like that that year where it was like okay we're doing
this like sign here right like this this is now a thing like it wasn't a thing it wasn't a real thing before now it's a thing so um and and like I said we'd already learned uh like we we'd already known of like Citrix Technologies and uh you know uh I think it was a metaframe back then and RDS over dialup and you know we were like we really like enjoyed doing those kinds of things and um we knew that we didn't want to really be like um an outsourc IT department um we wanted to be like the backend backend
people right like the you know the the the the the radio face you know not the time right that's yeah and so so what when you started there just taking through the first few years of ubx 2008 through maybe first five or so years what sort of Technology stacking Partners were you using back then you mentioned you know virtualization so I'm assuming VMware but in terms of of your stack and I haven't asked this question for a while because I haven't needed to because of the different types of providers but I
used to ask in the early days of the show like what what do you what did you build on like was it Dell was it HP and I always kind of interested in the stack that it was because they were all kind of people were doing it all kind of the same but it was slightly different you know and you and you've mentioned that you you would look at other service providers to get a bit of influence or a bit of idea ideation and we all kind of did that right so what was that stack initially and what were you actually offering as services in those early days
sure um so we were very comfortable from the from the beginnings with hpn compact I mean compact servers were basically what we started all the uh x86 stuff on yeah and um and that just kind of evolved like to the point where we were on like first name basis with a lot of the HP people um I had uh a key fob or not a key fob I had some access to get a key code to get into their Depot to just grab parts and leave IO IUS how good that it was awesome how how different it was how different it was how different I
mean I'm not even joking I would leave like a yellow like posted note and be like ubx O's you know like this this and this like send me the send me the bill or whatever and um uh it it was really great and but we got to a point where um you know we we needed to like do more automation we needed to um kind of evolve that stack like in order for in order to complete the vision um that that that you know we had set out was like okay we need to not necessarily use what we like but use what's the best for
what we need yeah and um we decided I think it was like 2011 that you know even though I have a love affair with HP that we really needed to go with Cisco UCS and um we needed to to do these things to automate the deployments for our desktop as a service yeah and back then it was like really novel and new and like in 2008 like nobody like we were like the niche right like we were offering um Citrix desktops to a market that had absolutely no interest in Citrix desktops right um so the the the kind of customers that we got were like
very unique like hey I've got a multi-state construction company I got people connecting in I don't want people to drive in and make like you know deposit their data and like do prints and stuff so um I got I I I we were like in that space with like those kinds of requirements yeah and um we also had a lot of uh questions like people were just like look my cabinets are filling up with servers and I have no place of managing them or I don't have enough power heat contain so um that was basically the the building blocks and
the core fundamentals of what we did and um uh on the on the stack side uh we never compromised on storage like that that was a thing um we even early on uh we we we spent we were EMC Partners we spent a ton of money with EMC and um you know uptime was awesome yeah but the workload the the arrays were just not designed for for recomposing desktops and the kind of what what were you running were you running V X's or something a little bit more y so we were V X's as well so um and I they ran beautifully when they ran beautifully
but when they fell they fell hard you know they were very very much so very hard right they were either you got everything or you got nothing yeah lot of lot of good times a lot of pain with them but yeah I know what you're talking I knew exactly where you were heading at with that with that sort of line of thought there so yeah so what did you guys do to kind of get over that so we ended up um settling on a technology that didn't really have uh there wasn't actually a formal stack it's called
flash stack now but that's actually what we had done back then so a couple things um we we became an ISP like legitimate ISP and um you know that was like at the time I felt like it was a little Overkill like why are we why are we doing this right but I understood later on that it was really important to maintain that supplier quality so it was like we became an ISP you know we we we managed our own uh Global ASN and we manage our own Upstream peers because we can't rely on other people to give us crappy Transit right like that was
really it um it's our product right like uh you know we can't compromise on that so we became an ISP but we you know I I like to like we're not like a traditional ISP like we're not evil right because I I feel like in our profession like Telco and isps are like on this side of the and absolutely that side of the fence absolutely they their Network guys um yeah let's just leave it at that without insulting them too much yeah yeah it's I mean no no I mean I think that just the industry is just
very different like um you know as well they're like you know they're like doggy dog like they're they're just not our kind of people um so it was like okay we need to control the supply chain and we did that and uh on the storage side we we were actually the first company to buy bu Pure Storage um we were like take our money right like hey I added I I went through all the couches and I got like this huge amount of money and we're going to buy all Flash and uh that's cool yeah we were their first customer
um we were their first customer in Michigan uh they quote unquote pop their cherry on ubx which I thought was really cute that's very that's very Pure Storage as well by the way actually say something about that in the early days very very very much Pure Storage but you know what those guys are amazing I mean like really it was like look we put all of our vdi workload and all of our mix sto workload on there and I'm like dude it just works like this is like we don't have to do anything like it's doing its
thing right and people were like calling us up and they're like something's wrong we're like what do you mean it's running too fast these aging reports that take like week like like four or five days are coming up in like a you know in one day yeah what have you done what have you done yeah yeah we migrated you over to Pure like all of our existing customers we made a decision and I thought this was really cool of us we're like Hey we're not going to charge you for this we're moving you to this
storage right and any new um you know net new customers then you know obviously we would uh we would change the pricing structure a bit but yeah we gave them we gave the ones that were with us from the beginning like the benefit of that and I and I like that like we were able to do that and pure pure's been amazing right like I I actually pocked pure as well in Australia and just some things didn't quite work out but I saw the the Brilliance of it right and and what it what it offered um and if we could have
I think we would have but we were just too far invested in other Technologies and Partnerships at the time and just couldn't make it work and when you look at where pure P's journey and where they are today I mean they're they're at the top of their game today even more so than what they were right so it's like we're talking about a journey of now 10 plus years for them but they're still stronger than ever and I think it's because of the foundations of what they did it's it was so different but other
people were trying to do what they did but they just executed on it perfectly um and so yeah it was a good partnership for you to strike up with for sure yeah and like I said I it was like completely like it was a very natural kind of relationship and um and they solved every single one of the storage challenges that we had literally overnight and they their Vision like with the on our end it was like I felt like we were really Visionary on a lot of the cloud services and I think that we still are um but for them it was like
they were like 10 years ahead of everything right like we were like five years ahead they were 10 years ahead so it was it was really awesome and um they've been really supportive of us like uh when we when we made our move into India um we were again their first customer in that market you know so it was like we did a lot of we did a lot of um you know the company that we keep is is really meaningful and and a part of our corporate I want to quickly talk about that because I think that is I mean we're running quickly running our
time but I want to talk about India because and you're a global footprint right so what made you go to India apart from the obvious it's a growing region expanding all that kind of stuff yeah well I saw um I I worked uh very closely with a with a brilliant systems engineer at the at the time Muhammad Ali and I developed a 10-year relationship with this guy and and he was from South India and um I I just I never met a mind like his before and I was just like working with him was just like like a waltz
right just a beautiful dance and um he saw like he he handled a lot of um uh he he did a lot of work on storage uh systems and he did a lot of work on backup systems and he was just fantastic Microsoft architect and he worked for us for a long time and I said hey I really see a lot of opportunity in India but I would never like I'm not comfortable with really opening up a business or expanding into that area um just because I'm president Gringo you know I'm I'm sitting here in Detroit I've got no idea
what's going on over there right like and um I have no idea like I just see the market potential like I see the need and um I go if I I go if we if we build our if we expand our business into that area like would you be would you be willing to run it and he was like absolutely and I was so surprised because I wasn't expecting that yeah and within a very short period of time he went from contractor to employee and now owner I mean it was like such a success story for this guy and um and a lot of our our journey um into India was really
just exactly the same kind of stuff that we did and innovated on the US side you know D up as a service uh pivoted into backup as a service and and uh Cloud became a thing right and we were we were the Pioneers there and um beam service provider like you know we we are the backend people that support Enterprise it like if you an IT manager and you're looking uh you know to try to find a pathway to the cloud or to journey into the cloud or to you know put the proper workload on the right location and secure it right like we're that company
like we we cement ourselves because of our um our level of domain speci Y and we fit very nicely in that kind of arrangement for for Enterprise it they leverage us for our expertise and our cloud and our Cloud knowledge and and and and we're very good at those things and on the um on the service provider side uh the manag service provider side we provide products for them to sell and to and and to incorporate into their stack as well so flash stack has been wonderful for us and um you know we're uh we're we are all EX excellent at the
very specific discipline and area that we do um at ubx cloud and um and that is brought into the India market and that expertise comes with it and when we got there it was like you guys got to throw out all this bad Legacy like Juju stuff you got going on here like all this is not going to help you when when when you're ransomware when you're hacked you know like yeah um have you tested a backup you know your server is like 100 years old you know like having these conversations and and now like we've
been five years in that market I think on the six now and um it's the same like I said it's the exact same as as as the as the the US market was uh early on so that's awesome let's let's actually carry on with that because let's talk about the evolution of you know you know you've mentioned v as a partner thank you very much for that obviously you know um but building a service on there and putting and putting a lot of effort into that backup as a service tech and and what that means and what it means to
customers but also how that's evolved into cyber and in a generalized holistic approach to solving a problem today which is increased you know cyber attacks malware um crypto Ransom or whatever it might be so how how I know you've got some very specific thoughts around the evolution there so spend a couple of minutes talking about that and how you know ubx have become have had to become experts in this field to help customers and you know what with the technology stack that you've got as well that's a really good point I mean
um we being a you know we're not a we're not a public cloud provider we're not providing you just utility right we're providing you our flashstack and our and our experts right so that's kind of the differentiator there and back in 2016 um uh you know we we were handling a lot of our um beam customers their backups their their their their backup and their Dr and a lot of the business continuity components of beam service provider environment which we managed and um you know uh two of our largest customers or
largest msps got hit by the ca ransomware attack you know they they weaponized uh the ca um uh they they they use the rmm tool for the first time like this was the first time that this has happened I remember that one yeah and I'm like on Reddit like oh my God like has anyone seeing this we've got like thousands of clients with thousands of servers being encrypted and like it's all happening all at the same time like how is this even possible like all over the planet and um this was a success story for us and for because 80% of
those impacted uh servers that were encrypted physical virtual whatever um they were using our ubx is uh Cloud connect you know they were using our environment and we restored them into full operation in like no time and we were amazed at how fast everything was we were doing Cloud restores faster than the MSP could do local restores and that like blew my mind and that blew all of our minds and um those were like probably the hardest few weeks um just you know uh helping that customer and helping them come out of it
I I was you know I'm on site I'm taking calls on behalf of the MSP and I'm assuring their customers that everything's going to be okay right like everything's fine like you know we're good pretty serious situation but coming out on the right side of it because of the tech stack and the processes and the and the and the architecture that you guys are put into place as well yeah and you never anticipate a scenario in which all of your customers are calling you at the same time yeah that's the worst case
right that's like wor I would I would have packed my bags FJ there you go done and and and that's the thing though too is that we were so specialized and we knew like VH is the tool in our toolbox that never let us down I mean honestly that that's it um it it's like the Swiss army knife that when you like wave it over the box and say okay what is This Server what is this backup it's going to show you the tools that you need to recover it right it's not just going to leave you another box that
you've got to unpack and put it away so that Swiss army knife and that that technology is what helped us recover all these environments and we have so many stories like this it's actually like I'm probably I probably forgot more that we recovered yeah um you know than than than I can remember at this point but that was that was a big one and um we have a history of using VH for like a lot of offshelf uses for like emergency migrations ransomware attacks and the customer needs to get the environment
out of there right or or recover the environment and um and and and it's always been that like that trusty tool and um the thought the engineering you know the the evolution of the product and you it's it's it's just been hand hand in hand it's it's incredible and it's it's funny yeah sorry to interrupt I was it's funny that I kind of don't probably appreciate that as much as I used to being on on this side of the fence like when I was on the other side of the fence I remember you know being
aaz it's like oh thank God we've got I remember you know being crypto a couple times or cust being crypto a couple times and um you know they've got a 4 terab VM but we're doing instant we're doing an instant recovery of the machine getting it up and running and at least they've got their servers back up and running because of the technology and I used to appreciate a lot more I think than what I do now because I'm not it's it's not impact me impacting me in the same way that it used to um though I
love hearing the stories about that and almost makes me slightly wish not really but slightly wish is that maybe I get back into that side of the game get that feeling that I had of just knowing that we're going to be okay because we' we've architected and not just from I'm not just talking about you know talking about the vein point of view but I'm talking about architecting everything knowing that we've got the Cisco UCS the Pure Storage The Flash the networking's in play everything that
we've built and architected gets us to the point where we can go to a customer and say we can recover you with confidence and hey don't worry like that's that's what you want and as a when you're offering a service and building a business around this this is what you want to have confidence in so yeah I just thought I'd mention that it's really interesting and great to hear it as well absolutely and and when you mentioned like the flash stack the resiliency with that with that part of
the stack as well like the backup is one thing but the production environment is another yeah um Pure Storage was you know we have the data immutability feature on snapshots like good luck deleting the snapshots right um there there's all these uh Hooks and Technologies on the storage end that are completely independent of the backup side but still serve the purpose of that let's make sure that things don't get destroyed the whole yeah the whole the entire holistic approach and um on the uh on the them side you know leveraging
um all that goodness uh and and and and you're right like the the wild west aspect of it like I remember we we called uh beam support up and um you know those crazy Russians on the other end back then were like hey like hey can we can we restore a 250 terabyte physical machine into VMware Cloud over the wire and the guy's like uh let me check hold on and he comes back and he's like uh you try to restore and you let us know I'm not even joking like I was like okay yeah we'll try it because like that
I was we were validating if we could and you want to know what we did it we did a p Tov uh physical to Virtual conversion over the wire during a storage fabric failure uh on the client end so their entire storage fabric was just falling apart um the company it's it's this is another long story but um the company went out of business and they told their customers to leave and they had 150,000 servers so we were evacuating all this customers environment these poor poor clients that were just stuck there and um we did that
that was like the biggest VM we ever p and massive that's a massive VM as well this quad yeah I have the screenshot I've got to find the screenshot because I was like yeah that's one of those cool things right hey just to finish off uh speaking of VMware and speaking of VMS um just want to quickly like in five minutes just like chat about the VMware scenario broadcom and you know how that's impacting you from the point of view of obviously I believe you played a couple of sides of the fence with
regards to you know what you offer in terms of VMware licensing and then your own licensing so in a very quick nutshell what what is it what is it meaning to you has it impacted and what's the reality for customers moving forward I think that um it's it's it's definitely a strange situation for for a lot of people out there and just kind of like okay like this is this is a product that we've used since I was like you know like 15 years old right like it's like you know so it's like very near and
dear to us and um you know because of the ownership change and and because of the changes in the in the atmosphere I still feel that um that that there's still a lot there especially on the Enterprise side with VMware and um even though ubx Cloud it's funny I mentioned like you know uh we're like a mullet right like party in the party in the back and and the business in the front but like we do a lot of our labbing on openstack and and and and we have openstack experts on staff and we could we could very easily you know create an
an enormous open stack Cloud um but you know really it's like well who are our customers our customers are large Enterprise right and our customers are like look um you know this technology single pain it works awesome there's no reason to leave it right just because there's a little bump in the road here and there overall I I think it'll just kind of even itself out and from our side of the fence it's like okay well they're saying well now everyone's going to they're all going to rush to the
public Cloud I'm like Hey we're here right yeah we've got a VMware private cloud and it's Flash deack and it's awesome and it's managed by experts and hey guess what we're like a lot cheaper than we care right so it's like um so there's the value proposition there and um you know I mean yeah we could deliver an open stack Cloud that would do a lot of amazing things but you know um there's no reason to change especially when you have larger Enterprise clients that are not willing to make that shift
so let broadcom get comfortable in their new position and um you know let them kind of assess the situation and I think it'll be okay yeah do you think that um do you think that customers and tenants of V Cloud oh sorry VMware cloud service providers have potentially been paying for a super premium super reliable product on the cheaper little bit maybe for the last 10 years I've been trying to quantify this in my head you know maybe there's a bit of a normalization of what you're actually getting from the
point of view of the product and now there's a real tangible example to play it against which is the public Cloud because repatriation was is a thing and was a thing and still is a thing because primarily I think of cost pressures right so it's super expensive compared to what the private Cloud was or this infrastructure Cloud was so could we just be normalizing that to a certain extent like you like you mentioned not completely going the way of the public Cloud cost or the hyperscaler cost and kind of Landing somewhere in the middle
and Enterprises understanding and tenants understanding that it's actually okay like I'm I'm comfortable here because the alternative is probably something that yeah cheaper whatever but maybe less reliable less less tangible for my business to be a going concern because if something goes wrong do I really want to trust that technology and I'm not slagging the other technology that's out there completely because I've had some on the on the show last couple of episodes right but I think do you see
that as being a potential outcome here that there's a bit of normalization of the of the cost here I think that I think the re the come to Jesus and the reality check is really important there when it comes to that I think you nailed it um you know we we've all been using this technology and and it's it's so excellent and so good but there's so much Legacy pricing models you know VMware was very much like ah it's okay you know but in reality broadcom is kind of injecting that like hey there's a
reason why everyone is using this you want uptime you know you want resiliency stick with this and you're you're okay to pay for it because you know you want that 100% up time yeah um or that high up time and um I think that like you know you mentioned um you know the other options that are out there they're all fine I mean really it is but but you got to look at it from the lens of the customer you know and and what are what's important to them and um you know you know is like vdi is a huge thing for
us so it's like look we're we're we're invested in desktop as a service and you know using those products and using those hypervisors there's a reason why we're using them absolutely yeah hey good stuff hey finally just in in a minute or so what's next for ubx what's what's the next things that you're looking at to sort of innovate on and and sort of you know bring to Market um you know our like I said we've regly got into cyber in 2016 but um you know we've really helped and contributed to a lot
of positive outcomes for customers who are victims of cyber attacks need to recover from cyber attacks and um just looking for a place where they can you know they can walk into the ubx house and open the door and they're like I'm safe right we have VH we have Pure Storage we have experts like come in like we'll take care of you here's hot cocoa right yeah um and cookies and any cookie oh yeah cookies are a big thing if you go on YouTube search for ubx cookies you'll see it see okay I'm gonna
do that now I'll link to it Y and that's her back there actually that's that's that's that's our Baker extraordinaire so she um and uh it's just um uh it's it's very much the the you know having the best-in-class engineers and kind of very much doing what we do well and uh expanding you know expanding our Cloud offerings um we've got a lot of um you know exciting news uh in 2024 regarding our you know expansion into India even more and um cementing that investment and then also into new uh new
areas like um you know the UAE like the Gulf region yeah cool we see that cyber security um business continuity uh and and and private Cloud are like you know they're really in hot demand there and the experts to run it so I'm excited I mean I get that that same like glycol data center feeling that I get now I'm actually like I love that I love the good good great way to end hey this has been a really great conversation and like I say a few times but I mean it here we could have talked for hours um
so thanks a lot Steve for being on just is a final remind if you like great things with great Tech head to the uh to the YouTube channel head to the website jtwj t.com or jtwj podcast this has been episode 80 of great things with great Tech thanks again to ubx Cloud for being on thank you so much Anthony appreciate [Music] it
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