Jose Bogarin, Altus Computing | Cisco DevNet Create 2017

>>Narrator: Live from San
Francisco, it’s theCUBE. Covering DevNet Create 2017. Brought to you by Cisco. (upbeat techno music)>>Hello everyone, welcome
back to our live coverage here in San Francisco for
Cisco Systems’ inaugural DevNet Create event. I’m John Furrier sitting
with my co-host Peter Burris, Head of Research at Our next guest is Jose Bogarin, Chief Innovation Officer,
Altus Consulting, VIP here at Cisco DevNet Create. Welcome to theCUBE.>>Thank you.>>So tell your story, you
have a really special story of true transformation, where
DevNet and being a developer in this new world order
has changed things for you.>>Yeah, actually people from Cisco call it a rags to riches story. Basically I founded my
company 10 years ago with my brother and a friend. And business was going good,
but we were having some trouble competing with the larger
Cisco partners in Costa Rica. So that’s why we decided
to do something else and software was the way to go. So three years ago I had
the opportunity participate in the first DevNet Zone in Cisco Live in San Francisco in 2014. And that really was a
turning point for my company because we actually shifted
our focus to the software and software development and
that really pushed us forward and really allowed us to
compete with those big partners, but also expand our business to some other parts of Latin America. So now we’re doing stuff also in Mexico, and doing stuff in Peru, and
even thinking about coming to the States and doing some
software developing here.>>You’re like, taking over the world. So take us through specifically
the inflection point. Obviously DevNet, you
had an internal compass, you felt that, kind of the
tailwind of the marketplace pretty, not obvious to
everyone, but you guys saw it. What was the moment where you go wow, we’re on to something with this?>>Yeah, it’s probably hard
to say because it’s less, like, different moments. The first one I think is
reading Andreessen Horowitz,>>Peter: Andreessen Horowitz?>>Yeah, exactly.>>Peter: The Venture capitalist.>>Yeah reading their blog post
about softwares in the world. So that was a blog post in 2011 I think. But we read about it in maybe 2013. And we started thinking,
hey, maybe the way to go is actually to do some
software by ourselves and figure out if we can
actually improve the Cisco solutions that we are selling
right now using software. So, we basically used
that and then we came to the San Francisco 2014
DevNet Zone and said, hey, now Cisco has a program around this, so maybe yeah, software is the way to go. Maybe software is the way to
actually go ahead and innovate, and do some other stuff to
better serve our customers. So that’s when we actually went back home and doubled down around on our strategy. And started developing more software, and having more conversations
with our clients that we were able to solve
using Cisco technology and Cisco hardware, but also
develop software around it.>>Why did customers
resonate with your story? Was it because you had
a unique differentiator? What specifically did you
do with Cisco that made it such a high impact value proposition?>>Okay, one of the
things that I really like about Cisco is they have a
very robust infrastructure, but it’s sometimes, or you need special integrations to really solve a business
need for a customer. So a lot of customers that
we had, really had maybe the hardware or the platform, for example the Cisco Contact
Center, but there’s a gap between having the
infrastructure and really solving that business need. So when we got there and
told them, hey, maybe we can have those skills, or
we are building those skills in our company to bridge that gap, that really made the
difference with our customers. And that’s our whole business
in past three or four years has really been about that basically.>>And so it gave you an
opportunity to get into that market and just have good products, great! What was the biggest
learnings that you’ve had over that journey? What’s the learnings you could
share with folks watching?>>Okay, the first of all
that it’s a complete shift in your company. If you’ve been selling hardware, and now developing software. It’s two different worlds completely. I don’t want to say it’s
easier to sell hardware, but it’s maybe more complicated
to develop software. It has to be a whole different process because when you are selling hardware, you’re basically doing the design and then just buying
the hardware from Cisco and then selling it to your customer. But when you’re developing
software you have to have your team ready,
develop probably three, four, five months, or even
six months in advance. And then get that
solution to the customer. So it takes a while and
you have to change all your business, you have
to change your practice. It’s difficult. I know that a lot of
partners are trying to move in that way and develop more software, but to be honest it’s not that easy. You have to have a lot of
commitment from management to actually make it.>>But I presume you’re
developing software not just for the hardware
in terms of management, or something like that. Are you also looking at
WebEx, and TelePresence, and the full suite of Cisco products as you start thinking about how you’re developing solutions for your customers? Is that kind of the
direction you’re taking? Obviously on top of the hardware. Is that kind of the
direction you’re taking?>>Yeah, we actually started
more around Contact Center and then mainly around collaboration so, WebEx presence and
now even Cisco Spark. That was our focus for the
first maybe three years and now we’re starting to
do stuff around networking, like traditional networking
like routers, switching, or stuff like AP Key M or
CMX for the wireless part, or even Meraki gear. So we started in collaboration
but now we’re expanding our business to other parts
within the Cisco portfolio.>>As you think about this message of how the network, which
has now become programmable, so in other words you can
use software to define and reconfigure, rapidly
reconfigure the network, are you also then seeing
yourselves working not just with the
traditional network people within the companies you’re selling to, but also developers in
showing how the network is offering a more superior,
or extending the quality of the target that they’re writing to as they write software?>>Yeah, and it’s quite interesting. And coming from that Contact Center side, our conversations moved
from IT to the supervisors and teams supervising the Contact Center, and now going to networking
we’ll probably have to move the conversations
from the operations team now to the development team. So when you start developing
software you actually have to go to the line of business,
or to teams different from that operational team
that you used to talk to.>>I was going to say, that’s
probably one of the reasons why it becomes more complex. That the change management challenges, and a partner has to fit into those for installing a new switch, or installing a new router is one thing. But the change management
practices of going in and evolving the way a
Contact Center operates, and I know Costa Rica is
one of the places where, at least here in the US,
it serves Spanish speaking communities here in the US. That’s a pretty significant challenge. There’s a lot of change management things that have to happen there. To be dragged into those
is not a trivial exercise, but it also points up the
need for more intelligent, higher-rope, more easy to
manage, more robust types of networking interfaces. Where do you see the network going as a resource for developers to hit?>>I can say that it has
to become easier to program the network because right
now you have a lot of technologies, but they’re
still not there yet. You still need a lot of network background to actually use them, and some of them are not very flexible. So those technologies need
to evolve for the developers to actually use them. And I see that coming
in the next few years and Cisco’s made a lot
of progress in that. And also what we’re seeing
it’s that need to improve the analytics and
information that you can get from the network. And again Cisco, for
example, has made a lot of progress in that.>>John: Well, AppDynamics.>>Exactly. With things like
AppDynamics, or for example, APIs like Data in Motion, or
the whole thought computing process that they have
and that needs to improve for the developers to actually start getting more use out of it.>>What’s next for you now
that you see DevNet Create? They’re puttin’ their toe in the water, doing a good job here. First inaugural event. Does this have legs, this event? Yeah, yeah, I’ve seen it. I wasn’t there during
first DevNet Zone in 2014 and I’ve seen the growth from 2014 to 2015 in San Diego, and then Vegas,
and then Vegas this year. So I’ve seen that grow in the DevNet Zone. I’m completely confident
that the DevNet Create is going to get bigger and
bigger in the coming years because I’ve seen how other
teams, networking teams, operational teams, like
people from Data Center, traditional like computer teams, they’re starting to get more interested in software development
and events like this.>>So based on your first signals of the first year of
DevNet, which you walked in and transformed your business, you feel a similar vibe here?>>Oh yeah, yeah,
totally, yeah, completely. You get that vibe of people
learning, people start to say hey, Cisco’s really
actually sponsoring this and is actually putting their
money where their mouth is. They’re actually investing–
>>And the content’s good. That’s to me, the tell is the content.>>Peter: It’s called walkin’ the walk.>>Yeah, exactly, they’re really, really helping the developers
and you can see that.>>Well, let’s hope that it
translates to the core of Cisco because it’s a huge company. The network engineers in
the past, their diversion of developer was using Voice-over-IP. Those worlds are over, not over, but they’re subsumed by cloud, right. Cloud is changing everything. So what are you most
excited about right now as an entrepreneur, recovered,
you’re back on your way, rags to riches, talk of the town. As you look out on the
horizon, the 20 mile stare. What are you excited about
that are enabling you to go out and do what you’re
doing, what technologies?>>Yeah, well probably
I know that some of them it’s like buzz words, like IoT and cloud and machine learning and even blockchain. But actually having those
technologies at hand, and it’s not like you have
to choose every one of them but actually use them, some of them, to actually build a better product or better service to your customers. It’s something that really excites me. And again, it’s something that
Cisco’s really investing in. So getting that traditional Cisco mold, it’s like networking or Contact Center and actually improve those technologies with machine learning
or some IoT technology, I think that’s the way forward. And we’re actually doubling
down our investment in those technologies.>>Jose, thanks so much
for coming on CUBE, sharing your story, I
really appreciate it. Congratulations.>>Thank you, thank you so much.>>Peter: And you’ve got to
get us down to Costa Rica.>>Sure, anytime.>>We’ve got to get down there. Half of Palo Alto goes down there, so we might as well Peter. (laughing) Seriously, thanks for coming on, great to have you. It’s theCUBE live
coverage in San Francisco for Cisco’s inaugural
event, DevNet Create. Building on the popular,
only three year old DevNet program. I’m John Furrier, with
Peter Burris with theCUBE. Stay tuned for more live coverage. Stay with us after this short break. (upbeat techno music)>>Hi I’m April Mitchell
and I’m the Senior Director of Strategy and Plan.

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