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you

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Good morning ladies and gentlemen, many thanks for attending this conference. The University

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of the University of the University of the University of the University of the University of the

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University of the University of the University of the University of the University of the University of the

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University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University

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University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of

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University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of

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the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University

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of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the

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University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of

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the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University

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University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of

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the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University

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University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of

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The University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University

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of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the

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University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of

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the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University

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of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the University of the

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I joined them together to discuss and to present new ideas in order to improve the current environment of these kind of applications.

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So this world, one of the first and very basic goals of this conference.

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The second one, perhaps one of the most important ones is also because we think that both Portugal and Spain, we share some common and some interest.

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So it doesn't make too much sense that both our countries are separated in this kind of organization.

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It makes sense that we join our efforts together in order to make this kind of events a little bit more.

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Let's say to open this event to a broader audience that the one that we could obtain by doing this individually.

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So this is something which was in the mind of both of us when we started organizing this thing.

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The idea is to make this event a regular conference.

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So the idea is to make it an annual conference that will take place this year.

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It took place in Madrid in Spain.

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Next year probably will take place in Portugal in Lisbon.

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So the idea is to make this a regular event where people from the industry and people from the academic and research community can meet together and discuss new ideas around the application security.

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This is basically the idea behind the last.

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And what have we set up for this conference?

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I think you all have the agenda now.

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You can see that we will have some common sessions that will take place at this room at the auditorium.

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And then we have some parallel sessions that will take place in two different rooms.

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In some cases we will have some research sessions in parallel with some industry sessions.

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So in one of the rooms we will have some papers that were submitted by researchers and that will be presented by those researchers.

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And on the other room we will have some talks from people from the industry.

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So from the agenda you can see that you can choose the best session that meets your expectations and attend their session in order to take to get more value from the session.

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The idea and the agenda is organized in two different days in which the first day will have basically under the part of the morning will have some important presentations from some keynote speakers.

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One which was already talked about is Bruce Nalwitz.

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I don't need to dwell anything else to what we sent as a rot already talk about.

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And the other one we will be given by the needs which is one of the guys we are pushing the OS flag around the world.

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So he will be giving us a talk about what is the current status of OS and where do we want to be in the future.

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And then we will have in the rest of the morning and the afternoon we will have some parallel sessions.

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Tomorrow we will have also the same type of organization on the conference.

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So basically in the morning we will have another keynote speaker.

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And the afternoon we will have also some parallel sessions.

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And at the end we have also another keynote speaker and a panel session in which we will try to discuss here.

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Some of the things that we consider that the governments should take care in terms of web applications security for the next year.

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So this is basically the overall structure of the conference that we have prepared for you today.

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And for tomorrow as well.

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I just want to thank everyone in particular to the speakers which we will be here at the conference.

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We have accepted our invitation to be here and to share their experience and their knowledge with all of us.

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So I wish you all a very nice and a very pleasant two days of the conference.

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And we hope we meet your expectations in terms of you expect from the conference.

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So thank you very much.

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Thank you. Thank you very much Mr. Soran.

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So finally I know your answers to the work from Mr. Snayer.

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Mr. Rebus Snayer. Here's the chief security technology officer over the telecom as you know.

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He's a known security technology and author of several books, several papers and also he has a newsletter.

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That every month is public.

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So he is going to introduce us a conference that is titled the future of the security industry.

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So your hands.

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Thank you and good morning.

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So you're not going to hear any Spanish from me either.

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Letting you know to start.

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So I hope everyone's English is up to this.

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I want to talk for the next hour about the security industry and what I see is the future of the industry.

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And I'm going to touch on a lot of different topics as I go, a lot of which I've written about before.

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And for more about what I'm saying.

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I sort of urge you to look at my website and there's a lot of things written about some of the topics we're going to talk about.

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So.

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Let's start with a question.

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Why is security so hard to sell?

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Those of you who are in the industry know that it can be very hard to sell.

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Consecurity.

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You know, IT security and security in general.

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To customers.

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It's hard to convince companies to spend money on security.

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If you work within a company as a security professional, it's hard to convince your boss.

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To spend money on security.

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In general, we find that companies organizations spend a lot less on security than they should than the threat.

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And it's just an question to ask why.

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Why is it so hard to sell security?

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And I have two reasons.

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One is economic and one is psychological.

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So the economic reason first.

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Computers security is complex.

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Right.

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The threats are complex.

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The vulnerability is a complex.

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The countermeasures are complex.

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The products are complex.

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I mean, universities like this offer degrees in this stuff.

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This isn't easy.

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It's actually surprisingly common for the average techie to get confused.

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Right.

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Even train security experts.

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Get it wrong again and again.

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Right.

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This stuff is hard.

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And it's so hard that security technologies,

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Right.

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The products and services people buy have gotten so complex

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that most buyers don't understand them.

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Right.

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I mean, sellers can't explain what they're selling.

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Buyers don't understand what they should be buying.

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If you ever go to a security trade show,

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I know there are a couple in London every year.

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There are this is security conference that travels different

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European locations every year in the US.

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There are probably half a dozen different security conferences.

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If you go to one of them.

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And by the form of an experiment,

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go to the show floor where the companies are exhibiting their

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products.

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And find a company you've never heard of.

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Walk up to their booth and ask what do you do?

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And then listen for about five minutes as they explain.

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And then step back and ask yourself,

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Do you have any idea what this company does?

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And my guess is probably you won't.

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Not because what they're doing doesn't make sense.

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Not because it doesn't work, not because it's snake oil.

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Because what they're doing is so subtle and requires such a narrow

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understanding of the discipline that it's hard to explain.

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That the person you've asked is probably a marketing person who doesn't

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truly understand what his product does.

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And this is a problem for our industry.

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And a commerce to work requires a meeting of minds.

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And the buyers is wants to buy something a seller wants to sell it.

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They get together and they make it exchange.

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Well, in computer security, it's looking like this.

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The buyers and sellers are talking past each other.

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And the result is that companies organizations don't buy the security they need.

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They either under secure them their networks.

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Or they do what they're told by consultants or anybody they hire.

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Or they engage in best practices, which is kind of code for.

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We don't know what we're doing, but we're going to do what they do so don't sue us.

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Or they choose a big name and buy their stuff.

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And companies with new companies, with new ideas or new products or new technologies,

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have a lot of trouble in this market.

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It's very hard for a new company to break through because it's hard to get people understand the value of what they're doing.

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You're going to waste me to drink to take a photo.

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So that's the economic reason.

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Now for the psychological reason.

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So there are two basic motivations in sales.

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There's greed and fear.

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And the first one is a lot easier to sell than the second.

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It's much easier to sell based on greed than it is based on fear.

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So the greed one is easy to understand.

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I want to buy this bottle of water because I want a bottle of water.

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So if someone wants a sell list to me, I'm likely to buy it because I want it.

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The fear sell is a little different.

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I don't want to buy this bottle of water, but I know I'll get sick and dehydrated if I don't drink.

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Water.

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So I buy this bottle of water to avoid that.

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I agree to sell is because I want something.

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A fear sell is I want to avoid something else.

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The greed one is simple.

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It's easy to understand.

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And people are more likely to buy based on greed.

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It's not that fear sells never work.

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People do buy computer security by other things.

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But it's just harder.

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And it's true in other areas.

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People are reluctant to buy insurance because insurance is a fear sell or home security.

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That's a fear sell.

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They do buy.

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These industries exist and they can be very profitable.

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But it's an uphill struggle.

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It's not as natural as a greed sell.

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So this has been explained.

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I guess about 20 years ago by something called Prospect theory.

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And Prospect theory is it's from economics.

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And it explains people making decisions on their uncertainty.

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It's phenomenally interesting work.

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It's under the general guise of behavior economics.

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And if you're interested in Google it and start reading.

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It's really fascinating.

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It's about people making decisions on their uncertainty.

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And sort of spare the details.

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But the results of Prospect theory are that

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people are risk-averse when it comes to gains and risk-seeking when it comes to losses.

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Which means when it comes to a greed sell people don't like to take risks.

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When it comes to a fear sell they are likely to take risks.

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And as a common experiment in Prospect theory we can demonstrate that people are

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people prefer a sure smaller gain than a risky larger gain.

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And English does an expression of burden the hands we're doing the bush.

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That means it comes to losses people prefer a risky larger loss than a sure small loss.

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Now this is surprising.

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The mathematics of risk makes this behavior irrational.

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It doesn't make any sense that we should have this bias.

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And it's been very well documented.

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These experiments have been done across ages, genders, cultures.

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You can see them in other primate species with these same biases.

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Basically our brains are hardwired to be risk-averse when it comes to gains

201
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and risk-seeking when it comes to losses.

202
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And this sort of puzzling behavior, being very puzzling behavior,

203
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it's hard to overestimate how much this rocked the economics world.

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Because normal conventional economic theory predicted this would not happen.

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That people would not behave as irrationally.

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And people do.

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It's been explained by evolutionary psychology.

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And the explanation is sort of looks like this.

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And you imagine a species living at the edge of survival as species tend to do.

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Then a sure small gain means you'll live to see tomorrow.

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That's a good thing.

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A risky larger gain means you might die.

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So we have evolved to prefer the sure small gain than the risky larger gain.

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On the loss side, it's the reverse.

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A sure small loss means you dead.

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A risky larger loss means you might get lucky and survive.

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So we have also evolved to be risk-seeking when it comes to losses.

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I'm actually fascinating, I think.

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Now security is a choice between a sure small loss and a risky larger loss.

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I can spend the money on the bottle of water.

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The sure small loss or I can risk dehydration.

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The risky larger loss.

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We have evolved to take the risk.

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And you know this when you go to your boss and say, I need this computer security thing.

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I need this new firewall, this new IDS, this new auditing system.

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I need this to make our network secure.

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And your boss says to you, well, you didn't have it last month.

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And we're okay.

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So maybe we don't need it this month.

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Let's take the chance.

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Let's take the risk.

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But you see that again and again.

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People prefer to take the risk.

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They don't always do it, but they are incentive to take the risk.

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This is why the computer security industry has tried to turn security into a greed sell.

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So a semantic many years ago has slogan, we take care of security so you can concentrate on your business.

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That's an example to a, that's a way to pretend security is a greed sell.

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Or ROI models.

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But ROI models that try to show a positive financial return on security investments.

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Again, attempting to show that security is a greed sell.

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These tricks actually don't work.

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People don't believe them.

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They're not true.

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Security is fundamentally a fear sell.

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The alternative is to push the fear button really hard.

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Because even though people are risk averse,

247
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risk re the people are risk seeking when it comes to losses,

248
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people will do also do anything.

249
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If they're scared to make themselves not scared,

250
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if someone is scared, they will do anything to make that feeling go away.

251
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Right, I've just explained United States foreign policy the past eight years.

252
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Trying to make the fear go away.

253
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When people are afraid, they want to feel safe.

254
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So you see, you see this in a lot in security industries.

255
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They're insurance in the United States at least.

256
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Sales with fear stories.

257
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Berglur alarms.

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I spoke to somebody who sells Berglurms for living.

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And he said, nobody buys a Berglur alarm unless they've been robbed,

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or their neighbors been robbed.

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No one buys a Berglur, unless they're scared.

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Or some of the IT threat reports published by semantic and other companies.

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They're big reports designed to make you scared of how bad it is out there on the internet.

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These are attempts to push the fear button.

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They work better.

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We can argue whether they're honest or honorable,

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but that is a common tactic in selling security.

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Make people scared.

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So they'll buy your thing not to be scared anymore.

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Also a common tactic in politics.

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All right, so let's talk about the history of the IT security industry.

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Very generally.

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I think we can make the claim that the entire IT security industry is an accident.

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Right?

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It's just an artifact of how the computer industry developed.

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It's an artifact of how new the industry is and how fast it moves.

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I mean, the problem is that the,

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now, nobody ever wants to buy security.

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Right?

280
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No one wakes up the morning and says, I'm going to buy some security today.

281
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They want to buy the things they want, right?

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The greed cells.

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They want word processing or email or or a social networking site,

284
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or, you know, again, they want to do something.

285
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They want something positive.

286
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But because the IT products and services we all sell are inherently insecure.

287
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Right?

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A computer security industry has sort of built up on the back end to fix that.

289
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Right?

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So people don't want to buy a computer security, but they have to.

291
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Are you contrast this with any other mature industry?

292
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It doesn't work that way.

293
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Right?

294
00:27:39,460 --> 00:27:43,460
It's not the case that when you buy a car and your,

295
00:27:43,460 --> 00:27:46,460
the dealer says on the way out, you know, on your way home,

296
00:27:46,460 --> 00:27:49,460
you should really buy some breaks for that car.

297
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I mean, the breaks are important.

298
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It's not really safe driving without them.

299
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You know, we don't sell them, but there are lots of you have to market companies that sell breaks.

300
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Buy one, buy pair breaks quickly.

301
00:27:59,460 --> 00:28:00,460
Right?

302
00:28:00,460 --> 00:28:01,460
That doesn't happen.

303
00:28:02,460 --> 00:28:05,460
But that happens in computer security all the time.

304
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You buy your computer and before you really should turn it on,

305
00:28:10,460 --> 00:28:13,460
you should buy some security things.

306
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To make your computing experience safe.

307
00:28:18,460 --> 00:28:24,460
So the current trend in computers and IT is cloud computing.

308
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Right? I mean, this is a, I mean, it's a sexy new name.

309
00:28:27,460 --> 00:28:32,460
It's not really new.

310
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In the 1960s, we called this time sharing.

311
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In the 1980s, we called this client server.

312
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In the 1990s, we called it managed services.

313
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Right? Now we call it cloud computing.

314
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I mean, the way to think of it, the way to think of cloud computing,

315
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basically is your data.

316
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On someone else's hard drive.

317
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That's, that's all these things.

318
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It's cloud computing.

319
00:29:02,460 --> 00:29:04,460
Right? And it's all, it's all outsourcing.

320
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What it is is having someone else do your stuff.

321
00:29:08,460 --> 00:29:11,460
And there are lots of examples.

322
00:29:11,460 --> 00:29:15,460
Right? Salesforce.com is a common one from industry.

323
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Message labs is an outsourced email filtering service.

324
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Most of you have outsourced email accounts, or this Gmail, or hotmail, or Yahoo,

325
00:29:26,460 --> 00:29:30,460
or some other company that I know about that's popular here in Spain.

326
00:29:30,460 --> 00:29:35,460
Right? Google Docs is one, social networking sites, Facebook,

327
00:29:35,460 --> 00:29:41,460
B-Bo, again, with sort of whatever the one is popular in the Spanish language.

328
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Those are also thinking of outsourcing services,

329
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managed network services, outsource, help desk, or examples.

330
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Again, your data on someone else's hard drive.

331
00:29:52,460 --> 00:29:58,460
And what we're seeing over the decades is a fundamental tension

332
00:29:58,460 --> 00:30:03,460
between the cost of computing and the cost of networking.

333
00:30:03,460 --> 00:30:08,460
So in the beginning, in the 1960s, computing was very, very expensive.

334
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So it made sense to have the computer centralized at a university,

335
00:30:14,460 --> 00:30:20,460
at a company, your some central location, and everybody would use a terminal

336
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to access the computer.

337
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I mean, those are your time sharing systems.

338
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In the 1980s, computers got cheaper.

339
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We saw a lot of personal computers, and the data center sort of closed

340
00:30:33,460 --> 00:30:37,460
down, except for applications that either required,

341
00:30:37,460 --> 00:30:40,460
a very high speed computing, which is still very expensive,

342
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or large databases, which are also expensive.

343
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So you had these client server models.

344
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We're stuff was on the client, and stuff was on the server.

345
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In the 1990s, networking got a lot cheaper.

346
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You saw a lot more outsourcing.

347
00:31:01,460 --> 00:31:05,460
Now we're seeing, I mean, really, the end state of all this.

348
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Computers have gotten so cheap, they're effectively free,

349
00:31:09,460 --> 00:31:12,460
from a corporate perspective, they're effectively free.

350
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Networking has gotten so cheap, it's effectively free.

351
00:31:16,460 --> 00:31:22,460
So the cost that dominates computing is the infrastructure costs.

352
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Might the facilities, the maintenance,

353
00:31:25,460 --> 00:31:28,460
I mean, those are the cost that dominates,

354
00:31:28,460 --> 00:31:32,460
and again, it makes sense to consolidate,

355
00:31:32,460 --> 00:31:37,460
and to put those data centers in the cheapest place possible.

356
00:31:37,460 --> 00:31:40,460
So for a lot of this cloud computing,

357
00:31:40,460 --> 00:31:43,460
we're seeing data centers in India,

358
00:31:43,460 --> 00:31:48,460
my or in Southeast Asia, or in South America,

359
00:31:48,460 --> 00:31:53,460
or some African countries are trying to do more of this.

360
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We're seeing a lot more international outsourcing.

361
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And this is the end game, right?

362
00:31:59,460 --> 00:32:02,460
It doesn't get any cheaper than free.

363
00:32:02,460 --> 00:32:05,460
So these trends for outsourcing for cloud computing,

364
00:32:05,460 --> 00:32:08,460
whatever we're going to call it the next 10 years,

365
00:32:08,460 --> 00:32:10,460
are going to continue.

366
00:32:10,460 --> 00:32:11,460
Right?

367
00:32:11,460 --> 00:32:15,460
More and more of our stuff is going to be on someone else's hard drive.

368
00:32:15,460 --> 00:32:17,460
Already, if you, you know, some of the people,

369
00:32:17,460 --> 00:32:21,460
some of the younger generation are very platform independent.

370
00:32:21,460 --> 00:32:24,460
Right? They're, all of their stuff is out in the network,

371
00:32:24,460 --> 00:32:26,460
and they can use their computer, their phone,

372
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the computer, its school, computer, their friends house,

373
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to access all their stuff.

374
00:32:31,460 --> 00:32:36,460
The notion of people stuff on their home, on their own computer

375
00:32:36,460 --> 00:32:40,460
is becoming less and less, right?

376
00:32:40,460 --> 00:32:44,460
As more of our stuff migrates into the cloud.

377
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The Google is leading the way on this,

378
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but lots of other companies do it too.

379
00:32:48,460 --> 00:32:50,460
And again, I, and this is the end state.

380
00:32:50,460 --> 00:32:52,460
Right? So what's happening?

381
00:32:52,460 --> 00:32:55,460
And I think, you know, these are the trends that are interesting.

382
00:32:55,460 --> 00:32:59,460
Users are becoming very sophisticated about IT,

383
00:33:00,460 --> 00:33:03,460
but not in the way we expected.

384
00:33:03,460 --> 00:33:07,460
Right? Users are becoming much more socially sophisticated

385
00:33:07,460 --> 00:33:11,460
and much less technically sophisticated.

386
00:33:11,460 --> 00:33:15,460
This is a surprise, but it shouldn't be.

387
00:33:15,460 --> 00:33:18,460
Right? All the technologies go through this transition.

388
00:33:18,460 --> 00:33:21,460
The early adopters have to be technically knowledgeable,

389
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and the later ones didn't.

390
00:33:24,460 --> 00:33:28,460
The first cars were sold with a repair manual and a tool kit.

391
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You needed to be a mechanic to owner automobile.

392
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Right? Then that stopped.

393
00:33:34,460 --> 00:33:39,460
And it isn't until technologies become technically boring

394
00:33:39,460 --> 00:33:43,460
to become socially interesting.

395
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So sites like Facebook or Twitter,

396
00:33:47,460 --> 00:33:50,460
you know, all of these collaborative web web,

397
00:33:50,460 --> 00:33:54,460
I guess web 2.0 or clon, the web 3.0, the semantic web,

398
00:33:54,460 --> 00:33:57,460
all of these things stemmed from the fact that the technologies

399
00:33:58,460 --> 00:34:00,460
are now technically boring.

400
00:34:00,460 --> 00:34:05,460
That users don't care about the tales. They just care about results.

401
00:34:05,460 --> 00:34:08,460
Right? Lots of people don't care what device they're accessing

402
00:34:08,460 --> 00:34:09,460
their email on.

403
00:34:09,460 --> 00:34:13,460
Your computer, my computer, Mac, Windows, and then it's all the same.

404
00:34:13,460 --> 00:34:16,460
Phone, telephone, it's all the same.

405
00:34:20,460 --> 00:34:24,460
Right? So an IT is becoming infrastructure.

406
00:34:24,460 --> 00:34:29,460
Right? I mean, users don't care about the technical details.

407
00:34:29,460 --> 00:34:34,460
They expect providers to be technical intermediaries.

408
00:34:34,460 --> 00:34:38,460
So Google handles all the technology.

409
00:34:38,460 --> 00:34:43,460
And Google package solutions for its customers.

410
00:34:43,460 --> 00:34:47,460
And Google is expected to provide something that works.

411
00:34:47,460 --> 00:34:50,460
And users don't care how.

412
00:34:51,460 --> 00:34:55,460
When we even the technology I buy, I mean, 10 years ago when I bought a laptop,

413
00:34:55,460 --> 00:34:59,460
I cared a lot. What was the CPU? What was the clock speed?

414
00:34:59,460 --> 00:35:03,460
How much RAM was there? How big was the disk?

415
00:35:03,460 --> 00:35:05,460
That was all very important.

416
00:35:05,460 --> 00:35:09,460
Now, I just bought a new laptop and I have no idea.

417
00:35:09,460 --> 00:35:12,460
The answer to any of those questions.

418
00:35:12,460 --> 00:35:15,460
Because it really doesn't matter anymore.

419
00:35:15,460 --> 00:35:18,460
Right? All I want is a laptop that works.

420
00:35:19,460 --> 00:35:24,460
Right? Does anybody here know what operating system Facebook uses?

421
00:35:24,460 --> 00:35:27,460
Right? No. And we don't care.

422
00:35:27,460 --> 00:35:29,460
It doesn't matter.

423
00:35:29,460 --> 00:35:33,460
All that matters is when I open my web browser, I get there.

424
00:35:33,460 --> 00:35:35,460
And that it works.

425
00:35:37,460 --> 00:35:40,460
So IT is not only infrastructure.

426
00:35:40,460 --> 00:35:43,460
IT is becoming a utility.

427
00:35:43,460 --> 00:35:47,460
Right? It's something you need, like a desk or power heat.

428
00:35:47,460 --> 00:35:55,460
And when you get a job, you expect a desk and a chair and a stapler and a pencil and a computer and a telephone.

429
00:35:55,460 --> 00:35:59,460
It's part of the utility.

430
00:35:59,460 --> 00:36:03,460
It's part of the infrastructure of an office.

431
00:36:03,460 --> 00:36:07,460
Right? This is why ROI models make no sense.

432
00:36:07,460 --> 00:36:10,460
You can't come up with an ROI model for a desk.

433
00:36:10,460 --> 00:36:13,460
It's full of desk. You can't come up with an ROI model for a computer.

434
00:36:13,460 --> 00:36:15,460
It's something you need.

435
00:36:16,460 --> 00:36:23,460
Right? When utility customers want is dependability, reliability, safety, security.

436
00:36:23,460 --> 00:36:27,460
They want it to work and work well.

437
00:36:27,460 --> 00:36:31,460
And all utilities, all infrastructure is outsourced.

438
00:36:31,460 --> 00:36:34,460
Right? All the time.

439
00:36:34,460 --> 00:36:42,460
And you can think of these outsourced pieces of infrastructure,

440
00:36:42,460 --> 00:36:48,460
along a chain from a highly commoditized, to highly specialized.

441
00:36:48,460 --> 00:36:51,460
So here you might have power and water.

442
00:36:51,460 --> 00:36:57,460
I want to know cell phone services, credit cards, ISPs are over here.

443
00:36:57,460 --> 00:37:02,460
And then more differentiated services, maybe a cleaning services,

444
00:37:02,460 --> 00:37:09,460
cafeteria services, tax preparation, legal services, medical services.

445
00:37:10,460 --> 00:37:14,460
Right? All these are outsourced from the very commoditized,

446
00:37:14,460 --> 00:37:17,460
highly and exchangeable, to highly specialized.

447
00:37:17,460 --> 00:37:21,460
They're all outsourced.

448
00:37:21,460 --> 00:37:30,460
And in these outsourced services, security, reliability, dependability,

449
00:37:30,460 --> 00:37:34,460
is part of the service.

450
00:37:34,460 --> 00:37:40,460
Right? So the future of security, security stops being a separate thing

451
00:37:40,460 --> 00:37:45,460
and starts being part of everything.

452
00:37:45,460 --> 00:37:51,460
Right? Security starts being included in the products and services we buy

453
00:37:51,460 --> 00:37:53,460
in the outsourced products and services.

454
00:37:53,460 --> 00:37:56,460
Again, this is no different from any mature industry.

455
00:37:56,460 --> 00:38:00,460
Right? Your car comes with safety and security features built in.

456
00:38:00,460 --> 00:38:03,460
Your house comes with a door lock when you buy it.

457
00:38:03,460 --> 00:38:08,460
You know, we expect our electrical equipment to be safe when we buy it.

458
00:38:08,460 --> 00:38:12,460
We expect when we go into a restaurant, the food and water to be, you know,

459
00:38:12,460 --> 00:38:14,460
suitable for ingestion.

460
00:38:14,460 --> 00:38:19,460
You know, I don't need to buy some extra security against poison when I buy this

461
00:38:19,460 --> 00:38:20,460
bottle of water.

462
00:38:20,460 --> 00:38:22,460
All right? I expected to be.

463
00:38:22,460 --> 00:38:24,460
Potable.

464
00:38:24,460 --> 00:38:29,460
Right? The safety is built into the bottle of water.

465
00:38:29,460 --> 00:38:32,460
It doesn't mean security disappears.

466
00:38:32,460 --> 00:38:37,460
Right? Security is sometimes a differentiating feature in a larger marketing campaign.

467
00:38:37,460 --> 00:38:41,460
You know, for decades cars have sold themselves on safety records.

468
00:38:41,460 --> 00:38:46,460
It's sob was probably the first, but other cars do that too.

469
00:38:46,460 --> 00:38:51,460
You know, I don't, you know, food you might think tends not to be,

470
00:38:51,460 --> 00:38:56,460
but at least in the United States there's a very large organic movement in food.

471
00:38:56,460 --> 00:39:00,460
And that really is a food purity movement.

472
00:39:01,460 --> 00:39:06,460
Right? Different food suppliers are using the organic label to,

473
00:39:06,460 --> 00:39:11,460
to basically sell, you know, safer to eat more helpful.

474
00:39:11,460 --> 00:39:14,460
And that's food purity.

475
00:39:14,460 --> 00:39:19,460
I'd say so you do see security used in, in, in marketing campaigns,

476
00:39:19,460 --> 00:39:23,460
but it's part of the larger cell.

477
00:39:23,460 --> 00:39:28,460
So notice how this solves the two problems I started with.

478
00:39:28,460 --> 00:39:35,460
Now, it solves the economic problem because security is now handled by the outsourcing,

479
00:39:35,460 --> 00:39:38,460
not by the end customers.

480
00:39:38,460 --> 00:39:45,460
So the, so you don't have to understand computer security because Facebook or Google,

481
00:39:45,460 --> 00:39:47,460
they do it for you.

482
00:39:47,460 --> 00:39:52,460
Right? More and more security is embedded in my operating system.

483
00:39:52,460 --> 00:40:02,460
I mean, Windows 7 has more security features than, then, then visited or XP before.

484
00:40:02,460 --> 00:40:07,460
Right? And so every version of Windows, then they got an embedded firewall.

485
00:40:07,460 --> 00:40:11,460
Now they haven't embedded hard drive encryption.

486
00:40:11,460 --> 00:40:16,460
You know, now they have sort of a bunch more security features to turn on by default.

487
00:40:16,460 --> 00:40:21,460
You know, better blocking of ports when you buy a router now.

488
00:40:22,460 --> 00:40:25,460
The security features are much better than they were five, ten years ago.

489
00:40:25,460 --> 00:40:28,460
So it solves the economic problem.

490
00:40:28,460 --> 00:40:34,460
But by requiring the expertise at the intermediary where it belongs.

491
00:40:34,460 --> 00:40:37,460
Right? I mean, I don't have to understand water purity.

492
00:40:37,460 --> 00:40:43,460
I just know that Aquabona has, you know, they understand it and they've made it work.

493
00:40:43,460 --> 00:40:45,460
And I actually don't care how.

494
00:40:45,460 --> 00:40:50,460
It doesn't matter to me what technology this company is using to make its water drinkable.

495
00:40:50,460 --> 00:40:54,460
As long as they do it, right? It doesn't matter.

496
00:40:54,460 --> 00:41:01,460
It also solves the psychological problem because now security is wrapped up in a grit cell.

497
00:41:01,460 --> 00:41:07,460
Right? I want to buy the car. It comes with safety and security, but I want the car.

498
00:41:07,460 --> 00:41:10,460
Right? I want to buy the bottle of water.

499
00:41:10,460 --> 00:41:15,460
It comes with safe to drink inside it, but, you know, unbind the bottle of water.

500
00:41:15,460 --> 00:41:18,460
Right? I want to buy the computer. I want to go on Facebook.

501
00:41:18,460 --> 00:41:22,460
I want email. I want to use LIM.

502
00:41:22,460 --> 00:41:25,460
Right? You know, I want a cool iPhone.

503
00:41:25,460 --> 00:41:31,460
I mean, I want these things as grit cells and they all have security embedded in.

504
00:41:31,460 --> 00:41:35,460
All right. So what does this mean?

505
00:41:35,460 --> 00:41:38,460
I mean, I mean, I'm claiming this is the future of the security industry.

506
00:41:38,460 --> 00:41:42,460
This is where we're all going. This is the world we're all going to live in.

507
00:41:42,460 --> 00:41:48,460
Well, infrastructure and utility sales are driven by two things, price and trust.

508
00:41:48,460 --> 00:41:55,460
So remember my continuum of highly commododized, highly specialized.

509
00:41:55,460 --> 00:42:02,460
You know, when infrastructure providers are interchangeable, the primary motivator is price.

510
00:42:02,460 --> 00:42:10,460
And actually, sort of way down at the end, power, water, heat, I guess that's power, electricity.

511
00:42:10,460 --> 00:42:19,460
But, you know, the, the, the, the, the, the, the price is such a prime motivator that those tend to be regulated monopolies.

512
00:42:19,460 --> 00:42:26,460
That's pretty much impossible to have a market because people only buy on price and there are no margins.

513
00:42:26,460 --> 00:42:35,460
So in a lot of countries, those industries need to be protected by government in order to be financially viable.

514
00:42:35,460 --> 00:42:39,460
You know, sort of a little bit over. Think of things like cell phones and credit cards.

515
00:42:39,460 --> 00:42:44,460
I mean, where they're basically all the same. It doesn't actually matter, which one you have.

516
00:42:44,460 --> 00:42:50,460
In those industries is interesting. A lot of effort goes into hiding price.

517
00:42:50,460 --> 00:42:57,460
I mean, not how it is in Spain, the United States, the vision and possible to figure out how much your cell phone costs.

518
00:42:57,460 --> 00:43:00,460
Maybe when you're making a choice between providers.

519
00:43:00,460 --> 00:43:04,460
They go through a lot of that, but to make sure you never know how much it really costs.

520
00:43:04,460 --> 00:43:06,460
They advertise some price, but it's not real.

521
00:43:06,460 --> 00:43:08,460
Credit or companies, too.

522
00:43:08,460 --> 00:43:14,460
You know, they really, a lot of effort goes into hiding price because they know if they made price transparent,

523
00:43:14,460 --> 00:43:19,460
their margins are dropped to zero, the business would be viable.

524
00:43:19,460 --> 00:43:23,460
Right, with, with the premium services, even the stuff in the middle.

525
00:43:23,460 --> 00:43:27,460
You know, sort of out here, think of it again, tax preparation.

526
00:43:27,460 --> 00:43:35,460
I don't know if I mentioned payroll services, legal services, medical services, sort of the far end of personal.

527
00:43:35,460 --> 00:43:38,460
Trust is a lot more important.

528
00:43:38,460 --> 00:43:46,460
You know, companies, people will regularly go to a higher price alternative because they trust them more.

529
00:43:46,460 --> 00:43:50,460
Right, I mean, sort of been here, you go to look at restaurants or hotels.

530
00:43:50,460 --> 00:43:56,460
Another example, whether they're sort of interchangeable with their differences.

531
00:43:57,460 --> 00:44:07,460
And, and, and, and, you know, trust is interesting because what it means is because the buyers don't have the expertise to to to evaluate the suppliers.

532
00:44:07,460 --> 00:44:12,460
They rely on something called signals.

533
00:44:12,460 --> 00:44:25,460
Right, so a signal could be a warranty or a magazine review or a recommendation or a colleague or, you know, a generic reputation or an award or certifications.

534
00:44:25,460 --> 00:44:30,460
I mean, these are all signals that companies use. And, if you think of IT, we use a lot of those.

535
00:44:30,460 --> 00:44:38,460
But IT companies use those signals to convince buyers that they are trustworthy.

536
00:44:38,460 --> 00:44:42,460
Right, that, that they can be trusted.

537
00:44:42,460 --> 00:44:46,460
Right, you know, that's so, so this company, you know, this bottle of water is trusted.

538
00:44:46,460 --> 00:44:49,460
Windows is a trusted operating system.

539
00:44:49,460 --> 00:44:55,460
And, you can go on Facebook and trust that they will keep your data.

540
00:44:55,460 --> 00:44:58,460
Right, this is reputation.

541
00:44:58,460 --> 00:45:03,460
IT is going to become a reputation's market.

542
00:45:03,460 --> 00:45:07,460
And, and if you think about reputation's market, they have some characteristics.

543
00:45:07,460 --> 00:45:12,460
Right, so in a reputation's market, a trusted seller does better.

544
00:45:12,460 --> 00:45:16,460
So, what does that mean? That means well-known companies do better.

545
00:45:16,460 --> 00:45:20,460
Because, you know, sizes of trust multiplier.

546
00:45:20,460 --> 00:45:25,460
If you trust a brand, you tend to trust them across everything they do.

547
00:45:25,460 --> 00:45:31,460
So, bigger companies can leverage that trust over more products and make more money.

548
00:45:31,460 --> 00:45:35,460
Our conservative companies tend to be more trusted.

549
00:45:35,460 --> 00:45:38,460
You know, they take fewer risks.

550
00:45:39,460 --> 00:45:51,460
And, and in IT, you're going to see an environment where outsourcer's care more about security than their customers do.

551
00:45:51,460 --> 00:45:54,460
Right, an example was the PCI standard.

552
00:45:54,460 --> 00:45:57,460
PCI is a credit card security standard.

553
00:45:57,460 --> 00:45:59,460
It's not a government standard.

554
00:45:59,460 --> 00:46:01,460
It was developed by the Craig Herendistry.

555
00:46:02,460 --> 00:46:07,460
By Visa MasterCard, American Express, Card Blue, another name wife,

556
00:46:07,460 --> 00:46:09,460
Forget that's from Japan.

557
00:46:09,460 --> 00:46:11,460
And I think some of the smaller ones.

558
00:46:11,460 --> 00:46:13,460
Yep.

559
00:46:13,460 --> 00:46:17,460
So, what what the standard is, it's interesting.

560
00:46:17,460 --> 00:46:24,460
The credit card, there's a lot of loss of credit card data in merchant databases.

561
00:46:24,460 --> 00:46:30,460
And the credit card companies were fearing that this would cause people not to want to use the credit cards on the internet.

562
00:46:30,460 --> 00:46:34,460
I mean, credit cards are really the currency of the internet.

563
00:46:34,460 --> 00:46:37,460
You want to buy something on the net, you use a credit card.

564
00:46:37,460 --> 00:46:39,460
But that's the way the net works.

565
00:46:39,460 --> 00:46:42,460
And the credit companies were scared that this would,

566
00:46:42,460 --> 00:46:45,460
that people wouldn't do this.

567
00:46:45,460 --> 00:46:49,460
Now, and so this data is sitting in corporate databases.

568
00:46:49,460 --> 00:46:55,460
You know, for sort of large merchants on the net, you know, Amazon is one and there, you know, millions of them.

569
00:46:55,460 --> 00:46:58,460
And criminals were stealing the data out of those databases.

570
00:46:59,460 --> 00:47:04,460
And the companies were protecting them, but not to the level of credit card credit cards wanted.

571
00:47:04,460 --> 00:47:09,460
So they established this standard to force merchants to increase their security.

572
00:47:09,460 --> 00:47:21,460
So the reputation of Visa, Visa's reputation, was more important than the merchants reputation.

573
00:47:22,460 --> 00:47:29,460
Right? Because Visa's bigger. I mean, all the reasons why, why, why, why, bigger is, is need to a reputation.

574
00:47:29,460 --> 00:47:36,460
All right? So in a reputation's market, outsources care more about security than their customers.

575
00:47:36,460 --> 00:47:40,460
Earlier this year, I was at a conference in London.

576
00:47:40,460 --> 00:47:44,460
And I was sharing a stage with someone from a big consultant company.

577
00:47:44,460 --> 00:47:46,460
I think it was Pricewaterhouse.

578
00:47:46,460 --> 00:47:48,460
And we were talking about laptop encryption.

579
00:47:49,460 --> 00:47:54,460
And I was saying that, you know, a few years ago, it was slow and I wouldn't recommend it.

580
00:47:54,460 --> 00:48:00,460
Now, they've gotten so fast and so easy that I recommend everyone to everyone to crypto laptops,

581
00:48:00,460 --> 00:48:09,460
whether you buy PGP, I think PGP disc is free, whether you turn on BitLocker in Windows, whether you use a true crypt.

582
00:48:09,460 --> 00:48:13,460
You know, whatever that I really recommend encrypting your laptop.

583
00:48:13,460 --> 00:48:19,460
And you know, your data is safe. It's really easy and you won't notice any latency at all.

584
00:48:19,460 --> 00:48:25,460
And, you know, people in the audience basically, most of them, they don't encrypt their laptops.

585
00:48:25,460 --> 00:48:27,460
You know, then they were saying that.

586
00:48:27,460 --> 00:48:32,460
The person next to me again from Pricewaterhouse said, we even encrypting our laptops, who teamly for the past 10 years.

587
00:48:32,460 --> 00:48:35,460
And that was interesting.

588
00:48:35,460 --> 00:48:40,460
Right? He is security is greater than his customers, which makes sense.

589
00:48:40,460 --> 00:48:43,460
If one of his customers loses a laptop, they lose their data.

590
00:48:43,460 --> 00:48:49,460
If this consultant loses a laptop and loses one of his customers' data, he might lose all of his customers.

591
00:48:49,460 --> 00:48:53,460
Because his reputation is that important.

592
00:48:53,460 --> 00:48:56,460
Now, we saw this at my company, CounterPen.

593
00:48:56,460 --> 00:49:00,460
Our insecurity was greater than our customers.

594
00:49:00,460 --> 00:49:05,460
We did outsource monitoring, and our security was greater than our customer security.

595
00:49:05,460 --> 00:49:09,460
Because our reputation was more important than our customer's reputation.

596
00:49:09,460 --> 00:49:13,460
Right?

597
00:49:13,460 --> 00:49:17,460
Hey, you're going to see this.

598
00:49:17,460 --> 00:49:23,460
If you want to think about a reputation's market, the one you have the most familiarity with are restaurants.

599
00:49:23,460 --> 00:49:26,460
I mean, restaurants are a reputation's market.

600
00:49:26,460 --> 00:49:29,460
And you think about the way restaurants work.

601
00:49:29,460 --> 00:49:33,460
Restaurants get a good reputation, and people go to them, they get more crowded.

602
00:49:33,460 --> 00:49:35,460
Then they may be get a reputation of being crowded.

603
00:49:36,460 --> 00:49:39,460
So, unless fewer people go, right, you get some equilibrium.

604
00:49:39,460 --> 00:49:42,460
Restaurants might have a good reputation, then they go bad.

605
00:49:42,460 --> 00:49:44,460
Maybe they're sold, then they get a new chef.

606
00:49:44,460 --> 00:49:47,460
And the reputation goes down, but it goes down slowly.

607
00:49:47,460 --> 00:49:49,460
The quality goes down fast.

608
00:49:49,460 --> 00:49:53,460
The reputation goes down slower. There's a time lag.

609
00:49:53,460 --> 00:49:58,460
You know, reputations are in a tourist market.

610
00:49:58,460 --> 00:50:03,460
Right? You know, the restaurants in Plaza Mayor,

611
00:50:03,460 --> 00:50:06,460
they don't have to have a reputation.

612
00:50:06,460 --> 00:50:09,460
Because they make most of their money on tourists.

613
00:50:09,460 --> 00:50:11,460
Who don't even speak Spanish.

614
00:50:11,460 --> 00:50:13,460
Who don't be restaurant of use.

615
00:50:13,460 --> 00:50:15,460
You know, who are just there because of the location?

616
00:50:15,460 --> 00:50:19,460
So, reputations in the market isn't perfect.

617
00:50:19,460 --> 00:50:24,460
But it's a reasonable signal for quality.

618
00:50:24,460 --> 00:50:31,460
So, nothing we're going to see is a, is a, is a, is a, is a, is a, is a, is a,

619
00:50:31,460 --> 00:50:35,460
is a, is a, is a, is a bifurcation is a splitting of the IT industry.

620
00:50:35,460 --> 00:50:37,460
Of the outsourcing industry.

621
00:50:37,460 --> 00:50:40,460
You'll be a series of companies.

622
00:50:40,460 --> 00:50:42,460
You have a business relationship with.

623
00:50:42,460 --> 00:50:43,460
And a series of companies.

624
00:50:43,460 --> 00:50:46,460
You don't have a business relationship with.

625
00:50:46,460 --> 00:50:50,460
But companies you don't are companies like Google.

626
00:50:50,460 --> 00:50:54,460
Right? You know, we often think of ourselves as Google's customers.

627
00:50:54,460 --> 00:50:55,460
We're not.

628
00:50:55,460 --> 00:50:57,460
We're Google.

629
00:50:57,460 --> 00:50:59,460
We are Google's product.

630
00:51:00,460 --> 00:51:06,460
Right? That Google sells to its customers who are advertisers.

631
00:51:06,460 --> 00:51:10,460
And, you know, if you think about it, we have no business relationship with Google.

632
00:51:10,460 --> 00:51:12,460
We can use Google search.

633
00:51:12,460 --> 00:51:13,460
We can use Gmail.

634
00:51:13,460 --> 00:51:16,460
We can have our calendar up on Google.

635
00:51:16,460 --> 00:51:19,460
We can use Google docs for our spreadsheets.

636
00:51:19,460 --> 00:51:21,460
And yet we are not Google's customers.

637
00:51:21,460 --> 00:51:25,460
We have no business relationship with them.

638
00:51:25,460 --> 00:51:28,460
And there are lots of examples on this.

639
00:51:28,460 --> 00:51:30,460
I mean, it tends not to happen in the real world.

640
00:51:30,460 --> 00:51:33,460
It happens a lot on the internet.

641
00:51:33,460 --> 00:51:37,460
That some of the companies we interact with the most are companies.

642
00:51:37,460 --> 00:51:41,460
We have no business relationship with.

643
00:51:41,460 --> 00:51:44,460
And those instances, we don't really have any power.

644
00:51:44,460 --> 00:51:45,460
Right?

645
00:51:45,460 --> 00:51:49,460
Well, you know, there's not a, there's not a customer service in Google.

646
00:51:49,460 --> 00:51:52,460
Actually, there is customer service for their customers.

647
00:51:52,460 --> 00:51:54,460
Right? Not for us.

648
00:51:54,460 --> 00:51:57,460
Now you kind of take what you get.

649
00:51:58,460 --> 00:52:01,460
You know, like Facebook, you know, Google elsewhere.

650
00:52:01,460 --> 00:52:04,460
You know, we're not Facebook's customers.

651
00:52:04,460 --> 00:52:07,460
The advertisers are Facebook's customers.

652
00:52:07,460 --> 00:52:09,460
So, not a lot of power here.

653
00:52:09,460 --> 00:52:14,460
The other example is the customer companies we have a business relationship with.

654
00:52:14,460 --> 00:52:18,460
So, message labs of Salesforce.com.

655
00:52:18,460 --> 00:52:24,460
Or maybe a company we buy storage for automatic backup.

656
00:52:24,460 --> 00:52:30,460
You know, in those Amazon, in those, we wear the customer.

657
00:52:30,460 --> 00:52:35,460
We have more power, right? This more customer service.

658
00:52:35,460 --> 00:52:37,460
You know, so watch that split.

659
00:52:37,460 --> 00:52:41,460
I think it's going to be important to see as you move forward.

660
00:52:41,460 --> 00:52:45,460
So, so what does this mean for the future of the IT security?

661
00:52:45,460 --> 00:52:50,460
You know, I don't want people to think that this security industry is going away.

662
00:52:50,460 --> 00:52:52,460
Or that's just not true.

663
00:52:52,460 --> 00:52:59,460
Now, we still need new research, new ideas, new technologies, new products, new startup companies.

664
00:52:59,460 --> 00:53:03,460
Right? We need innovation as long as there's still our threats.

665
00:53:03,460 --> 00:53:05,460
And the criminals aren't going anywhere.

666
00:53:05,460 --> 00:53:07,460
The hackers aren't going anywhere.

667
00:53:07,460 --> 00:53:10,460
That's getting worse every year.

668
00:53:10,460 --> 00:53:15,460
Right? What changes is the nature of the industry.

669
00:53:15,460 --> 00:53:18,460
Right? The security industry stops being

670
00:53:18,460 --> 00:53:24,460
a consumer industry and starts being a business to business industry.

671
00:53:24,460 --> 00:53:29,460
Right? Security companies sell to the outsourcers, not to the end users.

672
00:53:29,460 --> 00:53:36,460
Right? The technology sell to Google to Facebook, to Microsoft, to HP,

673
00:53:36,460 --> 00:53:41,460
and to all of those, the companies who outsourced who we outsourced to.

674
00:53:41,460 --> 00:53:45,460
Right? Security comes embedded in the operating system,

675
00:53:45,460 --> 00:53:51,460
the hardware in the software in the services.

676
00:53:51,460 --> 00:53:56,460
And the IT industry will look a lot more like the automobile industry.

677
00:53:56,460 --> 00:54:01,460
Right? So, actually, I mean, there are companies,

678
00:54:01,460 --> 00:54:04,460
there are technology conferences in the automobile industry.

679
00:54:04,460 --> 00:54:07,460
You know, we're just not invited to them.

680
00:54:07,460 --> 00:54:10,460
Here.

681
00:54:10,460 --> 00:54:13,460
So, thank you very much, and I'll take questions.

682
00:54:14,460 --> 00:54:18,460
Thank you.

683
00:54:22,460 --> 00:54:29,460
I would like to know what's your vision rely regarding big companies.

684
00:54:29,460 --> 00:54:31,460
Because you talk about...

685
00:54:31,460 --> 00:54:33,460
We're going to, are we going to which companies?

686
00:54:33,460 --> 00:54:35,460
We're going to, what kind of companies?

687
00:54:35,460 --> 00:54:37,460
Big companies. I mean, like banks,

688
00:54:37,460 --> 00:54:41,460
that already have a very big IT infrastructures

689
00:54:41,460 --> 00:54:44,460
that have their own data centers and a lot of people,

690
00:54:44,460 --> 00:54:50,460
would you say that they would also, or that they are going also to outsourced these kind of services?

691
00:54:50,460 --> 00:54:55,460
They will. Banks will be the last, actually, the military will be the last,

692
00:54:55,460 --> 00:55:00,460
but they will. And history is sort of a guide.

693
00:55:00,460 --> 00:55:03,460
I remember 20 years ago, every company said,

694
00:55:03,460 --> 00:55:06,460
we have to have our own PBX and our basements.

695
00:55:06,460 --> 00:55:07,460
We can never outsource that.

696
00:55:08,460 --> 00:55:11,460
And now, you know, at least in the US, that's all outsourced.

697
00:55:11,460 --> 00:55:14,460
Or in companies said, we must have our own motor banks.

698
00:55:14,460 --> 00:55:16,460
We can never outsource that.

699
00:55:16,460 --> 00:55:17,460
And now everyone does.

700
00:55:17,460 --> 00:55:20,460
Or we must be our own ISP.

701
00:55:20,460 --> 00:55:21,460
We can never outsource that.

702
00:55:21,460 --> 00:55:22,460
Now everyone does.

703
00:55:22,460 --> 00:55:26,460
More and more is being outsourced, even by large companies.

704
00:55:26,460 --> 00:55:29,460
More companies, over the past few years,

705
00:55:29,460 --> 00:55:32,460
are outsourced in their email infrastructure.

706
00:55:32,460 --> 00:55:35,460
You know, to Google, you know, my company BT does that.

707
00:55:35,460 --> 00:55:36,460
It does outsourced email.

708
00:55:37,460 --> 00:55:39,460
And these are our critical infrastructure.

709
00:55:39,460 --> 00:55:43,460
So I think more and more you're going to see even companies like banks

710
00:55:43,460 --> 00:55:47,460
outsourcing their IT, just like the outsourced payroll,

711
00:55:47,460 --> 00:55:50,460
the outsourced of tax preparation,

712
00:55:50,460 --> 00:55:53,460
the outsourced their power and water,

713
00:55:53,460 --> 00:55:58,460
the outsourced their cafeteria services, the guards and their lobby,

714
00:55:58,460 --> 00:56:00,460
all these things are outsourced.

715
00:56:00,460 --> 00:56:03,460
You know, and it is happening more.

716
00:56:03,460 --> 00:56:05,460
I started doing outsourcing in 1999.

717
00:56:05,460 --> 00:56:09,460
A lot of companies wouldn't even dream of doing it.

718
00:56:09,460 --> 00:56:15,460
You know, now surprisingly big companies outsourced their entire IT infrastructure.

719
00:56:15,460 --> 00:56:22,460
And that is going to be the future, because the economics of it are so compelling.

720
00:56:22,460 --> 00:56:25,460
It makes such financial sense.

721
00:56:25,460 --> 00:56:28,460
Now you've got to get the contracts worded right,

722
00:56:28,460 --> 00:56:32,460
because their liability issues, there are concerns.

723
00:56:32,460 --> 00:56:34,460
But fundamentally, it's about trust.

724
00:56:34,460 --> 00:56:39,460
And there is will be a point where even the banks will trust the outsourcer.

725
00:56:39,460 --> 00:56:43,460
Now, there are also jurisdictional issues.

726
00:56:43,460 --> 00:56:50,460
So, for example, you know, in Switzerland, outsourcers for banks,

727
00:56:50,460 --> 00:56:52,460
you know, must reside in Switzerland,

728
00:56:52,460 --> 00:56:56,460
that there are laws about moving data outside borders.

729
00:56:56,460 --> 00:56:58,460
That's fine.

730
00:56:58,460 --> 00:57:04,460
In the United States, where we're seeing one company already building an outsourcer service

731
00:57:04,460 --> 00:57:09,460
that is secure to US military classified.

732
00:57:09,460 --> 00:57:15,460
So, their idea is they're going to let the US military outsourcer some of their IT.

733
00:57:15,460 --> 00:57:20,460
But for the US military, has requirements that are greater than commercial enterprises.

734
00:57:20,460 --> 00:57:25,460
So, this will be a higher level of security outsourcer service.

735
00:57:25,460 --> 00:57:32,460
So, you're going to see outsourcer services appear to handle some of these specialized requirements.

736
00:57:32,460 --> 00:57:34,460
Just like, you know, this water is drinking water.

737
00:57:34,460 --> 00:57:38,460
If I wanted to water those pure enough for laboratory experiments,

738
00:57:38,460 --> 00:57:41,460
I'd buy somebody else's water.

739
00:57:41,460 --> 00:57:44,460
So, some of those specialized requirements will happen slower.

740
00:57:44,460 --> 00:57:48,460
So, banks and military's governments, I think that'll happen slower,

741
00:57:48,460 --> 00:57:54,460
but it will happen, because everybody outsources infrastructure all the time.

742
00:57:54,460 --> 00:57:59,460
It just makes too much of an national sense.

743
00:57:59,460 --> 00:58:04,460
Would you say that certifications and reviews, deaths, etc.

744
00:58:04,460 --> 00:58:08,460
Specifically for those services will be also rising?

745
00:58:08,460 --> 00:58:09,460
Yeah, I think that will.

746
00:58:09,460 --> 00:58:11,460
Because that's what the contracts are going to look like.

747
00:58:11,460 --> 00:58:16,460
The contracts are going to, you know, the RFP, the RFI will say,

748
00:58:16,460 --> 00:58:21,460
we want an outsourcer service, and we need it to have these certifications, right?

749
00:58:21,460 --> 00:58:25,460
Or sort of these, and they might be certifications in security and reliability,

750
00:58:25,460 --> 00:58:29,460
in dependability, in geography.

751
00:58:29,460 --> 00:58:31,460
You know, might be a certification.

752
00:58:31,460 --> 00:58:34,460
We've certified this data, never leave Switzerland.

753
00:58:34,460 --> 00:58:38,460
We've certified this data, never leaves the EU.

754
00:58:38,460 --> 00:58:45,460
So, yes, certifications will be a proxy that buyers will use.

755
00:58:45,460 --> 00:58:46,460
Right?

756
00:58:46,460 --> 00:58:49,460
And there might be a certification on this bottle of water, if I look at it,

757
00:58:49,460 --> 00:58:50,460
it's a really small print.

758
00:58:50,460 --> 00:58:53,460
But there might be some kind of certification on this bottle of water.

759
00:58:53,460 --> 00:58:58,460
My dead says it's been some testing lab that tested the purity of it.

760
00:58:58,460 --> 00:59:01,460
And I don't know if this is true in the EU, in the United States,

761
00:59:01,460 --> 00:59:04,460
we have something called underwriters laboratory,

762
00:59:04,460 --> 00:59:09,460
and they certify a literal equipment, like lamps and, you know, or fridge readers.

763
00:59:09,460 --> 00:59:13,460
And then they certify the safety of a literal equipment.

764
00:59:13,460 --> 00:59:18,460
And that certification company actually showed up in the 1900s,

765
00:59:18,460 --> 00:59:21,460
because they were in the early days of electricity.

766
00:59:21,460 --> 00:59:24,460
They were a lot of electricity fires.

767
00:59:24,460 --> 00:59:28,460
And houses would burn down because the electrical equipment would catch on fire.

768
00:59:28,460 --> 00:59:33,460
And insurance companies got tired of paying for these claims.

769
00:59:33,460 --> 00:59:41,460
And basically said that unless your house only has equipment certified by underwriters laboratory,

770
00:59:41,460 --> 00:59:45,460
we will not pay on insurance claims.

771
00:59:46,460 --> 00:59:50,460
And so there's a certification that was industry led that appeared.

772
00:59:50,460 --> 00:59:55,460
So yeah, I mean, certification will be a very important part of the future.

773
00:59:55,460 --> 01:00:00:07,460
Maybe, but how do you see that the risk that is involved in terms of security of outsourcing all this kind of services in the 19th?

774
01:00:07,460 --> 01:00:10,460
So the question was about the risk of outsourcing.

775
01:00:10,460 --> 01:00:14,460
So I want to make a note because I think it's a really good idea to talk about certification next time.

776
01:00:14,460 --> 01:00:27,460
So I mean, the risks of outsourcing are not fundamentally different than the risks of doing it yourself.

777
01:00:27,460 --> 01:00:33,460
In all cases, we need to trust our suppliers.

778
01:00:33,460 --> 01:00:40,460
So we have to trust our hardware suppliers, our operating system suppliers, our software suppliers.

779
01:00:40,460 --> 01:00:48,460
Are any one of those companies can compromise our security can lose our data?

780
01:00:48,460 --> 01:00:52,460
I mean, we've all had experience of a bad software losing our data.

781
01:00:52,460 --> 01:00:56,460
And this is just another level of the trust chain.

782
01:00:56,460 --> 01:00:58,460
But we have to trust our outsourcing.

783
01:00:58,460 --> 01:01:01,460
So it's not fundamentally different.

784
01:01:01,460 --> 01:01:11,460
I mean, just as the Microsoft operating system can have bugs that would hackers can use to get it our data.

785
01:01:11,460 --> 01:01:17,460
Outscores us can have bugs in their services and products that allow hackers to get it our data.

786
01:01:17,460 --> 01:01:20,460
So that's not fundamentally different.

787
01:01:20,460 --> 01:01:28,460
And there are differences in quality because now there's another layer of trust.

788
01:01:28,460 --> 01:01:31,460
So we also have to worry about international.

789
01:01:31,460 --> 01:01:34,460
And a lot of consumers don't even think about that.

790
01:01:34,460 --> 01:01:36,460
But the different laws.

791
01:01:36,460 --> 01:01:42,460
Right, if a European's data goes out of the EU, then the European Data Protection Act no longer applies.

792
01:01:42,460 --> 01:01:46,460
In the United States, there are laws, largely ignored.

793
01:01:46,460 --> 01:01:51,460
But there are supposed to be laws against government access of our data without a warrant.

794
01:01:51,460 --> 01:01:54,460
If our data moves, let's say, the United States to Canada,

795
01:01:54,460 --> 01:01:59,460
that's who's across that international border, those protections disappear.

796
01:01:59,460 --> 01:02:04,460
Right, so there is, there is legal risk in terms of jurisdiction.

797
01:02:04,460 --> 01:02:07,460
But fundamentally, this is all about trust.

798
01:02:07,460 --> 01:02:12,460
And we're already trusting a lot more than we really pay attention to.

799
01:02:12,460 --> 01:02:15,460
So this is just one more layer to trust.

800
01:02:15,460 --> 01:02:16,460
Yeah.

801
01:02:16,460 --> 01:02:19,460
But it's not fundamentally different.

802
01:02:20,460 --> 01:02:22,460
Okay.

803
01:02:22,460 --> 01:02:34,460
Well, I certainly agree with the analysis of computing capacity as a commodity and security being part of the full package.

804
01:02:34,460 --> 01:02:42,460
But what it sounds to be strange is that the use of the customer will be, you know, a satisfied.

805
01:02:42,460 --> 01:02:47,460
The other thing is looking for is a nice service.

806
01:02:47,460 --> 01:02:55,460
No matter what insight, I just looking for the final result.

807
01:02:55,460 --> 01:02:56,460
That's okay.

808
01:02:56,460 --> 01:03:01,460
I mean, I can live without being an information security expert.

809
01:03:01,460 --> 01:03:10,460
But on the other side, I need to know my rights, like fundamental rights, like privacy or safety.

810
01:03:10,460 --> 01:03:22,460
Now, in this picture, I mean, how do you see that the role of governments or other, you know, public institution in the protection of this, for example, the right to privacy?

811
01:03:22,460 --> 01:03:24,460
I guess we were discussing before.

812
01:03:24,460 --> 01:03:39,460
I mean, one of the main issues here that we are going to have big operators use having and giving other service computing and managing at the same time a lot of personal data.

813
01:03:39,460 --> 01:03:41,460
Google is an example.

814
01:03:41,460 --> 01:03:45,460
Amazon is another quite big example as well.

815
01:03:45,460 --> 01:03:51,460
So what's the role of the government and institutions from one side?

816
01:03:51,460 --> 01:04:02,460
And how do you think they're going to find the right balance between liability of companies and privacy in safety on the other side?

817
01:04:02,460 --> 01:04:04,460
So there's a large role in government.

818
01:04:04,460 --> 01:04:06,460
There's not true that people understand the right.

819
01:04:06,460 --> 01:04:08,460
People tend not to.

820
01:04:08,460 --> 01:04:10,460
You know, I took attacks here.

821
01:04:10,460 --> 01:04:14,460
I actually know clue what my rights are with respect to taxis.

822
01:04:14,460 --> 01:04:17,460
Taxis and outsourced automobile service.

823
01:04:17,460 --> 01:04:19,460
I don't know the faintest of the right side.

824
01:04:19,460 --> 01:04:24,460
And I don't know what my rights are with regards to this bottle of water or the hotelistated last night.

825
01:04:24,460 --> 01:04:26,460
Or the restaurant I ate at last night.

826
01:04:26,460 --> 01:04:28,460
We outsource all the time.

827
01:04:28,460 --> 01:04:30,460
We have no idea what that rights are.

828
01:04:30,460 --> 01:04:32,460
And that's actually why government is important.

829
01:04:32,460 --> 01:04:33,460
Right?

830
01:04:33,460 --> 01:04:45,460
You know, we, the reason taxis work is because whether it's a city of Madrid or the country of Spain, there are regulations regarding taxis.

831
01:04:45,460 --> 01:04:49,460
There are then, so there's regulations and licensing.

832
01:04:49,460 --> 01:04:52,460
And there's a whole infrastructure that I don't even know about.

833
01:04:52,460 --> 01:04:57,460
That ensures that the taxi I get into is safe.

834
01:04:57,460 --> 01:05:01,460
And there's a driver that basically knows how to drive.

835
01:05:01,460 --> 01:05:04,460
And hopefully a little bit about the city and knows where I'm going.

836
01:05:04,460 --> 01:05:06,460
And hopefully doesn't cheat me.

837
01:05:06,460 --> 01:05:08,460
The meters are regulated.

838
01:05:08,460 --> 01:05:09,460
Right?

839
01:05:09,460 --> 01:05:11,460
So government has a huge role in outsourcing.

840
01:05:11,460 --> 01:05:14,460
Because people tend not to know their rights.

841
01:05:14,460 --> 01:05:16,460
They tend not to know.

842
01:05:16,460 --> 01:05:20,460
I mean, they're unable to make a good buying decision.

843
01:05:20,460 --> 01:05:23,460
I actually can't go to a tax driver and say,

844
01:05:23,460 --> 01:05:24,460
let me look under the hood.

845
01:05:24,460 --> 01:05:27,460
Let me, you know, prove to me you're a good driver.

846
01:05:27,460 --> 01:05:29,460
You know, I can't do that.

847
01:05:29,460 --> 01:05:30,460
Right?

848
01:05:30,460 --> 01:05:36,460
You know, we come into this room and we're all really sure the ceiling won't fall on us.

849
01:05:36,460 --> 01:05:41,460
Not because we inspected the plans or because we've inspected the building.

850
01:05:41,460 --> 01:05:46,460
Because we know that the building codes here in Madrid are good.

851
01:05:46,460 --> 01:05:47,460
We trust them.

852
01:05:47,460 --> 01:05:50,460
So we trust government to protect us.

853
01:05:50,460 --> 01:05:53,460
And that'll be true for IT.

854
01:05:53,460 --> 01:06:03,460
I think there'll be a very large role for government and whether it's privacy laws or maybe licensing for ISPs.

855
01:06:03,460 --> 01:06:07,460
I mean, you can think of a lot of different ways government can get involved.

856
01:06:07,460 --> 01:06:10,460
And the question is, how does the government find the right balance?

857
01:06:10,460 --> 01:06:12,460
Well, you know, they do okay.

858
01:06:12,460 --> 01:06:14,460
You know, they try, they fail, they get better.

859
01:06:14,460 --> 01:06:15,460
I mean, how does it work?

860
01:06:15,460 --> 01:06:19,460
You know, we've spent hundreds of years getting building codes, right?

861
01:06:20,460 --> 01:06:23,460
You know, health codes and restaurants.

862
01:06:23,460 --> 01:06:29,460
You know, there's sort of a lot of examples of, you know, we get it right slowly and iteratively.

863
01:06:29,460 --> 01:06:32,460
So you don't get a perfect the first time you get it okay the first time.

864
01:06:32,460 --> 01:06:33,460
And you do a little better.

865
01:06:33,460 --> 01:06:37,460
Or maybe you make it, you know, regulations of too much and then they're backed off.

866
01:06:37,460 --> 01:06:39,460
But what do you think of this approach?

867
01:06:39,460 --> 01:06:45,460
I mean, through that, when you find a state, there's no rules.

868
01:06:45,460 --> 01:06:48,460
Can be quite dangerous or that is dreaming.

869
01:06:48,460 --> 01:06:50,460
It can be dangerous.

870
01:06:50,460 --> 01:06:53,460
It's worse not to do it.

871
01:06:53,460 --> 01:06:56,460
So yes, I mean, and we have to use this an IT.

872
01:06:56,460 --> 01:06:58,460
And IT work, we like to get the answer.

873
01:06:58,460 --> 01:07:00,460
Because we technology works.

874
01:07:00,460 --> 01:07:02,460
Social systems don't work that way.

875
01:07:02,460 --> 01:07:05,460
So yes, I mean, it can be dangerous to get it wrong.

876
01:07:05,460 --> 01:07:10,460
But it can be more dangerous, you know, not to do it at all because you're guaranteed to get it wrong.

877
01:07:10,460 --> 01:07:11,460
Right.

878
01:07:11,460 --> 01:07:18,460
A world where we're with is no health code for restaurants is worse than a world with imperfect health code for restaurants.

879
01:07:18,460 --> 01:07:19,460
Right.

880
01:07:19,460 --> 01:07:21,460
Fewer people die of food poisoning.

881
01:07:21,460 --> 01:07:24,460
If the codes are okay, but not great.

882
01:07:24,460 --> 01:07:28,460
If there are no codes at all, you know, I'm a terrorist, I come to Madrid.

883
01:07:28,460 --> 01:07:30,460
I don't know anything, go to restaurants.

884
01:07:30,460 --> 01:07:34,460
You know, I need something to tell me it's going to be safety there.

885
01:07:34,460 --> 01:07:37,460
But I can't inspect the kitchen.

886
01:07:38,460 --> 01:07:40,460
So yeah, now this is imperfect.

887
01:07:40,460 --> 01:07:41,460
It's iterative.

888
01:07:41,460 --> 01:07:45,460
And it's the way social systems work.

889
01:07:45,460 --> 01:07:48,460
Hi.

890
01:07:48,460 --> 01:07:55,460
Although I fully agree that IT will be, well, IT security will be being tuned within the applications and

891
01:07:55,460 --> 01:07:56,460
the infrastructure.

892
01:07:56,460 --> 01:08:01,460
What's your standpoint on the application development security integration?

893
01:08:01,460 --> 01:08:05,460
Because right now from my feeling, my point of view is that all the applications are very much

894
01:08:05,460 --> 01:08:06,460
outsourced by the applications.

895
01:08:06,460 --> 01:08:09,460
They don't fully trust the outsourced on doing security properly.

896
01:08:09,460 --> 01:08:14,460
So all the security checks and finance are done on the company that provides the applications.

897
01:08:14,460 --> 01:08:18,460
Because even though the development of the outsourced, once the application is finished,

898
01:08:18,460 --> 01:08:24,460
the entity will property and the, you know, the trust that the application is running on my web server or my,

899
01:08:24,460 --> 01:08:30,460
giving a service is on the,

900
01:08:30,460 --> 01:08:36,460
user of the application.

901
01:08:36,460 --> 01:08:42,460
So it doesn't seem to be as coupled and it doesn't, the trend doesn't seem to be that there's applications.

902
01:08:42,460 --> 01:08:48,460
Our sources companies will implement the security features, but rather that the,

903
01:08:48,460 --> 01:08:52,460
buyers of the applications will implement them afterwards.

904
01:08:52,460 --> 01:08:54,460
Yeah, that's going to change.

905
01:08:54,460 --> 01:08:55,460
Right.

906
01:08:55,460 --> 01:08:58,460
Do you think of the, look at the future, look at Gmail.

907
01:08:58,460 --> 01:09:01,460
New can't add security features to Gmail.

908
01:09:01,460 --> 01:09:04,460
It is what it is and you get it or you don't.

909
01:09:04,460 --> 01:09:07,460
The, the, your options are used or not used.

910
01:09:07,460 --> 01:09:12,460
You can't call Google and say, I'd like, you know, another 50 euros of security please.

911
01:09:12,460 --> 01:09:15,460
You know, that they, they, they, they, they hang up on you.

912
01:09:15,460 --> 01:09:17,460
Actually, probably the other time I've a phone number you'd call.

913
01:09:17,460 --> 01:09:19,460
It's Facebook, the same way.

914
01:09:19,460 --> 01:09:24,460
So, so that's the future where it, it's all outsourced.

915
01:09:24,460 --> 01:09:27,460
Where, you know, companies don't add third party security.

916
01:09:27,460 --> 01:09:32,460
They're only doing that because they, as you said, they don't trust the outsourcers.

917
01:09:32,460 --> 01:09:35,460
And that, that notion is going to disappear.

918
01:09:35,460 --> 01:09:40,460
Companies will trust the outsourcers because outsourcers will be trustworthy.

919
01:09:40,460 --> 01:09:45,460
Now, you don't buy a car if you don't trust the auto manufacturer.

920
01:09:45,460 --> 01:09:48,460
You don't say, you know, I like this car, but I don't trust them.

921
01:09:48,460 --> 01:09:50,460
So, I'm going to add some more, you know, security and safety.

922
01:09:50,460 --> 01:09:52,460
You don't do that.

923
01:09:52,460 --> 01:09:53,460
Right.

924
01:09:53,460 --> 01:09:54,460
It's part of the sale.

925
01:09:55,460 --> 01:09:58,460
And if you don't trust the car, you don't buy it.

926
01:09:58,460 --> 01:09:59,460
Period.

927
01:09:59,460 --> 01:10:01,460
And, you know, end of story.

928
01:10:01,460 --> 01:10:05,460
So, we're not there yet and might take another five years to get there.

929
01:10:05,460 --> 01:10:08,460
But that's what IT is going to look like.

930
01:10:08,460 --> 01:10:11,460
Or you will trust the outsourcer.

931
01:10:11,460 --> 01:10:15,460
You won't add third party security.

932
01:10:15,460 --> 01:10:20,460
Now, you can imagine, you know, outsourcer that takes, you know,

933
01:10:20,460 --> 01:10:23,460
let's say, you know, if you have more security, go, they tell you,

934
01:10:23,460 --> 01:10:29,460
you're a bank and your security requirements are higher than for sort of, you know, an average person.

935
01:10:29,460 --> 01:10:33,460
So, there might be a company that, you know, that goes to other outsourcers and

936
01:10:33,460 --> 01:10:36,460
consolidate and add security and then sells it to you.

937
01:10:36,460 --> 01:10:40,460
But it's still going to be some outsourcer doing it.

938
01:10:40,460 --> 01:10:43,460
It's still going to be some other outsourcer.

939
01:10:43,460 --> 01:10:46,460
Who's going to package that solution.

940
01:10:46,460 --> 01:10:48,460
You're not going to do it anymore.

941
01:10:48,460 --> 01:10:51,460
This is going to be slow and coming.

942
01:10:52,460 --> 01:10:56,460
But already we're seeing, you know, the market and personal firewalls disappear

943
01:10:56,460 --> 01:10:59,460
because it was embedded in Windows.

944
01:10:59,460 --> 01:11:00,460
Right?

945
01:11:00,460 --> 01:11:04,460
Well, we're going to see the market in, in, in hard drive encryption.

946
01:11:04,460 --> 01:11:06,460
Collapsal the next five years.

947
01:11:06,460 --> 01:11:07,460
Right?

948
01:11:07,460 --> 01:11:13,460
Now that it's now that it will be in every copy, you know, of Windows 7 sold.

949
01:11:13,460 --> 01:11:16,460
You know, why would PGP disk exist?

950
01:11:16,460 --> 01:11:18,460
They're competing with free.

951
01:11:18,460 --> 01:11:23,460
They're competing with embedded in, you know, push a button and it turns on.

952
01:11:23,460 --> 01:11:24,460
All right.

953
01:11:24,460 --> 01:11:27,460
So all those things start disappearing.

954
01:11:29,460 --> 01:11:31,460
Oh, just shout.

955
01:11:31,460 --> 01:12:01,460
I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just

956
01:12:01,460 --> 01:12:31,460
just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just,

957
01:12:31,460 --> 01:13:01,460
I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just

958
01:13:01,460 --> 01:13:31,460
I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just

959
01:13:31,460 --> 01:14:01,460
I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just

960
01:14:01,460 --> 01:14:31,460
I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just

961
01:14:31,460 --> 01:15:01,460
I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just

962
01:15:01,460 --> 01:15:31,460
I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just

963
01:15:31,460 --> 01:16:01,460
I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just

964
01:16:01,460 --> 01:16:31,460
I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just

965
01:16:31,460 --> 01:17:01,460
I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just

966
01:17:01,460 --> 01:17:31,460
just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just,

967
01:17:31,460 --> 01:18:01,460
just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just,

968
01:18:01,460 --> 01:18:31,460
I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just

969
01:18:31,460 --> 01:19:01,460
I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just

970
01:19:01,460 --> 01:19:31,460
I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just

971
01:19:31,460 --> 01:20:01,460
I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just

972
01:20:01,460 --> 01:20:31,460
I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just

973
01:20:31,460 --> 01:21:01,460
I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just

974
01:21:01,460 --> 01:21:31,460
just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just, I just,

975
01:21:31,460 --> 01:21:36,550
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