HYCU Wakes Up Backup With aiR And Turns Data Into Cyber Intelligence

[00:00:03] Hi there, welcome to Across the Tech Pond, the US-European podcast covering big technology events and announcements, hosted by David Marshall, Neil Hughes and myself Anthony Savvas. In this show we have a very special guest with some significant new product news. Software as a Service Data Protection vendor, Haiku, has established itself in the market with its R-Cloud technology. That helps companies manage and protect their data across on-premise, hybrid and cloud environments.

[00:00:33] As more and more companies are going down the software-as-a-service route, the market for that SaaS protection is obviously expanding, which is obviously good news for companies like Haiku. Before we move on, let's introduce ourselves. David. Hey everyone, I'm David Marshall from VMblog.com, located in Austin, Texas, here in the US, and I'm a co-host, obviously, here at Across the Tech Pond, and I'm looking forward to catching up with Simon today.

[00:01:03] Neil. Neil. And I'm Neil Hughes. I run the Tech Talks Network, which is a curated ecosystem of podcasts designed to inform, challenge and inspire business leaders navigating this increasing pace of technological change in the workplace. Outside of that, I write for Cyber News. I'm Anthony Savvas. I write for IT Europa, which is a channel-based publication writing about various channel partners and distributors, etc., including managed service providers.

[00:01:32] I also write for TechLed, which is a communications portal news platform, and I'm also co-host of Across the Tech Pond. Welcome, Simon. Haiku has some very special product enhancement news around your R-Cloud offering. Could you take it from the top, please, and explain what it is, please? Absolutely. Well, first, it's wonderful to be here, Dave, Anthony, Neil. Great to see all of you again. I'm calling in from lovely Boston, Massachusetts, where the tech is popping, and unfortunately, the allergies are hopping.

[00:02:02] It is May, and that always is the case here with our wonderful four seasons. But I am Simon Taylor, the CEO and founder of Haiku. Haiku does stand for Hybrid Cloud Uptime. About 4,600 customers in 78 countries, and we are the world's number one leader in SaaS data protection, with it covering over 103 different data sources.

[00:02:25] That means if you think about the world of SaaS, on-prem, and public cloud, the next competitor to us has about 12 of those protected. Haiku has invested in the last eight years in building out our R-Cloud, or resiliency cloud platform, that natively integrates with over 103 different applications and databases. So it's a thrill to be here, folks. And as I said before, we are about to announce something that I think is game-changing in the world of data protection.

[00:02:52] And to get right to it, we are going to announce today, here and now, that we have made a discovery in the world of data protection that I don't think anyone's made before. And the discovery is very simple. If you have backup and recovery for 103 different software applications, it effectively compromises or creates almost a human brain with every single memory that that organization has ever had held in that backup data.

[00:03:22] But up until now, no one's ever been able to speak to that brain. We were clearly just using the backup data to help you recover in the event of an incident. Haiku has spent the last two years working with AI, building its own knowledge graph and context engine, applying an LLM database on top. And for the first time ever, Haiku is going to let you speak to your backup data.

[00:03:46] In natural language, with the announcement today of the launch of Haiku Air, which is our new AI resiliency platform, you can go into your backup data and you can ask any cybersecurity-related question you want. To get to the bottom of key asks like, who is an insider threat in my organization? Where is my classified and unclassified data sitting?

[00:04:13] And how can I identify personally identifiable information across my entire workforce? You can even go in there and say, hey, I'm really concerned about posture management. I don't understand who's running what policies. Who, from an identity and access management perspective, may be drifting away from those policies. And again, we're going to use all of that on top of the backup data. So why I say this is a watershed moment in the world of data protection?

[00:04:40] Since the dawn of time, backup data was just that. It was for the backup. You could really only do one thing is sell it as an insurance policy and recover data in a time of an instant. We are moving the entire industry from insurance to health care.

[00:04:59] And what I mean by that is rather than just providing insurance, helping you to backup and recover the data when there's an emergency, for the first time ever, guys, we are actually going to let you take care of your organization. And so I've gone to this pitch a couple of times now and explained to different folks what this really means. But I think the most compelling and difficult jurist out there was my 13-year-old son. I explained to him how to cure three times. And he said, Dad, I don't get it.

[00:05:28] And I said, what do you mean you don't get it? We back up the data. Now we can read the data and talk to it. He goes, so what? Why do I care? And I finally said, okay, imagine that we're sitting at this table today and there's a camera sitting over the table. And you take a stick of gum, you chew it, and you stick it under the table. In typical cybersecurity protocols, if there is a man behind the camera watching the screens, he might catch you.

[00:05:53] But if that gum was placed under the table six years ago, there's no way anyone's ever going to know. And he said, oh, so Haiku Air is like the tapes in the security system. You can rewind the tape and find out what actually happened. And I said, exactly. And he said, so why can't anybody do this? And I said, great question, young protege of mine. I said, you know, my son, the reason is nobody else bothered to invest in backing up and recovering hundreds of different SaaS services.

[00:06:23] So it's almost like your tape is crippled. If you can only read the unstructured data or only read the data on-prem or only read one or two or three or four SaaS services, you are missing a majority of the context across an organization. And he said, okay, I get it. So because you're backing up all of this data and all these different services, you not only have the cameras looking at the table, you can rewind the tape and it will show you every angle of the organization. I said, that's exactly right.

[00:06:52] But for you all, I'll give a more sort of concrete analogy that I think helps. I want you to imagine that the five of us are running a company and we think that there's a bad actor out there. Maybe we've got 5,000 people in this big company we're running, but we don't know who it is. Okay. Now I want you to imagine the natural language. You could go into Haiku Air and you could just literally say, run an insider threat analysis.

[00:07:18] And then it's going to go out and it's going to look at all of the folks who are in Workday and who's on a performance management plan. And then it's going to do a context switch and check everybody in Salesforce and see if anybody pulled an enormous amount of data at a strange time. And then it's going to look at our enter ID policies. And it's going to say, that's strange. This person is acting out of policy. And then it's going to look at their data and say, wow, and they're capturing a whole bunch of credit card data on their personal laptop.

[00:07:48] This would have taken five tools and five weeks before. But because our customers have already invested in backing up and recovering all of this SaaS and cloud data, we can do it with a single command inside of Haiku Air. It's the power of Haiku. It's the power of our cloud. It's the power of AI. Making Haiku not the number one leader in SaaS data protection, but now the number one leader in AI resilience. We're going to drill down on this.

[00:08:17] But first of all, I want to make sure that your protégé has actually got his invoice in for that service there. I'm sure he already has. Well, I'll tell you. If you don't spend one time, he'd be adding interest. He's expensive enough as it is. At least he doesn't ask for any more Pokemon cards. So we're going to be drilling down into this exciting prospect. David, you had a question. Yeah, first, thanks for being here, Simon. I really appreciate it. It's always great to speak with you.

[00:08:46] And I'm glad that 40 plus years ago in school, they didn't have cameras. So the gum that I would have stuck underneath the desk was probably still there today. But yeah, no one will know except if they're listening to this, obviously. Anyway, yeah, I'd love to drill into this a bit more. I'd like to explore, if you would, why this moment matters. As I understand Haiku's core argument, the mid-market has essentially been stranded.

[00:09:15] A 2,000-person company faces every threat that a Fortune 500 does, but from a fraction of the budget. Thinking about that, in enterprise CISO, they can layer in DSPM, UEBA, insider risk, identity posture tools, and easily spend north of half a million dollars a year on visibility alone. Easily. Before a single byte is actually protected, to be honest with you.

[00:09:41] So a mid-market CISO, they can afford that core stack and backup. And typically, if thinking about the gap that exists here, is that one of the problems that Haiku is setting out to solve here? Can you dig into that a little bit more? Sure, Dave. I think it's twofold, and I think you're absolutely right. The first is an economics problem. So if we think about, as you rightly pointed out, a company that's got anywhere from 200 to 10,000 employees, really,

[00:10:10] probably has a CISO and a CIO, but they are running on a shoestring budget. They've maybe got 10, 20 people in IT, maybe two or three folks in InfoSec. What they cannot afford to do is go out and buy the UEBA system and the IM system and the pen testing system. And so what they end up doing, unfortunately, is going right back to Office 365, opening up an Excel file, and doing their best to parse the database on use.

[00:10:39] It's a very, very manual process. So I think part of the pitch here is you've already made the investment in backing up and recovering your SaaS with Haiku. If you haven't, you should. But if you have, even better. Because what we're going to do is layer this on top as a simple platform extension that basically says, let's give you more. Let's get more out of the backup data than you've ever been able to get before.

[00:11:03] Or let's turn the backup data into something usable on an everyday basis, and let's make you more secure. I think the second piece of that is, I call it the machine speed argument. So you've got the economics component, but you've also got the fact that when it comes to AI, the threat has never been more complicated and more sophisticated.

[00:11:24] You know, when we first started having these conversations, probably during the COVID, right, or a little bit after that, what often happened is we would talk about, you know, there was a ransomware attack every 60 seconds, and that was every 11 seconds. And you could buy a ransomware attack on the dark web for only $100. That now sounds ridiculously expensive. When you think about agents being able to deploy ransomware attacks at machine speed, the level of corruption is off the charts from that perspective.

[00:11:54] But the other piece is it doesn't have to be a ransomware attack anymore. When you're deploying agents in mass across all of your systems of record, and one of them goes rogue, or you put in a wrong command, and it suddenly deletes massive bytes of your data, the challenge is you've got to get that data back fast, and you have to know exactly when to bring it back to. Otherwise, you're deleting far too much of your day-to-day work and operations. You're killing your efficiency and your productivity.

[00:12:24] So I think this could not have come at a better time because people are just faced with an influx of thousands of different cyber services. Nobody knows what to pick, and most people can't afford them. But when we say to them, hey, all of this comes as a part of the plus, sort of the premier package that you're purchasing when you buy iQ, people say, well, I had to back it up anyway. I might as well get all of that additional benefit. So I think we're making it easier. We're making it far more inexpensive.

[00:12:52] And we are meeting the time because of all that machine speed problem statement that we're talking about here. Great. Neil, you had a question. Yeah, once again, thanks for sitting down with us today, Simon. I wanted to highlight that there's already been some very early feedback from this new technology. I mean, you told us before we came on air today that the response from design partners and channel partners has been possibly the strongest that you've seen in any launch.

[00:13:21] And most tellingly, customers in your early adopter program have surface regulated data exposures in their SaaS applications that previously they had no visibility into before. In some cases, within the first week of access. And several of that since ask you whether they can retire or downgrade adjacent point tools as a result of that.

[00:13:42] So thinking out loud, this must mean channel partners must be thinking that air reframes the backup conversation from a renewal discussion into a security and compliance discussion, which moves the buyer for infrastructure to the CISO and changes the deal size and deal velocity. Am I understanding that right, Simon? You absolutely are, Neil. I mean, I have to tell you, we have been thrilled with the response. I mean, actually quite blown away.

[00:14:08] You know, I've done a lot of launches in my day and we had some great success with our cloud and things like that. But when you open up air and you can see that it looks like any other AI search bar and the customer just says, well, what do I put in there? And you say, well, ask it. Ask it where it thinks the threats are. And you watch it analyzing all of their backup data. The eyes sort of bug out and they say, my God, this has been sitting here all along.

[00:14:36] And I've never had the power to access the data. I've never known that I could do this. I don't think anybody did. And so there's this sort of revelatory moment where people really, their eyes really do kind of bug out of their heads. And that's been a lot of fun to watch. But I do agree with you that the other component to this is the channel partners. You know, I think people are sick to death of the tit for tat that occurs with the backup vendors.

[00:15:00] You know, it's, oh, this one's offering this service and this one's offering this feature and this additional object. And we're so down in the weeds and in the minutia when it comes to differentiation at this point that you can almost not discern who's who. But all of a sudden along comes Haiku and we say, well, you know, the next guy is backing up 12 SaaS services and doesn't do any of this. We've constructed an entire almost human brain of your corporation based on all the services we protect.

[00:15:28] And we can actually do context switching to help you answer questions that are going to keep you up and running and protect your business like nobody else. And so the channel partners very much, as Neil said, are kind of jumping for joy going, my goodness, this really is cyber. You know, I can really go out and I can replace four or five different tools. And instead of trying to position these multimillion dollar offerings in the mid market, I can go in and just say, hey, you've got to back it up anyway. Why not do this?

[00:15:58] And air comes with all of this by virtue of what Haiku actually offers. And we all go to so many different tech conferences around the world. And it seems that you guys are at almost every single one. I'm curious. Was this the result of you reading the room, listening to the conversations, understanding what people were saying? And did that early feedback take you by surprise at all? You know, it didn't. And I'll tell you why.

[00:16:23] Some of our design partners, you know, who I won't mention on this call, but we've got one that I'm thinking of in particular. You know, he used to say to me, Simon, your backup and recovery for SaaS has the most coverage in the world, is the best in the world. You know, it's so fantastic. It's almost unfortunate that I only get to use it if I lose something and need to recover. And that little nugget really sat with me.

[00:16:46] And it sat with our GM of cyber and AI, Andy Fernandez, who's been a great kind of vision partner in this and thought partner in this here at Haiku. And we talked a lot about that. Gosh, we've got all this power. We've got all this data. And what we realized is that when you think about the world of AI, the LLMs are becoming commoditized. Yes, you know, today it might be clouded. Tomorrow it might be open AI. Who the heck knows?

[00:17:10] But ultimately they're models that are, you know, fractions of a centimeter away from each other and continuously kind of leaping each other. Right? So the differentiation in future technology products is not going to be which model you use. It's going to be the access to having a unique underlying data set. Because it's the data sets that you feed into those models that are actually providing the value. And it was sort of like light dawns on Marblehead.

[00:17:38] My goodness, we've got the most unique data set in the world. And our customers are gathering this data for their own backup recovery across 103 different sources. What could we do with it? You know, and so then the question became, well, if you've got access to the most powerful data set in the world, and you've got access to all these LLMs, where can we bridge the gap and build the most value for customers? And the obvious choice was cyber intelligence.

[00:18:04] Because I think there are cyber tools out there that will tell you what's happened. There's cyber tools out there that will try to predict what's going to happen. There's tools like us that can recover your data when something has happened. But what if you could bridge the gap between all three of those? And you could sort of help people to uncover the problems, recover the data, and protect themselves holistically across the entire modern data state.

[00:18:29] And I think it's almost one of these things that's so good that you have to slow it down a little bit to help people to absorb it all. Because what we're really saying here is that there has never been anything like this in the data protection world. You know, and we said this around our cloud, and then we built it. The difference here is we've been able to get to market with something that nobody else has ever seen. And when customers open it up and start asking those questions, I'll give you a great example of this.

[00:18:57] We had a customer the other day, a small insurance company, actually quite large. And they went into it and they said, they said, you know, these three people I'm concerned about, show me the blast radius of anything that they might have touched. And it automatically just built this beautiful diagram of each one of them. It showed them every single application and database they touched in the last 90 days and where they may have created problems. And you could then sort of, you know, drill down into it to identify which of them was the most problematic

[00:19:27] so you could go run a proper investigation. So all of a sudden, it's like, oh my goodness, we are really protecting these companies. We're helping them to uncover things and items and data and information that they never would have seen before without us. And then we're helping them to recover the data and put it all back right. And I think that whole sort of supply chain approach is just something we haven't seen before in the industry. Excellent. Talking about the actual, the industry reach of IQ.

[00:19:53] I mean, if any of the viewers or listeners want to, you know, pin them down on this, they do get to a lot of shows. I mean, earlier this month, I was at Atlassian in Anaheim in California. There was a haiku stand there. They are an Atlassian partner. And later this month, as this podcast comes out, they will be in Las Vegas this month with a stand and a strong presence launching the product. So if any of the viewers and listeners want to, you know, pin them down on these points they're making, what Simon's making in his team, you can always approach them at their

[00:20:22] stands as well. But anyway, going back to air, in practical terms, things are effectively, shifting. The buyer is changing. Backup admin goes to the CISO. With finance and GRC, that's government risk and appliance also at the table. There's basically a different budget, a different urgency, and a different ceiling. Is that right? I mean, am I on the money when I mention this, Simon? You know, Anthony, you absolutely are.

[00:20:49] And I think, you know, this is where the size of the organization is going to matter. If you're in a very large enterprise, you're going to see massive fragmentation of those budgets all the way down to the application level. There might be a Jira app owner. There might be a Salesforce app owner. Then you've got your CISO, then your InfoSec team, et cetera. But if you're talking about, you know, a mid-market company with 2,000 to 5,000 employees, typically what we're seeing is that they need to back up all that data.

[00:21:16] They need a Fedora compliance, NIST compliance, et cetera, et cetera. So the understanding that was not there when we launched our cloud, right, which we fought so hard for, it's there today. People understand they've got to back their SaaS up. That's great. Now what's interesting is you go back to that same buyer and nine times out of 10, what's been happening with our design partners is the CIO says, oh my gosh, there's finally something that lets me in the CISO have a real face-to-face conversation.

[00:21:44] Because it's my backed up data and it's all the intel that he needs and we can work together on this. And then of course, the next question is, but how much does this cost? You know, is this four or five times the cost of the backup? And the answer is no. It's a simple 25% uplift on the charge of the underlying platform. So you're paying essentially a platinum service fee to get endless access to all of this contextual cyber intelligence.

[00:22:11] And the last thing I'll just add to you, Anthony, around the budgeting, around the way we're thinking about this, because it's AI driven, you know, there's some beautiful things you can do in terms of user experience. And one of the things we've added is we realize we're not going to have all the questions. You know, your organization might have a very different set of questions than the Boston Red Sox, who might have a different set of questions than your local insurance company, et cetera.

[00:22:36] And so what we allow you to do is templatize and sort of pin the questions that are most valuable to you. And you can actually drop those into our public space so they can be usable by the entire sort of marketplace. And this is a great way for us to build community around cyber intelligence and add more power to the system. So it's that idea of sort of publicly broadcasting. Hey, did you see what we did with IQ Air? Did you see the question we asked and how we framed it?

[00:23:05] Oh my gosh, I got great results when I did this. And so we really want to do a better job here of making sure that we bring IQ into the AI era. And a big part of that makes means creating a digital space in which our customers can interact with each other to really build upon the power of the platform. Great. I think you want to come in, David, with a question. Yeah, Simon, we've had conversations like this many times throughout the years.

[00:23:33] And the last major thing that you and I kind of talked about was the announcements around our cloud. Yeah. Here we are again. Now you guys are talking about, you know, the new Haiku Air announcements that you're making. It sounds extremely incredible. And obviously, this leaps beyond what you guys were talking about with our cloud. I mean, it's completely amazing and makes absolute sense.

[00:23:59] You've got all this data and now you can actually do something with it other than backup and restore it when there's a problem. So, you know, hats off to you guys. This is a fantastic announcement. But I have to ask, you know, a lot of people, we hear about these announcements and then maybe something doesn't come about for, you know, weeks, months after. When is it that people are going to be able to kind of, you know, get their hands on Haiku Air?

[00:24:26] I know we just talked, Tony mentioned that you guys were going to be at the Dell trade show coming up. And people can come up and interact with you guys and dig into some of the stuff that we talked about. But yeah, when can the people who are viewing and listening to this actually get their hands on it and get this into their environment? You know, a platform this powerful, Dave, we've taken a very different approach. We really view this as something that we have to get absolutely right for our customers and our partners.

[00:24:54] And so we've selected already 30 design partners who are going to be actively turning this on in the next sort of few weeks. And then by September, we're going to do a full GA. So we're going to do this in phases. Phase one is our sort of our design partners. Our early release is in June. And so, you know, over the next sort of couple of weeks, the first few hundred submissions that we'll receive are actually going to be added to the sort of, you know, that sort of early release, limited release.

[00:25:23] And then in September, we're going to do the full sort of GA. And I think the benefit of that is we're going to keep building on all of the contextual questions that we believe will be valuable for customers. You know, when you give people, it's almost one of those things where you give people too much and they do nothing with it, right? So we want to make sure that all of the best use cases are really sussed out to the level where it is. It is completely simple to use and really induces customer delight.

[00:25:52] We also want to make sure that these use cases are used on a daily basis. You know, we really see this as being a thought partner for the CISO and CIO and admin community. And we want to make sure that all of that power is harnessed in the right way. So you'll see sort of three different versions. You'll see the design partner roll out immediately. Then you'll see our limited release. And then in September, you'll get the big bang with the GA. Great. How will it actually be? Will it just be bundled with our cloud or is it a separate product?

[00:26:21] Just make that clear, Simon. Yeah, sure. So it's literally just a platform surcharge on top of your existing our cloud platform. You will pay for the premium package, which will be a 25% uplift. And that gives you access to every aspect of Haiku Air. And, you know, what we're starting to see already from our very, very early limited design partners is they're in air all the time. You know, it's becoming sort of the standard UI for them because it feels like everything else. It feels like Claude. It feels like OpenAI.

[00:26:51] You get the sense that you are in an AI native experience. But, of course, it's backed by that sort of industrial strength R cloud engine that's running on the back end to give you that enterprise-grade data protection. Okay. Neil, were you wanting to come in? Yeah, for me, it's refreshing to hear it's coming out sooner rather than later, but in a thoughtful way with those established real-world use cases in place.

[00:27:16] Because I think the three of us hear so much about AI at tech conferences around the world and see so many providers making big promises when it comes to bundling either AI or, more recently, agentic AI into their solutions. Almost just to say, hey, everyone, look at us doing AI. But this offering sounds like it really has legs. And you're probably locked down and cannot say too much. But I've got to ask if there are any teasers around any other impending AI moves at Haiku on the horizon. You are locked down. I know you are.

[00:27:45] But anything you can share about where you see this heading to? Here's what I will tell you. You know that we are members of the Dell ETC program, right? The State Technologies Partnership. We are sold on the Dell price book already. And that's been a great relationship. And that's why, as a result of the power of that relationship, we've decided to do our official formal Haiku Air launch at Dell Tech World in Las Vegas. And we will actually be showing the real working product.

[00:28:12] And so people who are there are going to get not only a teaser, they're going to be able to actually go through all of the use cases that we're talking about. They're going to be able to see things like, you know, we talked about Haiku R Graph in the past, which was our, you know, visualization of all of the SaaS services. Well, now we're going to be launching Haiku Air Graph, right?

[00:28:32] Which actually goes a whole heck of a lot further, actually mapping out all of the posture management, all your data classification, all into that same air single pane of glass. And so there's going to be a lot to see and look and feel and touch. And I think people are just going to be really, really excited about it. And we've, you know, we've gone out and splurged on a very big booth so that people can, you know, really come in and engage and spend time with the technology. And we'd be thrilled to do a walking demo with all of you as well. I'm back there, Neil.

[00:29:02] I was going to say, unfortunately, I'm not up that one, but I would say, officially say that I've got FOMO now. I'm hearing about the announcements, the parties. Yeah, consider FOMO in place. Well, thank you. David, did you have anything to comment on that? No, I think what Neil said before, I think it's refreshing to hear. I mean, like you said, we go to trade shows together independently and we talk, we get briefings from all these companies.

[00:29:29] And everyone has to have, you know, those two letters associated with their product in some way, right? Oh, yeah, we have AI. And then when you start to drill down and dig into it, you're like, really, is that an AI solution of any value add? But yeah, it is refreshing to hear what you guys are talking about with AIR. And I, for one, can't wait to see it in action. Okay. Thanks for answering all those questions, Simon.

[00:29:56] But just finally, we always like to give viewers and listeners something to think about. What else would you like to leave our audience with regarding how end users should approach cloud data protection right now? Yeah. Yeah. You know, I think the key is to realize that the world is now moving at machine speed. And I don't say that lightly. So in the past, whether it was pen testing, whether it was backup and recovery, whether it was, you know, trying to sort out, you know, how to remediate, you know, a problem.

[00:30:25] It was happening. It was deployed by humans at human speed, at human volume. And humans could defend against it. But today we are operating at machine speed, meaning you can have a swarm of agents attacking, you know, running thousands and thousands, millions of commands per second. And I think we're going to continue to see that speed increase with the advent of things like quantum computing, et cetera. Get your ship in order. That's the simple, simple narrative here.

[00:30:53] Understand where your data is. Back it up. Make sure you can recover it. That is still your single most foolproof way of protecting against all of the horrors of misaligned postures, you know, exfiltration, deletions, ransomware attacks, malicious code, et cetera. Make sure it's backed up. Make sure it's backed up somewhere separate. You know, we heard a horror story last week about some poor bloke who had his entire company deleted by an LLM.

[00:31:23] But when you really dug under the covers, the backup was in the same volume as the production data. You need to create at least some virtual air gap and you have to have multiple copies. And you've got to make sure at the end of the day that you can recover in case of catastrophe. So it's one of these, the more the world changes, the more it stays the same. But we don't like the same. So we often ignore it and think we can just move on. You've got to have that big data backed up now more than ever.

[00:31:50] And all of the amazing announcements that we're launching with Haiku Air will make that experience joyful. It'll make it high value. It'll give you a massive return on your investment. But it starts with the backup. Okay. Thanks for that, Simon. And we have generated plenty of interest among our audience around air. I'm sure they'll look it up, come and see you about it. And that's what we're here for. It just remains for us all to say goodbye. Thanks for being here, Simon. It's been a pleasure as always, folks. You run a great show. It's always an honor.

[00:32:21] Okay. And it's goodbye from me until the next Across the Tech Pond very, very soon. Neil? Oh, I'll just say before we sign off, if you have enjoyed this conversation, please leave a rating or review wherever you watch or listen to us. And if you're attending a tech conference, there is a good chance one of us will be there. So please connect with us on LinkedIn. Send us a message. We always love to chat with you. And most importantly of all, if you're attending Dell Tech World, unlike me, please go over there. Check out what they're doing at Haiku.

[00:32:51] Go to the after party. Say ATP sent you. That might get me into trouble. But honestly, everyone go there. Have a good time. David? Yeah. Yeah. Simon, this has been a really valuable conversation. And I think it definitely illustrates exactly why this space deserves more attention than it gets. And I'll throw this out if you're a company making waves in the IT industry like Haiku and you want to reach decision makers and that might be wrestling with the challenges that your company solves.

[00:33:21] Contact any one of us, Anthony, myself, or Neil online. And we'd love to have you on a future episode of Across the Tech Pond. And with that, Simon, thanks again for your time today. As always, we all three of us certainly appreciate it. Thank you, folks. Thank you, Simon. Thank you.