Eleven EMC executives offer their predictions of which technologies and trends will transform cloud computing, Big Data and IT security the most in 2013. Scroll down to view them all.Art Coviello Executive Vice President, EMC Executive Chairman, RSAIn the words of the famous French Philosopher: “The more things change, the more they stay the same.” Security predictions for 2013 in many ways reflect this quote. Unfortunately, evidence of criminals collaborating with rogue nation states, exchanging methodologies, buying and selling information, and even subcontracting services expands their collective reach and enhances their mutual learning curves.Now a new model of cybersecurity is in order. More than ever, an intelligence-driven security model will be necessary to provide true defense in depth. This new model will require multiple components including: a thorough understanding of risk, the use of agile controls based on pattern recognition and predictive analytics, and the use of big data analytics to give context to vast streams of data from numerous sources to produce timely, actionable information.Security is and will continue to be challenged in the following ways leading into 2013:Hackers are more likely to get even more sophisticated.Our attack surfaces will continue to expand and any remaining semblance of a perimeter will continue to wither.Changes will occur whether security teams are ready or not.National governments will continue to struggle to legislate on rules of evidence, information sharing and reforming privacy laws.It is highly likely that nation states will continue to move well past intrusion and deliberately attempt disruption and destruction.Responsible people in organizations from all verticals, industries and governments will move past awareness to a genuine understanding of the gravity of the situation.Adopting an intelligence-based security model that includes big data and analytics will be the key to a true defense in depth strategy.The bottom line is that we have the technology. Will we have the will to act? I predict we will.Rick DevenutiPresident, Information Intelligence GroupFor many years, content management software providers sold massive platforms for customers and partners to build a solution that satisfied key business requirements. IT had the money and power to make platform decisions under the “build it and they will come” model and all business solutions, as they were prioritized, were to be implemented on these platforms. It’s just the way it was; IT would be the development shop for building these highly customized solutions on their chosen platform. These projects took months or years to develop, and by the time some of them were ready for prime time, the business was already on to the next big thing. Or the project far exceeded budget…or it just didn’t meet the need which had changed during the long delivery cycle.But not today. For CIOs, the common theme is “now.” Rapid time to value is the leading driver. In many cases today, the business unit holds the money and determines the priorities, but they don’t care much about platforms, just the best solution for a specific problem. IT has the difficult task of meeting the time-critical need imposed by the business, while still trying to maintain a rational architecture for the enterprise. And to make matters worse, if IT doesn’t respond fast enough, the business will look to buy a cloud-based solution, cutting IT out until there is a problem.At IIG, we believe this movement to cloud solutions is only going to escalate. Generally, the new trends we see in IT are adopted more slowly than we think, but once the tipping point happens, things accelerate faster than expected. In 2013, cloud-based, content-centric solutions will hit that tipping point.Brian GallagherPresident, Enterprise Storage DivisionMany of 2012’s trends — information growth of both structured and unstructured data, never before seen requirements for data mobility, and new foundations laid for extracting value from Big Data — will expand and drive new levels of enterprise storage requirements in 2013.Dramatic information growth and traditional applications will continue to demand world-class availability, performance and efficiency.The transformation to hybrid cloud environments, and the need to move data between corporate IT data centers and service providers, will accelerate. The concepts of both data and application mobility to enable organizations to move their virtual applications will become the norm.Companies will continue investing in Big Data and seeking new value within information while exploiting the strengths of IT from the present.To meet these demands…Scale-up and scale-out enterprise storage capabilities will leverage and exploit industry standards, off-the-shelf processing components, enterprise flash technologies and leading drive technologies.We will see enterprises invest in software innovation around mission critical, enterprise-wide automated tiering, business continuity, virtualization and security.Enterprises will deploy highly mobile and highly protected active-active data center configurations — enabling them to offload applications to the cloud (or to Service Providers) permanently or temporarily. Zahid HussainSenior Vice President & General Manager, Flash Product DivisionIn 2013, Flash is no longer the future game changer — it’s now the norm, ubiquitous in all storage architectures.The industry will move beyond just exploring and promoting the benefits of Flash technology — and shift to exploring the new opportunities and use cases Flash opens up. In 2013, Flash will be the key enabler to larger IT initiatives such as virtualization and cloud computing, allowing companies of all sizes to use software combined with Flash to exploit maximum efficiency, maximum performance and cost effectiveness in all types of environments — from the world’s largest and most demanding enterprises, to the most demanding social sites, to consumer products. 2013 is about marrying Flash with other tech resources to deliver compute and storage power, turbo charging IT assets for top-shelf performance.As Flash technology matures with innovations such as Lithography shrinks and potential next generation 3D technologies, the industry will begin to turn its eyes to the “next big thing” in technology investment: Phase Change Memory. In 2013, we will see a flurry of investment activity in PCM based architectures. With this non-volatile random-access memory, the industry will begin to augment existing offerings and deliver an alternative extremely fast storage option with even lower latencies than Flash technology, beginning to approach DRAM type of speeds.Leonard IventoschVice President, Channels AmericasChannel players will transform their roles: 2013 will mark the beginning of a transformation that could see the channel completely change from its current form. Already the roles and responsibilities of the different channel entities are blurring. SIs are becoming resellers; resellers are becoming service providers; and even end users are becoming service providers. Over the next three years, it is probable that the traditional mix of end user, channel, alliance and service organizations will change, merge or disappear.Businesses will focus on data management/Big Data services: Big Data is one of the hottest topics in the IT world at the moment. While it will have an impact on the channel in 2013, this will mostly be centered on the provision of scalable storage and data management technologies. The main focus for 2013 will be in helping businesses to manage their data from an infrastructure point of view and in extracting valuable insights from it. The next stage in the evolution of Big Data in the channel – the provision of sector-specific analytical propositions that SIs can build services around – won’t take place until further down the line.The pace of market consolidation will accelerate: 2013 will see the trend for market consolidation continue and accelerate. Those resellers and SIs that have not been able to keep pace with the changes engendered by cloud computing and PS driven business models will find themselves the target for acquisitive companies. The economy will also be a major factor in the increase in such acquisitions. Over the next year, the revenues on offer to the channel will not grow significantly, meaning that only the smartest and fastest players will survive. Such consolidation will take place more quickly in EMEA than in the US, but will continue at a rapid pace in the U.S. This is due to the fact that there are a greater number of smaller players still in action in EMEA, and to the prolonged economic uncertainty hanging over the region.Stephen ManleyChief Technology Officer, Backup & Recovery Systems DivisionBackup will continue to evolve toward “versioned replication” — rapid, incremental-forever backups stored efficiently on disk as full backups (e.g. source-dedupe, virtual synthetics, snapshot & replication and CDP).As hypervisors, applications, and storage arrays expand optimizations for data protection, organizations will deploy backup and recovery solutions that leverage those optimizations.Organizations will continue to rapidly eliminate tape for backup.Organizations that have deployed hypervisor/application/storage-specific solutions will focus on consolidating their backup infrastructures to eliminate silos and look to deepen visibility by a broader group of stakeholders (application, virtualization and storage teams, as well as CIOs) into both the overall backup and recovery process and individual elements of it.The role of the backup team will continue to evolve into a service provider model, delivering SLA-focused services to their users. The backup team will have centralized visibility into all the backups and control over the infrastructure.The backup team will be able to delegate backup visibility and control to the virtualization, application, and storage teams, if desired.Over the next few years, we’ll witness a complete transformation of the backup industry. Deduplication and disk revolutionized backup and recovery, but it did so within backup’s traditional role. Today, there’s a clear link between the state of an organization’s backup and its pace of business acceleration. As IT transformation and delivery of IT as a Service continue to progress in the upcoming year, backup will become more about acceleration of IT transformation and enablement of IT as a Service delivery. The current focus on issues of backup window and recovery timing will expand. Backup teams will begin to consolidate all backup and archive silos into a single storage pool, and using backup and recovery technologies that integrate deeply with the data protection intelligence now being built into applications and servers. Application, hypervisor, and storage managers will expand their visibility and control over their backups. Backup teams will focus on providing SLA-driven services to those customers — ranging from providing infrastructure to delivering the end-to-end solution.Rich NapolitanoPresident, Unified Storage DivisionOne major area of activity for unified storage this year is virtualization and cloud computing. Customers are demanding tight levels of integration between storage and virtualization technology to simplify management and increase virtual machine scalability with array offload. In addition they are looking for a range of solutions from build-your-own to converged infrastructure. Unified storage will play an even larger role in 2013, based on the trend to have Hypervisor access to storage using NAS protocols. VMware over NFS has been a popular choice, and with Windows 8 / Server 2012, Microsoft supports Hyper-V access to unified storage via the CIFS protocol as well as the ODX protocol for array offload.The second key area of activity for Unified Storage is Flash. Flash adoption has been growing steadily and customers are deploying flash drives as a storage tier and to extend the cache on the storage array. Customers demand automated tiering to improve performance and lower costs without adding complexity. As we move into 2013, we predict a “Flash-everywhere” strategy will gain momentum as Flash technology will be deployed in the servers, the network, and unified storage arrays.Bill RichterPresident, Isilon Storage Division2012 has been an exciting year for Scale-Out NAS as the continued shift of applications to unstructured data continues unabated. We’ve seen a rapid increase in organizations recognizing the challenges and opportunities around Big Data.This is led first by early-adopter industries such as media and entertainment, oil and gas and chip design, but continues to expand into more regulated industries such as financial services, healthcare and the public sector. We’ve also seen a continued acceleration of Scale-Out NAS for traditional IT use cases, such as home directories, enterprise content, and archive. There have been new and emerging applications focused on analytics and business intelligence, leveraging open source frameworks such as Hadoop and Cassandra. Finally, we’ve seen a slow but steady shift towards the creation of privateclouds built on Scale-Out NAS using both proprietary and open source technologies.In 2013, these trends will continue to accelerate: the creation and consolidation of large unstructured information (Big Data), the processing, transformation and synthesis of this information (Big Analytics) and the ability for an organization to monetize, innovate and drive business differentiation (Big Leverage), amongst an ever increasing need to be flexible, agile and operationally efficient. These trends are made possible by scale-out – new applications built in a scale-out paradigm, leveraging scalable software architectures and platforms and powered by scalable storage infrastructure. The pace of innovation and change in the IT industry is more exciting than ever.Tom RoloffSenior Vice President, Global ServicesThe advancement of new technology consumption models coupled with the growing adoption of cloud and Big Data in 2013 will underscore the importance of people, process and technology for customers requiring a modernization facelift to satisfy their IT and business demands.Schools, trade organizations and companies will rush to fill the cloud, Big Data analytics and data science training and certification void, e.g. more formalized university and college curricula coupled with more online, remote training.Organizations will start to understand where and how Big Data can power their value creation processes. This will drive dramatically improved tools and integrated Big Data development environments (to query and manipulate data on Hadoop, for example).New automated environmental data collection technology and data analytics will lead support providers to deliver more proactive services specific to customers’ environments and provide expanded communication/language flexibility.Organizations will develop strategies to minimize OS and application upheaval for workers as End User Computing and VDI mobility strategies are rolled out.Future-thinking IT organizations will become brokers of IT services to the business, showing a catalog of services provided internally and by affiliated service providers, showing costs, service levels and policies in an easy-to-use service portal.IT will look to accelerate the software development lifecycle by taking full advantage of cloud computing, automating manual processes, and improving how development and operational teams collaborate.Amitabh SrivastavaPresident, Advanced Storage Division2012 was the year organizations truly began transforming IT infrastructure. But, unlike past IT transformations such as the PC or Web eras, end users and their insatiable appetite for content and applications drive this transformation.IT will continue to see abstractions with more intelligence in the data center moving to a software control plane that uses Web-based technologies to access compute, networking, and storage resources as a whole (e.g. software-defined data center). Cloud model tenets like efficiency and agility will expand to include simplicity as data centers look for easier ways to consume technology. Vendors like EMC will respond with infrastructure management solutions that combine best-of-breed technologies into packages, and open up new possibilities where physical locations no longer matter and central control points manage diverse infrastructures.Object storage will grow rapidly as more organizations look for more effective ways to retain and leverage unstructured data. The ability to scale object storage systems will be important to object use in the enterprise. Similarly, support for open cloud-based interfaces will be critical to developers creating applications with objects.Intelligence in software, cross-domain infrastructure management packages, and the greater acceptance of Web-based technologies like object storage and REST APIs will make hybrid cloud models a reality for many organizations in 2013.Scott YaraSenior Vice President, Products, GreenplumBig Data investments are through the roof. Data from Thomson Reuters indicates that in 2011 venture capitalists invested $2.47 billion in Big Data-related startups, an increase over the $1.53 billion in 2010 and 2009’s $1.1 billion. This does not include the money spent on companies that have been acquired by larger companies, including Greenplum. The goal of these startups is to lower the barrier of entry for companies so that they can take advantage of Big Data, a goal all of us are working to achieve.Big Data is on virtually everyone’s short list. The combined effects of social and mobile technologies, the constant need for driving improved competitive advantage and the pervasiveness of analytics software and services will change the way vendors and end users consume information. The base technology is here. The emergence of the Hadoop data ecosystem has made cost-effective storage and processing of petabytes of data a reality. Innovative organizations are leveraging these technologies to create an entire new class of real-time data-driven applications. As this trend continues we will witness a new set of innovators that develop solutions to problems that we could not imagine solving a decade ago.But we all can’t win.The Big Data start-up world of 2013 will see significant fallout for companies who are providing just point tools and not integrated solutions to the market.Though they may provide value for some, the maturation of the market will make the best players bigger and better, and the remaining players will hold a Big Data yard sale of their wares.
To learn more about the new NFV lab: https://atos.net/en/2017/press-release_2017_09_27/atos-announces-multi-vendor-alliance-accelerate-delivery-value-network-functions-virtualisation-nfv I’ve previously talked about the shrinking gap between telecoms and IT with the industry transitioning from proprietary telecom network equipment to industry-standard, commercial, off-the-shelf (COTS) hardware, running in a virtual environment, termed in the industry as Network Functions Virtualization (NFV).NFV Is a Win-WinThe benefits of NFV are pretty obvious. Think quicker deployment of new services, reduced capex and opex, better scalability, high network automation and dynamic re-configuration with easier provisioning, and management. Seems like a complete no-brainer, right?Barriers to AdoptionOn paper, yes but on the ground, the reality is a little more complex. A true NFV solution will often be delivered from an ECO system of NFV components, servers, switches, orchestration, VNFs and so on. All of these components need to be put together and tested thoroughly before any kind of deployment can be considered. To be fair, the business benefits from NFV migration also demand more than just a simple technology transfer with the cost of integrating each operator pushing up costs.Multi-Vendor Alliance Is a Game-ChangerExactly why the recently-announced Atos, multi-vendor alliance looks set to become a game-changer. Dell EMC, Intel, Atos, RedHat, Juniper and VMware are coming together to make it easier for telecom operators to test their NFV deployments in a full featured lab. They can enjoy access to all the support resources needed to qualify the NFV environment with the service provider and to test the transition from a physical infrastructure to a virtual one without negative impact to service or revenues.NFV Lab InitiativeThe lab in Grenoble, France will allow customers and prospects to test and certify multiple virtual network functions in both VMware and OpenStack environments. For example, they can quantify the size of the platform, required to run multiple network functions 24/7/365, demonstrate a measured cost from a known platform configuration and enable clients to understand how to move capacity and performance around their networks without compromising their live environments.Every Partner Brings Unique Expertise to the TableThink dream team. Atos brings its track record in security and reliability to the table while Dell EMC PowerEdge servers deliver flexible, scalable platforms with VMware providing the carrier-grade VMware vCloud NFV™ platform. Meanwhile, Red Hat offers its software stack for production-grade NFV infrastructure with Intel delivering the platform technologies for COTS servers that form the foundation of the NFV infrastructure. Finally, Juniper Networks brings its leadership in network virtualisation along with both high-performance switches and routers.This Atos initiative – combined with the best of breed in all the major NFVi components – shows that a group of like-minded vendors have already delivered much of the platform integration effort and are committed to delivering a sustainable low cost infrastructure, quickly and cost effectively.Our goal is to drive adoption rates and deliver an open, fully interoperable, multi-vendor NFV environment, Watch this space!Are you a telecom operator? What’s your take on NFV? I would love to hear your comments and questions.
https://www.delltechnologies.com/en-us/storage/powermax-nvme-data-storage-array-infographic.htmPure//Accelerate 2019 finished last week. I hope you had a great time in Austin and had a chance to enjoy downtown riding on the Dell Technologies sponsored pedicabs. This event marked the 10th Anniversary of Pure Storage, and there was a lot of hype and anticipation created by Pure around “big” product innovation announcements. Well, I would hardly consider the announcements made as “earth shattering”–they actually left me with even more questions to ask Pure.Let’s take a look at a few key takeaways from the event, as well as several announcements made during the conference.New SLOWER FlashArray//C Optimized for QLC flash…but shipping with TLC first.Clearly Pure is trying to extend the appeal of their FlashArray//X line by adding a new lower-end cost-conscious version announced as the FlashArray//C, which is targeted at addressing the Tier 2 workload use cases.FlashArray//X with SCM as Read-Only Cache…but not as persistent storagePure announced optional support for Intel’s Optane SCM (Storage Class Memory) drives in their FlashArray//X, models //X70 and //X90 only, but only as a read-only cache extension and not as a persistent storage tier. Also, something different with Pure’s approach is that it requires the customer to swap out persistent storage capacity to add DirectMemory modules.Questions – Why would Pure go through the effort of supporting the Intel Optane SCM drives and then not use them for persistent storage? Leveraging them as read-only cache, at the expense of persistent storage capacity, will bring a slight performance benefit to read-intensive applications, likely at a cost premium, but why not use them for actual persistent storage? (Hint: we believe this is related to the reason they introduced the FlashArray//C, with QLC flash, as separate array – NO Persistent STORAGE TIERING in FlashArray. If they had mixed SCM and NVMe flash modules together, as one big pool without tiering, the SCM would have been severely bottlenecked by the slower NVMe flash.)Quick commercial for Dell EMC storage – We have been doing storage tiering for years across all our arrays! A recent example, shows how PowerMax can now mix SCM with NVMe AND provide intelligent and automated storage tiering to get the most out your storage investments.FlashBlade Gets Bigger…but still does not support CIFS/SMB 3.0Pure announced only one substantial new feature for its FlashBlade product – it can now scale to 150 blades instead of only 75.Question – How does this help address some glaring gaps like the lack of support for CIFS/SMB 3.0 protocol? Moreover, if NAS capabilities are added to the FlashArray next year, as mentioned at Accelerate leveraging Compuverde, does this mean the end of FlashBlade?Re-branding of ES2Pure also announced their intent to offer “everything-as-a-service”, a similar promise made by other vendors in the market. In my opinion this announcement adds little differentiation to their portfolio. Pure talked about a unified contract for on-prem and cloud, but little details were available.Question – Will cloud and on-prem subscriptions cost the same? It is unclear how this will look in practice so we will see.Cloud Block Store for AWS is GA…Finally!At last, Pure has launched a Cloud based offering, joining the ranks of storage vendors that already had options to offer replication and DR to the cloud, as well as software defined storage array running on AWS.Question – How will Cloud Block Store make it easy for customer to migrate workloads to and from the cloud? How expensive will it be for a customer to subscribe to Cloud Block Store? Will they get two bills – from Pure and from AWS? Moving applications to the public cloud can be really expensive depending on the service, I encourage customers to look at pricing and TCO models very carefully.What about FlashStack and AIRI….and still no HCI?Not much to say with regards to FlashStack and AIRI and no announcements around HCI, which is quite interesting. How can a Storage company call themselves innovators when they don’t participate a segment that is growing at double digits and enables customers to have “cloud-like” experiences on premises? Your guess is as good as mine.We will have more opportunities to connect in the future and will continue to discuss further developments on these and any new announcements. In the meantime, if you want to learn more about our portfolio and how we compete vs. Pure please check out this link.Talk to you soon!
Back in August, at VMworld US, Dell Technologies announced automated Kubernetes infrastructure deployments, integrated Lifecycle Management (LCM) and performance enhancements for Dell EMC VxRail, the fastest and simplest way to deploy Dell Technologies Cloud, that enable IT to keep pace with the speed of business.Just a few months later, we’re at VMworld Europe (booth #D401) with announcements that illustrate how Dell EMC VxRail, the only HCI platform built with VMware, for VMware, to enhance VMware environments, ensures customers can unlock innovation, foster operational freedom and evolve their IT operations simply and predictably.Today’s announcements underscore VxRail’s important role in the industry-leading Dell Technologies HCI portfolio. Introducing these new innovations to the fastest growing HCI system among top 3 brands[i] enables customers to expand workload possibilities, extend network configuration automation to data center scale and predictably evolve with machine-learning powered multi-cluster management.Expand Your Workload PossibilitiesWhether our customers are deploying VxRail in the cloud, core or at the edge, our new platform enhancements are designed to accelerate innovation and data center modernization.We are excited to introduce two new all NVMe-based platforms with 2nd Generation Intel® Xeon® Scalable Processors that offer increased performance while enabling customers to take advantage of decreasing NVMe costs:The VxRail P580N all-NVMe four-socket (4S) platform is ideal for SAP HANA workloads, delivering 2x the CPU and memory per system over our prior generation.The new VxRail E560N all-NVMe 1U platform, designed for high performance workloads at a competitive price point, ensures customers can choose the best platform to meet their workload and budget requirements.With the latest release of NVIDIA virtual GPU software, GPU virtualization extends beyond VDI workloads. NVIDIA Virtual Compute Server (vComputeServer) software available with VxRail, enables increased utilization, added security, and ease of management in virtualized environments. Capitalizing on their innovation, we are now offering NVIDIA T4 GPUs in 1U E series platforms, providing a cost-effective platform for AI, deep learning inferencing at the edge, and of course VDI workloads.Automation at ScaleWe believe that automation across the data center is key to fostering operational freedom. As customers expand VxRail clusters across multiple racks, their networking needs expand as well. Working with our internal Dell EMC Open Networking partners, we have expanded HCI network fabric automation with the introduction of Dell EMCVxRail P SeriesSmartFabric Services (SFS) for multi-rack VxRail clusters. Dell EMC SmartFabric Services radically simplifies multi-rack VxRail deployments. Administrators only need to enter one command per switch and Dell EMC SFS will automate over 99% of the configuration steps for multi-rack leaf and spine fabrics! We’re fully automating fabric configuration for 6 switches in a 2-rack deployment, and up to 14 switches in a 6-rack deployment across a single site. Dell EMC SFS is the perfect example of the power of the Dell Technologies portfolio – no other vendor brings this level of operational freedom to HCI customers.Playing Our ACEBack at Dell Technologies World, we let everyone know everyone know that Dell EMC VxRail had an ACE up its sleeve – the VxRail Analytical Consulting Engine (ACE).Today, we’re ready to play our hand, thanks to the 500+ customers that helped us accelerate time to market for our new analytics consulting engine, Dell EMC VxRail ACE. Developed on Pivotal Cloud Foundry using Agile development methods, VxRail ACE availability was accelerated through a 6-month early access program that enabled customers to participate in the test and development process.With Dell EMC VxRail ACE, customers can further automate VxRail cluster management, optimize IT operations and anticipate growth requirements. Dell EMC VxRail ACE delivers customers an enhanced management experience with global views of all their clusters, health scores, drill down analytics, anomaly alerts, predictive capacity analysis and upgrade orchestration.Experts to Speed Your Time to ValueVxRail E SeriesDell Technologies Consulting can help customers quickly realize the benefits of their platform investment with our ProConsult Migration services.Looking for advice or assistance with analytics projects? Our consultants can help you and plan, implement and optimize solutions and infrastructure that enable you to drive value from your data and create a competitive advantage.AvailabilityDell EMC VxRail ACE will be available this month. Dell EMC VxRail P580N, E560N platforms and Dell EMC SmartFabric Services will be available in December.Barcelona Bound? Experience VxRail in Person!On behalf of the entire VxRail team, we are passionate about delivering an unparalleled HCI portfolio designed to help customers meet their business needs and streamline operations while pursuing data center modernization and IT transformation.We love talking to our customers and prospects, you are what makes our business so successful and we want to hear from you! If you’re here in Barcelona, stop by the Dell Technologies booth (#D401) to learn more about these exciting new announcements and experience VxRail like you never have before- with augmented reality! We’ll look forward to seeing you there.[i] IDC Worldwide Quarterly Converged Systems Tracker, September 24, 2019
There might be a kids-focused broadcast of the Super Bowl eventually. It just won’t be this year. Nickelodeon will still have a noticeable presence during Sunday’s coverage on CBS. Following the success of Nickelodeon’s presentation of an NFL playoff contest last month, CBS Sports chairman Sean McManus said there were some discussions about an encore for Sunday’s matchup between the Kansas City Chiefs and Tampa Bay Buccaneers before deciding to keep everything on CBS. McManus said that Nickelodeon will have a real presence at the Super Bowl in some very creative ways.