For the third day of AWS re:Invent Conference in Las Vegas, John Furrier and Dave Vellante, theCUBE co-hosts, sat down with Geoff Cubitt, co-CEO with Roundarch Isobar, to talk about the hot topics of the moment: mobile, analytics and the service-oriented architectures.

“For the modern day developer,” noted Furrier, “it’s not just about enhancing the graphics; web apps are now full scale and it’s a deeper conversation,” powered by analytics, APIs and services.

“Roundarch Isobar is a global digital agency. We have 37 markets globally and over 3000 people. We design and build web apps and mobile apps, and it’s about user experience, digital strategy and creativity and hard core enterprise technologies,” stated Cubitt.

Sophisticated problems require sophisticated solutions

“Some of our clients are Avis, Adidas, General Motors, US Air Force – generally larger large enterprises. They don’t just have a creative problem or a technology problem, they have complex and sophisticated problems that need sophisticated solutions, to be able to build compelling and engaging experiences that can leverage their back-end systems and deliver the capabilities that the customers expect.”

Furrier went on to recount the tech shows covered so far, mentioning that everywhere they went recently the visualization and user experience were in focus. “We are entering this era of creativity, yet geekdom,” remarked Furrier. “You have to be a geek and you have to be creative” at the same time. “What do you observe in the market at that intersection?” he asked.

“When we were founded in 2000 it was a marriage of more traditional systems integration stuff with creative agency stuff. We learned to appreciate the value of different capabilities. If you deliver half of that, you don’t deliver what the client need,” explained Cubitt.

“People do not want pages anymore,” remarked Furrier. “They want fully integrated apps.” He pressed Cubitt to elaborate on the process of collecting data and on feeding that into the workflow.

“There’s a couple of ways that we build up to that. We built a program called Radar with our sister company. You asked what we leverage in from Amazon. We leverage redshift; it’s one of our core components. The thing that we love most about Amazon and AWS is the pace at which they are innovating and the low-cost of the threshold to get things done. These things would have been prohibitively expensive, or riskier, or complicated otherwise,” said Geoff Cubitt.

The company’s motto, noted Vellante, is “we bring brands and people together like never before.” But what does that really mean?

“It’s the idea of creating a digital offering that’s both marketing and product, and has value for the customer. It’s not just trying to sell something to the customer, it’s something that has value for him. The way I like to think about it is ‘Are you making customers want things, or are you making things customers want?'”