George Kadifa, EVP & GM at HP Software, discussed the company’s software business, the new styles of IT and business, and other current trends with theCUBE co-hosts John Furrier and Dave Vellante, live at the HP Discover 2013 conference.

“We announced HAVEn which stands for our no 1 Big Data platform in the industry,” Kadifa said. “We have integrated our capabilities in Vertica and Atami, added support for Hadoop, we have a very leading position there as well. We are also launching a range of new applicationss,” as the n in HAVEn stands for this new style of applications.

“The mission of HP s is to enable the new style of IT,” Kadifa explained. There is a massive shift created by mobility, cloud, and Big Data hitting the IT organization simultaneously, and that creates massive complexity and needs for security. “We’re driving and enabling this new style based on cloud, mobility, Big Data, and security. We’re taking our IT management suite and moving it into mobile applications.”

“Software is being embedded in everything,” Kadifa said. There are ten million lines of code in a car today, there security issues, as the car can be hacked into and driven. “Even consumer goods, even areas where you never imagined, software is becoming embedded in every piece of equipment, and every piece is becoming a computer.” Software used to be shipped as a box, he explained, but now you can access it anywhere.

“Open source to us is a huge opportunity,” Kadifa stated. “We’ve always been committed to open standards. Our customers are worried about vendor lock-in,” he explained. Open source is all about freedom. It gives people freedom to access code and manage it. “Communities now make the standards.”

Talking about the changes in HP’s 4 billion software business, their massive play in security, the switch of the IT management business to SaaS, Kadifa said that “any software business at this scale is going through this transition.” With this shift, the pricing is changing, the dynamic is differnet, and the customers’ demands are changing. “We are taking a portfolio approach. Our strategy is not to say ‘if it’s not growing, let’s cut the oxygen.'” HP’s strategy is to determine what kind of innovation is needed to make it work again.

Commenting on their strategy of growth, Kadifa mentioned that the first two quarters of 2013 have shown great results. “Philosophically, I want to grow organically as much as possible. I don’t want to do multi-billion dollars acquisitions.” However, acquisitions depend on the value a company presents. “If there was another Vertica, we’d buy it today,” he added.

On the Big Data side, HAVEn should be considered as the new way of information, relations technology, “we capture 100 percent’ when it comes to information capturing.While information growth is of about 5-10 percent, unstructured data is growing 10 times faster. Building applications around capturing that data and analyzing it based on HAVEn, along with other applications that bring value to customers represents a “500 trillion dollars of opportunity to grow.”

“Everything we do today has a digital footprint,” Kadifa said. The amount of information that can be captured at both the human level and enterprise “allow a tremendous new way of creating a new style of business, centered on customer experiences. Businesses generally focus on scale, cost reduction, what Wall Street tells them to do, and they want to be monopolies. New businesses’ value proposition is a customer experience – offering an experience that is second to none. “Customer experiences will define the new business model.”