As IBM continues to challenge Hortonworks, Inc. for the honors of being the top Hadoop distribution vendor, Hortonworks is expanding the “platform narrative” and attempting to pay off “data at rest” with three announcements this week.

Matt Morgan, VP of product and alliance marketing at Hortonworks, and Wei Wang, senior director of global marketing at Hortonworks, joined John Furrier (@furrier), host of theCUBE, from the SiliconANGLE Media team, during Hadoop Summit Dublin 2016. The announcements included Apache Atlas re-integration (which allows for agile enterprise compliance through metadata); Apache Zeppelin (an open web-based notebook that enables interactive data analytics); and Cloudbreak (a tool for provisioning and managing Apache Hadoop clusters in the cloud).

According to Wang, Atlas will focus on “data governance [and] dynamic security.” She continued by explaining how Cloudbreak will “truly pay off for Hortonworks” by “ramping up and ramping down.” Wang remarked that Cloudbreak will be a “reality,” not just “something down the road.”

Dealing with a hybrid environment

Morgan commented on “the product marketing challenge” and the on-premise trend of last decade.

He asked, “How do we deal with the hybrid environment?” He answered by saying, Cloudbreak “is not a trivial addition to the conversation,” but its goal is to “scale ubiquitous” across the board.

“We don’t want more complexity; we want it to be automated,” he said, adding that the goal is to experience “elasticity between automated” and be able “to turn that off.”

Hortonworks is also working on a “connected data center” that will function on three dimensions: open source, agile analytics, and not as a legacy. With Hortonworks’ 1,600 partners and three big announcements this week, the company made a huge impression at Hadoop Summit in Dublin.

Watch the full interview below, and be sure to check out more of SiliconANGLE and theCUBE’s coverage of Hadoop Summit 2016 – Dublin. And make sure to join in during theCUBE’s live coverage at the event by joining in on CrowdChat.

Photo by SiliconANGLE