Daniel Blasingame is the General Manager for Nominum's Embedded Solutions Business. Blasingame was in attendance at IBM's 2012 Information On Demand Conference, and joined Wikibon's Dave Vellante and Jeff Kelly, inside theCUBE for a live interview. Nominum is a privately-held, VC backed startup that was founded 13 years ago in Silicon Valley. Its chief scientist is the inventor of Domain Name System, and the company itself takes credit for a significant chunk of the innovation done in this field throughout the past decade. Up until a few years ago Nominum focused mainly on creating speedy, scalable engines for service providers, wireless carriers and other large network operators. But as big data started to make its mark on the industry, the company shifted its attention towards putting more intelligence into DNS -- smarts that allow clients to gain a better understanding of their environment. Blasingame mentions the relatively recent launch of Nominum's N2 data platform, and goes on to discuss his firm and its offerings in greater detail. The startup sells tools that help clients analyze increasingly vital data that flows through its DNS engines. Blasingame says that command and control servers used by botnets malware rely heavily on the domain name layer, a trait that providers can now leverage to their advantage. He also brings up the marketing angle: ISPs can tap into this stream to see what content their users are consuming the most, and tweak their merchandising accordingly. The executive notes that DNS is just as important in the enterprise. Mission-critical applications rely on it for load balancing and security, the latter being a particularly important focus for both client organizations and Nominum itself. Blasingame shares some notable figures during the interview. His firm's technology is used to serve 500 million households worldwide, an install base that generates 1.1 trillion queries every day. #theCUBE #IBM #SiliconANGLE @IBM