Divanny Lamas & Guido Schroeder, Splunk, at Splunk.conf 2014 with John Furrier @theCUBE @Splunk #theCUBE #splunkconf #Splunk #SiliconANGLE Splunk turned the world of data upside down by adopting a store first and structure later model, a critical advantage, according to the company’s Senior Vice President of Products Guido Schroeder. “Every successful technology company had something in it that really defined a ten times advantage over what everyone else had,” he boasted during a live interview with theCUBE at this week’s Splunk conference. The Big Data schema for reading and analyzing information on top of Splunk’s platform is “redefining things that we have done,” Schroder says, going on to explain that many of the company’s ideas for new features come from talking to their customers. In other words, Splunk co-innovates with customers to solve their problems. “We are the industry leading platform for machine data and what our customers are deriving from that is business intelligence,”Schroder added, explaining that Splunk plans to tap into new data streams, such as mobile, wire, packet, and even mainframe data. Joining Schroder on theCUBE, Divanny Lamas, a senior manager of product management at Splunk, added that what interests customers is having IT as a partner to the business. Customers want to how Splunk products and IT are going to help the business achieve its goals. Splunk thus invests around usability, simplicity and de-tangling the information, Lamas says. Watch ongoing live coverage of Splunk.conf here, brought to you by theCUBE.