As cars become smarter and more connected, the demand for top-tier automotive cyber security has never been higher. With expert insights from PlaxidityX, a leading automotive cyber security company, we’ll guide you through the challenges and solutions protecting millions of vehicles worldwide. Whether you’re an industry expert or just curious about how cars are secured in the digital age, this podcast comprehensively looks at how cyber defenses are developed, tested, and deployed. We don’t j ...
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Each week, Embedded Computing Design’s EVP Rich Nass speaks to an executive in the embedded industry to understand what’s happening with the latest products, standards, and trends. The frank discussions reveal the real, behind the scenes issues, so the design community knows what’s coming down the pike. Topics covered in artificial intelligence, machine learning, embedded systems, internet of things, industrial automation, automotive applications, open source and more.
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Bringing you direct access to Pure Storage thought leaders, technology experts, alliance partners, customer insights, and our latest product news.
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Watch Nationally Syndicated Car Concerns USA Radio Show Every Week-day Morning Starting at 9:00 A.M. (EST). USA TOLL-FREE: 1-855-CAR-CONCERNS (855-227-2662) @ http://bit.ly/cwAyD7 Car Concerns Is The Fastest Growing Car Talk Radio Show In The USA! Car Concerns is Nationally Syndicated Radio Talk Show That is Heard In Great USA Radio Markets Like Boston, Chicago, Las Vegas, Pittsburgh, Winter Springs, Botell, Hagatna and Other Great Cities Around The Nation. Is Car Concerns Heard In Your Town ...
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Embedded Executive: Functional Safety Is a Must Have | PX5 RTOS
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12:20Functional safety is no longer a “nice to have” or “should have” in many applications, having moved to “must have” in spaces like automotive, industrial automation, medical devices, and aviation. Passing the functional safety testing process can be rigorous, especially if you’re going through it for the first time. But even the best experts take at…
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Manage Smarter with Pure1: Cool Capabilities and Practical Applications For Every Administrator
49:53
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49:53Discover great management capabilities with Pure SE Scott Nalawaniec, a former Pure customer and now a seasoned Systems Engineer from Portland. We dive deep into the world of Pure Storage's management platform, Pure1, and look at Scott's 5 favorite capabilities that make managing arrays a breeze. We first reflect on our recent Sales Kickoff, and th…
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Embedded Executive: Real Time Is a Misnomer | McObject
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12:54In programming jargon, the term “real time” is not used in its literal sense, which can be confusing. The literal definition means that when something happens in real time, it happens instantaneously. But in practice, something that occurs very quickly is mistitled as being real-time. Why does the misconception continue to occur, and what problems …
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Inside the Truck Cyber Threat – PlaxidityX Ep 21
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9:45With cyber attacks on trucks becoming more common and costly, fleet operators and OEMs must rethink how they protect their vehicle security and data privacy. Trucks are no longer isolated units, they're part of a larger, interconnected automotive ecosystem vulnerable to disruption. In this episode, we unpack the threats, explore real-world hacking …
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Embedded Executive: You Can Have Lots of Power or Performance, But Not Both | Micron
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11:17If system developers had unlimited power for their designs, they’d likely find a way to take advantage of it. And the same goes for performance. However, neither of those features is available in infinite quantities. And in just about every case, one becomes a tradeoff for the other. So, how do you manage that tradeoff, and when you do, what other …
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Data-Driven Transformation: Valerie Harrison on Cloud, AI, Automotive, and Women in Tech
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52:12In this episode of the Pure Report, we welcome Valerie Harrison, Principal Technologist at Pure Storage, for an in-depth exploration of technology transformation in cloud, AI, and the automotive industry. Valerie shares her fascinating career journey from Google to Pure Storage, revealing how her diverse experiences have shaped her perspective on c…
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Embedded Executive: Minimize the Power in Your WiFi Network | Infineon
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9:03Low-power is the ultimate priority in some WiFi networks, especially when you’re designing a battery powered device. Cameras used in remote locations are prime targets for this discussion. In some cases, access to that camera is difficult, so the user needed want to charge or replace a battery on a regular basis. To understand what the current stat…
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Digital Car Theft: How Hackers Steal in Seconds – PlaxidityX Ep 20
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9:56In this episode, we explore the shift from traditional theft to a new era of digital car theft. Instead of smashing windows, today’s criminals launch automotive cyber-attacks that bypass immobilizers, unlock doors, and hijack control systems, all without leaving a trace. From CAN bus vulnerabilities to cloned key fobs, cybercriminals are finding ne…
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Embedded Executive: Chip Design Is Not Getting Easier | Siemens
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18:17Chip design has always been a complex process, and there is no end in sight. What has improved are the tools available to an IC designer. The chips are getting more specialized; hence, the tools must drill down further into the process than ever before. This sounds like a lot of black magic, but it becomes less cloudy when someone who understands t…
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Data, Defense, and Disruption: A Public Sector Tech Journey with Jim Weaver, Former State CIO
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1:00:30Make time to take an extraordinary deep dive into the complex world of public sector technology leadership, featuring Jim Weaver, a veteran Chief Information Officer with an impressive track record across multiple state governments and now Pure's National Strategic Advisor for Public Sector. Our conversation unpacks the critical challenges and tran…
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Embedded Executive: Yes, You Can This With Bluetooth | Blecon
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13:06Just when you thought you’d done everything you could do with Bluetooth, along comes something new and unique. At a recent technical conference, I was witness to a very cool demo that was all based on Bluetooth. Rather than attempt to describe it myself, I asked Simon Ford, the Founder of Blecon, the company providing the demo, to explain what it i…
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Close the Security Gap with CyberStorage from Superna and Pure Storage
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56:47In the ever-evolving landscape of cybersecurity, traditional defense mechanisms are proving increasingly inadequate against sophisticated cyber and ransomware attacks. The latest collaboration between Pure Storage and Superna represents a groundbreaking approach to data protection, introducing the revolutionary concept of CyberStorage - an active d…
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Embedded Executive: Consider Security Far Earlier Than You Think | NXP
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15:07We often say that designing secure systems means thinking about security early on in the design process. That means really early on, well before any pen is put to paper, so to speak. To understand what that means, I spoke to Denis Noel, the Director of Strategy in the Secure Connected Edge business unit at NXP on this week’s Embedded Executives pod…
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Embedded Executive: Hacks Are Still Happening | Digi
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18:30Don’t stop me if you’ve heard this before, because it needs to be repeated, again, and again. The embedded industry needs to take security more seriously. Hacks are continuing to occur and will continue until there is a “security by design” mentality in place in our space. It’s hard to believe we are still having this discussion, but we are. I also…
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Purely Cloud Guest Series: Cloud Frontier - Bridging Worlds with Azure VMware Solution
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43:39Jump into the latest Purely Cloud Guest Series episode featuring Pure's Kyle Grossmiller in an engaging conversation with Microsoft AVS Solution expert Husam Hilal. This episode explores how Azure VMware Solution (AVS) represents one of the most significant collaborations in cloud computing, enabling organizations to seamlessly extend their VMware …
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Dynamic SBOM for Smarter Vehicle Security – PlaxidityX Ep 19
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7:34In this episode, we discuss the groundbreaking concept of Dynamic SBOM and its role in modern automotive software security. Hear how real-time monitoring of third-party library usage can lead to more precise vulnerability management. We explain the process behind intercepting dynamic calls and replacing them with breakpoints for live analysis. Disc…
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Embedded Executive: Simplify Edge AI | Tria
10:05
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10:05Edge AI is one of the popular topics amongst the embedded community. It’s the place where decisions are made, data is analyzed, etc. It’s also a place where lots of confusion arises because of its complexity, especially from a development perspective. To get to the heart of where the challenges lie in this phase of design, I spoke with Jim Beneke, …
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Embedded Executive: Develop an ASIC For Far Less Than $100K | Efabless
12:46
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12:46Common knowledge says that if you want to create an ASIC, you’d better have at least $1M in your bank account. The folks at Efabless say that my common knowledge is inaccurate by a long shot. They claim to be able to get folks started for far less than $100k. I needed to understand how this is possible, so I invited Michael Wishart, the CEO and co-…
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Purely Cloud Guest Series: Managing Cloud Storage at Scale: Pure Cloud Block Store Specifics
38:38
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38:38In this fourth installment of the Purely Cloud Guest podcast series, Ondrej and team delve deeper into the technical specifics of Pure Cloud Block Store (CBS). After covering the foundational aspects in previous episodes—from Pure Storage's market impact to the cost advantages of CBS through data reduction techniques and egress cost management—we n…
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Platform-Based Automotive Cybersecurity – PlaxidityX Ep 18
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9:35In the age of connected cars, software-driven systems, and global supply chains, cyber security challenges have become increasingly complex. This episode delves into the pitfalls of relying on disconnected solutions to guard modern vehicles. We’ll show how a platform-centric automotive security approach consolidates everything—from vulnerability sc…
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Unplugged Volume 20: TechSummit Season 3, Pure News Roundup, and AI/Quantum Tech News
56:35
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56:35In the latest episode of Pure Report Unplugged, the team dives into the exciting world of TechSummit Season 3 with JD's announcement of new focus areas including the Pure Storage Platform, Real-Time Enterprise File and Object services, and customer success stories from the field. The tour kicks off in Calgary, Alberta before moving to San Diego, To…
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Embedded Executive: Simplify Designing Edge-Based AI | ClearBlade
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13:55From a developer’s perspective, Edge AI is anything but simple. Any tools, software, etc., that can simplify the process of integrating this technology into a system is very welcome. That’s where ClearBlade comes in, with its framework that developers “design to,” using hardware, software, and even terminology that the design community is accustome…
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Embedded Executive: Your Industrial Application Needs an Industrial MCU, Infineon
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15:09Industrial platforms come with a specific set of design criteria. And the term “industrial” can be quite ambiguous, running the gamut from power tools to manufacturing equipment. Obviously, there are different requirements within this range. When you’re choosing an MCU for this space, you had better understand what your specific requirements are. M…
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ISO 21434 Compliance in Automotive Cybersecurity – PlaxidityX Ep 17
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17:16As OEMs race to innovate with autonomous driving, V2X communication, and other cutting-edge tech, compliance with UNR 155 and ISO/SAE 21434 has never been more important. But what do these regulations really mean for your day-to-day operations? In this episode, we demystify the role of CSMS and how it supports continuous security through design, de…
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Purely Cloud Guest Series: CBS on Azure Technical Deep Dive and Deployment Best Practices
52:39
52:39
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52:39The Purely Cloud guest podcast series is back for 2025 with a new episode diving deep into Cloud Block Store (CBS) for Azure. In this episode, Vaclav and Ondrej dive deep into this subject, offering a comprehensive architectural overview that distinguishes it from traditional cloud storage solutions. The hosts explore the unique aspects of CBS, inc…
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Embedded Executive: The Evolution of a Wireless Standard, LoRa Alliance
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12:26At the LoRa Alliance, there’s a new sheriff in town. Alper Yegin is the group’s new CEO. LoRa, which stands for long range, allows transmissions to occur at very low power, sometimes lasting many years without changing batteries. Yegin believes the LoRa spec is quite solid, but there’s always room for it to evolve. He feels that one of his primary …
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Digital Divining: Rosemarin's 2025 Tech Predictions and a Look Back at 2024
1:01:26
1:01:26
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1:01:26Technological acceleration fueled by AI continues so it makes sense to ask our annual prediction provider - Shawn Rosemarin, VP of R&D at Pure Storage - to deliver his annual technology predictions podcast and look back on 2024. As always, he brings his unique industry perspectives, drawing from deep experience and keen observational skills to unpa…
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Hacking A PSP-like Car Key Registration Device – PlaxidityX Ep 16
11:25
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11:25Touted as an off-the-shelf solution for key fob programming, a mysterious PSP-like Car Key Registration Device promises to sidestep traditional authorization channels. In this episode, we share how the PlaxidityX team simulated various car responses to test whether the device truly mirrored official protocols. They recount the odd mix of user-frien…
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Inside the World of Large-Scale AI Solutions, Networking, and Cloud Innovation with Rob Quast
42:31
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42:31We finally chased down the smart and savvy Rob Quast, Principal Technologist at Pure, to discuss the latest trends in the tech world around AI, Networking and Cloud storage. Our conversation kicks off with Rob's journey, from his time at ePlus and working in sys admin roles, to a memorable experience at Pure's NYC Accelerate event where he saw the …
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Embedded Executive: Develop Your Embedded Code on an Open Platform, Analog Devices
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13:13Open tools are becoming the norm in the embedded software development space. And that’s definitely the case for Analog Devices’ CodeFusion Studio tool. The IDE lets developers start with an SoC, and design their systems from there. The software development platform is based on Microsoft's Visual Studio Code (VS Code). On this week’s Embedded Execut…
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Memory Protection Unit: Is It Secure Enough? – PlaxidityX Ep 15
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30:07Have you ever wondered how microcontrollers in vehicles manage memory access behind the scenes? This episode sheds light on the Memory Protection Unit, an essential yet sometimes overlooked hardware layer designed to stop unauthorized reads, writes, and execution. We revisit fundamental principles—like differentiating between the Core MPU (CMPU) an…
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Embedded Executive: A Banner Year for Z-Wave, Z-Wave Alliance
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11:47It’s been a very successful year for the Z-Wave Alliance. If you have any doubts about that statement, check out this week’s Embedded Executives podcast, where I spoke to Avi Rosenthal, the Chairman of the Alliance. Avi rattled off a long list of achievements for the organization, including a new spec, an unplug fest, and many new products. These e…
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AI's Role in Automotive Cyber Security – PlaxidityX Ep 4
11:41
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11:41This episode explores AI’s transformative role in automotive cyber security. As vehicles become increasingly connected and autonomous, cyber threats have evolved, but AI provides the precision and speed needed to counter these challenges. Join us as we unpack the critical role of AI in protecting modern vehicles, from anomaly detection to sophistic…
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Vehicle (IDS) Intrusion Detection System Manager – PlaxidityX Ep 14
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8:30Intrusion Detection System Managers (IdsM) play a vital role in modern automotive cybersecurity, addressing the challenges posed by complex security events and regulatory requirements. IdsM solutions filter and standardize event data from AUTOSAR and Linux ECUs, reducing inefficiencies in monitoring and analysis. In this episode, we will explore ho…
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Embedded Executive: A Productivity Tool From a Name You Likely Recognize, Circuit
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21:36Tyson Tuttle left the helm of Silicon Labs a few years ago, took a little time to recharge the batteries, and now he’s back in the thick of things with a new company called Circuit. Given its name, you might think it’s a company designing ICs, but that’s not true. The company is building what some might call a productivity tool, but Tyson describes…
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Preventing CAN Injection Car Theft – PlaxidityX Ep 13
8:56
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8:56The rise of CAN injection car theft has introduced a new level of sophistication to vehicle hacking, allowing thieves to access the CAN bus. In this episode, we discuss how this technique allows hackers to tap into the CAN bus through exposed wiring, sending fake messages that bypass security measures and immobilizers. The impact of these attacks e…
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Embedded Executive: Deploying Production AI, Synaptics
13:48
13:48
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13:48The industry revolves around two types of AI, namely research AI versus production AI. I wasn’t sure what these terms meant and their differences, so I asked an expert to join me on this week’s Embedded Executives podcast. John Weil is the Vice president and General Manager of Synaptics’ IoT Business Unit. After setting me straight, John talks abou…
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Keyless Entry Systems Security – PlaxidityX Ep 12
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12:11Keyless entry systems, once considered the pinnacle of vehicle convenience, are now a major target for hackers and car thieves. In today’s episode, we’ll explore the vulnerabilities in Remote and Passive Keyless Entry (RKE/PKE) systems, focusing on how replay, relay, and roll jam attacks exploit their weaknesses. We break down these attack methods,…
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Tales from the Data Center: Storage Unfiltered with Principal Technologist Joey Clark
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57:40Happy 2025 from the Pure Report! Jump back in for an engaging conversation with Joey Clark, Principal Technologist at Pure Storage, as he shares his unique journey from monitoring power grids in the Southeast to becoming a storage industry veteran. With nine years at Pure Storage under his belt, Joey offers fascinating insights into the company's e…
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Embedded Executive: The Latest in SDVs, Sonatus
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14:54What is the real definition of a software-defined vehicle (SDV)? It depends, mostly on who you are asking that question of. I asked John Heinlein, the Chief Marketing Officer at Sonatus and he had a great response on this week’s Embedded Executives podcast. We discussed the differences between various tiers of vehicles, how they are upgraded, and w…
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Embedded Executive: Tools Create All Your Documentation, Driver
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14:59Is documentation an issue for your embedded project? Wouldn’t it be great if you didn’t have to create that documentation yourself, yet have it be as good (or better) than you could do yourself? That’s what the tool from Driver does. In full disclosure, I didn’t understand how the company’s technology worked, so I had a great discussion with Driver…
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EV Charging Security Vulnerability – PlaxidityX Ep 11
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8:21Automotive cybersecurity is becoming increasingly important as electric vehicles face new vulnerabilities. In this episode, we explore a major flaw discovered in the EVerest open-source charging firmware, which could allow attackers to take control of charging stations and potentially compromise vehicles themselves. This vulnerability serves as a s…
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ICYMI: A Year in Review of Pure Always-On Innovation
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53:46Join Matt Bradford and Don Poorman as they help me unpack an incredible year of technological advancement at Pure Storage, taking listeners on a thorough journey through our most groundbreaking announcements and product developments. From hardware innovations like the FlashArray//C20 to cutting-edge cloud solutions and AI reference architectures, t…
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Purely Cloud Guest Series: Cloud Block Store on AWS Deep Dive Architecture and Deployment
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30:19It's Wednesday morning and that means another edition of the Purely Cloud Guest Series featuring co-host Ondrej Bursik and the Cloud Technical Product Specialist team delivering all the technical details around Pure's growing portfolio of cloud solutions. In this one, Ondrej and Pavel Kovar take you deep into the depths of Pure's Cloud Block Store …
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Embedded Executive: Memory Controllers Are More Complex Than You Think, Silicon Motion
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11:49The amount of NAND memory that exists today is staggering. There are many different kinds of NAND, and the needed type is based on the intended application. Sometimes you need high-speed memory, sometimes very dense memory, and sometimes you need the memory to go into an environment that’s less than favorable. But the memory itself is just one piec…
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MitM Attacks on SOME/IP Protocol - PlaxidityX Ep 10
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8:26Automotive networks face an alarming threat: Man-in-the-Middle (MITM) attacks exploiting the SOME/IP protocol. This episode explores how attackers intercept and manipulate communications between ECUs using in-vehicle Ethernet networks, enabling them to falsify data, disrupt services, and compromise safety. We outline the attack setup, flow, and the…
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Unplugged Volume 19: 15 Decisions Recap, Tech News You Can Use
1:01:08
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1:01:08Unplugged is back with new segments including analysis of the latest Pure Storage news and captivating news stories from the world of technology. Catch up with co-hosts Andrew Miller and JD Wallace as we chat about our latest adventures before rolling into a rehash of the 15 Pure Storage architectural decisions that have informed the episodes of th…
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Embedded Executive: Your AI Platform Needs Wireless, Synaptics
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5:05With all the focus on AI and machine learning these days, we sometimes take other facets of design for granted, some of which are vital, like the wireless component. Synaptics’ Veros architecture fits the bill for state-of-the-art wireless communications with high throughput, low power consumption, and top-notch security. If you’re designing an AI-…
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Industry Leaders Reimagine Vehicle Security – PlaxidityX Ep 9
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8:39In this episode, we explore how industry leaders PlaxidityX, CyberArk, Device Authority, and Microsoft have joined forces to pioneer the next generation of automotive and mobility security solutions. With new regulatory mandates like UNECE WP.29 and ISO 21434 on the horizon, the automotive industry requires a holistic approach to securing vehicles …
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Purely Cloud Guest Series: Tales of Cloud Storage - Pure's Journey into the Cloud
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47:18Welcome to the inaugural episode of a new bi-weekly guest series where listeners will embark on a journey through the evolution of cloud storage technology and how Pure has evolved over time to deliver innovative capabilities to bridge on-prem and cloud storage. Gain insights from the technical experts in Pure's Technical Product Specialist team wi…
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