Leveraging the AWS Partner Network

and AWS Marketplace to

Build a Transformational BusinessDorothy Copeland, Head of Global Partner Programs

Josh Hofmann, Senior Manager, NA Partner Development

Barry Russell, Head of Global Marketplace BD

PartnerNetwork

Agenda—Leveraging AWS Partner Network

resources

1. APN and AWS Global Partner

Programs

2. Building a Transformational

Partner Business

3. Leveraging the AWS

Marketplace

PartnerNetwork

AWS Global Partner Programs

Dorothy Copeland

Head APN Programs

Trends in the AWS Partner Network ecosystem

Partners are:• Joining the APN at record pace

• Growing their AWS offerings quickly

• Offering packaged services & solutions

Enterprises are:• Asking for DevOps and managed services

• Increasingly deploying SaaS software

• Using AWS Marketplace software for production

Provide:

• Software

• Databases

• OS and tooling solutions

Provide:

• Professional services

• AWS integration, migration,

managed services

Technology partners Consulting partners

Premier

Advanced

Standard

Registered

Delivery Model ExpertiseExperiencePartner Type

Your roadmap: AWS Global Partner Programs

Channel Programs

MSP Program

SaaS Program

Competency

Program

Government

Program

Test Drive

AWS Marketplace

Consulting

TechnologyGTM Resources

Go-To-Market

PartnerNetwork

APN benefitsTraining & Enablement

• On-Demand Sales & Technical

Training & Accreditations

• APN Webcast Videos

• 20% Discount Classroom Training

• Solutions Architect Office Hours

• AWS QuickStarts

• Subsidized Classroom Training

• ProServe Bootcamp Training

• Product Development Credits

• Named Solutions Architect

• 10 Days Free AWS ProServe

Marketing & Go-to-Market

• Syndicated Web Content

• Email Marketing Platform

• Partner Enablement Guides

• Opportunity Registration

• Listing in the AWS Directory

• Marketing Development Funding

• Demand Generation Campaigns

• AWS Written Case Study

• Proof-of-Concept Credits/Funding

• Listed on AWS Solution Pages

• Named Partner Manager

aws.amazon.com/partners

aws.amazon.com/partners

Consulting Partners

• Public Customer References

• Revenue Threshold

• APN Competency

• AWS Certification

• AWS Accreditations

• Business Plan

• Alliance Manager for AWS

• Managed Services Program validation

• Adheres to Security Best Practices

• AWS Support—Business or Higher

Technology Partners

• Public Customer References

• Product in General Availability

• Support Statement of AWS Product on

Partner Website

• Business Plan

• Alliance Manager for AWS

• Validated by AWS Solution Architect

• Adheres to Security Best Practices

• AWS Support—Business or Higher

APN requirements

• Validates partners with proven workload and

vertical capabilities

• Differentiates APN Partners from AWS customers

• Validated based on:

• Customer success, AWS certifications,

technical readiness, AWS product or practice

review, customer references

APN Competency Program

Current APN competencies

Marketing

& commerceStorage

Life sciencesHealthcare SAP Oracle

Big data

Microsoft

Digital mediaSecurity

Channel Reseller Program

Validation Audit for all Partners in the Program

• Enables qualified APN Consulting

Partners to resell AWS services to

both commercial and public sector

AWS customers

• Ideal for partners building value-

added offerings on AWS

• Partner handles billing,

procurement, and support for their

customers

“Being an AWS Channel Reseller

enables us to establish an even

closer partnership with our

customers and deliver value to

them by accelerating adoption of

the services provided by AWS.“

—Cloudreach

AWS Managed Services ProgramFor Consulting Partners offering managed

services on AWS• Technical Enablement—DevOps Approach, Security,

Customer Expectations

• Business Enablement—Marketing and Go-to-Market

Validation Audit to Qualify for the Program• Migration, operations, security, and cloud infrastructure management

• Proactive monitoring and automation of customer’s environment

Self-Assess with the Validation Checklist in the APN Portal

“AWS is raising the bar on partners to ensure a consistent and rewarding

customer experience” —2nd Watch

Software-as-a-Service Program

Enables partners to deploy on AWS in

a SaaS delivery model

Technical & Business Enablement

• Sandbox Credits

• SaaS Test Drive

• SaaS Reference Page on Portal

• SaaS Webcasts

• SaaS Program Office Hours

• Technical Whitepapers

“By 2017, about 26.2% of all new business software

purchases will be of service-enabled software.” —IDC

“We are pleased to be one of the

members of AWS’ SaaS Partner

Program, which gives us access to

tools and training to assist us in

designing and delivering cloud-based

applications.” —PegaSystems

Partner training & certification

• APN Webcasts– On Demand Technical, Program, and Business

Topics

• On Demand Accreditation Training– Business Professional—5 Hours

– Technical Professional—5 Hours

– TCO & Cloud Economics—3 Hours

• AWS Essentials Business & Technical

Trainings—1 Day

• Technical Classroom Trainings—3 Day

Partner communications

• APN webpages

• APN blog

• APN newsletter

• APN Twitter feed

• APN portal

Find them at: aws.amazon.com/partners

Resources for Partners—APN Portal

• Apply for Programs

• Webcasts

• On-Demand Training

• Training Discount

• Scale Marketing Tools—

Grid & Content Syndication

• Register Opportunities

• Download Content

• Program-Specific

Information

aws.amazon.com/partners

How to get started…

• Register as an APN Partner: aws.amazon.com/partners

• Check out the APN Portal

• Get trained—webcasts, on demand training, classroom technical training

• Get AWS Certified

• Learn about and apply for our APN programs

• Build your solution or practice on AWS

PartnerNetwork

Building a Transformational Business

Josh Hofmann

NA Partner Leader

jhof@amazon.com

Three ways to build an AWS practice

• Be a specialist—embed AWS into existing practices

• Be a transformer—develop overall cloud

transformation practice

• Do both

6 step plan

Go/No Go decision

• Business Plan

• ROI Analysis

• Find Your Niche

Planning

• Resources/Skills

• Customers

Capabilities

• Recruiting

• Enablement

• Offerings

Lighthouse Customer

• Identification

• Upsell

• Deliver

• Reference

Replicate

• Harvesting & Packaging

• Cross sell

• Greenfield

• Invest

Scale

• Hiring

• Offerings

• Solutions

Building AWS capabilities

• New cloud roles are critical:– AWS Architect and Product Experts

– AWS DevOps Lead

– Cloud Sales Leader (pricing, licensing and modeling)

– Security, Risk & Compliance

– Project Management (Agile & Formal methodologies)

• Build managed service capabilities, or find a partner

• Build an AWS university

De

gre

e o

f C

lou

d A

do

pti

on

Time (Customer’s “Cloud Journey”)

How Partners impact the journey

We

proactively

drive a

customer’s

movement

through the

journey.

Explore Adopt

VPC

Deployment

Backup/

Archiving

Dev/Test

Security and

Roles

LOB

Application

Dev/Test

AD Integration

BI Project/Data

Warehouse

Website

Migration

New Web

Applications

Mobile

Applications

Internet of

Things

Virtual Desktops

“Specialists”

Expand Transform

Trusted

Advisor

“Transformers”

Expand Transform

Department

Charge Back

Models

Change

Management

Workshops

Provisioning

and Service

Catalog

Design

Workload and

Cost Modeling

Tools

DevOps/

AWS

CloudFormation

Catalogue

IT Development

Processes

Managed

Services

Infrastructure

Deployment

Code

Refactoring

Processes

Media Company: Journey into the cloud

“Adopt”

Production

Share development

globally, in minutes

“Explore”

Dev & Test

APIs integrated

legacy technology

“Expand”

Mission

Critical

Dozens of mobile apps

Key back office apps

“Transform”

All-in

3,000 apps

• Migration 101

• Scale Fast-Global

• Security

• Enterprise Migration

• Legacy integration

• Big Data, Analytics

• HPC workloads

• Corporate Web/e-

Commerce

• Mobile/Social

• Backup-HA- Recovery-

Archive-DR-Storage

• Security

• CRM

• Large Database

• ERP

• Microsoft, SAP

• Infor, Oracle

• Cloud Desktops

• Collaboration/File

Sharing

• Security

• Cloud 1st

• All applications

• Operate at Scale

• Automation

• Global footprint

• Security

• Dev Ops—

Infrastructure as

Code

APN and Consulting Partner Opportunity…Expanding

Enterprise IT considerations

• AWS can fit in anywhere—always be piloting.

AWS can help you (i.e., POC programs)

• Know where security reports

• How centralized is infrastructure

• How much autonomy do application groups

have

• Duplicated application teams will probably

mean more autonomy

Value-added solutions are driving revenue

Professional Services/Strategy Consulting/Architecture

2x to 5x

Multiplier on top

of AWS

Application/Development/Integration/Migration

$50k

To

$200K

Managed Infrastructure Services

15% to 40%

Uplift

On AWS

AWS Optimization

RI Purchases

Reduce Costs

30% to 60%

Software

5% to 30%

License

MarginsApp/Dev Example:

$150K to build app

$100K on-demand over 1 year to run on AWS

$50K in third-party SW license

On-premises to AWS cloud transformation:

3X to 10X uplift over AWS spend

Economics for managed services

3X = $300K

$150K

25% = $25K

40% reduce

$40K 20% margin

$10K

Overall Cost:

$635K

$450K project

$85k recurring

Examples of Successful PartnersQantas Airlines improved inflight experience with Full360

Use case: Customer analytics and DW

Examples of Successful Partners

Galata Chemicals improved disaster recovery times

Use case: SAP Managed Services

Examples of Successful Partners

Condé Nast Worked with 2nd Watch to migrate to AWS

Use Case: Complete Data Center Migration

Examples of Successful PartnersHess Energy Worked with Nimbo for a 100% Cloud-Based

Divestiture

Use Case: Company divesture to 100% cloud based

infrastructure

Partner best practices summary

Packaged service

& solution offeringsFixed price

migration

DevOps

workshops

Security as a

service

Script most

common projects

Build an AWS

university

AWS Marketplace

Barry Russell

Head of Global Business Development

AWS Marketplace

barryr@amazon.com

Why cloud changes software procurement

“35MM+ physical servers

globally today—only

15% in the cloud” *IDC

Cloud is shifting software from

perpetuity to subscription OR

consumption based

Enterprises invest $310B

annually in software

Selecting, purchasing and

deploying is still slow and

manual

“…50% of workloads will

move to the cloud by

2018” *IDC

Companies use BYOL to

bring premise license over

or buy “as needed”

through AWS Marketplace

Where does AWS Marketplace fit?... Accelerates

customer workloads moving to AWS

Enterprise Applications

Administration & Security

Core Services

Platform Services

Infrastructure

AWS Marketplace

So what is shifting?

• Enterprise, Government, SMB changing how they buy and deploy

• Procurement teams looking to cloud catalogs for departmental projects

• Software consumption “as you go”

• Software market now transforming with cloud, as did infrastructure

5 workload to cloud models (we are aligning with our global field):

Media Workloads

BI/Big Data Workloads

Storage Workloads

Website Workloads

DevOps Workloads

AWS Marketplace customers—Who is buying?

Announcing: AWS Marketplace Consulting Partner Program

Software vendors can

grow their base of AWS

competent channel

partners

Customers

Software

Vendors Partners

Customers get easy access to AWS competent

partners for AWS Marketplace software

ISV channel partners can

build their AWS business

Partner

Requirements:

Program details available at http://aws.amazon.com/partners/marketplace-consulting/

ISV Launch Partners

Participating APN Partners

Introducing AWS MP for GIS and Location

Based Services• Pitney Bowes—Market leading

data quality solutions

• MapLarge—Enterprise grade GIS analytics and geocoding

• PTFS—Spatial content management solutions

• MapBox—Customizable maps for your applications

• HumanGeo—Self-contained tile server for GIS applications

See a demo of GIS content management at the Marketplace

booth following this session

ISV example: Pitney Bowes

AWS MarketplaceAbout us

• Launched in April 2012

• Publishes software

• Over 720+ software partners

• More than 2,200 product listings

Benefits to customers

• Easy product discovery

• Simplifies procurement for customers

• Deploy fast

• Eliminate license management

• One AWS bill

• Consume hourly, monthly, annually

By the Numbers…

400% Usage Growth in 2014

Over 100 million hours of

software consumed monthly

Across Government,

Enterprise, and SMB

AWS Intelligence Community (IC) Marketplace (*note we are taking ISV submissions now for this catalog)

SoftNAS—Success of the startup on AWS

• With software vetted on AWS Marketplace,

enterprises can buy startup with confidence and

without any additional paperwork

• From 15 customers to 280+ in 1 year

• 87% conversion to paid customers from free trials

“AWS Marketplace reduced over 20 individual steps to a

simple ‘1-Click’ allowing us to deliver… in less than 2

minutes. What took customers weeks if not months, and

costs thousands of dollars can now be accomplished in under

two minutes.… It enables SoftNAS to deliver a seamless

cloud based storage solution, get access to the global AWS

customer base while at the same time provide a low-cost

channel compared to traditional IT channels.”

—Bill Hood, Founder and SVP Cloud Markets

Digital marketing drives adoption

How does an ISV, SI, or VAR get into AWS Marketplace?

• Simple process, can be ready in weeks

• Product testing and screening

• Describe your product using metadata

• Submit your pricing plan

• Engage AWS Marketplace BDM for launch plan

…And you are ready to go!

How do I build a transformational business

with AWS Marketplace?• Use AWS Marketplace as primary sales and

delivery channel (ISV and Consulting Partners)

• Train your technical and field staff on AWS using

APN Programs

• Participate in our Customer Data Sharing Program

• GTM best practices

– Comp your field to align with ours

– Build website assets, point to your listing

– Develop quarterly GTM plans

• List your full software suite—price annually

• Take advantage of POC GTM funding

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