Enterprises need AWS Partners to help them transform their businesses and use the advantages that the cloud provides in creating business value. AWS will share with partners the business best practices, programs, and resources for building and growing AWS-based solutions and services that address the needs of the enterprise. You will learn what the C-level needs from AWS partners and what will make you stand out as a transformational partner.

1. Leveraging the AWS Partner Network
and AWS Marketplace to
Build a Transformational Business
Dorothy Copeland, Head of Global Partner Programs
Josh Hofmann, Senior Manager, NA Partner Development
Barry Russell, Head of Global Marketplace BD
Partner
Network

2. Agenda—Leveraging AWS Partner Network
resources
1. APN and AWS Global Partner
Programs
2. Building a Transformational
Partner Business
3. Leveraging the AWS
Marketplace
Partner
Network

3. AWS Global Partner Programs
Dorothy Copeland
Head APN Programs

4. 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

5. Provide:
• Software
• Databases
• OS and tooling solutions
Provide:
• Professional services
• AWS integration, migration,
managed services
Technology partners Consulting partners

6. 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
Technology
GTM Resources
Go-To-Market
Partner
Network

7. APN benefits
Training & 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

8. 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

9. • 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

10. Current APN competencies
Marketing
& commerce
Storage
Life sciencesHealthcare SAP Oracle
Big data
Microsoft
Digital mediaSecurity

11. 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

12. AWS Managed Services Program
For 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

13. 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

14. 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

15. Partner communications
• APN webpages
• APN blog
• APN newsletter
• APN Twitter feed
• APN portal
Find them at: aws.amazon.com/partners

16. 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

17. 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
Partner
Network

18. Building a Transformational Business
Josh Hofmann
NA Partner Leader
jhof@amazon.com

19. 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

20. 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

21. 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

22. DegreeofCloudAdoption
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

23. 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

24. 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

25. Value-added solutions are driving revenue

26. 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

27. Examples of Successful Partners
Qantas Airlines improved inflight experience with Full360
Use case: Customer analytics and DW

28. Examples of Successful Partners
Galata Chemicals improved disaster recovery times
Use case: SAP Managed Services

29. Examples of Successful Partners
Condé Nast Worked with 2nd Watch to migrate to AWS
Use Case: Complete Data Center Migration

30. Examples of Successful Partners
Hess Energy Worked with Nimbo for a 100% Cloud-Based
Divestiture
Use Case: Company divesture to 100% cloud based
infrastructure

31. Partner best practices summary
Packaged service
& solution offerings
Fixed price
migration
DevOps
workshops
Security as a
service
Script most
common projects
Build an AWS
university

32. AWS Marketplace
Barry Russell
Head of Global Business Development
AWS Marketplace
barryr@amazon.com

33. 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

34. Where does AWS Marketplace fit?... Accelerates
customer workloads moving to AWS
Enterprise Applications
Administration & Security
Core Services
Platform Services
Infrastructure
 AWS Marketplace

35. 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

36. AWS Marketplace customers—Who is buying?

37. 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/

38. ISV Launch Partners
Participating APN Partners

39. 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

40. ISV example: Pitney Bowes

41. AWS Marketplace
About 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

42. By the Numbers…
400% Usage Growth in 2014
Over 100 million hours of
software consumed monthly
Across Government,
Enterprise, and SMB

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

44. 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

45. Digital marketing drives adoption

46. 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!

47. 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

48. Your Feedback is Important to AWS
Please complete the session evaluation. Tell us what you think!

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