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Amazon Partnership Model
20.10.2016, Warsaw
AWSome Day
Š2016, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Your Host
Simo Huotilainen (simohu@amazon.lu)
Partner Development Manager
AGENDA
1st Session : 14:15 – 15:15 2nd Session : 15:30 – 16:30
The Amazon Partnership Model
AWS Value Proposition for Partners
AWS Partner Network Overview
Business Opportunities with AWS
AWS Partner Programs
AWS Partner Program Details
How to make it work
Going to Market with AWS Team
1
2
3
4
5
6
AGENDA
The Amazon Partnership Model
AWS Value Proposition for Partners
AWS Partner Network Overview
Business Opportunities with AWS
AWS Partner Programs
AWS Partner Program Details
How to make it work
Going to Market with AWS Team
1
The conversation for CIOs has
shifted from a skeptical
discussion of “Why the Cloud?” to
a pragmatic discussion of “When
and How?”
Source Gartner. Learn more and Request the full Report at:
http://www.gartner.com/doc/reprints?id=1-2G2O5FC&ct=150519&st=sb
2008 2009 2010 2011 2012 2013 2014
Over 1 million active
customers
S3 Growth
137% YoY increase in data transfer
to and from S3
2011 2012 2013 2014
PBs transferred
EC2 Growth
99% YoY increase in EC2 instance
usage
2011 2012 2013 2014
Normalized
instance hours
0
100
200
300
400
500
600
2011 2012 2013 2014
New Features & Services
Source Gartner. Learn more and Request the full Report at:
https://www.gartner.com/doc/reprints?id=1-2G2O5FC&ct=150519
“Q2 2016 revenue for the
AWS segment increased
58.2% y/y to $2.9 billion,
making AWS a more than
$11 billion run rate
business”
“AWS is the fastest
enterprise IT vendor to
reach a $10 billion run-rate”
Startup Customers
Global Enterprise Customers
General Electric Capital One BMW
Johnson &
Johnson Merck
Nordstrom
Customers want to use the Leading Platform
Most
functionality
Largest customer &
partner community
Longest
experience
10
Administration
& Security
Access
Control
Identity
Management
Key Management
& Storage
Monitoring
& Logs
Resource &
Usage Auditing
Core
Services
CDN
Compute
(VMs, Auto-scaling, and
Load Balancing)
Databases
(Relational, NoSQL,
and Caching)
Networking
(VPC, DX, and DNS)
Storage
(Object, Block, EFS,
and Archival)
Infrastructure
Availability
Zones
Points of
Presence
Region
s
Enterprise
Applications
Business
Email
Sharing &
Collaboration
Virtual
Desktop
Technical &
Business Support
Account
Management
Partner
Ecosystem
Professional
Services
Security &
Pricing Reports
Solutions
Architects
Support
Training &
Certification
Platform
Services
Analytics App Services Developer Tools & Operations Mobile Services
Application
Lifecycle
Management
Container
s
Deployment
DevOps
Event-driven
Computing
Resource
Templates
Identity
Mobile
Analytics
Push
Notifications
Sync
App
Streaming
Email
Queuing &
Notifications
Search
Transcoding
Workflow
Data
Pipelines
Data
Warehouse
Hadoop
Real-time
Streaming Data
Machine
Learning
The broadest collection of services of any cloud provider
Cloud is Disrupting Every Industry
Media & Entertainment GamingHealthcare
Financial Services
GovernmentEnterprise IT
Manufacturing Travel/Hospitality Life Sciences Retail
Cloud is Driving New Customer Trends
Responding requires a new model
Focus on differentiating your company
Innovate at start-up like speed
Reduce risk
Focus on differentiation
and reduce technical debt
Move from risk-laden
up-front expense to
flexible variable expense
Stop guessing
at capacity planning
Go global in
minutes
Get rid of time-consuming, expensive tasks
Remove complicated infrastructure
Management that adds little
business value
GE Oil & Gas is migrating 500 applications, and more than 750TB of
data, to the cloud by the end of 2016 as part of a major digital
transformation, helping it attain a 52% reduction in TCO and greater
speed to market.
And focus on your core mission
Lower the time spent
on infrastructure
Dedicate more
resources to
innovation
Concentrate on
new business
initiatives
“Our goal is to move at the speed of business. Our customers’ needs change
constantly, and we need to be able to adapt to that.”
Keith Homewood – Cloud Product Owner, Nordstrom
Gain the freedom to choose
OS
Microsoft Windows Server 2012, 2008, 2003
Red Hat Enterprise Linux
Amazon Linux
SUSE Linux
Ubuntu
Database
Microsoft SQL Server
Oracle
Amazon Aurora
PostgreSQL
MySQL
MariaDB
Amazon DynamoDB
Amazon EC2 & Amazon RDS
Innovate faster than ever before
Builders don’t want to be blocked
Idea
Completed
Project
Not
Possible
We don’t
support thatMaybe next
year
That’s a
change
order
“We’re Customer Obsessed. We Start
with the Customer and We Work
Backwards.”
More than 95% of AWS new Features
come from Customer Feedback.
Flywheel of Success
Lower
Infrastructure
Costs
Reduced
Prices
More
Feedback
More
Innovation
More
Customers
More AWS
Usage
More
Infrastructure
Economies of
Scale
Take advantage of new computing models
Develop without
worrying about servers
to manage
Setup your code to run
in response to a
variety of triggers
Code is executed on
demand with
continuous scaling
Pay only for the time
used with sub-second
metering
Serverless architectures free you from managing infrastructure
AWS Lambda
MLBAM uses AWS Lambda to support the analysis of data feeds in MLB Statcast’s
metrics engine. It takes the raw data, cleans it up and conducts error detection, then
creates the metrics that bring more insights into plays; all within 12 seconds of a play.
Reduce Infrastructure Risk
AND
Move Fast
Stay Secure
Strengthen your security posture
Powerful native functionality and
tools at no additional charge
Over 30 global compliance
certifications and accreditations
Leverage security enhancements gleaned
from 1M+ customer experiences
Benefit from AWS industry leading
security teams 24/7, 365 days a year
Security infrastructure built to
satisfy military, global banks, and other
high-sensitivity organizations
“We work closely with AWS to
develop a security model, which we
believe enables us to operate more
securely in the public cloud than we
can in our own data centers.”
Rob Alexander - CIO, Capital One
Cloud is the easiest way to manage
infrastructure but Customers need
Partners to help make a proper :
- Transition
- Application Migration
- Leverage the Full Potential
- Provide Support and Maintenance
- Develop
- Transform
Source White Paper: How to Build your Business with AWS.
AGENDA
The Amazon Partnership Model
AWS Value Proposition for Partners
AWS Partner Network Overview
Business Opportunities with AWS
AWS Partner Programs
AWS Partner Program Details
How to make it work
Going to Market with AWS Team
2
AWS Partner Network (APN)
Tens of thousands of companies
around the world are APN Partners
Over half are outside the US
Premier, MSP and Competency
Partners grew their AWS revenue
100%+ faster
What are the Main Goals of the APN?
• Help your firm drive revenue on
AWS by providing tools and
resources you need
• Provide Programs designed to
support your unique business
objectives
• Enable you to differentiate on AWS
based on your areas of expertise
• Connect you to customers and
prospects
APN Structure
CONSULTING PARTNERS
Professional services firms that
help customers of all sizes design,
architect, migrate, or build new
applications on AWS
Consulting Partner Tiers:
Premier | Advanced | Standard | Registered
TECHNOLOGY PARTNERS
Commercial software and Internet services
companies that provide software solutions
that are either hosted on,
or integrated with, the AWS platform
Technology Partner Tiers:
Advanced | Standard | Registered
2016 AWS Premier Consulting Partners
Advanced APN Technology Partners
Customers Succeeding with Partners
Partner Case Studies from Around the World
AWS provides the building blocks for partners
to deliver solutions to customers
Foundation Services
Compute Storage Database Networking
AWS Global
Infrastructure Regions
Availability Zones Edge
Locations
Client-side Data Server-side Data Network Traffic
Platform, Applications, Identity & Access Management
Operating System, Network & Firewall Configuration
Customer content
Partner/Customer
Limit of responsibility
Hypervisor/virtualized
environment
AWS is an ÂŤopen cloudÂť
that many software packages can run on
Solutions Examples of Technologies Supported
Web Content Management Microsoft Sharepoint, Wordpress, Drupal, joomla
E-commerce Magento, SAP Hybris, IBM Websphere
Business intelligence, Analytics Tableau Server, SAS, Qlik
Collaboration Microsoft Exchange and Lync
ERP Microsoft Dynamics, SAP B1/A1
CRM SAP CRM, Pegasystems
Back-up, archiving, DR Commvault, Symantec/Veritas, Netapp
Migration (OS and virtualized
environments)
Microsoft Windows, Suse, Red Hat, Apache
Webserver, VMWare, HyperV
Enterprise Applications
• Amazon RDS for Oracle
provides managed Oracle
database deployments
• Oracle Applications are
fully supported on AWS
• Oracle licenses owned by
customers are fully
portable to AWS
• AWS is an SAP-certified
Global Cloud Services
Partner and Global
Technology Partner
• Most SAP products are now
certified for production
deployment on AWS
• Full, licensed Windows
Server OS on AWS
• Easily install services that
you know - AD, SCOM,
SQL, Exchange,
SharePoint
• Use your existing MS
licenses on AWS using
BYOL
Premier
Advanced
Standard
Registered
Delivery Model ExpertiseExperiencePartner Type
Partner Resources: AWS Partner Programs
Channel Programs
MSP Program
SaaS Program
Competency
Program
Government
Program
Test Drive
AWS Marketplace
Consulting
Technology
GTM Resources
Go-To-Market
AGENDA
The Amazon Partnership Model
AWS Value Proposition for Partners
AWS Partner Network Overview
Business Opportunities with AWS
AWS Partner Programs
AWS Partner Program Details
How to make it work
Going to Market with AWS Team3
Our Experience of the Market
We are here
Data: Geoffrey Moore, all rights reserved
What Customer Are Asking For
Security &
Governance
Backup
& DR
Managed
Services
Networking Migration
Cloud Based SW
Delivery AWS Marketplace
DevOps Cloud Adoption
Framework
IoT Mobile Enterprise Apps Big Data
Marketing &
Commerce
Life Sciences Healthcare Digital Media
Dev & Test True Production Mission Critical All-in
Build production apps
Migrate production apps
Marketing
Build mission-critical apps
Migrate mission-critical apps
Development and
test environments
Corporate standard
Cloud First!
Cloud Adoption
Patterns
Cloud Transformation
Opportunities
What Your Firm Offers Potential Revenue
Strategy Consulting,
Architecture
Typically a fixed fee; often varies from $25K to $250K+ depending on scope
Professional Services ,
Application Development,
Integration & Migration
2X to 10X multiplier on top of the AWS spend for professional services
Managed Infrastructure,
Application Services
20% to 50% uplift for a standard MSP engagement on AWS spend
AWS Instance Optimization
Reduce your overall cost of servicing the customer from ~30% to 60% by utilizing RIs; increase
your margin or pursue additional projects with the customer leveraging savings
Software 5% to 30% license margins
Repeatable Intellectual Property (IP)
& Additional Solutions for
Customers
Very flexible, and up to you; as an example, you can normally charge based on # of seats/as a
subscription service . Leverage AWS Marketplace for volume sales.
Potential Revenue per Partner Services
Service/solutions to
end-customer
Monthly Value to
Partner (gross) USD
GP % Revenue maturity
Monthly value to
Partner (net) USD
Annual value to
Partner (net) USD
AWS 1,000 For Reseller
Customer lifetime at
Partner
Shared Under NDA X
Infra management 1,000 50**
Customer lifetime at
Partner
500 6,000
Infra Deployment&
migration / application
deployed
3,000 50** 3 months 1,500 4,500
Application
management fee
1,000 50**
Customer lifetime at
Partner
500 6,000
…
Total 16,000 + X
Cost of AWS infra
@100%
Value to Partner
GP% likely to change due to AWS
automation
Example
Find Some More
Learn more with this White Paper:
https://www.apn-portal.com/sfc/#version?selectedDocumentId=069E00000021hJV
End of First Session
Be Back in 15 Minutes…
Pause
AGENDA
The Amazon Partnership Model
AWS Value Proposition for Partners
AWS Partner Network Overview
Business Opportunities with AWS
AWS Partner Programs
Partner Program Details
How to make it work
Going to Market with AWS Team
4
APN Partner Tiers & Requirements
CONSULTING PARTNERS
aws.amazon.com/partners/
Registered
Standard
• 2 AWS Certifications
• Accreditations (bus / tech)
• Developer+ AWS Support
• Monthly billing $1000
• 2 Customer References
Advanced
• 6 AWS Certifications
• Monthly billing $50K
• Business+ AWS Support
• 6 Customer References
• 20 Accreditations
TECHNOLOGY PARTNERS
Registered
Standard
• 2 Customer References
• Developer+ AWS Support
• Offering in General
Availability on AWS
Advanced
• Offering in General
Availability on AWS
• $50K/Month in AWS
Billings or APN
Competency
• 6 Customer References
• Pass the Well-Architected
Review
• Business+ AWS Support
Premier
• 28 AWS Certifications
• AWS Billings per Region
• 10 Customer References
• APN Competency
• 2 competencies, one of
which is either MSP or
DevOps
• Business+ AWS Support
• Add’l requirement
information on apn.com
Apply for an Upgrade
Product Development Credits
AWS Partner Solution Architects
Professional Services Bootcamps
AWS Professional Services
Engagement
Roadmap updates
Technical Enablement Benefits
Online Technical Professional
Training & Certification
Funding for Instructor-Led
Training
Technical Whitepapers for Partners
Technical Webcasts
AWS Quickstarts
Sales Enablement & GTM Benefits*
Immense amounts of tools and resources,
co-marketing events have really lended to the
accelerated success that we’ve enjoyed thus far.
We’re excited about what we’ve done with APN.
—Fortinet
Partner Solutions Training
Customer Opportunity Registration
Engagement with AWS Sales Teams
Proof-of-Concept Credits & Funding
AWS Test Drive
AWS Marketplace
*Partner qualification requirements must be met to be eligible for some programs
Marketing Enablement Benefits
AWS Branding
AWS Partner Directory
Market Development Funding
Email Platform
Syndicated Web Content
Promotion of Competency
and MSP Partners
Take Advantage of APN Partner Programs
Delivery Model
Channel Reseller Program
MSP Partner Program
SaaS Partner Program
Go-to-Market
Test Drive Program
Partner Funding Benefits
AWS Marketplace
Expertise
IoT Hardware Program
Direct Connect Partners
Competency Program
AWS Channel Reseller Program*
Key Benefits
• Reseller discounts on
AWS Services and Support
• Alignment with AWS sellers
• Reseller branding
Who should apply?
• Consulting Partners at the
Standard Tier and higher
• Ideal for APN Partners building
value-added offerings on AWS
• AWS MSP Partners
• Government-focused Integrators
Enables qualified APN Consulting Partners to resell AWS Services
to both commercial and public sector AWS Customers
Being an AWS Channel Reseller enables us to establish an even closer
relationship with our customers and deliver value to them by accelerating
adoption of the services provided by AWS.
—Cloudreach
*Partner qualification requirements must be met to be eligible for some programs
Consolidated billing is the infrastructure to support
managed services
Consolidated Billing Process
1. Reseller signs up for Consolidated Billing in the AWS Billing and Cost Management console, and designate your account
as a payer account. Now your account can pay the charges of the other accounts, which are called linked accounts. The
payer account and the accounts linked to it are called a Consolidated Billing account family.
2. Reseller adds linked accounts to the consolidated bill.
3. Each month AWS charges payer account for all the linked accounts added to the consolidated bill
4. Cost can be optimized at paying or linked account levels
More details: http://docs.aws.amazon.com/awsaccountbilling/latest/aboutv2/consolidated-billing.html
Shared under NDA
AWS Competency Program
Key Benefits
• Enables Differentiation
• Larger 2016 Funding Benefits
• Featured on the AWS
Solutions Pages
• Prioritized Marketing Activities
• Highlighted on Partner Directory
JUST LAUNCHED: Cloud Migration
and Government Competencies!
Recognizing partners with proficiencies in key solutions, verticals & infrastructure
Big Data Mobile Security DevOps
Marketing &
Commerce
Digital Media Healthcare Life Sciences
Storage Microsoft SAP Oracle
AWS Managed Service Program
$110B projected managed services
revenue within the total cloud market.
—451 Research
Validated AWS Technology
Partners to Enable MSPs
AWS is working with partners in Cloud Managed Services
MSPs must pass an in-depth 75+ point Validation Audit,
covering:
• Build
• Migration
• Automation
• DevOps
• Optimization
• Security
Performed by an objective 3rd party auditing firm
Includes validated Technology Partners that are MSP
Enablers
Benefits for MSPs: Larger Funding Benefits from AWS in
2016
AWS Software as a Service Program
Enabling modern software delivery
New Product
Development
• Office Hours
• SaaS Webcasts
• Reference Architectures
• Innovation Sandbox
New Customer
Acquisition
• AWS SaaS Test Drive
• AWS Marketplace Listing
• GTM Market Campaigns
• SaaS POC Benefits
AGENDA
The Partnership Model
AWS Value Proposition for Partners
AWS Partner Network Overview
Business Opportunities with AWS
AWS Partner Programs
AWS Partner Program Details
How to make It Work
Going to Market with AWS Team
5
Focus on Human Competencies
Learn more at: https://aws.amazon.com/partners/overview/partner-training/.
Train your Technical Team
Learn more at: https://aws.amazon.com/training/course-descriptions/.
AWS Certified Solutions
Architect - Associate
AWS Certified Solutions
Architect – Professional
AWS Certified DevOps Engineer Professional
Solutions Architect Developer SysOps Administrator
AWS Certified
Developer - Associate
AWS Certified SysOps
Administrator - Associate
Learn more at aws.amazon.com/certification
AWS Certification Exam Readiness Workshop
Go Get the Certifications
New Partner Learning Plans
aws.amazon.com/partners/training/learning-plan/
This learning plan is designed to:
ACCREDITATIONS TRAINING
Help you ramp up
on the AWS platform
Deepen your AWS
knowledge and skills
Better serve
your customers
BUSINESS PROFESSIONALS
DAY 1
AWS Instructional
Videos & Labs
AWS Business
Essentials
AWS Solution
Training for
Partners
AWS Business
Professional
AWS TCO & Cloud
Economics
DAY 60
ACCREDITATIONS TRAINING CERTIFICATION
TECHNICAL PROFESSIONALS
DAY 1
AWS
Technical
Essentials
Architecting
on AWS
AWS Self-
Paced Labs
AWS Technical
Professional
AWS TCO & Cloud
Economics
Certification Workshop Certification Exam
DAY 90
Well-Defined Solution/Service and Value Proposition
Websites
Financial Services
Big Data
DevOps
Disaster RecoveryArchivingBack Up and Recovery
Enterprise ITInternet of Things
Mobile ServicesMedia & Entertainment
eCommerceDigital MarketingHigh Performance
Computing
Scientific ComputingDatabases
Gaming
HealthContent DeliveryBusiness Applications
EducationState & Local GovernmentFederal Government Non Profit
Build a Business Plan
Develop an internal practice plan for your firm;
consider how you can leverage the APN for resources & support
Components
Relationship with AWS
Key Performance Indicators (KPIs)
Market Segment Focus
Use Case and Solution Focus
Current and Planned Offerings on AWS
Training and Enablement
Marketing and Demand Generation
Sales Strategy
Goal Tracking
Focus on Added Value
Get More Done for Less, and
Increase Opportunities for the
Customers.
Continuous
Deployment
Small, Frequent Changes
Constantly Integrating Into
Production.
Usage of API, SDK, Toolkits
Infrastructure As Code
Programmable Platform
CLOUDFORMATION
TEMPLATE
Usage of CloudFormation
https://aws.amazon.com/cloudformation/aws-cloudformation-templates
Automation
If You Can Program It, You Can Automate It
Usage of Quick Start Deployment Guides
Learn more at https://aws.amazon.com/quickstart/
Leverage AWS Marketplace
More than 2,600 Software Listings from over 900 ISVs
Learn More on How to Sell on the MarketPlace: https://aws.amazon.com/marketplace/management/tour
Needed a Solution to Integrate NetBackup with S3 – AltaVault
Needed an NFS Server to Replace Physical Filers – SoftNAS
Needed a Solution to Easily Manage their 12K+ Snapshots - Cloud Protection Manager
One Example with CondĂŠ Nast
Learn More on CondĂŠ Nast Story: https://aws.amazon.com/solutions/case-studies/conde-nast/
On-demand
Instances
Reserved
Instances
1-year and
3-year terms
No Upfront
Spot Instances
Partial Upfront
All Upfront
• Pay as you go
• Starts from
$0.02/Hour
• All, Partial, or No up
front payment +
Monthly payments
• Significant discounts
over on demand
price
Leverage All AWS Pricing Models
Manage Your Pricing Proposition with our Calculator:
https://calculator.s3.amazonaws.com/index.html
You Are Taking Your Customers on
a Journey:
- Be Part of the Plan and Design
- Evaluate Associated Needs and Readiness
- Move Beyond Vendor to Trusted Advisor
Everyone is a Potential Customer.
Understand their Roles, their
Needs, the Benefits they could
have thanks to Cloud and
Communicate.
DIRECTION
Marketing
HR
Finance
Buyer
Business
IT
R&D
ADVISOR
Engage Differently
Ask the Customer to use Saved Budget to
Deploy other Meaningful Workloads
(Mobile App, Archiving, Big Data).
You Invite the Customer to Innovate, and to be
Proactive in their IT Development, while
Creating more Opportunities for your firm.
Adapt Your Sales Remuneration
for Managed Services
Existing
Customer
New
Customer
Other
Infrastructure
0.7 0.9
AWS 1.1 1.4
1/ Moving from One Time to Recurring Incentive
2/ Accelerating the Transition to Cloud
Example
Complete Formal Partner On-Boarding and
Joint Business Plan
Align with AWS Best Practices & Well-
Architected Guidelines
Set Goals, and Compensate on AWS
Practice Revenue and Success
Are AWS Accredited and Certified
Professionals
Establish pipeline Cadence with AWS-Led Resources
(Solution Architect, Professional Services, Service teams)
Our Most Successful Partners
Dedicated AWS Field-Level Business and Technical
Resources
AGENDA
The Partnership Model
AWS Value Proposition for Partners
AWS Partner Network Overview
Business Opportunities with AWS
AWS Partner Programs
AWS Partner Program Details
How to make it work
Going to Market with AWS Team6
Highlight Your Partnership
• Use Your APN Logo: Show your Level of
Partnership
• Go Digital: Website, SEO
• Develop Targeted Content: Showcase your
Customer References, Explain your
Competencies
• Differentiates APN Partners to AWS Customers
• Validated based on:
- Customer Success
- AWS Certifications
- Technical Readiness
- AWS Product or Practice Review
- Customer References
http://aws.amazon.com/partners/competencies
APN Competency Program
DevOps Security
HealthcareBig Data Life Sciences
Oracle
Migration
Microsoft
MobileGovernment
SAP
Digital Media
Current APN Competencies
Learn More with Case Study: https://aws.amazon.com/migration/partner-solutions/.
Marketing & Commerce
Storage
AWS Marketplace 2016
AWS customers use 205 million hours a month
of Amazon EC2 for AWS Marketplace software products
35 categories, and more than 2,700 software listings
from over 925 ISVs
Examples of AWS Marketplace Sellers:
Start Using our Partner Network Marketing
Center
Update Your Partner Directory & Scorecard
Trouble ticket:
https://www.apn-
portal.com/apex/PartnerPortalContactUs
http://www.aws-partner-directory.com/
Our tools for partners : APN portal
Opportunities in the APN.
Build a synergy with the AWS Team
Pitch them like a pro-AWS Customer:
What is your Value?
Do Leverage our Support
Learn More on Support Plans: https://aws.amazon.com/premiumsupport/.
Joining the APN
is Only the Beginning…
Go-to-market
with AWS*
6 Join APN Partner Programs
that Meet Specific Business Needs
5
Move Up Partner Tiers
and Unlock Benefits
4
Get AWS Trained
and Certified
3
Build a
Business Plan
2
Join the AWS Partner Network
(APN)
1
*Partner qualification requirements must be met to be eligible for some programs
How to sign up?
aws.amazon.com/partners/consulting/
aws.amazon.com/partners/technology/
Thank You
Simo Huotilainen
simohu@amazon.lu

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AWS Partnership Model

  • 1. Amazon Partnership Model 20.10.2016, Warsaw AWSome Day Š2016, Amazon Web Services, Inc. or its affiliates. All rights reserved.
  • 2. Your Host Simo Huotilainen (simohu@amazon.lu) Partner Development Manager
  • 3. AGENDA 1st Session : 14:15 – 15:15 2nd Session : 15:30 – 16:30 The Amazon Partnership Model AWS Value Proposition for Partners AWS Partner Network Overview Business Opportunities with AWS AWS Partner Programs AWS Partner Program Details How to make it work Going to Market with AWS Team 1 2 3 4 5 6
  • 4. AGENDA The Amazon Partnership Model AWS Value Proposition for Partners AWS Partner Network Overview Business Opportunities with AWS AWS Partner Programs AWS Partner Program Details How to make it work Going to Market with AWS Team 1
  • 5. The conversation for CIOs has shifted from a skeptical discussion of “Why the Cloud?” to a pragmatic discussion of “When and How?” Source Gartner. Learn more and Request the full Report at: http://www.gartner.com/doc/reprints?id=1-2G2O5FC&ct=150519&st=sb
  • 6. 2008 2009 2010 2011 2012 2013 2014 Over 1 million active customers S3 Growth 137% YoY increase in data transfer to and from S3 2011 2012 2013 2014 PBs transferred EC2 Growth 99% YoY increase in EC2 instance usage 2011 2012 2013 2014 Normalized instance hours 0 100 200 300 400 500 600 2011 2012 2013 2014 New Features & Services
  • 7. Source Gartner. Learn more and Request the full Report at: https://www.gartner.com/doc/reprints?id=1-2G2O5FC&ct=150519 “Q2 2016 revenue for the AWS segment increased 58.2% y/y to $2.9 billion, making AWS a more than $11 billion run rate business” “AWS is the fastest enterprise IT vendor to reach a $10 billion run-rate”
  • 9. Global Enterprise Customers General Electric Capital One BMW Johnson & Johnson Merck Nordstrom
  • 10. Customers want to use the Leading Platform Most functionality Largest customer & partner community Longest experience 10
  • 11. Administration & Security Access Control Identity Management Key Management & Storage Monitoring & Logs Resource & Usage Auditing Core Services CDN Compute (VMs, Auto-scaling, and Load Balancing) Databases (Relational, NoSQL, and Caching) Networking (VPC, DX, and DNS) Storage (Object, Block, EFS, and Archival) Infrastructure Availability Zones Points of Presence Region s Enterprise Applications Business Email Sharing & Collaboration Virtual Desktop Technical & Business Support Account Management Partner Ecosystem Professional Services Security & Pricing Reports Solutions Architects Support Training & Certification Platform Services Analytics App Services Developer Tools & Operations Mobile Services Application Lifecycle Management Container s Deployment DevOps Event-driven Computing Resource Templates Identity Mobile Analytics Push Notifications Sync App Streaming Email Queuing & Notifications Search Transcoding Workflow Data Pipelines Data Warehouse Hadoop Real-time Streaming Data Machine Learning The broadest collection of services of any cloud provider
  • 12. Cloud is Disrupting Every Industry Media & Entertainment GamingHealthcare Financial Services GovernmentEnterprise IT Manufacturing Travel/Hospitality Life Sciences Retail
  • 13. Cloud is Driving New Customer Trends
  • 14. Responding requires a new model Focus on differentiating your company Innovate at start-up like speed Reduce risk
  • 15. Focus on differentiation and reduce technical debt
  • 16. Move from risk-laden up-front expense to flexible variable expense Stop guessing at capacity planning Go global in minutes Get rid of time-consuming, expensive tasks Remove complicated infrastructure Management that adds little business value GE Oil & Gas is migrating 500 applications, and more than 750TB of data, to the cloud by the end of 2016 as part of a major digital transformation, helping it attain a 52% reduction in TCO and greater speed to market.
  • 17. And focus on your core mission Lower the time spent on infrastructure Dedicate more resources to innovation Concentrate on new business initiatives “Our goal is to move at the speed of business. Our customers’ needs change constantly, and we need to be able to adapt to that.” Keith Homewood – Cloud Product Owner, Nordstrom
  • 18. Gain the freedom to choose OS Microsoft Windows Server 2012, 2008, 2003 Red Hat Enterprise Linux Amazon Linux SUSE Linux Ubuntu Database Microsoft SQL Server Oracle Amazon Aurora PostgreSQL MySQL MariaDB Amazon DynamoDB Amazon EC2 & Amazon RDS
  • 19. Innovate faster than ever before
  • 20. Builders don’t want to be blocked Idea Completed Project Not Possible We don’t support thatMaybe next year That’s a change order
  • 21. “We’re Customer Obsessed. We Start with the Customer and We Work Backwards.” More than 95% of AWS new Features come from Customer Feedback.
  • 23. Take advantage of new computing models Develop without worrying about servers to manage Setup your code to run in response to a variety of triggers Code is executed on demand with continuous scaling Pay only for the time used with sub-second metering Serverless architectures free you from managing infrastructure AWS Lambda MLBAM uses AWS Lambda to support the analysis of data feeds in MLB Statcast’s metrics engine. It takes the raw data, cleans it up and conducts error detection, then creates the metrics that bring more insights into plays; all within 12 seconds of a play.
  • 26. Strengthen your security posture Powerful native functionality and tools at no additional charge Over 30 global compliance certifications and accreditations Leverage security enhancements gleaned from 1M+ customer experiences Benefit from AWS industry leading security teams 24/7, 365 days a year Security infrastructure built to satisfy military, global banks, and other high-sensitivity organizations “We work closely with AWS to develop a security model, which we believe enables us to operate more securely in the public cloud than we can in our own data centers.” Rob Alexander - CIO, Capital One
  • 27. Cloud is the easiest way to manage infrastructure but Customers need Partners to help make a proper : - Transition - Application Migration - Leverage the Full Potential - Provide Support and Maintenance - Develop - Transform Source White Paper: How to Build your Business with AWS.
  • 28. AGENDA The Amazon Partnership Model AWS Value Proposition for Partners AWS Partner Network Overview Business Opportunities with AWS AWS Partner Programs AWS Partner Program Details How to make it work Going to Market with AWS Team 2
  • 29. AWS Partner Network (APN) Tens of thousands of companies around the world are APN Partners Over half are outside the US Premier, MSP and Competency Partners grew their AWS revenue 100%+ faster
  • 30. What are the Main Goals of the APN? • Help your firm drive revenue on AWS by providing tools and resources you need • Provide Programs designed to support your unique business objectives • Enable you to differentiate on AWS based on your areas of expertise • Connect you to customers and prospects
  • 31. APN Structure CONSULTING PARTNERS Professional services firms that help customers of all sizes design, architect, migrate, or build new applications on AWS Consulting Partner Tiers: Premier | Advanced | Standard | Registered TECHNOLOGY PARTNERS Commercial software and Internet services companies that provide software solutions that are either hosted on, or integrated with, the AWS platform Technology Partner Tiers: Advanced | Standard | Registered
  • 32.
  • 33. 2016 AWS Premier Consulting Partners
  • 36. Partner Case Studies from Around the World
  • 37. AWS provides the building blocks for partners to deliver solutions to customers Foundation Services Compute Storage Database Networking AWS Global Infrastructure Regions Availability Zones Edge Locations Client-side Data Server-side Data Network Traffic Platform, Applications, Identity & Access Management Operating System, Network & Firewall Configuration Customer content Partner/Customer Limit of responsibility Hypervisor/virtualized environment
  • 38. AWS is an ÂŤopen cloudÂť that many software packages can run on Solutions Examples of Technologies Supported Web Content Management Microsoft Sharepoint, Wordpress, Drupal, joomla E-commerce Magento, SAP Hybris, IBM Websphere Business intelligence, Analytics Tableau Server, SAS, Qlik Collaboration Microsoft Exchange and Lync ERP Microsoft Dynamics, SAP B1/A1 CRM SAP CRM, Pegasystems Back-up, archiving, DR Commvault, Symantec/Veritas, Netapp Migration (OS and virtualized environments) Microsoft Windows, Suse, Red Hat, Apache Webserver, VMWare, HyperV
  • 39. Enterprise Applications • Amazon RDS for Oracle provides managed Oracle database deployments • Oracle Applications are fully supported on AWS • Oracle licenses owned by customers are fully portable to AWS • AWS is an SAP-certified Global Cloud Services Partner and Global Technology Partner • Most SAP products are now certified for production deployment on AWS • Full, licensed Windows Server OS on AWS • Easily install services that you know - AD, SCOM, SQL, Exchange, SharePoint • Use your existing MS licenses on AWS using BYOL
  • 40. Premier Advanced Standard Registered Delivery Model ExpertiseExperiencePartner Type Partner Resources: AWS Partner Programs Channel Programs MSP Program SaaS Program Competency Program Government Program Test Drive AWS Marketplace Consulting Technology GTM Resources Go-To-Market
  • 41. AGENDA The Amazon Partnership Model AWS Value Proposition for Partners AWS Partner Network Overview Business Opportunities with AWS AWS Partner Programs AWS Partner Program Details How to make it work Going to Market with AWS Team3
  • 42. Our Experience of the Market We are here Data: Geoffrey Moore, all rights reserved
  • 43. What Customer Are Asking For Security & Governance Backup & DR Managed Services Networking Migration Cloud Based SW Delivery AWS Marketplace DevOps Cloud Adoption Framework IoT Mobile Enterprise Apps Big Data Marketing & Commerce Life Sciences Healthcare Digital Media
  • 44. Dev & Test True Production Mission Critical All-in Build production apps Migrate production apps Marketing Build mission-critical apps Migrate mission-critical apps Development and test environments Corporate standard Cloud First! Cloud Adoption Patterns
  • 46. What Your Firm Offers Potential Revenue Strategy Consulting, Architecture Typically a fixed fee; often varies from $25K to $250K+ depending on scope Professional Services , Application Development, Integration & Migration 2X to 10X multiplier on top of the AWS spend for professional services Managed Infrastructure, Application Services 20% to 50% uplift for a standard MSP engagement on AWS spend AWS Instance Optimization Reduce your overall cost of servicing the customer from ~30% to 60% by utilizing RIs; increase your margin or pursue additional projects with the customer leveraging savings Software 5% to 30% license margins Repeatable Intellectual Property (IP) & Additional Solutions for Customers Very flexible, and up to you; as an example, you can normally charge based on # of seats/as a subscription service . Leverage AWS Marketplace for volume sales. Potential Revenue per Partner Services
  • 47. Service/solutions to end-customer Monthly Value to Partner (gross) USD GP % Revenue maturity Monthly value to Partner (net) USD Annual value to Partner (net) USD AWS 1,000 For Reseller Customer lifetime at Partner Shared Under NDA X Infra management 1,000 50** Customer lifetime at Partner 500 6,000 Infra Deployment& migration / application deployed 3,000 50** 3 months 1,500 4,500 Application management fee 1,000 50** Customer lifetime at Partner 500 6,000 … Total 16,000 + X Cost of AWS infra @100% Value to Partner GP% likely to change due to AWS automation Example
  • 48. Find Some More Learn more with this White Paper: https://www.apn-portal.com/sfc/#version?selectedDocumentId=069E00000021hJV
  • 49. End of First Session Be Back in 15 Minutes… Pause
  • 50. AGENDA The Amazon Partnership Model AWS Value Proposition for Partners AWS Partner Network Overview Business Opportunities with AWS AWS Partner Programs Partner Program Details How to make it work Going to Market with AWS Team 4
  • 51. APN Partner Tiers & Requirements CONSULTING PARTNERS aws.amazon.com/partners/ Registered Standard • 2 AWS Certifications • Accreditations (bus / tech) • Developer+ AWS Support • Monthly billing $1000 • 2 Customer References Advanced • 6 AWS Certifications • Monthly billing $50K • Business+ AWS Support • 6 Customer References • 20 Accreditations TECHNOLOGY PARTNERS Registered Standard • 2 Customer References • Developer+ AWS Support • Offering in General Availability on AWS Advanced • Offering in General Availability on AWS • $50K/Month in AWS Billings or APN Competency • 6 Customer References • Pass the Well-Architected Review • Business+ AWS Support Premier • 28 AWS Certifications • AWS Billings per Region • 10 Customer References • APN Competency • 2 competencies, one of which is either MSP or DevOps • Business+ AWS Support • Add’l requirement information on apn.com
  • 52. Apply for an Upgrade
  • 53. Product Development Credits AWS Partner Solution Architects Professional Services Bootcamps AWS Professional Services Engagement Roadmap updates Technical Enablement Benefits Online Technical Professional Training & Certification Funding for Instructor-Led Training Technical Whitepapers for Partners Technical Webcasts AWS Quickstarts
  • 54. Sales Enablement & GTM Benefits* Immense amounts of tools and resources, co-marketing events have really lended to the accelerated success that we’ve enjoyed thus far. We’re excited about what we’ve done with APN. —Fortinet Partner Solutions Training Customer Opportunity Registration Engagement with AWS Sales Teams Proof-of-Concept Credits & Funding AWS Test Drive AWS Marketplace *Partner qualification requirements must be met to be eligible for some programs
  • 55. Marketing Enablement Benefits AWS Branding AWS Partner Directory Market Development Funding Email Platform Syndicated Web Content Promotion of Competency and MSP Partners
  • 56. Take Advantage of APN Partner Programs Delivery Model Channel Reseller Program MSP Partner Program SaaS Partner Program Go-to-Market Test Drive Program Partner Funding Benefits AWS Marketplace Expertise IoT Hardware Program Direct Connect Partners Competency Program
  • 57. AWS Channel Reseller Program* Key Benefits • Reseller discounts on AWS Services and Support • Alignment with AWS sellers • Reseller branding Who should apply? • Consulting Partners at the Standard Tier and higher • Ideal for APN Partners building value-added offerings on AWS • AWS MSP Partners • Government-focused Integrators Enables qualified APN Consulting Partners to resell AWS Services to both commercial and public sector AWS Customers Being an AWS Channel Reseller enables us to establish an even closer relationship with our customers and deliver value to them by accelerating adoption of the services provided by AWS. —Cloudreach *Partner qualification requirements must be met to be eligible for some programs
  • 58. Consolidated billing is the infrastructure to support managed services Consolidated Billing Process 1. Reseller signs up for Consolidated Billing in the AWS Billing and Cost Management console, and designate your account as a payer account. Now your account can pay the charges of the other accounts, which are called linked accounts. The payer account and the accounts linked to it are called a Consolidated Billing account family. 2. Reseller adds linked accounts to the consolidated bill. 3. Each month AWS charges payer account for all the linked accounts added to the consolidated bill 4. Cost can be optimized at paying or linked account levels More details: http://docs.aws.amazon.com/awsaccountbilling/latest/aboutv2/consolidated-billing.html Shared under NDA
  • 59. AWS Competency Program Key Benefits • Enables Differentiation • Larger 2016 Funding Benefits • Featured on the AWS Solutions Pages • Prioritized Marketing Activities • Highlighted on Partner Directory JUST LAUNCHED: Cloud Migration and Government Competencies! Recognizing partners with proficiencies in key solutions, verticals & infrastructure Big Data Mobile Security DevOps Marketing & Commerce Digital Media Healthcare Life Sciences Storage Microsoft SAP Oracle
  • 60. AWS Managed Service Program $110B projected managed services revenue within the total cloud market. —451 Research Validated AWS Technology Partners to Enable MSPs AWS is working with partners in Cloud Managed Services MSPs must pass an in-depth 75+ point Validation Audit, covering: • Build • Migration • Automation • DevOps • Optimization • Security Performed by an objective 3rd party auditing firm Includes validated Technology Partners that are MSP Enablers Benefits for MSPs: Larger Funding Benefits from AWS in 2016
  • 61. AWS Software as a Service Program Enabling modern software delivery New Product Development • Office Hours • SaaS Webcasts • Reference Architectures • Innovation Sandbox New Customer Acquisition • AWS SaaS Test Drive • AWS Marketplace Listing • GTM Market Campaigns • SaaS POC Benefits
  • 62. AGENDA The Partnership Model AWS Value Proposition for Partners AWS Partner Network Overview Business Opportunities with AWS AWS Partner Programs AWS Partner Program Details How to make It Work Going to Market with AWS Team 5
  • 63. Focus on Human Competencies Learn more at: https://aws.amazon.com/partners/overview/partner-training/.
  • 64. Train your Technical Team Learn more at: https://aws.amazon.com/training/course-descriptions/.
  • 65. AWS Certified Solutions Architect - Associate AWS Certified Solutions Architect – Professional AWS Certified DevOps Engineer Professional Solutions Architect Developer SysOps Administrator AWS Certified Developer - Associate AWS Certified SysOps Administrator - Associate Learn more at aws.amazon.com/certification AWS Certification Exam Readiness Workshop Go Get the Certifications
  • 66. New Partner Learning Plans aws.amazon.com/partners/training/learning-plan/ This learning plan is designed to: ACCREDITATIONS TRAINING Help you ramp up on the AWS platform Deepen your AWS knowledge and skills Better serve your customers BUSINESS PROFESSIONALS DAY 1 AWS Instructional Videos & Labs AWS Business Essentials AWS Solution Training for Partners AWS Business Professional AWS TCO & Cloud Economics DAY 60 ACCREDITATIONS TRAINING CERTIFICATION TECHNICAL PROFESSIONALS DAY 1 AWS Technical Essentials Architecting on AWS AWS Self- Paced Labs AWS Technical Professional AWS TCO & Cloud Economics Certification Workshop Certification Exam DAY 90
  • 67. Well-Defined Solution/Service and Value Proposition Websites Financial Services Big Data DevOps Disaster RecoveryArchivingBack Up and Recovery Enterprise ITInternet of Things Mobile ServicesMedia & Entertainment eCommerceDigital MarketingHigh Performance Computing Scientific ComputingDatabases Gaming HealthContent DeliveryBusiness Applications EducationState & Local GovernmentFederal Government Non Profit
  • 68. Build a Business Plan Develop an internal practice plan for your firm; consider how you can leverage the APN for resources & support Components Relationship with AWS Key Performance Indicators (KPIs) Market Segment Focus Use Case and Solution Focus Current and Planned Offerings on AWS Training and Enablement Marketing and Demand Generation Sales Strategy Goal Tracking
  • 69. Focus on Added Value Get More Done for Less, and Increase Opportunities for the Customers.
  • 71. Usage of API, SDK, Toolkits Infrastructure As Code Programmable Platform
  • 73. Usage of Quick Start Deployment Guides Learn more at https://aws.amazon.com/quickstart/
  • 74. Leverage AWS Marketplace More than 2,600 Software Listings from over 900 ISVs Learn More on How to Sell on the MarketPlace: https://aws.amazon.com/marketplace/management/tour
  • 75. Needed a Solution to Integrate NetBackup with S3 – AltaVault Needed an NFS Server to Replace Physical Filers – SoftNAS Needed a Solution to Easily Manage their 12K+ Snapshots - Cloud Protection Manager One Example with CondĂŠ Nast Learn More on CondĂŠ Nast Story: https://aws.amazon.com/solutions/case-studies/conde-nast/
  • 76. On-demand Instances Reserved Instances 1-year and 3-year terms No Upfront Spot Instances Partial Upfront All Upfront • Pay as you go • Starts from $0.02/Hour • All, Partial, or No up front payment + Monthly payments • Significant discounts over on demand price Leverage All AWS Pricing Models Manage Your Pricing Proposition with our Calculator: https://calculator.s3.amazonaws.com/index.html
  • 77. You Are Taking Your Customers on a Journey: - Be Part of the Plan and Design - Evaluate Associated Needs and Readiness - Move Beyond Vendor to Trusted Advisor
  • 78. Everyone is a Potential Customer. Understand their Roles, their Needs, the Benefits they could have thanks to Cloud and Communicate. DIRECTION Marketing HR Finance Buyer Business IT R&D ADVISOR
  • 80. Ask the Customer to use Saved Budget to Deploy other Meaningful Workloads (Mobile App, Archiving, Big Data). You Invite the Customer to Innovate, and to be Proactive in their IT Development, while Creating more Opportunities for your firm.
  • 81. Adapt Your Sales Remuneration for Managed Services Existing Customer New Customer Other Infrastructure 0.7 0.9 AWS 1.1 1.4 1/ Moving from One Time to Recurring Incentive 2/ Accelerating the Transition to Cloud Example
  • 82. Complete Formal Partner On-Boarding and Joint Business Plan Align with AWS Best Practices & Well- Architected Guidelines Set Goals, and Compensate on AWS Practice Revenue and Success Are AWS Accredited and Certified Professionals Establish pipeline Cadence with AWS-Led Resources (Solution Architect, Professional Services, Service teams) Our Most Successful Partners Dedicated AWS Field-Level Business and Technical Resources
  • 83. AGENDA The Partnership Model AWS Value Proposition for Partners AWS Partner Network Overview Business Opportunities with AWS AWS Partner Programs AWS Partner Program Details How to make it work Going to Market with AWS Team6
  • 84. Highlight Your Partnership • Use Your APN Logo: Show your Level of Partnership • Go Digital: Website, SEO • Develop Targeted Content: Showcase your Customer References, Explain your Competencies
  • 85. • Differentiates APN Partners to AWS Customers • Validated based on: - Customer Success - AWS Certifications - Technical Readiness - AWS Product or Practice Review - Customer References http://aws.amazon.com/partners/competencies APN Competency Program
  • 86. DevOps Security HealthcareBig Data Life Sciences Oracle Migration Microsoft MobileGovernment SAP Digital Media Current APN Competencies Learn More with Case Study: https://aws.amazon.com/migration/partner-solutions/. Marketing & Commerce Storage
  • 87. AWS Marketplace 2016 AWS customers use 205 million hours a month of Amazon EC2 for AWS Marketplace software products 35 categories, and more than 2,700 software listings from over 925 ISVs Examples of AWS Marketplace Sellers:
  • 88. Start Using our Partner Network Marketing Center
  • 89. Update Your Partner Directory & Scorecard Trouble ticket: https://www.apn- portal.com/apex/PartnerPortalContactUs http://www.aws-partner-directory.com/ Our tools for partners : APN portal
  • 91. Build a synergy with the AWS Team Pitch them like a pro-AWS Customer: What is your Value?
  • 92. Do Leverage our Support Learn More on Support Plans: https://aws.amazon.com/premiumsupport/.
  • 93. Joining the APN is Only the Beginning… Go-to-market with AWS* 6 Join APN Partner Programs that Meet Specific Business Needs 5 Move Up Partner Tiers and Unlock Benefits 4 Get AWS Trained and Certified 3 Build a Business Plan 2 Join the AWS Partner Network (APN) 1 *Partner qualification requirements must be met to be eligible for some programs
  • 94. How to sign up? aws.amazon.com/partners/consulting/ aws.amazon.com/partners/technology/