Are you a Technology Partner that is looking to stay ahead to the curve?   Wondering how to massively expand your product reach and shorten sales cycles?   SaaS is quickly becoming a prevalent model for accelerating your sales efforts, enabling customer trials and delivering a highly available, scalable and dynamic solution to your customers.  This session will explore how AWS and the SaaS Partner Program can assist your business with building and growing your SaaS application on AWS and teach you some AWS best practices for building your SaaS on AWS.

1. ©2015, Amazon Web Services, Inc. or its affiliates. All rights reserved
Building and Growing SaaS on
AWS for Partners
Brian Matsubara, Head of Global Technology Alliances
Matt Tavis, Principal Solutions Architect

2. AWS ISV landscape
Operating Systems
Networking
Database
Security
Storage
DevOps
AppDev
Mobile
IoT
FSI
Media
HealthCare
LifeSciences
Analytics
BI
Big Data ERP
CRM BPM
Content
Management
GIS SCM HRM
Commerc
e
Digital
Marketing
Design
Engineering
AWS

3. Utility
No long-term
commitments.
License is included in
the metered AWS
offering (i.e. hourly on
Amazon EC2).
AWS Marketplace
License mobility
a.k.a. Bring Your Own
Licenses (BYOL).
Customer acquires
license from
traditional channels
for software running
on AWS.
SaaS
License is managed
at the application tier
by the ISV.
AWS provides the
global infrastructure
for a best-of-breed
solution.
Free trial
Trial licenses to speed
up the sales cycle and
prove value of ISV
solution.
AWS Test Drive &
Technology Partner
GTM Activities.
Software licensing models on AWS

4. The power of SaaS
By 2017, about 26.2% of all
new business software
purchases will be of service-
enabled software, and SaaS
delivery will constitute about
18% of all software spending
and nearly 20% of
applications spending.”
IDC "Worldwide SaaS and Cloud Software 2013–2017 Forecast
and 2012 Vendor Shares" Doc #245084 Dec 2013
The world is moving to SaaS
Why SaaS for ISVs?
• Sell more
• Sell faster
• Improve customer
experience
• Reduce support and
engineering

5. Why SaaS on AWS?
SaaS characteristics:
 Priced based on Value
 Self-Service
 Multi-tenant, Shared
Infrastructure
 Elastic Usage
 Global Market
AWS characteristics:
 Pay For Use
 Resources On-Demand
 Highly Scalable and
Durable Services
 Auto-Scaled and
Scriptable Resources
 Global Reach

6. Many paths to SaaS
Evolve Extend Innovate Innate

7. AWS SaaS partner program
Benefits Stage APN tier
SaaS community webinar series
Specialized technical content
Technical and business office hours
Learn
Build
Access to product development funding
SaaS-specific reference architectures
AWS training and certification
Grow
Market development funding
Access to sales alignment initiatives
Investment in lead generation campaigns
Registered
Standard

8. SaaS Program Benefits Stage APN Tier
Registered Standard Advanced
APN Webcast for SaaS Partners Series
LearnSpecialized Technical Content
Technical and Business Office Hours
AWS Training & Certification
Build
SaaS Specific Reference Architectures
Access to Innovation Sandbox (Product
Development Funding) *
AWS Test Drive for SaaS
Grow
Lead Generation Campaigns *
APN SaaS Logo Usage
Access to Sales Alignment Initiatives *
Case Studies *
SaaS Customer Free Trials (Market Development
Funding)*
* Eligibility rules apply.
Learn
Build
Grow

10. Building SaaS Architectures on AWS

11. Software delivery is evolving
On-Prem Application
Hosting
AWS SaaS on AWS

12. Data Access
Layer
Delivery
Authentication &
Authorization
MeteringMonitoring
Ordering
Provisioning
Billing
Analytics
Resource Management SaaS Application(s)
Business Services Core Platform Services
Interaction
Application
AdditionalApplications
Application Lifecycle
Management

13. SaaS Best Practice
• Separate the platform from the program
– SaaS applications will evolve and change over time, but core
services are reusable
– Decoupled services can support a fleet of SaaS applications
– Isolated services can be tuned and scale independently
– Reusable core services combined with application frameworks
can reduce application development time in the long run

14. SaaS on AWS: architectural approaches
1. Isolated customer stacks
– Independent AWS resources per customer
2. Pure SaaS shared architecture
– On-demand resource utilization with shared infrastructure, top to
bottom
3. Containerization on shared platform
– Provide “slices” of AWS with Amazon EC2 Container Service and
Docker

15. SaaS on AWS: Isolated customer stacks
Monitoring Analytics
Ordering
Billing
Provisioning
Metering
Customer n
Whole
stack
Auto Scaling
CostCenter
=CustomerN
Tag
CostCenter
=CustomerN
Auto Scaling
CostCenter
=CustomerN
Tag
Tag
Auto Scaling
CostCenter
=Customer1
Tag
CostCenter
=Customer1
Auto Scaling
CostCenter
=Customer1
Tag
Tag
Customer 1 …. SaaS platform

16. SaaS on AWS: shared
Feature usage
Monitoring Analytics
Ordering
Billing
Provisioning
Metering
SaaS platform
Auto Scaling
Auto Scaling
Customer 1 Customer 2

17. SaaS on AWS: containerization
Amazon EC2 Container Service Cluster
Monitoring Analytics
Ordering
Billing
Provisioning
Metering
SaaS platform
Customer 1 Customer 2
Amazon EC2 Container Service

18. Best practices for SaaS solution design
Optimize for cost and performance
• Cost and performance are not at odds but are
types of offerings
• Horizontal scalability at every layer
• Smaller, parallelizable resource units scale more
efficiently
• Leverage scalable services (e.g. Amazon
DynamoDB) where possible
~
Spot

19. Best practices for SaaS solution design
Design for multi-multi-tenancy
• Many accounts  many users  many roles
• Provide tiers for request prioritization
• Monitor closely and distribute resources efficiently
Know the lifecycle of your data
• Data value and usage changes over time
• Leverage efficient storage options over time
~
Spot

20. SaaS best practice
Collect everything and learn from it
• Closely monitor infrastructure and scale on software-
level metrics
• Collect your metrics reliably, store them durably
• Know your customers
• Learn and profit through analytics
– Automatically adjust user experience and underlying
infrastructure in real time
– Evolve your business model through usage analysis
– Monetize the data you collect

21. Call to Action – What Now?
• Join the SaaS Partner Program
• Watch the APN Webcast for SaaS Partners
series
• Join the bi-monthly Office Hours to connect with
the SaaS Partner team live
• Ask questions through the APN Portal

22. SAN FRANCISCO