Agenda
APN: The Amazon Partnership Model
• Intro to AWS for partners and the APN
• APN Resources

Our experience of the W. European markets
We are here
Data: Geoffrey Moore, all rights reserved

Customer insights
• High demand for «solutions» by our customers
– A combination of a business application and a migration to AWS
– Majority of our observed customer demand
• Still some guidance required on how to use
AWS
– Advanced usage of AWS
– Mostly for R&D purposes

AWS current growth
AWS is a large and rapidly growing business. Q4 2015
revenue for the AWS segment increased 69.5% y/y to
$2.4 billion with 28.5% operating margin, making AWS
nearly a $10 billion run rate business (actual: $9.6
billion).
AWS is the fastest enterprise IT vendor to reach a $10
billion run-rate.

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

How is the APN Structured?
ISV
Acceleration
Professional Services
Professional service firms that help
customers design, architect, migrate,
or build new applications on AWS.
Product Companies
Commercial software and cloud
service companies that build
solutions that run on, are
complementary to, AWS.
APN Consulting Partner APN Technology Partner
Authorized
Government
Partner
Channel
Reseller
Partner
AWS
Marketplace
Seller
AWS Test
Drive
Managed
Service
Provider

Agenda
APN: The Amazon Partnership Model
• Intro to the APN
• APN Resources

Technology Partner Segmentation
Verticals
FSI&Insurance
M&E
Bio/Life/HC
App/Dev
Issue
Tracking
Testing
SCM
Dev Tools
Messaging
Comms
PaaS
Monitor
Network Infrastructure
Database & Caching
Application Servers/Middleware
Security
Management
Storage/BackUp
MDM
Operating System
Infrastructure Software
CRM
Content Management
Collaboration
BPM
Big Data & Analytics
Finance & Accounting
HRM
eCommerce & Retail
ERP
Design & Engineering
Customer
Engagement
Logistics (SCM)
HPC
GIS
Gaming
Application/Business Software

Sell More
Sell Faster
Wallet Share
Reduce
Costs
Go Global
Value for Technology Partners

Partner Engagement Cycle
Develop AMIs, Architecting
for HA, Security, Performance License Portability, Utility
Pricing, SaaS, DevTest
Demand Generation, Lead
Generation, Joint Sales
Engagements, Content
Creation
Self Service
Documentation, L1 & L2
Support, TSANet

Utility
No long-term
commitments. License
is included in the
metered AWS offering
(i.e. Hourly on EC2).
Scales based on use.
AWS Marketplace
enables this for partners
License Mobility
Also known as Bring
Your Own Licenses
(BYOL). Customer
acquires license from
traditional channels for
software running on
AWS.
For known utilization
SaaS
License is managed at
the application tier by
the ISV.
AWS is part of the cost
to supply the SaaS
offering to customers
Free Trial
Trial Licenses to speed
up the sales cycle &
prove value of ISV
solution
AWS Test Drive &
Technology Partner GTM
Activities
Technology Partner Licensing Models

• AWS Sponsored
Technical Training for
Partner
• Product Managers,
Developers & Sales
Engineers
• Product Development:
Supporting the AWS
costs associated with
Design Win Dev
• Customer POC:
Supporting the partner’s
sales cycle
• AWS Sponsored Partner
Lead Generation GTM
• Targeted campaigns to
get new customers using
Technology Partner’s
solutions on AWS
• GTM funding for
promotion of Free Trial
campaigns.
Training &
Certification
Proof of
Concepts
Free Trial
GTM Investment Areas

AWS Marketplace
• Launched in April 2012
• Catalog of software
• Channel to sell to AWS
Customers
• Easy product discovery
• Simplifies procurement
• Deploy fast
• Eliminate license mgt
• One AWS bill
• Consume hourly,
annually
• 35 Categories
• 800 ISVs
• 2,300 Listings
• 143M Hours of software
consumed monthly

Our experience of the W. European Markets
We are here
Data: Geoffrey Moore, all rights reserved

Consulting Partner best practices
Packaged service
& solution offerings
Fixed price
migration
DevOps
workshops
Security as a
service
Consulting Partner
collaboration

Examples of solutions
Solutions Examples of Technologies
Web Content
Management
Microsoft, Wordpress, Drupal, joomla
E-commerce Magento, SAP Hybris, IBM Websphere
Business intelligence,
Analytics
SAP Hana, SAS, Microstrategy, Tableau,
Pentaho
Collaboration Microsoft, Atlassian
ERP Microsoft, SAP
CRM SAP, Pegasystems
Back-up, archiving, DR Commvault, Symantec
Migration Microsoft Windows, Suse, Red Hat, Apache
Webserver, VMWare, HyperV

AWS provides the infrastructure for partners to
deliver solutions to our customers
Foundation Services
Compute Storage Database
Networkin
g
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

Efficiencies from automation: Quickstart
Based on
CloudFormation
templates

Focus on Quick Starts : examples
Use cases Quick Starts
Web Content Management Sharepoint Server 2013
E-commerce Magento
Analytics
SAP HANA, Cloudera EDH
Collaboration Lync Server 2013, Exchange Server 2013
ERP SAP B1 for SAP HANA
Business
application
layer
Data: http://aws.amazon.com/architecture/

Available AWS Marketplace listings
Use cases MP Listings
Web Content Management Microsoft Sharepoint, Wordpress, Drupal,
joomla
E-commerce Magento
Analytics
SAP Hana, SAS, Microstrategy, Tableau,
Pentaho
Collaboration Microsoft, Atlassian
ERP SAP Business one
CRM SAP CRM
Data: https://aws.amazon.com
Business
application
layer

Contractual framework: reseller agreement
• Roles and responsibilities
• Ability to sublicense AWS Services to end customers
• Discount on AWS Services and Business or
Enterprise-level Support
• High-level support (concierge)
• Control over End-Customer relationships (support and
billing)
AWS
Reseller
Customer
- Licences AWS
services
- Bills
- Supports (2nd line)
- Reports end-user
information
- Escalates support
enquiries (2nd line)
- Sub-licences AWS
services
- Bills
- Supports (1st line)
- Makes support
enquiries
- Agrees to
AWS licence
terms
• Benefits for partners
= a Mutually beneficial agreement
More details: https://www.apn-portal.com/apex/ResellerResources?sfdc.tabName=01rE0000000AAzJ from the APN portal
Shared under NDA
• Can be combined with either customer agreement or
enterprise agreements for special cases
• Direct relationship to AWS is maintained
• Allows for sales alignement at end customer level
• Advantageous termination clauses to AWS (e.g. Ability
to take over the accounts upon termination,
termination for convenience clause)
• Benefits for AWS

Consolidated billing underpins managed
services on AWS
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

Check list for partners ready to help customers
make the most of the cloud opportunity
• Propose and maintain packaged
solutions to the market
– repeatable approach
• Leverage our partner programs
– standard tier
• Strong sales, support, and
marketing teams
– With systems supporting
(CRM)
• Under reseller agreement with
AWS
• Strong migration and business
applications skills to build the
relevant solutions to AWS
customers
• Strong delivery and support
teams
• Knowledge of AWS: certified staff
• Senior technical sponsorship
Business check-list Technical check-list

Utilize the APN Portal
There are lots of resources available to you through the APN Portal

APN Portal
• Webcasts
• On-Demand Training
• Training Discount
• Marketing Tools
• Content Syndication
• Register Opportunities
• Download Content
• Apply for AWS Competency
• Upgrade APN Tier
aws.amazon.com/partners

Partner Communications
• APN Webpages
• APN Blog
• APN Newsletter
• APN Twitter
• APN Portal

APN Partner Webinars
Weekly partner-oriented webinars focused on educating and enabling partners in key areas.
Weekly webinars, educating
thousands of partners
Hear directly from AWS
technical & Business thought
leaders
Flexible format and hours for
Partners, including: Office Hour
& Hot Topic
http://aws.amazon.com/partners/webinars/

Content on the APN Portal
• A wealth of business and
technical enablement content
• Includes early releases of AWS
Quick Start guides
• Specific content only available for
APN Partners
• AWS Training guides
• Syndicated web content
• Marketing collateral

Amazon Partner Network Marketing Centre

Marketing Toolkit
The Marketing Toolkit is available to APN Partners to provide options in integrated joint marketing between
AWS & Partners.
Communication: AWS Newsletter,
APN Newsletter, APN Logos, &
Twitter
Customer Facing Joint Webinars
Enterprise Jointly Owned Case
Study
Turnkey Demand Generation with
AWS Grid

Find your AWS Logo
APN Portal – on the Content Page

What’s the Journey of Successful APN Partners?
• Build a Cohesive Business Plan
• Take Advantage of APN Resources
• Get AWS Trained and Certified
• Move up Partner Tiers
• Leverage APN Partner Programs
• Go-to-market support from AWS

Agenda
APN: Introduction to AWS Partner Programs
• Programs
• Upgrading
• Training

As a reminder, the 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

Partners move through two interlocking
frameworks
Partner tiers
• Four performance tiers
based on training,
customer engagements,
and overall business
investment on AWS.
• These tiers are:
Registered, Standard,
Advanced, and Premier.
APN competencies
• Highlight APN Partners in
specialized solution
areas: Big data, Oracle,
SAP, Microsoft, Digital
Media, etc…

APN Benefits Registered Tier
Premier
Advanced
Standard
Registered
Program Benefits
Marketing Support:
Access to the AWS Grid:
Create jointly branded websites with AWS and execute turn-key email
demand generation campaigns in minutes.
Access to Business, Technical and Marketing Content:
Search from a repository of whitepapers, videos and presentations
Access to Educational Webinars:
Conducted by Solution Architects, Partner Managers and marketing
Access to AWS syndicated marketing:
This includes video, webinars, collateral downloads and AWS newsletter
Training Support:
Free Technical and Business on-line training for Partners
Earn AWS Business & AWS Technical Professional Accreditation
Attain AWS Certification through the Global AWS Certification Program

APN Benefits Standard Tier
Premier
Advanced
Standard
Registered
Program Benefits
Marketing Support:
Use of APN Logo & Company Profile in AWS Partner Director
Access to AWS Grid and syndicated marketing
Business Enablement Support:
Access to Partner Manager and Partner Solution Architects
Acceleration Program Support:
AWS Test Drive: program & AWS credits
Can apply for Fast Track , Reseller & SaaS Partner Programs
Training and Development Support:
$2,500 Free AWS Credits

Premier
Advanced
Standard
Registered
Program Benefits
Marketing Support:
Use of APN Logo and Company Profile in AWS Partner Directory
Featured Listing in the AWS Partner Directory
Eligible for AWS-Written Case Study Featuring Partner
Priority Access to Conduct AWS Customer-Facing Webinars
Business Enablement Support:
Access to Partner Manager, Solution Architects and NDA Roadmap Webinars
Acceleration Program Support:
AWS Test Drive: program & AWS credits
Can apply for ISV, Reseller, SaaS, Accel & competency Partner Programs
Training and Development Support:
Can apply for AWS Training Subsidies, enablement tools and Partner Educate
$2,500 in Free AWS Usage Credits (POC, Development & Test)
APN Benefits Standard Tier

Agenda
• Programs : acceleration, competencies,
SaaS, reseller programs
• Upgrading
• Training

Premier
Advanced
Standard
Registered
Delivery Model ExpertiseExperiencePartner Type
AWS 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

APN Partner Acceleration Programs
AWS Partner Journey
+ APN Standard: Offering Dev & POC free usage
Acceleration Programs Plan
APN FastTrack
$
StandardRegistered Advanced Premier

Phase 1 – Enablement
Training Discounts
Development/Sandbox
and Support Credits
Lab Tokens
Technical Certification
Exam Vouchers
Additional
Development credits
Joint GTM
Market Development
Funds
POC Credits
AWS Sales Team
introductions
APN FastTrack
Phase 2 – Readiness & GTM

APN
Acceleration
Benefits
Training and
Certification support
Free AWS usage for
Solution Development
and Innovation Sandbox
Partner GTM Plan funds
Demand Gen Program
Events & Sponsorships
Partner Case studies
Joint Webinars
Syndicated Content
AWS Test Drive
POC tools, SA,
ProServ and program
resources
Professional Services
funding for POC and
Migration Accelerators
AWS Promotional
Credits
Free AWS usage to
support customer trials
APN TestDrive & Push
to POC credits
Training &
Enablement
MDF & Demand
Gen/Leads
POC, Demo & Free Trials
©2015, Amazon Web Services, Inc. or its affiliates. All rights reserved. Amazon Confidential.

http://aws.amazon.com/partners/competencies
• Differentiates APN Partners to 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
& Commerce
Storage
Life sciencesHealthcare SAP Oracle
Big data
Microsoft
Digital
media
Security
DevOps
Mobile

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 & Certification
Grow
Market Development Funding
Access to Sales Alignment Initiatives
Investment in Lead Generation Campaigns

AWS Channel Reseller Program
• The AWS Channel Reseller Program is
designed for APN Consulting Partners who have built
their AWS practice to include professional services and
management of end customer AWS environments, such
as: Managed Service Providers (MSPs), System
Integrators (SIs), and Value-Added Resellers (VARs).
• AWS Channel Resellers value owning the customer
experience from end-to-end for their AWS-based
offerings.

Agenda
• Programs
• Upgrading
• Training
• Partner Highlight: Partner Name

Update Your Partner Directory & Scorecard
Trouble ticket:
https://www.apn-
portal.com/apex/PartnerPortalContactUs
http://www.aws-partner-directory.com/

Upgrade Your APN Tier
http://aws.amazon.com/partners/

Showcase your book of business

Expand Your Cloud Skills with AWS
Certification
aws.amazon.com/certification
Validate technical skills
with the AWS platform and
gain recognition
for your expertise
Online videos and
labs
aws.amazon.com/training/
intro_series
Start working with an AWS
service in minutes with
free online instructional
videos and labs
aws.amazon.com/training/
course-descriptions
Instructor-led courses
Learn to design, deploy,
and operate highly available,
cost-effective, and secure
applications on AWS

Expand Technical Skills with Training
Visit aws.amazon.com/training for course descriptions
Go to www.aws.training to view the global class schedule

Training for APN Partners - Business
Learn more at aws.amazon.com/partners/overview/partner-training
Accreditation
Accreditation
Business Development Roles
5 hours | Online Modules & Assessments
AWS Business
Professional
AWS Technical
Professional
Technical Business Development Roles
Accreditation
AWS TCO and
Cloud Economics
AWS Business or Technical Roles
AWS Partner
Solutions Training
AWS Business Professionals
1 day | Instructor-Led Training

81
Find Partner Training
Visit aws.amazon.com/partners/training for details and resources
• Log into your APN Portal account
• Go to Training tab
• Enter AWS Training Portal
• Free e-Learning & Accreditations
• 20% off AWS-delivered instructor-led
training classes

Validate Expertise with AWS Certification
Visit aws.amazon.com/certification for exam details

Calls2Action
• Create a partner account on
https://aws.amazon.com/partners/
• Book trainings
• Upgrade to Standard Tier
• Sign up for Programs

Edouard Chabrol Huber
Edouardc@amazon.lu

APN: Intro to AWS Partner Programs

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