Presentation on Mastering the Secret Sauce to SaaS. Using AWS to Kick-start your Journey to Cloud Services by Adrian De Luca - Head of Solution Architecture, Partners & Ecosystems, Asia Pacific, AWS and Vinod Chandramouli, ‎Global Head, Presales & Marketplace,  Freshworks at AWS Partner Summit Mumbai 2018

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Adrian De Luca
Head of Partner Solution Architecture , Asia Pacific
Mastering the Secret Sauce to SaaS
Using AWS to kick-start your journey to cloud
services

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Why SaaS?
Customers of all
sizes want their
software
delivered to them
as SaaS
Gartner: Forecast Overview: Public Cloud Services,
Worldwide, 2017 Update
31 March 2017 ID: G00325490
By 2018, SaaS will become a dominant
model for consuming new application
software functionality and will be
adopted by 80% of all organisations.
We show sustained growth projections
in the SaaS market in U.S. dollars with
estimates of $38.5 billion in 2016,
representing an annual growth rate of
22.5%.

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What do you want your customers to
say about your SaaS?

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What is “True” SaaS?

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Security Metering
Management & Monitoring
DevOps
Blue/Green Deployments
Canary Releases
Dark Launches
Incident Management
SLA’s
Versioning/Migration
SaaS raises the bar

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The Zero Downtime Mindset

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The Zero Downtime Mindset

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What it means to have a SaaS Business Culture
Nimble and reactive
• Addressing market
dynamics in real-time
• Agility is fundamental to
being able compete
• Business model
constantly evolving
Customer driven
pricing/configuration
• Only pay for what you
consume
• Always prepared to burst in
load or growth
• Matching technology spend
with customer demand
Fail fast & iterate
• Less time thinking,
more time building
• Immediate customer
feedback
Streamlined operations
• Minimising operational
overhead
• Proactive health
monitoring

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All-In with DevOps is not negotiable
• DevOps is at the core of enabling SaaS agility
• The automation bar is much higher
• Requires much higher level of investment and commitment from the
business
• DevOps can’t be a team — it has to be a lifestyle

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The 4 key ingredients in the secret
sauce

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1. Frictionless on-Boarding
SaaS solutions must be a low touch experience
Customers must be able to onboard with minimal friction
Customers
Account Provisioning
Billing Provisioning
Infrastructure
Provisioning
Tenant ConfigurationFront
Door

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2. Robust Management & Monitoring
The health of your business and all of your tenants rely on
the health of your system
Adding tenant
aware context
SaaS demands
proactive monitoring

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3. Designing for Failure
SaaS applications demand a more resilient
and creative approach to maintaining
system availability. Design for failure and
nothing fails
• Supporting the idea of
partial outage
• Limiting synchronous
dependencies
• Always thinking about
how to keep the lights
on
Recommendation
Engine
Promotion
Manager
Catalog Checkout

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4. Aligned Cost Modeling
• Building cost models that
mirror tenant
requirements
• Design and architecture
models that promote
pricing and packaging
agility
• Capturing and analysing
per/tenant costs
Sign Up
Silver
$49 / month
Sign Up
Bronze
$29 / month
Sign Up
Gold
$99 / month
Features
Users

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Wait a minute, what about growth?

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Going Global
Vinod Chandramouli
Global Head, Pre Sales & Marketplace

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Why SaaS on AWS?
Priced on usage or users
Self-service on-demand
Multi-tenant, shared infrastructure
Elastic usage
SaaS characteristics
Pay only for what you use
Resources on-demand
Highly scalable & durable services
Auto-scaled & scriptable resources
AWS characteristics
SaaS != hosted application management

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Broadest ecosystem of ISVs and SaaS Providers

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Leveraging Partner Solutions
Monitoring Authentication/Authorisation
Metering Billing
Analytics
Accelerate development and innovation through third-party integrations

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SaaS on AWS – Getting Started
• Success Stories
• Blog Posts
• Whitepapers
• Readiness Validation
• Technical Workshops
https://aws.amazon.com/partners/saas-on-aws/
Foundation
Single
Tenant
Migration
Multi Tenant
Optimisation
Operations &
Agility

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SaaS QuickStart
https://aws.amazon.com/quickstart/saas/identity-with-cognito/

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SaaS Program
Online Trainings & AWS Accreditations
Discounts on Instructor-Led Training
SaaS Technical Enablement Content
…. and more!
Build
Market
APN Marketing Central
Eligible for Proof of Concept Funding
Eligible for training funding
Eligible for Sandbox Credits
… and more!
Sell
Eligible for Market Development Funding
Access to Sales Alignment Initiatives
Investment in Lead Generation Campaigns
… and more!
Technology Registered Tier +
Technology Standard Tier +
Technology Advanced Tier
Benefits Stage Global Eligibility
Speak to your Partner Development Representative

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SaaS Competency
Designed to highlight APN Partners who have demonstrated
technical proficiency and proven customer success in
specialized solution areas.
Partners who deliver applications via Software-as-a-Service
(SaaS) enable users to utilise their software solution over the
internet. APN Technology Partners who develop SaaS
solutions and utilize a SaaS-based software licensing and
delivery model are encouraged to apply for the Program.
https://aws.amazon.com/partners/saas/

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Announcing TechShift Accelerator
TECHSHIFT Differentiate from
competition by
offering premium
features/services
through AWS
advanced service
integrations
Broaden customer
reach through AWS
channels – field,
partners, Quick Starts,
Marketplace, APN
programs, marketing
events
Accelerate
migration of your
software to cloud-
native service

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Benefits of TechShift Accelerator
• Technical Enablement of SaaS offering on AWS
• Integration of advanced AWS services,
• Validated, Well-Architected solution(s) on AWS
• Produce and launch Quick Start listing
• Produce and launch Marketplace listing
• Demo Day to AWS, partners and customers
Speak to your Partner Development Representative

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In Summary
SaaS is not a sport, its a lifestyle
• Adopt a fail fast approach
• Customer feedback and product strategy happens in real-time
• Take pride in your ability to pivot and react
• Expect your business model to be fluid
• Drive loyalty through rapid response and constant evolution
Technology and process must be enablers
• Agility must be baked into architecture, design, and deployment
• Migration must be constant and painless
• Zero tolerance for any notion of down time
• Ability to package offerings that align with emerging tenant profiles

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Thank You!