Amazon Partnership Model

Amazon Partnership Model 13.10.2016, Prague

AWSome Day

Your Host

Simo Huotilainen

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

AGENDA

How to make it work

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 Growth137% YoY increase in data transfer

to and from S3

2011 2012 2013 2014

PBs transferred

EC2 Growth99% YoY increase in EC2 instance

2011 2012 2013 2014

Normalized

instance hours

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”

Customers want to use the Leading Platform

functionality

Largest customer &

partner community

Longest

experience

Administration

& Security

Access

ControlIdentity

Management

Key Management

& Storage

Monitoring

& Logs

Resource &

Usage Auditing

ServicesCDN

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

Points of

PresenceRegion

Enterprise

Applications

Business

Sharing &

Collaboration

Virtual

Desktop

Technical &

Business Support

Account

Management

Partner

Ecosystem

Professional

Services

Security &

Pricing Reports

Solutions

ArchitectsSupport

Training &

Certification

Platform

Services

Analytics App Services Developer Tools & Operations Mobile Services

Application

Lifecycle

Management

Container

Deployment

DevOps

Event-driven

Computing

Resource

Templates

Identity

Mobile

Analytics

Notifications

Streaming

Queuing &

Notifications

Search

Transcoding

Workflow

Pipelines

Warehouse

Hadoop

Real-time

Streaming Data

Machine

Learning

The broadest collection of services of any cloud provider

“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

Reduced Prices

More Feedback

More Innovation

More Customers

More AWS Usage

More Infrastructure

Economies of Scale

A successful partner embrace

innovation on the AWS platform

and gain business agility bringing

value to both its firm and its end

customers.

“Our experience with AWS exceeded our

expectations. We were looking for a

platform for IaaS. What we found was a new

world of opportunities and innovation.”

President Mauricio Fernandes

Dedalus

Cloud is Disrupting Every Industry

Media & Entertainment GamingHealthcare

Financial Services

GovernmentEnterprise IT

Manufacturing Travel/Hospitality Life Sciences Retail

Cloud is Driving New Customer Trends

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.

What Customers expect from the

AWS Partner Network?

- Deep and Broad Skills

- Value Added Services

- Agility

- Coherent Business Model

- Clear AWS Strategy

Cloudreach (UK) + Kempinski Hotels

• In 2010, the organization’s corporate IT department was using over 140 virtualized servers to run a broad range of operating systems.

• Kempinski Hotels chose Cloudreach, a Premier Consulting Partner in the AWS Partner Network (APN), to help the company migrate to the AWS Cloud and provide ongoing management, monitoring, and backup services.

• “We’re avoiding the cost of hardware and software refreshes and on-premises facilities. When we consider these savings as well as lower operational costs and improved staff productivity, Kempinski Hotels is reducing costs by roughly 40 percent over a five year period.”

https://aws.amazon.com/solutions/case-studies/kempinski-hotels/

AGENDA

Make it Happen

How to make it work

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

Local Success

Working with local partner T1-Solutions, RWE CZ used

AWS to design and build a lean, secure, and highly

available architecture to run the energy firm’s SAP HR

system.

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 «open cloud»

that many software packages can run onSolutions 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

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 MarketplaceConsulting

Technology

GTM Resources

Go-To-Market

AGENDA

How to make it work

Going to Market with AWS Team3

What Customer Are Asking For

Security &

Governance

Backup

Managed

ServicesNetworking Migration

Cloud Based SW

Delivery AWS MarketplaceDevOps 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) USDGP % Revenue maturity

Monthly value to

Partner (net) USD

Annual value to

Partner (net) USD

AWS 1,000 For ResellerCustomer lifetime at

PartnerShared Under NDA X

Infra management 1,000 50**Customer lifetime at

Partner500 6,000

Infra Deployment&

migration / application

deployed

3,000 50** 3 months 1,500 4,500

Application

management fee1,000 50**

Customer lifetime at

Partner500 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…

AGENDA

Partner Program Details

How to make it work

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

• Monthly billing $50K

• Business+ AWS Support

• 20 Accreditations

TECHNOLOGY PARTNERS

Registered

Standard

• Developer+ AWS Support

• Offering in General

Availability on AWS

Advanced

• Offering in General

Availability on AWS

• $50K/Month in AWS

Billings or APN

Competency

• Pass the Well-Architected

Review

• Business+ AWS SupportPremier

• AWS Billings per Region

• 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

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

AWS Software as a Service ProgramEnabling 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

How to make It Work

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 – ProfessionalAWS 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 Plansaws.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 PROFESSIONALSDAY 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 PROFESSIONALSDAY 1

Technical

Essentials

Architecting

on AWS

AWS Self-

Paced Labs

AWS Technical

Professional

AWS TCO & Cloud

EconomicsCertification Workshop Certification Exam

DAY 90

Well-Defined Solution/Service and Value Proposition

Websites

Financial Services

Big DataDevOps

Disaster RecoveryArchivingBack Up and Recovery

Enterprise ITInternet of Things

Mobile ServicesMedia & EntertainmenteCommerceDigital MarketingHigh Performance

Computing

Scientific ComputingDatabases

GamingHealthContent 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 CodeProgrammable Platform

CLOUDFORMATION

TEMPLATE

Usage of CloudFormationhttps://aws.amazon.com/cloudformation/aws-cloudformation-templates

AutomationIf You Can Program It, You Can Automate It

Usage of Quick Start Deployment Guides

Learn more at https://aws.amazon.com/quickstart/

Leverage AWS MarketplaceMore 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 Condé Nast

Learn More on Condé 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

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

Finance

Business

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

Infrastructure0.7 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 GuidelinesSet 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

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 SciencesOracle

Migration

Microsoft

MobileGovernment

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 Needs5

Move Up Partner Tiers

and Unlock Benefits4

Get AWS Trained

and Certified3

Build a

Business Plan2

Join the AWS Partner Network

(APN)1

How to sign up?

aws.amazon.com/partners/consulting/

aws.amazon.com/partners/technology/

Thank YouSimo Huotilainen

simohu@amazon.lu

Customers Succeeding with Partners

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