Developing a Global Sales Channel with AWS MarketplaceNigel Watson | AWS Marketplace BDMAmazon Web Services Australia

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AWS Marketplace

100K+ active customers

1100+ software partners

More than 3,500 product listings in 35 categories

302M EC2 Instance Hours Deployed per Month

aws.amazon.com/marketplace

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Big Data & HPC

Business Apps

Security

Development

Backup

Databases

Industry Solutions Infrastructure Services

Security & Management

EnterpriseAppsAWS MarketplaceTechnical &

Business Support

Support

Professional Services

Partner Ecosystem

Training & Certification

Account Management

Solutions Architects

Security & Pricing Reports

Virtual Private Networks

Identity & Access

Encryption Keys Configuration Monitoring Dedicated

Regions Availability Zones Compute

StorageObjects, Blocks,

FilesNetworking CDN

Sharing & Collaboration

Virtual Desktops

Directories

Email & Calendaring

Storage Gateway

Analytics Mobile Development

Data Warehousing

Hadoop

Streaming

Data Pipelines

Machine Learning

Source Code

Containers

Deployment

Build Tools

DevOps

Identity

Sync

Mobile Analytics

Push Notifications

Mobile Backend

Platform Services

Functions

Mobile & Web Front-end

Data Store

Identity

Real-time

ManagementTools

Notifications

Queueing

Orchestration

Search

Email

Hybrid CloudManagement

Identity Federation

Direct Connect

Backups

Deployment

Integrated Management

DatabasesSQL, NoSQL, Caching

App

Software Across the Platform

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What’s the value for customers?

Quickly Find Easily Procure Rapidly Deploy

Reduce procurement friction, from months, to weeks, to days & minutes…

Broad selection Consumption based subscription

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“We shopped for tools…and we used AWS Marketplace

Why?

• Needed a solution to integrate NetBackup with S3 - AltaVault

• Needed an NFS server to replace physical filers - SoftNAS

• Needed a solution to easily manage our 12K+ snapshots,

• - Cloud Protection Manager

AltaVault AVA-c16 for AWSAltaVault AVA-c8 for AWSAspera FaspexAWS Storage GatewayCentOS 6 (x86_64) - with UpdatesCentOS 6 (x86_64) - with Updates HVMCentOS 6.5 (x86_64) - Release MediaCentOS 7 (x86_64) with Updates HVMCloud Protection Manager BYOL Edition (PV)Cloud Protection Manager Enterprise EditionGhost powered by BitnamiMEAN powered by BitnamiSoftNAS Cloud Express - Cloud NAS (PV/1TB)SoftNAS Cloud Standard - High-Performance Cloud NAS (PV/20TB)SteelStore(formerly Whitewater) 2030 AMIUbuntu Server 14.04 LTS (HVM)WordPress powered by BitnamiYhat Sciencebox

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BI/Big Data

DevOps

Storage

MediaDigital

Engagement /WebApps

Enterprise Back office

Most common AWS Marketplace workload categories

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Kumolus

Australian/Indian ISV

Offering helps build, manage, visualise and govern AWS infrastructure

Listed on the AWS Marketplace in 2015

Customers

http://kumolus.com

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Global distribution Avoids the ‘money chase’

Enhanced security story

Improves discoverability

Simplifies the installation experience

Removes deployment barriers

How did Marketplace help? Kumolus

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AWS Marketplace features for Sellers

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Two listing Models

SaaS – you run the workload in your AWS Account

AMI – customer deploys your code into their AWS Account

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Automated AMI BuildingAutomated AMI Build from within the portal• Upload a .deb or .rpm

package for your application

• Select your base O/S• Trigger build to create

the AMI

• Detailed logging gives you feedback if something goes wrong

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Support for Clusters and AWS Resources

New flexible deployment models for AWS Marketplace sellers• Clusters of instances• More complex deployment topologies

that require VPN setup: Auto Scaling Groups, Elastic Load Balancers, DB Instances, Messaging Queues etc..

• Seller creates CloudFormation templates packaging deployment options

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AWS Marketplace SaaS Subscriptions

Bill AWS customers for SaaS consumption• Monetise your SaaS OR

API service through Marketplace

• Take advantage of existing AWS customer procurement arrangements

• AWS MP provides listing, metering, billing for your software

https://aws.amazon.com/blogs/aws/new-saas-subscriptions-on-aws-marketplace/

AWS Marketplace Metering Service AWS Billing

Product Listings

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Marketplace pricing options

By the hour, month or annual

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Marketplace Metering Service

Pricing by Unit, Node, Data, Bandwidth and User• More flexible pricing models

for customers• ISV’s enable this for the

customer• Billed to AWS customer

account and launched through AWS Marketplace

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AWS Marketplace Commerce Analytics Service

API-based access to Marketplace consumption data• New data sets with

additional customer insights: Market Segment, Customer Size and Geography

https://s3.amazonaws.com/awsmp-loadforms/AWS-Marketplace-Commerce-Analytics-Service-Onboarding-and-Technical-Guide.pdf

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Pilot program currently available in US and Europe; select APAC markets may be added this year

New way for customers to pay for large-scale software subscriptions Supports multi-year volume pricing

Simplifies the procurement process by aggregating software purchases through Marketplace

ISV negotiates directly with the software vendor, customer purchases and deploys through AWS Marketplace

Customer still buying a subscription, CNP is just another way to pay for it

Customer Negotiated Pricing (CNP)A new pricing option available through AWS Marketplace*

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Listing in Marketplace… from APAC

A W-9 Form and a US bank account are generally required for a paid listing in

Marketplace.

Workarounds:• Work with a reseller/partner in the US to list on your

behalf• BYOL listing – list on Marketplace, sell licenses

separately

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Taking Marketplace to Market

Technology Partners Consulting Partners

• List your offerings in Marketplace• List your productised IP in Marketplace• Accelerate customer engagements via

Marketplace

Marketplace Go To Market Campaigns

Partner-led programs• Demand Generation• Social Media• Events & Webinars

.. Tap into the APN!!

AWS-led programs• Online merchandising• Workload and category

campaigns• Free-trial campaigns

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Taking Marketplace to Market

https://aws.amazon.com/business-builder/

AWS Business Builder• Summarises the portfolio of GTM

resources available from AWS• Your first stop to understand what’s

available as you Build, Market and Deliver your software

Getting Started

 

aws.amazon.com/marketplace/management/register/ aws.amazon.com/partners/marketplace-consulting

Technology and Consulting Partners – Listing a product in the AWS Marketplace

Consulting Partners - Attaching your organisation to ISV products in Marketplace

Thank you!Nigel Watsonnwatson@amazon.com

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The Global Shift to Utility Software Consumption

When a server moves to cloud, the software ‘licensing’ and deployment model is open to change

$335B Enterprise software IT spend in 2015, worldwide *

(*growing at 5.5%)

35MM+ physical serversglobally today – only 15-20% in the cloud

50% or more of workloads will move to the cloud by 2020

* Gartner, Press Release, Gartner Says Worldwide IT Spending on Pace to Grow 2.4 Percent in 2015, January 12, 2015, http://www.gartner.com/newsroom/id/2959717

$438B Enterprise software by 2020*“Calculations performed by Amazon”