aws partnership model

Amazon Partnership Model 20.10.2016, Warsaw

AWSome Day

Your Host

Simo Huotilainen (simohu@amazon.lu)

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 Growth 137% YoY increase in data transfer

to and from S3

2011 2012 2013 2014

PBs transferred

EC2 Growth 99% 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”

Startup Customers

Global Enterprise Customers

General Electric Capital One BMW Johnson &

Johnson Merck

Nordstrom

Customers want to use the Leading Platform

functionality

Largest customer &

partner community

Longest

experience

Administration

& Security

Access

Control Identity

Management

Key Management

& Storage

Monitoring

& Logs

Resource &

Usage Auditing

Services CDN

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

Presence Region

Enterprise

Applications

Business

Sharing &

Collaboration

Virtual

Desktop

Technical &

Business Support

Account

Management

Partner

Ecosystem

Professional

Services

Security &

Pricing Reports

Solutions

Architects Support

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

Cloud is Disrupting Every Industry

Media & Entertainment Gaming Healthcare

Financial Services

Government Enterprise IT

Manufacturing Travel/Hospitality Life Sciences Retail

Cloud is Driving New Customer Trends

Responding requires a new model

Focus on differentiating your company

Innovate at start-up like speed

Reduce risk

Focus on differentiation and reduce technical debt

Move from risk-laden

up-front expense to

flexible variable expense

Stop guessing

at capacity planning

Go global in

minutes

Get rid of time-consuming, expensive tasks

Remove complicated infrastructure

Management that adds little

business value

GE Oil & Gas is migrating 500 applications, and more than 750TB of

data, to the cloud by the end of 2016 as part of a major digital

transformation, helping it attain a 52% reduction in TCO and greater

speed to market.

And focus on your core mission

Lower the time spent

on infrastructure

Dedicate more

resources to

innovation

Concentrate on

new business

initiatives

“Our goal is to move at the speed of business. Our customers’ needs change

constantly, and we need to be able to adapt to that.”

Keith Homewood – Cloud Product Owner, Nordstrom

Gain the freedom to choose

OS Microsoft Windows Server 2012, 2008, 2003

Red Hat Enterprise Linux

Amazon Linux

SUSE Linux

Ubuntu

Database Microsoft SQL Server

Oracle

Amazon Aurora

PostgreSQL

MariaDB

Amazon DynamoDB

Amazon EC2 & Amazon RDS

Innovate faster than ever before

Builders don’t want to be blocked

Idea Completed

Project

Not Possible

We don’t support that Maybe next

That’s a change order

“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

Take advantage of new computing models

Develop without

worrying about servers

to manage

Setup your code to run

in response to a

variety of triggers

Code is executed on

demand with

continuous scaling

Pay only for the time

used with sub-second

metering

Serverless architectures free you from managing infrastructure

AWS Lambda

MLBAM uses AWS Lambda to support the analysis of data feeds in MLB Statcast’s

metrics engine. It takes the raw data, cleans it up and conducts error detection, then

creates the metrics that bring more insights into plays; all within 12 seconds of a play.

Reduce Infrastructure Risk

Move Fast

Stay Secure

Strengthen your security posture

Powerful native functionality and

tools at no additional charge

Over 30 global compliance

certifications and accreditations

Leverage security enhancements gleaned

from 1M+ customer experiences

Benefit from AWS industry leading

security teams 24/7, 365 days a year

Security infrastructure built to

satisfy military, global banks, and other

high-sensitivity organizations

“We work closely with AWS to

develop a security model, which we

believe enables us to operate more

securely in the public cloud than we

can in our own data centers.”

Rob Alexander - CIO, Capital One

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.

AGENDA

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

Partner Case Studies from Around the World

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 on Solutions 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

Enterprise Applications

• Amazon RDS for Oracle

provides managed Oracle

database deployments

• Oracle Applications are

fully supported on AWS

• Oracle licenses owned by

customers are fully

portable to AWS

• AWS is an SAP-certified

Global Cloud Services

Partner and Global

Technology Partner

• Most SAP products are now

certified for production

deployment on AWS

• Full, licensed Windows

Server OS on AWS

• Easily install services that

you know - AD, SCOM,

SQL, Exchange,

SharePoint

• Use your existing MS

licenses on AWS using

Premier

Advanced

Standard

Registered

Delivery Model Expertise Experience Partner Type

Partner Resources: AWS Partner Programs

Channel Programs

MSP Program

SaaS Program

Competency

Program

Government

Program

Test Drive

AWS Marketplace Consulting

Technology

GTM Resources

Go-To-Market

AGENDA

How to make it work

Our Experience of the Market

We are here

What Customer Are Asking For

Security &

Governance

Backup

Managed

Services Networking Migration

Cloud Based SW

Delivery AWS Marketplace DevOps 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) USD GP % Revenue maturity

Monthly value to

Partner (net) USD Annual value to

Partner (net) USD

AWS 1,000 For Reseller Customer lifetime at

Partner Shared Under NDA X

Infra management 1,000 50** Customer lifetime at

Partner 500 6,000

Infra Deployment&

migration / application

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

Application

management fee 1,000 50**

Customer lifetime at

Partner 500 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 Support Premier

• 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

Consolidated billing is the infrastructure to support

managed services 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

Shared under NDA

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 Program Enabling 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 – Professional AWS 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 Plans aws.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 PROFESSIONALS DAY 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 PROFESSIONALS DAY 1

Technical

Essentials

Architecting

on AWS

AWS Self-

Paced Labs

AWS Technical

Professional

AWS TCO & Cloud

Economics Certification Workshop Certification Exam

DAY 90

Well-Defined Solution/Service and Value Proposition

Websites

Financial Services

Big Data DevOps

Disaster Recovery Archiving Back Up and Recovery

Enterprise IT Internet of Things

Mobile Services Media & Entertainment eCommerce Digital Marketing High Performance

Computing

Scientific Computing Databases

Gaming Health Content Delivery Business Applications

Education State & Local Government Federal 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 Code Programmable Platform

CLOUDFORMATION

TEMPLATE

Usage of CloudFormation

https://aws.amazon.com/cloudformation/aws-cloudformation-templates

Automation If You Can Program It, You Can Automate It

Usage of Quick Start Deployment Guides

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

Leverage AWS Marketplace More 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

Infrastructure 0.7 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 Guidelines Set 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

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

Healthcare Big Data Life Sciences Oracle

Migration

Microsoft

Mobile Government

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 Needs 5

Move Up Partner Tiers

and Unlock Benefits 4

Get AWS Trained

and Certified 3

Build a

Business Plan 2

Join the AWS Partner Network

(APN) 1

How to sign up?

aws.amazon.com/partners/consulting/

aws.amazon.com/partners/technology/

Thank You Simo Huotilainen

simohu@amazon.lu

aws partnership model

Technology

the aws shared responsibility model: presented by amazon web...

model aws, aws files/manuals/installation... · model aws,...

model aws, aws - american...

change. save. sustain. in partnership with patients...

aws model questions

a partnership model 1.0 introduction

aws cloud transformation maturity model · pdf fileabstract...

using the family partnership model to engage communities ·...

polar coded distributed matrix multiplication · encoding...

aws 101 cloud computing seminar (reference model included)

for personal use only · 2020. 9. 15. · investor...

application model aws serverless€¦ · the aws serverless...

aws & intel: a partnership dedicated to cloud...

armor anywhere – security · per the aws shared...

application model aws serverless...aws serverless...

aws & intel: a partnership dedicated to fueling your...

aws & intel: a partnership dedicated to cloud innovations

texas private-public partnership model - clement

icici partnership model (1)

data lake foundation on the aws cloud with aws services ·...