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© 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.S U M M I T

Leveraging AWS Marketplace- Sell your application the way customers want to buy

Lutz LiermannSenior Business Development Manager AWS Marketplace

Thomas Schlereth Managing DirectorCan Do GmbH

S U M M I T © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.

of all workloads and compute

instances will be processed in the

cloud

of cloud workloads will be in public

cloud (27.5% CAGR from 2016 to

2021)

of cloud workloads will be

Software-as-a-Service (SaaS)

Public cloud

trends are

accelerating

By 2021…

94%

73%

75%

Source: Cisco Global Cloud Index, 2016–2021 Workload = a virtual machine or a container


A curated digital software catalog that helps customers find, test, buy, deploy and manage the software and

services they need to build products and run their

businesses

Introducing

AWS Marketplace


A growing digital software catalog

• Deploy software on demand

• 1,400+ ISVs

• Over 4,500 product listings

• Over 200,000 active customers

• Over 650 million hours of EC2 deployed

monthly

• More than 950,000 current subscriptions to

software from AWS Marketplace

• Deployed in 16 regions

• Offers 35 categories


A growing enterprise software catalogMany categories spanning initiatives and industries

A breadth of

workhorse categories

Well suited to popular

use cases and initiatives

Solutions for established

and emerging industries

Networking

Security

Storage

DevOps

Database

Operating Systems

BI & Big Data

Business Applications

Migration Tools

High Performance Computing

AI/ML

IoT

Smart Cities

Healthcare & Life Sciences

Financial Services

Digital Media

Education & Research

Government


A cloud sales channel for all ISVs

Introduce your solution to a global base of

hundreds of thousands of active customers

Exposure to a global customer base

Enable faster software evaluation

and procurement through flexible buying

option and a single consolidated bill

Simplified customer experience

Incentivize field and channel, and foster large

engagements with flexible options and offers

Support for high-value engagements

There’s a growing opportunity for ISVs to compete and capture new business


Why AWS Marketplace?

1

Improve efficiency

and profitability

Faster sales cycles and efficient

provisioning can lead to higher

overall profitability

3

Grow your

customer base

Leverage a powerful and

growing cloud offering to

expand your customer base

2

Sell the way your

customers want to buy

Streamline software

procurement and offer flexible

pricing models.


“The ability to deploy software instantaneously anywhere in the world means we’re

able to scale immediately, and stretch or shrink the environment to accommodate our

needs.”

“Integrated billing on AWS Marketplace is very slick, very straightforward. One place,

one dashboard where all my costs appear.”

1 2 3Why customers buy in AWS Marketplace

Flexible

consumption and

contract models

Easy and secure

deployment,

almost instantly

Single,

consolidated bill

Speed, simplicity and scalability

“One benefit of the pay-as-you-go model is the ability to deploy anywhere without

having to do a capital approval process to pay for infrastructure that may or may not

be used.”– Rob Gillan, CTO, SimplePay

– Briley James Yetter, Director of Technology, Goodwill Industries

– Richard Williams, Sr. Engineer, MakerBot


Flexible consumption and contract models 2 31 2 3

Free trial Consumption MonthlyAnnual and

Multi-Year

Seller Private

OffersBYOL

• Customers can

get started

quickly with no

commitment

• Can increase

conversion from

evaluation to

production

workloads in

one-click

• Ideal for net new

customers

building up usage

profiles

• Maximize

customer usage

with flexible

consumption

• Helps customers

transition to larger

and longer-term

usage

• Attract and

capture customers

with project-

length

commitments

• Ideal for customers

with continuous

workloads

• High-value

customers can

request custom

pricing, fulfilled

in AWS

Marketplace

• Can meet the

procurement

demands of your

best, most

demanding

customers

• Customers can

migrate to AWS via

existing product

licenses

• Can add instant

value to customer

licenses

AWS Marketplace pricing options

• Helps you win,

transition and

renew customers

to long-term,

up-front

commitments with

economical

pricing


Flexible software build and delivery 2 31 2 3

API

• Designed to integrate

directly to an

application through

API Gateway

• You can offer

customers high-

consumption API

products with simple

pay-as-you-go pricing

SaaS

• SaaS solutions with

subscription (PAYG)

and/ or tiered contract

options, including

annual and multi-year

contracts

• Let customers easily

discover and securely

access SaaS

applications via private

VPC endpoints

AWS Marketplace deployment options

Amazon Machine Image/

CloudFormation

• Single instance

solutions deployed

directly into

customer’s VPC (AMI)

• Solution

implementation,

including multi-

instance, tie-ins to

AWS Services and

high-availability

cluster architectures

(CloudFormation)

Amazon

SageMaker

• Amazon SageMaker

machine learning

algorithms and models

packaged as Docker

container

• Discoverable through the

Amazon SageMaker

console or AWS

Marketplace, and

deployed to Amazon

SageMaker

Container

• Container products

that run on managed

Docker-compatible

runtime (incl. Amazon

ECS and Amazon EKS)

• Discoverable through

AWS Marketplace or

through the Amazon

ECS console



Sell the way your


Streamline software


pricing models.

1Improve efficiency

and profitability




3Grow your

customer base




2


“We’re seeing huge transactions flow through [AWS

Marketplace]. And as part of that, we’re finding that

deal sizes are expanding…and we’re proving we can help

accelerate the pace of cloud migration.”

– Thomas Wyatt, Chief Strategy Officer, AppDynamics

“It [AWS Marketplace] dramatically expands our reach.

In the last year… we’ve doubled our customer count and

revenue, month over month. The biggest surprise

benefit has been rapid adoption in the mainstream

enterprise.”

– Sunnil Potti, VP & GM, Citrix Netscaler

Develop a viable channel with global reachTap into a growing customer base with AWS Marketplace

1 32


Go-to-Market Strategy with AWS Marketplace

CUSTOMER

SEGMENTSTACTICS CONVERSION

PATHS

< $20k (per year)

$20-100k (per year)

> $100k (per year)

• Highly scalable category/use-case digital

demand generation

• No-to-low direct sales engagement

• Standard pricing

• Use-case centric digital demand gen

• Sales/channel-assisted (LDR, ISV, SI)

• Standard pricing

• Highly targeted and customized GTM

• Heavy sales-led model

• Custom deals/pricing (Private Offers)

ENGAGEMENT

MODELS

LOW TOUCH

MEDIUM TOUCH

HIGH TOUCH

AWS Customer

Case Studies

Product Reviews

Channel Sales

Free Trials

Integrating AWS

MP into your sales

motion

APN

“Joint” Events

Global AWS

Marketplace GTM

Programs

VALUE

TIERS

SMB

&

ENTERPRISE

Self-serve

driven by digital

demand

generation

Sales-assist

supported by

demand

generation

Sales-led

supported by

targeted GTM

programs

Develop a strategy that fits to your customers


Consulting Partner

Private Offers

Gain benefits in AWS Marketplace such as

seamless procurement and fulfillment,

consolidated billing, and EDP spend

Purchase software in AWS Marketplace

from your preferred Consulting Partner

Consulting Partners can sell software directly

in AWS Marketplace

Work with your preferred Consulting Partner

from start to finish in your procurement

process and benefit from their expertise


Standard license terms simplify enterprise

customer procurement

Enterprise Customers: Simplify and streamline procurement process

Increase productivity by eliminating lengthy

negotiations

Accelerate innovation by enabling cloud users

Sellers:

Elevate visibility to enterprise customers

Expedite sales cycles by eliminating lengthy

negotiations

Reduce time and cost tied to enterprise

transactions

Enterprise Contract

for

AWS Marketplace



Sell the way your


Streamline software


pricing models.

1

Improve efficiency

and profitability




3

Grow your

customer base




2


Increase channel efficiency 1 2

Sell and scale easier with AWS Marketplace facilitating transactions

3

Enable your sales teams

and channel to focus on

customer acquisition without

worrying about transacting the

deal.

Reduce procurement cycles

from months to weeks or days,

leveraging programs like Seller

Private Offers and Enterprise

Contract for AWS Marketplace.

Ramp your customer acquisition

globally, leverage AWS scale to

minimize your cost of sales and

enable your software to be

purchased around the world.

Focus on customer

acquisition

Remove procurement

friction

Reduce your cost of sale

as you scale


Next steps - Talk to us here at the AWS Summit!

If you haven’t listed on

AWS Marketplace, let us

recommend other sellers’

success stories to

highlight the value of

listing your solution and

outline the listing process.

If you’re already listed,

consider making AWS

Marketplace part of your

growth strategy by

adopting new programs

and resources.

1

2


how AWS MarketplaceCHANGED OUR WORLD


What our

customers are

striving for in 2019

to become agile having the right people

in place

to plan with inaccurate data

to use skillbased resource- & project

management software regardless of company

size

to use high-speed testing, matching etc.

to have a software roll-out within seconds

with less costs


What we provide

to

achieve this

skill-based resource management on high-

quality SaaS infrastructure of AWS

high-performance, scalable computing power

for every company size on AWS, worldwide

productive in seconds through application

AI based software for all size of companies

low-priced and only pay for what is used


How we leverage

AWS Marketplace

Allow existing customers to migrate from on-prem

to SaaS with no friction

Allow customers to go from a free trial over pay-as-they-go to

a multi-year contract in a self-service mode (low-touch – SMB)

Reach net new customers worldwide

Allow customers to fulfil multi-year negotiated deals through

AWS Marketplace (high-touch Private Offers – Enterprise)


AWS TECHNOLOGY AND BUSINESS SERVICES WE USE


Can Do on AWS MarketplaceSince today Can Do is available worldwide on AWS Marketplace


Thomas Schlereth

Managing Director

Can Do GmbH

thomas.schlereth@

can-do.de

www.can-do.de

ensuring the

best possible

deployment

of your staff!


Thank you!


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