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Amazon Partnership Model

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Amazon Partnership Model

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Amazon Partnership Model

  1. 1. Amazon Partnership Model 13.10.2016, Prague AWSome Day ©2016, Amazon Web Services, Inc. or its affiliates. All rights reserved.
  2. 2. Your Host Simo Huotilainen Partner Development Manager
  3. 3. 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 1 2 3 4 5 6
  4. 4. AGENDA 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 1
  5. 5. 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
  6. 6. 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 usage 2011 2012 2013 2014 Normalized instance hours 0 100 200 300 400 500 600 2011 2012 2013 2014 New Features & Services
  7. 7. 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”
  8. 8. Customers want to use the Leading Platform Most functionality Largest customer & partner community Longest experience 10
  9. 9. Administration & Security Access Control Identity Management Key Management & Storage Monitoring & Logs Resource & Usage Auditing Core 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 Zones Points of Presence Region s Enterprise Applications Business Email 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 s Deployment DevOps Event-driven Computing Resource Templates Identity Mobile Analytics Push Notifications Sync App Streaming Email Queuing & Notifications Search Transcoding Workflow Data Pipelines Data Warehouse Hadoop Real-time Streaming Data Machine Learning The broadest collection of services of any cloud provider
  10. 10. “We’re Customer Obsessed. We Start with the Customer and We Work Backwards.” More than 95% of AWS new Features come from Customer Feedback.
  11. 11. Flywheel of Success Lower Infrastructure Costs Reduced Prices More Feedback More Innovation More Customers More AWS Usage More Infrastructure Economies of Scale
  12. 12. A successful partner embrace innovation on the AWS platform and gain business agility bringing value to both its firm and its end customers.
  13. 13. “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
  14. 14. Cloud is Disrupting Every Industry Media & Entertainment GamingHealthcare Financial Services GovernmentEnterprise IT Manufacturing Travel/Hospitality Life Sciences Retail
  15. 15. Cloud is Driving New Customer Trends
  16. 16. 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.
  17. 17. What Customers expect from the AWS Partner Network? - Deep and Broad Skills - Value Added Services - Agility - Coherent Business Model - Clear AWS Strategy
  18. 18. 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/
  19. 19. AGENDA The Amazon Partnership Model AWS Value Proposition for Partners AWS Partner Network Overview Make it Happen AWS Partner Programs AWS Partner Program Details How to make it work Going to Market with AWS Team 2
  20. 20. 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
  21. 21. 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
  22. 22. 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
  23. 23. 2016 AWS Premier Consulting Partners
  24. 24. Advanced APN Technology Partners
  25. 25. Customers Succeeding with Partners
  26. 26. 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.
  27. 27. 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
  28. 28. 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
  29. 29. 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 Marketplace Consulting Technology GTM Resources Go-To-Market
  30. 30. AGENDA 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 Team3
  31. 31. What Customer Are Asking For Security & Governance Backup & DR 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
  32. 32. 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
  33. 33. Cloud Transformation Opportunities
  34. 34. 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
  35. 35. 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
  36. 36. Find Some More Learn more with this White Paper: https://www.apn-portal.com/sfc/#version?selectedDocumentId=069E00000021hJV
  37. 37. End of First Session Be Back in 15 Minutes… Pause
  38. 38. AGENDA The Amazon Partnership Model AWS Value Proposition for Partners AWS Partner Network Overview Business Opportunities with AWS AWS Partner Programs Partner Program Details How to make it work Going to Market with AWS Team 4
  39. 39. 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 • 6 AWS Certifications • Monthly billing $50K • Business+ AWS Support • 6 Customer References • 20 Accreditations TECHNOLOGY PARTNERS Registered Standard • 2 Customer References • Developer+ AWS Support • Offering in General Availability on AWS Advanced • Offering in General Availability on AWS • $50K/Month in AWS Billings or APN Competency • 6 Customer References • Pass the Well-Architected Review • Business+ AWS Support Premier • 28 AWS Certifications • AWS Billings per Region • 10 Customer References • APN Competency • 2 competencies, one of which is either MSP or DevOps • Business+ AWS Support • Add’l requirement information on apn.com
  40. 40. Apply for an Upgrade
  41. 41. 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
  42. 42. 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
  43. 43. Marketing Enablement Benefits AWS Branding AWS Partner Directory Market Development Funding Email Platform Syndicated Web Content Promotion of Competency and MSP Partners
  44. 44. 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
  45. 45. 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 *Partner qualification requirements must be met to be eligible for some programs
  46. 46. 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
  47. 47. 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 2016
  48. 48. 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
  49. 49. AGENDA The 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 5
  50. 50. Focus on Human Competencies Learn more at: https://aws.amazon.com/partners/overview/partner-training/.
  51. 51. Train your Technical Team Learn more at: https://aws.amazon.com/training/course-descriptions/.
  52. 52. 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
  53. 53. 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 AWS Technical Essentials Architecting on AWS AWS Self- Paced Labs AWS Technical Professional AWS TCO & Cloud Economics Certification Workshop Certification Exam DAY 90
  54. 54. Well-Defined Solution/Service and Value Proposition Websites Financial Services Big Data DevOps Disaster RecoveryArchivingBack Up and Recovery Enterprise ITInternet of Things Mobile ServicesMedia & Entertainment eCommerceDigital MarketingHigh Performance Computing Scientific ComputingDatabases Gaming HealthContent DeliveryBusiness Applications EducationState & Local GovernmentFederal Government Non Profit
  55. 55. 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
  56. 56. Focus on Added Value Get More Done for Less, and Increase Opportunities for the Customers.
  57. 57. Continuous Deployment Small, Frequent Changes Constantly Integrating Into Production.
  58. 58. Usage of API, SDK, Toolkits Infrastructure As Code Programmable Platform
  59. 59. CLOUDFORMATION TEMPLATE Usage of CloudFormation https://aws.amazon.com/cloudformation/aws-cloudformation-templates Automation If You Can Program It, You Can Automate It
  60. 60. Usage of Quick Start Deployment Guides Learn more at https://aws.amazon.com/quickstart/
  61. 61. 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
  62. 62. 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/
  63. 63. 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 price Leverage All AWS Pricing Models Manage Your Pricing Proposition with our Calculator: https://calculator.s3.amazonaws.com/index.html
  64. 64. 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
  65. 65. Everyone is a Potential Customer. Understand their Roles, their Needs, the Benefits they could have thanks to Cloud and Communicate. DIRECTION Marketing HR Finance Buyer Business IT R&D ADVISOR
  66. 66. Engage Differently
  67. 67. 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.
  68. 68. Adapt Your Sales Remuneration for Managed Services Existing Customer New Customer Other 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
  69. 69. 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
  70. 70. AGENDA The 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 Team6
  71. 71. 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
  72. 72. • 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
  73. 73. DevOps Security HealthcareBig Data Life Sciences Oracle Migration Microsoft MobileGovernment SAP Digital Media Current APN Competencies Learn More with Case Study: https://aws.amazon.com/migration/partner-solutions/. Marketing & Commerce Storage
  74. 74. 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:
  75. 75. Start Using our Partner Network Marketing Center
  76. 76. 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
  77. 77. Opportunities in the APN.
  78. 78. Build a synergy with the AWS Team Pitch them like a pro-AWS Customer: What is your Value?
  79. 79. Do Leverage our Support Learn More on Support Plans: https://aws.amazon.com/premiumsupport/.
  80. 80. 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 *Partner qualification requirements must be met to be eligible for some programs
  81. 81. How to sign up? aws.amazon.com/partners/consulting/ aws.amazon.com/partners/technology/
  82. 82. Thank You Simo Huotilainen simohu@amazon.lu
  83. 83. Customers Succeeding with Partners

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