Notes on the "AWS Marketplace" presentation.

1. ©2015, Amazon Web Services, Inc. or its affiliates. All rights reserved
AWS Marketplace
Barry Russell
Head of Global Business Development
barryr@amazon.com

2. More functionality than any other
infrastructure provider
Enterprise Applications
Administration & Security
Core Services
Platform Services
Infrastructure
AWS Marketplace

3. Why cloud changes software procurement
“35MM+ physical servers
globally today – only
15% in the cloud” *IDC
Cloud is shifting software from
perpetuity to subscription OR
consumption-based
Enterprises invest $310B
annually in software
Selecting, purchasing, and
deploying is still slow and
manual
“…50% of workloads will
move to the cloud by
2018” *IDC
Companies either bring
licenses, buy “as
needed”, or choose SaaS

4. So, what shift is happening?
• Enterprise, government, SMB changing
• Procurement teams looking to cloud catalogs
• Software consumption “as you go”

5. ISV partners

6. Premier consulting partners

7. AWS Marketplace
About us
• Launched in April 2012
• Publish software
• Over 699 software partners
• More than 2,100 product listings
Benefits to customers
• Easy product discovery
• Simplifies buying for customers
• Reduces procurement
• Eliminate license management
• One AWS bill
• Consume hourly, monthly, annually

8. 2008 2009 2010 2011 2012 2013 2014
Over 1 Million
Active Customers
“Active customer” is defined as a non-Amazon customer with AWS account usage activity in the past month, including the free tier

9. Public sector customers

10. AWS Marketplace customers – Who is buying?

11. AWS Intelligence Community (IC) Marketplace

12. By the numbers…
400% usage growth in 2014
Over 1B hours launched
annually
2,100 products, and growing

13. SoftNAS – Success of the start-up on AWS
• With software vetted on AWS Marketplace,
Enterprises can buy start-up with confidence and
without any additional paperwork
• From 15 customers to 280+ in 1 year
• 87% conversion to paid customers from free trials
“AWS Marketplace reduced over 20 individual steps to a
simple ‘1-Click’ allowing us to deliver…in less than 2 minutes.
What took customers weeks if not months, and costs
thousands of dollars can now be accomplished in under two
minutes…It enables SoftNAS to deliver a seamless cloud
based storage solution, get access to the global AWS
customer base while at the same time provide a low-cost
channel compared to traditional IT channels.”
– Bill Hood, Founder and SVP Cloud Markets

14. Digital marketing drives adoption

15. How do I build a transformational business
with AWS Marketplace?
• Use AWS Marketplace as primary sales and
delivery channel (ISV and Consulting Partners)
• Train your technical and field staff on AWS using
APN Programs
• GTM best practices
– Comp your field to align with ours
– Build website assets, point to your listing
– Develop quarterly GTM plans
• List your full software suite - price annually
• Take advantage of PoC and GTM funding

16. How Does an ISV, SI, or VAR get into AWS Marketplace?
• Simple process, can be ready in 30 days
• Security product testing and screen
• Provide us with products as an AMI
• Give us metadata about your product
• Tell us how to price your products
• Engage AWS Marketplace BD for launch plan
…and the ISV or VAR is ready!