In this session, we will cover how ISV, VAR's, and SI can become AWS partners and take advantage of AWS global programs and tools that can help partners grow and manage their business. Learn how partners have leveraged global AWS programs and the AWS Marketplace to quickly Cloud-enable their software and make it available for customers worldwide to purchase and run on AWS.

1. © 2014 Amazon.com, Inc. and its affiliates. All rights reserved. May not be copied, modified, or distributed in whole or in part without the express consent of Amazon.com, Inc.
AWS Partner Network
Dorothy Copeland
Global Partner Programs Leader

2. Over 10,000 Partners around the World
Thousands
in North
America
1000+
in Latin
America
1000+
in EMEA
Thousands
in APAC
AWS aims to build the most
Customer-Centric Partner Programs

3. AWS Partner Ecosystem
Consul'ng
Partners
Technology
Partners
• Systems Integrators
• Strategic Consultancies
• Resellers & Distributors
• Application Developers
• Managed Services Providers
• Digital Agencies
• ISV & Application Vendors
• SaaS/PaaS Providers
• Management & Security Vendors
• Operating System Vendors
• Database Vendors
• Developer Tools

4. Broad Ecosystem of Consulting Partners

5. Broad Ecosystem of Technology Partners

6. AWS Partner Network - APN
AWS Program Framework for all partner types
• Register to be an AWS
Partner
• Decide whether your
company primarily
provides Consulting or
Technology

7. APN Partner Portal
• Track AWS Success in
your Partner Scorecard
• Access On-Demand
Partner Training
• Receive Marketing and
Demand Gen. Support
• Contact AWS Alliance
Team and SA’s
• Download Partner Content
Tools and content for partners to grow their business on AWS.

8. APN Partner Scorecard
• Partner Alliance
Manager provides data
about Partner to AWS
• Enables Partner to
qualify for APN Tiers
• Information includes:
• Reference Customers
• Partner Training &
Certification
• Partner Revenue on AWS

9. Educational Webinars for Partners
• Webinars conducted by AWS Solution
Architects, Partner Managers and
marketing teams
• May content incudes:
q Storage Solutions on AWS
q Automated Workflows using Amazon SWF and AWS Data
Pipeline
q Dive Deep on Amazon DynamoDB
q Executing Marketing Campaigns with AWS Grid
q Using AWS Marketplace as a Sales Channel
q Oracle Solutions on AWS
q AWS Training and Certification: Gaining Credibility and
Opportunity with your Customers
q Partner Ecosystem for Education
q Microsoft Solutions on AWS
q AWS Feature Highlight – Amazon VPC Peering
q Improve your Customers’ Security with Short-term Credentials

10. Partner Training
• Free Technical and Business on-line
training for Partners
• Earn AWS Business & AWS
Technical Professional Accreditation
• Receive Partner-only discounts on
Instructor-Led AWS Tech Training
• Attain AWS Certification through the
Global AWS Certification Program
Partners access partner training offerings through the APN Portal.

11. • Search from a repository of
partner-focused content:
– Technical Whitepapers
– Videos from AWS &
Partner Events
– Business Presentations
– Product & Service
Overviews
Technical, Business and Marketing Content for Partners
Partner Content

12. AWS Grid
• Professionally designed multi-
touch campaigns
• Access deep reporting on how
your lead prospects interact with
campaigns
• Surface the highest quality leads
and learn what interests a
potential client
With AWS Grid, Partners are able to create jointly branded websites with AWS and execute
turn-key email demand generation campaigns in minutes.
New Campaigns
Launching this year:
Big Data
Marketplace
TCO Calculator
Dev/Test
Workspaces
Backup & Storage

13. AWS Partner Directory
The AWS Directory is a valuable tool for partners who wish to promote their products and
professional services offerings to prospective AWS customers.
• 40,000 Customers per month
find Partners in the AWS Partner
Directory
• Partners Highlight:
– Services & Solutions
– Customer Case Studies
– Participation in Partner Programs
– Marketplace Products
• Increased Prominence to
Advanced & Premier Partners

14. APN Standard and Advanced Requirements
Requirements Standard Advanced
Products on AWS
>1 Product in Public
Beta
>1 Product in
General Availability
AWS Billings/Month $1,000 $25,000
AWS Customer
References
2 4
AWS Support Developer Level Business Level
Requirements Standard Advanced
AWS Trained Technical
Staff
2 5
AWS Trained Sales Staff 2 5
AWS Billings/Month $1,000 $10,000
AWS Customer
References
2 4
AWS Support Developer Business
Consulting Partners Technology Partners

15. APN Partner Programs
Marketplace Partners
AWS Test Drive
Government Partner Program Direct Connect Partners
APN Competency ProgramChannel Reseller Program

16. AWS Channel Reseller Program
APN Consulting Partners that provide professional services on AWS and
manage commercial or public sector end customer AWS deployments
Designed for:
Benefits:
• Own customer experience end-to-end
• AWS Channel Reseller Discounts
• License Rights to Resell AWS
• Special Support Plans
• Designation in AWS Partner Directory r
• Channel Partner Logo
• Press Release & Marketing Support
Enablement Tools:
• Partner Enablement Toolkit
• Program Onboarding & Operational
Training
• Partner Solution Architect Support
• AWS Support for Partners
• Exclusive AWS Channel Reseller
Training Webinars
– Digital Agencies
– Value-Added Resellers
– System Integrators
– Managed Service Providers

17. APN Competencies
For APN Consulting Partners who have attained
proficiency in a specific specialization
Current Competencies:
• Big Data
• Managed Services
• SAP
• Oracle
• SharePoint
• Exchange
More to come in 2014!
• Enables Partners to differentiate
themselves based on their skillset
• Requirements include AWS training,
certification and customer deployments
related to the competency
• Designation in Partner Directory
• Preferred Access to Partner Funding
Programs

18. AWS Test Drive
Designed for Consulting & Technology Partners to automate the
deployment of their enterprise workloads on AWS
• In minutes, customers can deploy and evaluate
popular enterprise solutions using partner-
designed Test Drives.
• Test Drive workloads:

19. AWS Government Partner Program
• Enables partners to sell to
federal, state and local
government customers
• Provides government-focused
marketing, technical, and
business enablement tools.
For APN Consulting & Technology Partners with expertise on AWS and
government customers

20. AWS Direct Connect Partner Program
• Direct Connect Partners enable
customers to establish network
connectivity between AWS Direct
Connect locations and their datacenter,
office, or colocation environment.
For partners who are Network Service Providers and are present at
existing AWS Direct Connect locations
• Direct Connect Partners improve customer experiences by
providing flexibility and choices on how to connect with
AWS.

21. What is AWS Marketplace?
AWS app store for business/IT software
• Broad selection, over 1400 listings
• Integrated AWS procurement and
payments
• Instant fulfillment, support of 1-Click and
CloudFormation
Software for Testing, PoC and Production
• IT and business titles for Enterprise
production workloads
• Free, limited, and enterprise versions of
titles – customer can perform a low cost
pilot, then migrate seamlessly to
production
• Customers of all sizes – F500 and SMB

22. Growth in the application store
• The number of products
available on Marketplace has
increased 150% since
January 2013
• Marketplace customers
hourly usage up over 800%
since Jan 2013 0
200
400
600
800
1000
1200
1400
Q4
'12
Q1
'13
Q2
'13
Q3
'13
Q1
'14
Over 1400 software products and growing

23. What are the benefits for Partners?
• On-board products to cloud in a matter of
days, available worldwide instantly
• Access to hundreds of thousands of
AWS Customers
• Hourly pricing and automated free trials
• Reduce sales cycles from months to
weeks
• Provide software bits and a rate sheet –
we do the rest

24. Highlighting products from EMEA
• SAP
• Sophos
• Canonical
• aiScaler
• Alfresco

25. AWS Marketplace: Sales Enablement
Enable a new sales channel for your sales teams and Channel Partners
and help your customers move to cloud.
Benefits:
• Custom reporting for sales compensation
• Access to AWS Solution Architects and field resources
• AWS Credits and funding for PoCs
• Accelerate sales cycle, close faster
• Funded customer testimonials (video and print)

26. Tools to Grow and Manage Your Business
Demand Gen
• Offer free software trial
up to 31 days
• SEM campaigns
• Landing Pages
• Webinars/Events
• Proof of Concepts
• Customer testimonials
Management Portal
• Track marketing ROI by
source or activity
• Verify customer support
eligibility
• Access data and
metrics for reporting
• Permission based
access
Automated
Communications
• Event driven email to
customers
• Customized by you for
each product
• Improve customer
experience
• Reduce churn

27. Personalized, automated, real-time communications
Event driven communications for
you to send to customers
through Marketplace
• Starting with a ‘welcome
email’ with your customized
message upon launch
• Improve new customer
deployment, decrease churn
• More automated
communications soon

28. • Verify customer support eligibility
• Access data and metrics through
reporting
• Track demand generation
effectiveness
• Access based on permissions you
manage
AWS Marketplace Management Portal
See the tour at https://aws.amazon.com/marketplace/management/
A secure online portal for your organization to build and grow on
AWS Marketplace

29. Customer value and feedback
• 1-Click launch, no
procurement of
hardware and the
software launches pre-
configured for AWS
• Minutes for deployment,
instead of weeks or
months
• Vetted, tested, secure
and approved products
• Use your AWS account
to purchase
• Supports Invoice Billing
• See the charges for
software and AWS
services separately on
the bill
• Clear pricing for all
products, hourly and
monthly options, different
instance size and region
choices
• Tools to track your
purchases and control
usage
• Ability to scale software up
or down on-demand

30. • 2nd Watch (2W) is a member of the
AWS Partner Network (APN) and a
leading provider of full-service cloud
IT solutions
• Needed to find an application
delivery platform for its client, Adobe
• Used AWS Marketplace to rapidly
experiment with multiple software
and software editions, and finally to
deploy Citrix NetScaler for its client
AWS Marketplace Enables 2nd Watch to Quickly
Experiment with Multiple Application Delivery Platforms

31. Easy Steps To Sell on AWS Marketplace
Onboarding process:
• Register as a partner through
aws.amazon.com/marketplace
• Upload product page details
• Submit AMI for testing
• We will assign a partner manager who
will plan GTM activities with you
Start to finish in ~30 days or less
Questions?
aws-mp-bd@amazon.com

32. International Partner Model
• International ISVs can now monetize their
products and use Marketplace as a new sales
channel
• AWS Marketplace handles billing and metering
as we do with any other paid product, we
disburse 80% of the monthly revenue to the
Seller of Record
• The Seller of Record is the entity selling the
software in Marketplace.
• The Seller of Record handles all tax reporting
and disbursement of funds to the ISV
• We have identified Orbitera and Orasi as 3rd
parties in the U.S. that an act as Seller of Record
on behalf of an ISV
*Contact the AWS Marketplace - International
team if you are interested in listing a product for
sale in the AWS Marketplace - send an email to
aws-mp-int@amazon.com

33. Taking the Journey to Partnering with AWS
ü Sign up in the AWS Partner Network
ü Get Trained, Accredited & Certified
ü Launch your own Test Drive
ü Check out our Programs:
ü AWS Channel Reseller Program
ü Government Partner Program
ü Competencies
ü Direct Connect
ü Marketplace
ü Integrate and launch your AWS solutions
and services
ü Win Customers
ü Write Case Studies
Tell us how we can help you
along the way!

34. Thank You!