In this session, as an APN Technology Partner, you will learn about the broad range of AWS programs and resources to assist you successfully build, market and sell your solutions. Whether you are a start-up, established ISV with pre-packaged software offerings or a SaaS provider, we can customize the right set of tools, training and go-to-market programs to accelerate your business. You will learn about our SaaS Partner Program, Quick Start and AWS Marketplace. We will also discuss opportunities and success stories of APN Technology and Consulting partners coming together and collaborating to deliver high value solutions in the market.

1. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Stanley Chan
Head of Technology Partners, APAC
Building and Successfully Selling
ISV Solutions with AWS

2. Cloud Market Update
Cloud
• 60% of enterprise
workloads will be off-
premises by 20202
Apps
• APAC cloud applications
to grow at CAGR of 23%
between 2015 and 2020,
representing 65% of
public cloud revenues by
20202
Partner
• By 2020 over 70% of
cloud provider revenues
will be mediated by
channel
partners/brokers3
Asia Pacific public cloud market
opportunity by 20201
1 Gartner, June 2016 Cloud Spending Forecast, mature Asia Pacific
defined as Aus, NZ, Singapore, Korea
2 IDC, Network World December 19th 2016
3 Asia Cloud Computing Association Cloud Readiness Index 2016
$14B+

3. The Next Phase of Cloud in Asia Pacific
• Characterized by move
from x86 server
virtualisation for
management and DR
into testing the waters
with cloud-based Dev
and Test and early web-
based businesses.
• Issues with perceptions
of security and data
sovereignty and a lack
of skills but growth was
consistently strong and
the concept highly
attractive.
Phase 1: Pre 2012
• The cloud-first mantra
emerges and tipping points
are reached in Asia Pacific.
• Enterprise and Govt
decisions are based on
moving out of data centres
and shifting infrastructure to
3rd parties.
• The drive from capex to
opex takes hold as does
recognition of advantages in
speed to market, scalability
and agility.
• Iconic brands start to use
(and in some cases are
formed) from cloud.
Phase 2: 2012 Onwards
Infrastructure &
Datacenter Shift
• Business growth and
adaptation goals dominate
the use of cloud.
• Industry and organisation
specific end-to-end solution
needs become common.
• Applications are architected
for cloud, not re-architected.
• The new wave of technology
that relies on cloud expands.
• Digital is status quo. Buyers
are the business.
Phase 3: 2017 Beyond
Business Innovation &
Transformation
Tech Research Asia Survey for AWS, March 2017

4. Asia Pacific Cloud Application Services Spend
Subsegment 2016 $M 2020 $M CAGR ‘16-’20
Customer Relationship Management $1,571.96 $4,114.75 27.2%
Other Application Software $457.14 $820.04 15.7%
Enterprise Resource Planning $334.22 $610.77 16.3%
Web Conferencing, Teaming Platforms, and
Social Software Suites
$283.80 $456.16 12.6%
Office Suites $213.36 $348.39 13.0%
Supply Chain Management $191.10 $415.16 21.4%
Digital Content Creation $122.46 $258.03 20.5%
Enterprise Content Management $97.83 $221.15 22.6%
Project and Portfolio Management $65.53 $120.48 16.4%
Business Intelligence Applications $61.72 $182.93 31.2%
Total Revenue (Millions) $3,399.13 $7,547.85 22.1%
Gartner Forecast, Public Cloud Services Worldwide 2014-2020, 2Q 16 Update.
Direct
Sales
Channel
Self
Service

5. Utility
No long-term
commitments.
License is included in the
metered offering based
on actual usage.
• AWS Marketplace
License Mobility
Bring Your Own Licenses
(BYOL)
Customer acquires
license from traditional
channels
• AWS Well-Architected
• APN Consulting
Partners
SaaS
Subscription licenses
sold direct or indirect
AWS provides the
global infrastructure
to operate and deploy
• SaaS Partner
Program
• AWS Marketplace
Free Trial
Trial Licenses to speed
up the sales cycle &
prove value of ISV
solution
• Quick Starts
• AWS Marketplace
• APN POC Program
Software Licensing Models on AWS

6. Utility
No long-term
commitments.
License is included in the
metered offering based
on actual usage.
• AWS Marketplace
License Mobility
Bring Your Own Licenses
(BYOL)
Customer acquires
license from traditional
channels
• AWS Well-Architected
• APN Consulting
Partners
SaaS
Subscription licenses
sold direct or indirect
AWS provides the
global infrastructure
to operate and deploy
• SaaS Partner
Program
• AWS Marketplace
Free Trial
Trial Licenses to speed
up the sales cycle &
prove value of ISV
solution
• Quick Starts
• AWS Marketplace
• APN POC Program
Software Licensing Models on AWS

7. Utility
No long-term
commitments.
License is included in the
metered offering based
on actual usage.
• AWS Marketplace
License Mobility
Bring Your Own Licenses
(BYOL)
Customer acquires
license from traditional
channels
• AWS Well-Architected
• APN Consulting
Partners
SaaS
Subscription licenses
sold direct or indirect
AWS provides the
global infrastructure
to operate and deploy
• SaaS Partner
Program
• AWS Marketplace
Free Trial
Trial Licenses to speed
up the sales cycle &
prove value of ISV
solution
• Quick Starts
• AWS Marketplace
• APN POC Program
Software Licensing Models on AWS

8. Why SaaS on AWS?
SaaS Characteristics
üPriced based on Value
üSelf-Service
üMulti-tenant, Shared Infrastructure
üElastic Usage
üGlobal Market
AWS Characteristics
üPay For Use
üResources On-Demand
üHighly Scalable and Durable Services
üAuto-Scaled and Scriptable Resources
üGlobal Reach
* Commissioned total economic impact study conducted by Forrester Consulting on behalf of Amazon, August
2016.
70%*
SaaS on
AWS Margins up to

9. SaaS Best Practice
Separate the Platform from the Program and App Functionality
• SaaS applications will evolve and change over time but core services
are reusable
• Decoupled services can support a fleet of SaaS applications
• Isolated services can be tuned and scale independently
• Reusable core services combined with application frameworks can
reduce application development time in the long run

10. Data Access Layer
Delivery
Authentication &
Authorization
MeteringMonitoring
Ordering
Provisioning
Billing
Analytics
Resource Management SaaS Application(s)
Business Services Core Platform Services
Interaction
Application
AdditionalApplications
Application Lifecycle
Management

11. Examples: Many Paths to SaaS
Evolve Extend Innovate Innate

12. Offers customers an easy way to deploy complex software and services on top of
AWS infrastructure using automation
ü Single-button deployments
ü Build once, consistently deploy
ü “Gold Standard” reference architecture
ü Modular and easily customizable
ü Deploy in minutes vs weeks
ü For Pilot or Production use
ü Broad customer reach
What Are AWS Quick Starts?
“Using AWS SAP HANA Quick Start, we only
needed to push a few buttons to get a
functioning SAP HANA solution.”
Philip Miller, Director

13. •1 stepSign up, sign in
•2 stepsChoose region and key pair
•4 stepsCreate VPC
•4 stepsCreate Internet gateway
•24 stepsCreate 12 subnets
•24 stepsCreate 4 NACLs
•16 stepsCreate 4 NAT gateways
•27 stepsCreate 9 route tables
•2 stepsCreate routes
•Many more stepsAdd more stacks
Sign up, sign in
Choose region and
key pair
Launch Quick Start
Manual Deployment Quick Start
Quick Starts Reduce Complexity

14. Building Your Own Quick Start
AWS Quick Start Provides Your Responsibility
• Technical Program Support
• General design best practices
• Modular templates for common items like
VPC, bastion, etc.
• Automated testing of CF stacks
• Deployment Guide Template
• Web Presence
• Launch Support
• Best practices specific to deployment of your
software
• Committed Engineering resources
• Development of CF templates/scripts
• Documentation
• Maintenance / Support
• Software Delivery

15. Wide Spectrum of Quick Starts
https://aws.amazon.com/quickstart

16. Example: Docker Datacenter (DDC)
Single-button deployment launch
stack in 20-30 minutes
CloudFormation Templates
automate setup/deployment on new or
existing AWS infrastructure
Deployment guide explains
architecture, implementation, best
practices, customization
https://aws.amazon.com/quickstart/architecture/docker-ddc/

17. AWS Marketplace
Discover, procure, deploy, and
manage software in the cloud
https://aws.amazon.com/marketplace
Reducing friction in deployments for the
cloud
ü Pre-configured to operate on AWS
ü Catalog of 3,500+ software listings
ü Over 1,100 participating ISVs
ü Open Source and commercial Software
ü Procure new or bring-your-own-license
ü Deployed in 12 Regions
ü 100,000+ active customers
ü Deploys to AWS environment in minutes
ü Flexible, usage-based billing models
ü Software charges billed to AWS account

18. Global distribution Avoids the ‘money chase’
Enhanced security story Improves discoverabilitySimplifies the installation
experience
Removes deployment barriers
AWS Marketplace Benefits to ISVs

19. Big Data & Analytics
DevOps
Storage
Media
Digital Engagement
/WebApps
Enterprise
Back Office
Top AWS Marketplace Categories

20. Big Data & Analytics
DevOps
Storage
Media
Digital Engagement
/WebApps
Enterprise
Back Office
Top AWS Marketplace Categories

21. Big Data & Analytics
DevOps
Storage
Media
Digital Engagement
/WebApps
Enterprise
Back Office
Top AWS Marketplace Categories

22. • Headquarters in Australia and India
• DevOps ISV helping to build,
manage, visualise and govern
AWS infrastructure
• AWS Marketplace since 2015
• Global customers include
Symantec, Capgemini,
TechMahindra, Monash University
Example: Kumolus

23. Preparing for AWS Marketplace
Is your application cloud ready?
ü Is it running in AWS already?
ü Do you have customers using it in AWS?
ü Is the deployment automatic?
Does your application run in a single instance or cluster?
ü Does it work with AWS CloudFormation?
ü Do you have a proposed architecture?
Do you have developers assigned to this project?
ü Do they understand AWS services (VPC, EC2, EBS, IAM) ?
ü Do they understand the security requirements for AWS Marketplace?
ü Do you have a launch date in mind?

24. Show Me The Money
Average partner margins (%) according to Consulting and
Technology Partners:
• Partners reported the healthiest margins – typically
higher than 30% - were most common in cloud
application migrations, SaaS, and app development.
• ISV/Software providers are expecting sales through
channel partners to nearly double in next 12 months.
• “We need to take labour intensive services
and shift to 'as a service' - greater margins for
us and lower fees for clients”
• As customers accelerate migration to cloud
applications, revenues will move towards ‘aaS’ and
application development areas.
• For software providers this is a clear path.
• For services focused companies some are
looking to Managed Services but others are
concerned the “big players” will takeover.
0%#
5%#
10%#
15%#
20%#
25%#
30%#
35%#
Migra-on#to#cloud#5#
applica-ons#
So9ware#(subscrip-on/
as#a#service)#
Custom#applica-ons#
development#
So9ware#(upfront)#
Infrastructure#migra-on#
to#cloud#5#eg#storage,#
compute#
Hardware#
Tech Research Asia Survey for AWS, March 2017

25. Partnering with Partners
“…when it’s more than just basic
cloud infrastructure we want to see
greater partner involvement.
Anything that involves security,
vertical applications, customisation
…. requires multiple partners.
We just don’t see a single
partner having the depth of
skills….”
“...ISV, SI? We don’t
really care about how a
vendor classifies itself or
its partners. We’re
looking for specific
skills sets.”
“Frankly it [the type of partner]
doesn’t matter. To us it totally
depends on the skills level. ISV,
VAR etc. is just a vendor
designation and that simply
doesn’t work for us. For us it’s
about experience ….
referenceability is key”
Customers are seeking better collaboration and flexibility from their SI’s and Consulting Partners in
delivering application solutions.1
CIO National
Retail Group
CTO, Global
Professional
Services Group
Australian
CIO
Tech Research Asia Survey for AWS, March 2017

26. Partner Collaboration: Today and the Future
Q: Do you have examples where you collaborated
successfully with other partners on a customer solution
4…
18%
33% Yes 2
partners
Yes 3+
partners
2/3 of partners are already collaborating, however, the
majority (77%) reported no increase in margin….but
50% reported an increase in win rate and 25% stated
the proportionate deal size increased.
“We will collaborate where we can work with
partners that have deep expertise in solutions so we
can help the customer with the whole project not
just parts of it”
Q: Which best categorises your approach to partnering in
the cloud applications market
Not looking to
change
5%
Looking
for like
partners
92%
Do not
collaborate
3%
Majority of partners recognise the need for more collaboration
in a cloud world, as do customers, however:
Key issue is neither party see value in the “brokering”
approaches of the past and are looking for a new
approach to collaboration.
“We will look for complementary partners even if
margins are the same (we don’t margin share), it’s the
deep vertical market expertise that’s important for us”
Tech Research Asia Survey for AWS, March 2017

27. APN Partner Growth
The APN has added 10,000+ over the past 12 months
Use APN partner
solutions and
services
Fortune 100 AWS Consulting
Partners
AWS Managed
Service Partners
Growth
APN Partners
headquartered
outside of the US
90%+ 110%YoY 130%YoY 60%

28. AWS Competency Program
Government Migration DevOps Mobile Security Digital Media
Marketing &
Commerce
Big Data Storage Healthcare Life Sciences
SAP
Workloads
Oracle
Workloads
Financial
Services
IoT
Validated competency
solutions
Hundreds 64%
YoY
growth
Microsoft
Workloads

29. Partner Solutions Finder
ü Competency, MSP and
Services Delivery partners
featured
ü Customer case studies and
references
Direct connection between customers and partners
https://aws.amazon.com/partners/find/

30. Build and Successfully Sell with AWS
of $ invested in enablement and
go-to-market resources
https://aws.amazon.com/business-builder/
Build your software business globally
of leads as a result of demand
generation campaigns
of customer projects funded for
AWS partners
Market and expand your reach
Deliver and accelerate time to value
10s of
Millions
10s of
Thousands
Thousands

31. Thank you!