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How to leverage your business as an Amazon Web Services Partner
1. Amazon Web Services Confidential – Shared under NDAAmazon Web Services Confidential
#GX23
Amazon Web Services
Technology Partner Program
Renata Faria
2. Amazon Web Services Confidential – Shared Under NDA
How does the program fit with APN Partners?
Consulting
Partners
Technology
Partners
Prof ServicesManaged ServicesLicensed Software SaaS
EmergingManaged
Channel Reseller
Partners
Systems Integration
4. Amazon Web Services Confidential – Shared Under NDA
Why Should I Become an APN Technology Partner?
Sales
Technical Support
Marketing
Alliance Support
5. Amazon Web Services Confidential – Shared Under NDA
Channel & Sales Enablement
Improve Customer Experience
1. Reduce Complexity
2. Reduce Time to Value
3. Reduce Cost
Repeatable Framework
1. Reduce Duplication of Effort
2. Establish AWS Best Practices
3. Consistency = Supportability
Channel Bundles
1. Provide building blocks, templates and guides
2. SI/VARs add services, software and pricing options
3. Sell as a Fixed Price Bundle or ala carte
Option 1: DIY
6. Amazon Web Services Confidential – Shared Under NDA
Channel & Sales Enablement
Option 2: DIY w/Kit
Improve Customer Experience
1. Reduce Complexity
2. Reduce Time to Value
3. Reduce Cost
Repeatable Framework
1. Reduce Duplication of Effort
2. Establish AWS Best Practices
3. Consistency = Supportability
Channel Bundles
1. Provide building blocks, templates and guides
2. SI/VARs add services, software and pricing options
3. Sell as a Fixed Price Bundle or ala carte
7. Amazon Web Services Confidential – Shared Under NDA
Channel & Sales Enablement
Option 3: Hire a Pro
CapGemini 2nd Watch AVNET
Improve Customer Experience
1. Reduce Complexity
2. Reduce Time to Value
3. Reduce Cost
Repeatable Framework
1. Reduce Duplication of Effort
2. Establish AWS Best Practices
3. Consistency = Supportability
Channel Bundles
1. Provide building blocks, templates and guides
2. SI/VARs add services, software and pricing options
3. Sell as a Fixed Price Bundle or ala carte
8. Amazon Web Services Confidential – Shared Under NDA
SaaS Platform Enablement
Establish AWS as the SaaS Platform
1. Global Reach
2. Most Reliable
3. Best Economics
Marketing Strategy
1. Build a better together story
2. Joint GTM Support
3. Sales & Channel Training
9. Amazon Web Services Confidential – Shared Under NDA
Partner Engagement Cycle
Develop AMIs, Architecting for
HA, Security, Performance License Portability, Utility
Pricing, SaaS, DevTest
Demand Generation, Lead
Generation, Joint Sales
Engagements, Content Creation
Self Service
Documentation, L1 & L2
Support, TSANet
10. Amazon Web Services Confidential – Shared Under NDA
Licensing Models
License Mobility
• Ability for customers to transfer
existing licenses/subscriptions to AWS
• Customer has a relationship with AWS
& ISV
SaaS
• Customer accesses the ISV
application directly. Hosted on AWS
• Customer has a relationship with ISV
Utility via Marketplace
• License/subscription fee is built into
the service. Pay as you go.
• Customer has a relationship with AWS
& ISV.
OEM
• AWS serves as OEM channel for ISV
• Customer has a relationship with AWS
User Managed Vendor Managed
11. Amazon Web Services Confidential – Shared Under NDA
Sales Support
Access to the latest AWS collateral
Access to client referrals
Solution Architect engagement
12. Amazon Web Services Confidential – Shared Under NDA
Alliance Support
Account planning & management
Online resources
Leads Register
Enablement
Partner´s Dashboard
Upgrade
Marketing
13. Amazon Web Services Confidential – Shared Under NDA
Alliance Support
• To Access webinars - Exclusive to AWS Partners
http://aws.amazon.com/partners/overview/partners/webinars/
14. Amazon Web Services Confidential – Shared Under NDA
Marketing & PR Support
Placement in the AWS Partner Directory
Use of AWS Partner Network logo in sales and marketing tools
AWS support for Press Releases, Blogs, and other digital marketing content
Participation at AWS-hosted events
Selective eligibility for joint go to market activities including joint webinars/webcasts
15. Amazon Web Services Confidential – Shared Under NDA
Marketing Support
All Standard and Advanced
partners will be listed in the AWS
Partner Directory
16. Amazon Web Services Confidential – Shared Under NDA
Marketing Support
2.300 attendant
20 tracks
AWS Summit 2013 | São Paulo
17. Amazon Web Services Confidential – Shared Under NDA
Marketing Support
AWS Brazil s Roadshow – 6 cities
http://www.eventosawsbrasil.com.br/
20/Ago – Rio de Janeiro
29/Ago – Campinas
10/Set – Porto Alegre
24/Set – Belo Horizonte
15/Out – Curitiba
29/Out – Recife
19. Amazon Web Services Confidential – Shared Under NDA
What s AWS Marketplace ?
Awareness - AWS Marketplace and via our marketing efforts to build awareness of AWS
Marketplace.
Access to New Users – AWS has hundreds of thousands of customers in over 190
countries.
Simplified Software Delivery - Pre-built and pre-configured machine images. One-click
deployment is the fastest way to get software running on AWS.
We handle the Billing – Get access to utility billing models. All
metering, billing, collections and disbursements are handled by Amazon’s world class
payments platform.
Key Benefits :
An online store where you can immediately start using software for building products and running
businesses.
20. Amazon Web Services Confidential – Shared Under NDA
AWS Marketplace
https://aws.amazon.com/marketplace
21. Amazon Web Services Confidential – Shared Under NDA
Technology Support
Eligibility for AWS Private Betas
Recurring AWS Product Roadmap briefings
Technical training & content
Technical support credits
Exclusive training webinars
22. Amazon Web Services Confidential – Shared Under NDA
Program Benefits and Requirements
23. Amazon Web Services Confidential – Shared Under NDA
Why Should I become an APN technology Partner ?
Sales
Access to the latest AWS collateral
Access to client referrals
Solution Architect engagement
Technical Support
Eligibility for AWS Private Betas
Recurring AWS Product Roadmap
briefings
Technical training & content
Technical support credits
Exclusive training webinars
Marketing & PR
Placement in the AWS Partner Directory
Use of AWS Partner Network logo in sales
and marketing tools
AWS support for Press
Releases, Blogs, and other digital
marketing content
Participation at AWS-hosted events
Selective eligibility for joint go to market
activities including joint webinars/webcasts
Alliance Support
Account planning & management
Online resources
24.
25. Amazon Web Services Confidential – Shared under NDAAmazon Web Services Confidential
Technology Partner Program – AWS
Renata Faria
refaria@amazon.com
Partner Development Manager
27. Amazon Web Services Confidential – Shared Under NDA
What's Working?
Improved Service Team Support
1. EMR = MapR, Intel IDH, Cloudera
2. EC2 = OEM Relationships
3. RedShift =
Jasper, Tableau, Microstrategy, Informatica
4. Marketplace = 9 of top 10 Sellers
PR & AR Alignment
1. New PR Approved Spokespeople = Scott
Barneson, Michael Fuller & Bhavik Vyas
2. Press Release Support
Sponsorships
1. AWS Summits - globally
2. re:Invent
Global Awareness & Communication
1. Getting Better, but not great
2. Barneson = Australia, Junkin = India, Matsubara =
UK, Marcin = Europe, Barneson =
Europe, Matsubara = Japan
3. Global Status Reports = Anthony Russell
SPID Tracking
1. Pipeline inconsistency across spreadsheets and
SFDC
Marketing Execution
1. Bulk of GTM Activities are teed up for Aug/Sept
2. Need more resources on the Partner Marketing
Manager side = Stephanie Percy
What's Not?
28. Amazon Web Services Confidential – Shared Under NDA
AWS Channel Reseller Program
AWS Provides:
Discounted AWS Services
Discounted Premium Support
Ability to own customers
Partner Account Manager
Solution Architect guidance
Joint GTM Planning
Resellers Provide:
Value added solutions
Drives customer demand
Relationship management
Premium Support
Billing for AWS solution
$25K/month by month 12
AWS and Partner enter into the Value Added Reseller Agreement
29. Amazon Web Services Confidential – Shared Under NDA
Program Elements
Category Management
1. Adjusting Team Alignment for better coverage
2. 34 Categories – consistent across APN, MP and BD
3. Industry Verticals
Channel Enablement – AWS QuickStart
1. Test Drives
2. Reference Libraries
3. Rapid Deployment Guides
4. Sales Enablement Datasheets
SAP & Microsoft Channel Development
1. Dedicated Global Alliance Owners
2. Dedicated Channel Development Owners
3. MSFT & SAP Contact Us Forms
1. 100 Leads since 6/7/2013
2. 50% yield on qualified
SaaS Compensation Pilot
1. Quota retirement for Acquia deals
2. SumoLogic Referral Pilot
3. Test for Future Programs
Transformational Deals
1. Oracle
2. SAP
3. VMWare
OEM Business
1. Operating Systems – RHEL, SLES, Ubuntu
2. MapR - EMR
3. Intel IDH – EMR (Pending)
4. Adobe FMS (Pending)
30. Amazon Web Services Confidential – Shared Under NDA
Service Support
EC2 – Instance use, OEM, Management
EMR – OEM MapR, Intel IDH + Cloudera BYOL
S3 – Gateways + Data Providers
Redshift – Analytics, BI, Reporting/Visualization
RDS – Oracle and MSFT
CloudFormation – Reference Libraries
Marketplace – Product Listing
31. Amazon Web Services Confidential – Shared Under NDA
Initiative 3: SAP & MSFT Channel Development
Field & Partner Enablement
1. Better Sales Tools
2. Sales Training
3. Resources
Dedicated Resources
1. Global PDM + Global Channel Manager
2. Recruit ISVs, Resellers & Consulting Partners
3. Territory and Geo Partner Coverage
Control our Own Destiny
1. We can’t count on MSFT to help us Win
2. MSFT partners are looking for ways to do business
3. Lead Development and Qualification
32. Amazon Web Services Confidential – Shared Under NDA
What is the Technology Partner Program?
Enabling PARTNERS to create their own virtual data centers…
own and manage customer relationships
margin for selling AWS
Enabling CUSTOMERS to get full solutions on AWS….
channel resellers provide value-added services and solutions for customers
provides customers a single contact for all aspects of their AWS-based deployment
Enabling AWS SALES to fully engage with partners...
partner provides solutions and support
revenue flows to end user accounts
33. Amazon Web Services Confidential – Shared Under NDA
Initiative 1: Technology Partner Categorization
Cross Team Consistency
1. Marketplace and APN
2. Business Development TMS/Verticals
3. Product Team Alignment
Fill Gaps in Coverage
1. Managed Accounts – Limited Visibility
2. Align SMEs and ESAs
3. Leverage other teams (BD/MP/Emerging)
Maximize Limited Marketing Resources
1. Not possible to cover all Managed Partners
2. Organize Marketing GTM around Categories
Global
Managed
Emerging
Security
Storage
Management
GTM GTMGTM
Hinweis der Redaktion
We enable you provide your customers with AWS-based solutions with value add such as professional/consulting services, systems integration, managed services, infrastructure solutions, packaged application deployment and management, web and marketing offerings and big data solutions for your customers. By being a reseller, you can fully manage your customer relationship. Further, we provide you with discounted services and support, solution architect guidance, an assigned account manager and go-to-market planning. As you grow on AWS you can also aggregate AWS services, such as EC2 Reserved Instances and S3, enabling you to build in more margins for your business.You provide your customers with value-added solutions such as consulting services, integration services or managed services. You determine the pricing and handle the full financial relationship for your customers. Further, we require that you participate in our reseller premium support program.
[CONCLUSION SLIDE / BONUS SLIDE]: Used if you have something not covered above that you would like to highlight This could be a think big idea, a sharing of a best practice that is working particularly well, an ask for something that is needed, etc
[CONCLUSION SLIDE / BONUS SLIDE]: Used if you have something not covered above that you would like to highlight This could be a think big idea, a sharing of a best practice that is working particularly well, an ask for something that is needed, etc
Rachel: Thanks for the program overview Justin, very helpful. As discussed, we’ll now take some time to answer a few questions from partners. If you have a question regarding APN, feel free to submit it via your webinar console. If we aren’t able to get to your question during the webinar, we will follow-up with you directly after the webinar to make sure your question is answered. During this Q&A phase, if your firm wishes to apply for pre-qualification as a Standard or Advanced partner, feel free to complete the APN Upgrade Form at the URL provided on this slide. After you have complete this form a member of the APN team will contact you regarding next steps. Question #1: Okay, Justin, it looks like our first question is regarding the credits provided to partners under APN. Could you give us a bit more detail on those? Justin: Sure thing. Under APN all partners that qualify for the Standard and Advanced tiers will receive $2,000 in credits. These will include $1,000 in general AWS Service credits applicable to any AWS service listed on the AWS products page, plus $1,000 in credits toward the AWS Premium Support required under the program. Any unused portion of these credits will expire 1 year after their grant date. These credits are really important, because they basically mean that the program is zero cost for any Standard or Advanced partner spending over $2,000 per year on AWS.
[CONCLUSION SLIDE / BONUS SLIDE]: Used if you have something not covered above that you would like to highlight This could be a think big idea, a sharing of a best practice that is working particularly well, an ask for something that is needed, etc
[CONCLUSION SLIDE / BONUS SLIDE]: Used if you have something not covered above that you would like to highlight This could be a think big idea, a sharing of a best practice that is working particularly well, an ask for something that is needed, etc
[CONCLUSION SLIDE / BONUS SLIDE]: Used if you have something not covered above that you would like to highlight This could be a think big idea, a sharing of a best practice that is working particularly well, an ask for something that is needed, etc
[CONCLUSION SLIDE / BONUS SLIDE]: Used if you have something not covered above that you would like to highlight This could be a think big idea, a sharing of a best practice that is working particularly well, an ask for something that is needed, etc
[CONCLUSION SLIDE / BONUS SLIDE]: Used if you have something not covered above that you would like to highlight This could be a think big idea, a sharing of a best practice that is working particularly well, an ask for something that is needed, etc
We enable you provide your customers with AWS-based solutions with value add such as professional/consulting services, systems integration, managed services, infrastructure solutions, packaged application deployment and management, web and marketing offerings and big data solutions for your customers. By being a reseller, you can fully manage your customer relationship. Further, we provide you with discounted services and support, solution architect guidance, an assigned account manager and go-to-market planning. As you grow on AWS you can also aggregate AWS services, such as EC2 Reserved Instances and S3, enabling you to build in more margins for your business.You provide your customers with value-added solutions such as consulting services, integration services or managed services. You determine the pricing and handle the full financial relationship for your customers. Further, we require that you participate in our reseller premium support program.
We enable you provide your customers with AWS-based solutions with value add such as professional/consulting services, systems integration, managed services, infrastructure solutions, packaged application deployment and management, web and marketing offerings and big data solutions for your customers. By being a reseller, you can fully manage your customer relationship. Further, we provide you with discounted services and support, solution architect guidance, an assigned account manager and go-to-market planning. As you grow on AWS you can also aggregate AWS services, such as EC2 Reserved Instances and S3, enabling you to build in more margins for your business.You provide your customers with value-added solutions such as consulting services, integration services or managed services. You determine the pricing and handle the full financial relationship for your customers. Further, we require that you participate in our reseller premium support program.