The cloud has accelerated the pace of technology innovation. But what about software procurement and service management? In this session, we will explore how software procurement is changing in the cloud and how leading-edge customers are taking advantage of AWS Marketplace to optimise cloud software procurement. We will also discuss how AWS Marketplace is making it easier to discover, procure, and deploy software as well as how AWS Service Catalog makes it easier to manage your software portfolio. Speaker: David McCann, Global VP of AWS Marketplace, AWS

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Dave McCann, VP
AWS Marketplace and Service Catalog
October 2017
Accelerating Innovation , Increasing Governance & Reducing Cost
using Cloud-based Software Procurement and Service Management
and

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Migrating existing
applications as
quickly as possible
Deploying new
applications to the
cloud by default
Cloud computing has become the new normal
AWS services more than a million active customers every month in 190 countries.
Through customer obsession and an increasing pace of innovation,
AWS is the fastest technology vendor in history to reach a $10B run rate.

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On the journey to the cloud, customers require
Third Party software solutions for many
workloads
New
Applications
Digital & CX
Analytics
Mobile
DC Migration
Mission
Critical Apps
All In
Mission
Critical Apps
Development
& Test
New
Applications
This journey involves migrating software to the cloud

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The Enterprise Software Portfolio is in transition
Gartner Report "Market Insight: Cloud Computing's Drive to Digital Business Creates Opportunities for Providers.“ May 24, 2016
Jeffrey Mann, David Mitchell Smith, Ed Anderson, Jay Heiser, Yefim V. Natis, Thomas Bitman, Neville Cannon
• Software catalog starting position
• 70% COTS software
• ~200+ software product vendors
• Large EA/ELAs for top 50 vendors
• Long list of products not well
known or tracked
• Upgrades cascade over 3-5 year
cycle
• 10-40% in house developed
applications
• 30% open source/free software
• High potential for rationalization
"Cloud will increasingly be
the default option for
software deployment.”
Gartner

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Software Procurement Challenges heading to
cloud• Prior License restrictions may prohibit carrying
perpetual licenses to cloud
• Opportunity to migrate to SaaS causes accelerated
retirement of older products
• Cloud workloads often require new requirements
increasing Evals/POCs & new vendors
• Migrating existing applications can be complex and
time consuming
• Inability to leverage existing agreements drives time
and resource loads on finite Procurement teams
• License tracking in a hybrid environment can be
extremely difficult

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AWS Marketplace Transforms Software Procurement
Find, Test, Buy, Deploy, and Manage Software In the Cloud
About
• Deploy software on demand
• Curated software from
trusted vendors
• 1250+ ISVs
• 4000+ product listings
• Simplified procurement
and deployment
• Billed through AWS account
• Deployed in 14 Regions
around the world
• 154,000 Active Customers

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AWS Marketplace Capabilities
Software discovery procurement and deployment simplified
Pay options such as
pay-as-you-go pricing
• Pay only for what you use
• Integrate software costs
into AWS bill
• Pay by user, host, or data
• Upgrade to longer terms for
subscription discounts
• SAAS Multi Year Contracts
Be flexible
• Easily scale up or down
on-demand
• Test and learn without material
commitments
• Use only what you need without
wasting un-used licenses
• Resources Tagged and visible in
Spend Management Tools
Get the software
you need in minutes
• Test in minutes
• Innovate faster
• Ready-to-run on AWS
• Simplify migration to the cloud
• Leverage BYOL investments
• Convert from Test to Buy

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AWS Marketplace Listing Types
Cloud based deployment options
BYOL
Carry previously purchased
licenses to AWS via AWS
Marketplace
License key required to
deploy and track
Leverage existing
investments and simplify
cloud deployment
capabilities
400 Titles
Utility
Metered pricing available
based on variables like term, #
of users, amount of
bandwidth, # of hosts
Pay only for what you use.
Utility model eliminates large
capital investments, lowering
TCO for new and scaling
workloads
Free Trials available for many
products. Consolidated billing
with other AWS services
2100 Titles
Open Source
Curated listings, often with
no SW cost for use of these
products, unless supported
versions are necessary
AWS infrastructure cost still
apply to open source
deployments
2000 Titles
SaaS
Service completely managed
and fulfilled by SaaS Provider
(At least for now)
No resources required to
manage infrastructure
SaaS Contracts avail for annual
and multi-year commitments,
Free Trials available for many
products. Consolidated billing
with other AWS services
+200 Titles
Amazon Machine Image (AMI) Deployed on AWS EC2 SaaS

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AWS Marketplace flexible pricing options
Hourly
Pay for software and
compute capacity by the
hour, # of users, data
transferred, etc. with no
long-term commitments
Ideal for Dev/Test or
workloads with spikey
traffic
Monthly
Make a monthly
payment and receive a
discount on the monthly
pricing charge
Ideal for temporary
projects and baseline
workloads
Annual/Multi-Year
Make a one-time payment
and receive a significant
discount. Multi year
options also available.
Ideal for periodic and
long-term workloads
Free Trial
Get started on AWS
Marketplace with free
trial & no
commitment.
Good for initial
evaluation
Private Offers
Custom pricing
negotiated between
customer & ISV
fulfilled on AWS
Marketplace
Intended for high value
subscriptions >$50K
Available to EDS sellers

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Popular categories and leading brands most often
deployed in projects
Security BIStorage MediaDatabaseNetworking DevOps
Operating
Systems

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Analyze and Control costs with AWS Cost
Explorer
Visualize your AWS
Marketplace costs and
usage
Dive deeper into your
usage patterns
Set budgets on your AWS
Marketplace costs and
usage

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GE Water Moves Data Warehousing to the Cloud
Greater scale and agility with Matillion ETL through AWS Marketplace
Business Challenge:
• Existing data warehouse stretched to the limit and hard
to scale due to cap-ex and high-end hardware
requirements.
Approach:
• Cloud-based data warehousing as a cost-effective way
to scale to meet business needs using AWS Redshift
Outcome:
• 6 months from ideation to go-live
• 45% operating cost reduction
• Migrating 9000 workloads into AWS and moving from 34
physical data centers to 4.

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Seller Private Offers Limited
Preview
• Participating Sellers* can extend any AWS account a version of
their product, enabling volume contracts through AWS
Marketplace
• Available on AMI or SaaS product types on AWS Marketplace
• Customers can receive specific pricing and legal terms
• Customers get all the same benefits of consolidated billing,
cost analysis, and subscription management of AWS
Marketplace while paying a lower privately negotiated price
• *Available to sellers participating in our Enhanced Data Sharing
(EDS) program

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Procure Govern Run
Copy
Person 1Cloud Admin
Launch
+ other services
PersonnelCloud Teams
& Users
Create
PersonnelCloud Users
Discover,
Test,
And
Subscribe
Launch
Moving to internal governance and user self-
service

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Evolve your Application Portfolio Management
Sourcing, Publishing, Versioning, and Managing with Cloud Formation Application Stacks
• AWS Marketplace Operation
• Centralizing digital assets
• 24/7 scanning, monitoring
• Vulnerability notifications and
fixes
• Versioning and patching*
• Engineering with ISV’s
*Vendor dependent
1
2
3
• Vendor asset publishing
• Curating trusted vendor
list
• Procurement
• Centralized billing
• 35 Categories
• Publishing new listings
every week
• Published Globally
• Access control and sharing
• Governance
• Provisioning
• On-going operations and management
Source
PublishManage
1
2
3

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What is ?
AWS Service Catalog is a structured service used for governance,
management, maintenance and deployment of application portfolios made
available to customers
AWS Service Catalog allows you to centrally manage commonly deployed
AWS services and application portfolios, and helps your organization achieve
consistent governance and compliance requirements, while enabling users to
quickly deploy only the approved AWS services they need

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Why customers use
Use Cases
De-risk AWS Provisioning variability (Cost, Security, Governance)
Self Service Team Portal – One Stop Shop
Template Standardized AWS Deployments (CFN)
Template Version Control for AWS centered teams & users
Enforce Governance and Compliance proactively
Integrate with other ITSM tools via API’s
Centrally Optimize the distributed IT Service Life Cycle
Integrated to AWS Marketplace ( Copy Product )

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Wiley Embraces Digital-First Publishing
Business Challenge:
• Modernize to drive innovation for business growth.
Approach:
• Cloud-first DevOps strategy for faster delivery of
products and services through greater autonomy
and automation.
Outcome:
• Deliver new products faster than before with repeatable
deployment models and reusable artifacts
• Launch new application stacks in minutes instead of
hours, days or weeks.
• Easily deploy application builds to production using the
AWS Service Catalog with self-service portal

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AWS Marketplace & Service Catalog Vision
Public Marketplace & Private Service Catalog
• Buy from AWS Marketplace & move to
SC
• Provide single source of internal
marketplace offerings via SC to only
approved teams & users
Transition to Software On-Demand
• Rapidly innovate by buying and
deploying software solutions on-demand
• Test /Dev & Production
• Simplify and streamline purchasing,
license management and invoicing
• Upgrade on demand
Increase Automated Analytics and Insights
• Real time insights into software demand
& usage within the large Enterprise
Approval Workflow & Issue Tracking
Spend Visibility & Controls
Test, Choose,
Procure & Deploy
Reuse & Manage
ProcurementFinanceLegal
Deployed Resources
IT Leadership
CISO& Security
DevOps

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Transforming your portfolio: The 5/50/500 model
5
50
500
The Mega “5” software
vendors which represent
~ 50% of IT software
spend.
The ~top 50 vendors
critical to the journey to
the cloud and future
direction of a company.
The long tail of 500+
vendors.
MSFT & Oracle,
managed by

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Innovate faster in seven steps with AWS MP & SC
1.Identify
key
software
vendors
2.Find
seller on
3.Determine
procurement
policies
4. Stand
up
5.
Establish
products
and
portfolios
6. Design
constraints
and tags in
7. Cost
tracking &
approval
workflows

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Q&A
and