Amazon Partnership Model

1. Amazon Partnership Model
13.10.2016, Prague
AWSome Day
©2016, Amazon Web Services, Inc. or its affiliates. All rights reserved.

2. Your Host
Simo Huotilainen
Partner Development Manager

3. AGENDA
1st Session : 14:15 – 15:15 2nd Session : 15:30 – 16:30
The Amazon Partnership Model
AWS Value Proposition for Partners
AWS Partner Network Overview
Business Opportunities with AWS
AWS Partner Programs
AWS Partner Program Details
How to make it work
Going to Market with AWS Team
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2
3
4
5
6

4. AGENDA
The Amazon Partnership Model
AWS Value Proposition for Partners
AWS Partner Network Overview
Business Opportunities with AWS
AWS Partner Programs
AWS Partner Program Details
How to make it work
Going to Market with AWS Team
1

5. The conversation for CIOs has
shifted from a skeptical
discussion of “Why the Cloud?” to
a pragmatic discussion of “When
and How?”
Source Gartner. Learn more and Request the full Report at:
http://www.gartner.com/doc/reprints?id=1-2G2O5FC&ct=150519&st=sb

6. 2008 2009 2010 2011 2012 2013 2014
Over 1 million active
customers
S3 Growth
137% YoY increase in data transfer
to and from S3
2011 2012 2013 2014
PBs transferred
EC2 Growth
99% YoY increase in EC2 instance
usage
2011 2012 2013 2014
Normalized
instance hours
0
100
200
300
400
500
600
2011 2012 2013 2014
New Features & Services

7. Source Gartner. Learn more and Request the full Report at:
https://www.gartner.com/doc/reprints?id=1-2G2O5FC&ct=150519
“Q2 2016 revenue for the
AWS segment increased
58.2% y/y to $2.9 billion,
making AWS a more than
$11 billion run rate
business”
“AWS is the fastest
enterprise IT vendor to
reach a $10 billion run-rate”

8. Customers want to use the Leading Platform
Most
functionality
Largest customer &
partner community
Longest
experience
10

9. Administration
& Security
Access
Control
Identity
Management
Key Management
& Storage
Monitoring
& Logs
Resource &
Usage Auditing
Core
Services
CDN
Compute
(VMs, Auto-scaling, and
Load Balancing)
Databases
(Relational, NoSQL,
and Caching)
Networking
(VPC, DX, and DNS)
Storage
(Object, Block, EFS,
and Archival)
Infrastructure
Availability
Zones
Points of
Presence
Region
s
Enterprise
Applications
Business
Email
Sharing &
Collaboration
Virtual
Desktop
Technical &
Business Support
Account
Management
Partner
Ecosystem
Professional
Services
Security &
Pricing Reports
Solutions
Architects
Support
Training &
Certification
Platform
Services
Analytics App Services Developer Tools & Operations Mobile Services
Application
Lifecycle
Management
Container
s
Deployment
DevOps
Event-driven
Computing
Resource
Templates
Identity
Mobile
Analytics
Push
Notifications
Sync
App
Streaming
Email
Queuing &
Notifications
Search
Transcoding
Workflow
Data
Pipelines
Data
Warehouse
Hadoop
Real-time
Streaming Data
Machine
Learning
The broadest collection of services of any cloud provider

10. “We’re Customer Obsessed. We Start
with the Customer and We Work
Backwards.”
More than 95% of AWS new Features
come from Customer Feedback.

11. Flywheel of Success
Lower
Infrastructure
Costs
Reduced
Prices
More
Feedback
More
Innovation
More
Customers
More AWS
Usage
More
Infrastructure
Economies of
Scale

12. A successful partner embrace
innovation on the AWS platform
and gain business agility bringing
value to both its firm and its end
customers.

13. “Our experience with AWS exceeded our
expectations. We were looking for a
platform for IaaS. What we found was a new
world of opportunities and innovation.”
President Mauricio Fernandes
Dedalus

14. Cloud is Disrupting Every Industry
Media & Entertainment GamingHealthcare
Financial Services
GovernmentEnterprise IT
Manufacturing Travel/Hospitality Life Sciences Retail

15. Cloud is Driving New Customer Trends

16. Cloud is the easiest way to manage
infrastructure but Customers need
Partners to help make a proper :
- Transition
- Application Migration
- Leverage the Full Potential
- Provide Support and Maintenance
- Develop
- Transform
Source White Paper: How to Build your Business with AWS.

17. What Customers expect from the
AWS Partner Network?
- Deep and Broad Skills
- Value Added Services
- Agility
- Coherent Business Model
- Clear AWS Strategy

18. Cloudreach (UK) + Kempinski Hotels
• In 2010, the organization’s corporate IT department was using
over 140 virtualized servers to run a broad range of operating
systems.
• Kempinski Hotels chose Cloudreach, a Premier Consulting
Partner in the AWS Partner Network (APN), to help the
company migrate to the AWS Cloud and provide ongoing
management, monitoring, and backup services.
• “We’re avoiding the cost of hardware and software refreshes
and on-premises facilities. When we consider these savings as
well as lower operational costs and improved staff productivity,
Kempinski Hotels is reducing costs by roughly 40 percent over
a five year period.”
https://aws.amazon.com/solutions/case-studies/kempinski-hotels/

19. AGENDA
The Amazon Partnership Model
AWS Value Proposition for Partners
AWS Partner Network Overview
Make it Happen
AWS Partner Programs
AWS Partner Program Details
How to make it work
Going to Market with AWS Team
2

20. AWS Partner Network (APN)
Tens of thousands of companies
around the world are APN Partners
Over half are outside the US
Premier, MSP and Competency
Partners grew their AWS revenue
100%+ faster

21. What are the Main Goals of the APN?
• Help your firm drive revenue on
AWS by providing tools and
resources you need
• Provide Programs designed to
support your unique business
objectives
• Enable you to differentiate on AWS
based on your areas of expertise
• Connect you to customers and
prospects

22. APN Structure
CONSULTING PARTNERS
Professional services firms that
help customers of all sizes design,
architect, migrate, or build new
applications on AWS
Consulting Partner Tiers:
Premier | Advanced | Standard | Registered
TECHNOLOGY PARTNERS
Commercial software and Internet services
companies that provide software solutions
that are either hosted on,
or integrated with, the AWS platform
Technology Partner Tiers:
Advanced | Standard | Registered

24. 2016 AWS Premier Consulting Partners

25. Advanced APN Technology Partners

26. Customers Succeeding with Partners

27. Local Success
Working with local partner T1-Solutions, RWE CZ used
AWS to design and build a lean, secure, and highly
available architecture to run the energy firm’s SAP HR
system.

28. AWS provides the building blocks for partners
to deliver solutions to customers
Foundation Services
Compute Storage Database Networking
AWS Global
Infrastructure Regions
Availability Zones Edge
Locations
Client-side Data Server-side Data Network Traffic
Platform, Applications, Identity & Access Management
Operating System, Network & Firewall Configuration
Customer content
Partner/Customer
Limit of responsibility
Hypervisor/virtualized
environment

29. AWS is an «open cloud»
that many software packages can run on
Solutions Examples of Technologies Supported
Web Content Management Microsoft Sharepoint, Wordpress, Drupal, joomla
E-commerce Magento, SAP Hybris, IBM Websphere
Business intelligence, Analytics Tableau Server, SAS, Qlik
Collaboration Microsoft Exchange and Lync
ERP Microsoft Dynamics, SAP B1/A1
CRM SAP CRM, Pegasystems
Back-up, archiving, DR Commvault, Symantec/Veritas, Netapp
Migration (OS and virtualized
environments)
Microsoft Windows, Suse, Red Hat, Apache
Webserver, VMWare, HyperV

30. Premier
Advanced
Standard
Registered
Delivery Model ExpertiseExperiencePartner Type
Partner Resources: AWS Partner Programs
Channel Programs
MSP Program
SaaS Program
Competency
Program
Government
Program
Test Drive
AWS Marketplace
Consulting
Technology
GTM Resources
Go-To-Market

31. AGENDA
The Amazon Partnership Model
AWS Value Proposition for Partners
AWS Partner Network Overview
Business Opportunities with AWS
AWS Partner Programs
AWS Partner Program Details
How to make it work
Going to Market with AWS Team3

32. What Customer Are Asking For
Security &
Governance
Backup
& DR
Managed
Services
Networking Migration
Cloud Based SW
Delivery AWS Marketplace
DevOps Cloud Adoption
Framework
IoT Mobile Enterprise Apps Big Data
Marketing &
Commerce
Life Sciences Healthcare Digital Media

33. Dev & Test True Production Mission Critical All-in
Build production apps
Migrate production apps
Marketing
Build mission-critical apps
Migrate mission-critical apps
Development and
test environments
Corporate standard
Cloud First!
Cloud Adoption
Patterns

34. Cloud Transformation
Opportunities

35. What Your Firm Offers Potential Revenue
Strategy Consulting,
Architecture
Typically a fixed fee; often varies from $25K to $250K+ depending on scope
Professional Services ,
Application Development,
Integration & Migration
2X to 10X multiplier on top of the AWS spend for professional services
Managed Infrastructure,
Application Services
20% to 50% uplift for a standard MSP engagement on AWS spend
AWS Instance Optimization
Reduce your overall cost of servicing the customer from ~30% to 60% by utilizing RIs; increase
your margin or pursue additional projects with the customer leveraging savings
Software 5% to 30% license margins
Repeatable Intellectual Property (IP)
& Additional Solutions for
Customers
Very flexible, and up to you; as an example, you can normally charge based on # of seats/as a
subscription service . Leverage AWS Marketplace for volume sales.
Potential Revenue per Partner Services

36. Service/solutions to
end-customer
Monthly Value to
Partner (gross) USD
GP % Revenue maturity
Monthly value to
Partner (net) USD
Annual value to
Partner (net) USD
AWS 1,000 For Reseller
Customer lifetime at
Partner
Shared Under NDA X
Infra management 1,000 50**
Customer lifetime at
Partner
500 6,000
Infra Deployment&
migration / application
deployed
3,000 50** 3 months 1,500 4,500
Application
management fee
1,000 50**
Customer lifetime at
Partner
500 6,000
…
Total 16,000 + X
Cost of AWS infra
@100%
Value to Partner
GP% likely to change due to AWS
automation
Example

37. Find Some More
Learn more with this White Paper:
https://www.apn-portal.com/sfc/#version?selectedDocumentId=069E00000021hJV

38. End of First Session
Be Back in 15 Minutes…
Pause

39. AGENDA
The Amazon Partnership Model
AWS Value Proposition for Partners
AWS Partner Network Overview
Business Opportunities with AWS
AWS Partner Programs
Partner Program Details
How to make it work
Going to Market with AWS Team
4

40. APN Partner Tiers & Requirements
CONSULTING PARTNERS
aws.amazon.com/partners/
Registered
Standard
• 2 AWS Certifications
• Accreditations (bus / tech)
• Developer+ AWS Support
• Monthly billing $1000
• 2 Customer References
Advanced
• 6 AWS Certifications
• Monthly billing $50K
• Business+ AWS Support
• 6 Customer References
• 20 Accreditations
TECHNOLOGY PARTNERS
Registered
Standard
• 2 Customer References
• Developer+ AWS Support
• Offering in General
Availability on AWS
Advanced
• Offering in General
Availability on AWS
• $50K/Month in AWS
Billings or APN
Competency
• 6 Customer References
• Pass the Well-Architected
Review
• Business+ AWS Support
Premier
• 28 AWS Certifications
• AWS Billings per Region
• 10 Customer References
• APN Competency
• 2 competencies, one of
which is either MSP or
DevOps
• Business+ AWS Support
• Add’l requirement
information on apn.com

41. Apply for an Upgrade

42. Product Development Credits
AWS Partner Solution Architects
Professional Services Bootcamps
AWS Professional Services
Engagement
Roadmap updates
Technical Enablement Benefits
Online Technical Professional
Training & Certification
Funding for Instructor-Led
Training
Technical Whitepapers for Partners
Technical Webcasts
AWS Quickstarts

43. Sales Enablement & GTM Benefits*
Immense amounts of tools and resources,
co-marketing events have really lended to the
accelerated success that we’ve enjoyed thus far.
We’re excited about what we’ve done with APN.
—Fortinet
Partner Solutions Training
Customer Opportunity Registration
Engagement with AWS Sales Teams
Proof-of-Concept Credits & Funding
AWS Test Drive
AWS Marketplace
*Partner qualification requirements must be met to be eligible for some programs

44. Marketing Enablement Benefits
AWS Branding
AWS Partner Directory
Market Development Funding
Email Platform
Syndicated Web Content
Promotion of Competency
and MSP Partners

45. Take Advantage of APN Partner Programs
Delivery Model
Channel Reseller Program
MSP Partner Program
SaaS Partner Program
Go-to-Market
Test Drive Program
Partner Funding Benefits
AWS Marketplace
Expertise
IoT Hardware Program
Direct Connect Partners
Competency Program

46. AWS Channel Reseller Program*
Key Benefits
• Reseller discounts on
AWS Services and Support
• Alignment with AWS sellers
• Reseller branding
Who should apply?
• Consulting Partners at the
Standard Tier and higher
• Ideal for APN Partners building
value-added offerings on AWS
• AWS MSP Partners
• Government-focused Integrators
Enables qualified APN Consulting Partners to resell AWS Services
to both commercial and public sector AWS Customers
Being an AWS Channel Reseller enables us to establish an even closer
relationship with our customers and deliver value to them by accelerating
adoption of the services provided by AWS.
—Cloudreach
*Partner qualification requirements must be met to be eligible for some programs

47. AWS Competency Program
Key Benefits
• Enables Differentiation
• Larger 2016 Funding Benefits
• Featured on the AWS
Solutions Pages
• Prioritized Marketing Activities
• Highlighted on Partner Directory
JUST LAUNCHED: Cloud Migration
and Government Competencies!
Recognizing partners with proficiencies in key solutions, verticals & infrastructure
Big Data Mobile Security DevOps
Marketing &
Commerce
Digital Media Healthcare Life Sciences
Storage Microsoft SAP Oracle

48. AWS Managed Service Program
$110B projected managed services
revenue within the total cloud market.
—451 Research
Validated AWS Technology
Partners to Enable MSPs
AWS is working with partners in Cloud Managed Services
MSPs must pass an in-depth 75+ point Validation Audit,
covering:
• Build
• Migration
• Automation
• DevOps
• Optimization
• Security
Performed by an objective 3rd party auditing firm
Includes validated Technology Partners that are MSP
Enablers
Benefits for MSPs: Larger Funding Benefits from AWS in
2016

49. AWS Software as a Service Program
Enabling modern software delivery
New Product
Development
• Office Hours
• SaaS Webcasts
• Reference Architectures
• Innovation Sandbox
New Customer
Acquisition
• AWS SaaS Test Drive
• AWS Marketplace Listing
• GTM Market Campaigns
• SaaS POC Benefits

50. AGENDA
The Partnership Model
AWS Value Proposition for Partners
AWS Partner Network Overview
Business Opportunities with AWS
AWS Partner Programs
AWS Partner Program Details
How to make It Work
Going to Market with AWS Team
5

51. Focus on Human Competencies
Learn more at: https://aws.amazon.com/partners/overview/partner-training/.

52. Train your Technical Team
Learn more at: https://aws.amazon.com/training/course-descriptions/.

53. AWS Certified Solutions
Architect - Associate
AWS Certified Solutions
Architect – Professional
AWS Certified DevOps Engineer Professional
Solutions Architect Developer SysOps Administrator
AWS Certified
Developer - Associate
AWS Certified SysOps
Administrator - Associate
Learn more at aws.amazon.com/certification
AWS Certification Exam Readiness Workshop
Go Get the Certifications

54. New Partner Learning Plans
aws.amazon.com/partners/training/learning-plan/
This learning plan is designed to:
ACCREDITATIONS TRAINING
Help you ramp up
on the AWS platform
Deepen your AWS
knowledge and skills
Better serve
your customers
BUSINESS PROFESSIONALS
DAY 1
AWS Instructional
Videos & Labs
AWS Business
Essentials
AWS Solution
Training for
Partners
AWS Business
Professional
AWS TCO & Cloud
Economics
DAY 60
ACCREDITATIONS TRAINING CERTIFICATION
TECHNICAL PROFESSIONALS
DAY 1
AWS
Technical
Essentials
Architecting
on AWS
AWS Self-
Paced Labs
AWS Technical
Professional
AWS TCO & Cloud
Economics
Certification Workshop Certification Exam
DAY 90

55. Well-Defined Solution/Service and Value Proposition
Websites
Financial Services
Big Data
DevOps
Disaster RecoveryArchivingBack Up and Recovery
Enterprise ITInternet of Things
Mobile ServicesMedia & Entertainment
eCommerceDigital MarketingHigh Performance
Computing
Scientific ComputingDatabases
Gaming
HealthContent DeliveryBusiness Applications
EducationState & Local GovernmentFederal Government Non Profit

56. Build a Business Plan
Develop an internal practice plan for your firm;
consider how you can leverage the APN for resources & support
Components
Relationship with AWS
Key Performance Indicators (KPIs)
Market Segment Focus
Use Case and Solution Focus
Current and Planned Offerings on AWS
Training and Enablement
Marketing and Demand Generation
Sales Strategy
Goal Tracking

57. Focus on Added Value
Get More Done for Less, and
Increase Opportunities for the
Customers.

58. Continuous
Deployment
Small, Frequent Changes
Constantly Integrating Into
Production.

59. Usage of API, SDK, Toolkits
Infrastructure As Code
Programmable Platform

60. CLOUDFORMATION
TEMPLATE
Usage of CloudFormation
https://aws.amazon.com/cloudformation/aws-cloudformation-templates
Automation
If You Can Program It, You Can Automate It

61. Usage of Quick Start Deployment Guides
Learn more at https://aws.amazon.com/quickstart/

62. Leverage AWS Marketplace
More than 2,600 Software Listings from over 900 ISVs
Learn More on How to Sell on the MarketPlace: https://aws.amazon.com/marketplace/management/tour

63. Needed a Solution to Integrate NetBackup with S3 – AltaVault
Needed an NFS Server to Replace Physical Filers – SoftNAS
Needed a Solution to Easily Manage their 12K+ Snapshots - Cloud Protection Manager
One Example with Condé Nast
Learn More on Condé Nast Story: https://aws.amazon.com/solutions/case-studies/conde-nast/

64. On-demand
Instances
Reserved
Instances
1-year and
3-year terms
No Upfront
Spot Instances
Partial Upfront
All Upfront
• Pay as you go
• Starts from
$0.02/Hour
• All, Partial, or No up
front payment +
Monthly payments
• Significant discounts
over on demand
price
Leverage All AWS Pricing Models
Manage Your Pricing Proposition with our Calculator:
https://calculator.s3.amazonaws.com/index.html

65. You Are Taking Your Customers on
a Journey:
- Be Part of the Plan and Design
- Evaluate Associated Needs and Readiness
- Move Beyond Vendor to Trusted Advisor

66. Everyone is a Potential Customer.
Understand their Roles, their
Needs, the Benefits they could
have thanks to Cloud and
Communicate.
DIRECTION
Marketing
HR
Finance
Buyer
Business
IT
R&D
ADVISOR

67. Engage Differently

68. Ask the Customer to use Saved Budget to
Deploy other Meaningful Workloads
(Mobile App, Archiving, Big Data).
You Invite the Customer to Innovate, and to be
Proactive in their IT Development, while
Creating more Opportunities for your firm.

69. Adapt Your Sales Remuneration
for Managed Services
Existing
Customer
New
Customer
Other
Infrastructure
0.7 0.9
AWS 1.1 1.4
1/ Moving from One Time to Recurring Incentive
2/ Accelerating the Transition to Cloud
Example

70. Complete Formal Partner On-Boarding and
Joint Business Plan
Align with AWS Best Practices & Well-
Architected Guidelines
Set Goals, and Compensate on AWS
Practice Revenue and Success
Are AWS Accredited and Certified
Professionals
Establish pipeline Cadence with AWS-Led Resources
(Solution Architect, Professional Services, Service teams)
Our Most Successful Partners
Dedicated AWS Field-Level Business and Technical
Resources

71. AGENDA
The Partnership Model
AWS Value Proposition for Partners
AWS Partner Network Overview
Business Opportunities with AWS
AWS Partner Programs
AWS Partner Program Details
How to make it work
Going to Market with AWS Team6

72. Highlight Your Partnership
• Use Your APN Logo: Show your Level of
Partnership
• Go Digital: Website, SEO
• Develop Targeted Content: Showcase your
Customer References, Explain your
Competencies

73. • Differentiates APN Partners to AWS Customers
• Validated based on:
- Customer Success
- AWS Certifications
- Technical Readiness
- AWS Product or Practice Review
- Customer References
http://aws.amazon.com/partners/competencies
APN Competency Program

74. DevOps Security
HealthcareBig Data Life Sciences
Oracle
Migration
Microsoft
MobileGovernment
SAP
Digital Media
Current APN Competencies
Learn More with Case Study: https://aws.amazon.com/migration/partner-solutions/.
Marketing & Commerce
Storage

75. AWS Marketplace 2016
AWS customers use 205 million hours a month
of Amazon EC2 for AWS Marketplace software products
35 categories, and more than 2,700 software listings
from over 925 ISVs
Examples of AWS Marketplace Sellers:

76. Start Using our Partner Network Marketing
Center

77. Update Your Partner Directory & Scorecard
Trouble ticket:
https://www.apn-
portal.com/apex/PartnerPortalContactUs
http://www.aws-partner-directory.com/
Our tools for partners : APN portal

78. Opportunities in the APN.

79. Build a synergy with the AWS Team
Pitch them like a pro-AWS Customer:
What is your Value?

80. Do Leverage our Support
Learn More on Support Plans: https://aws.amazon.com/premiumsupport/.

81. Joining the APN
is Only the Beginning…
Go-to-market
with AWS*
6 Join APN Partner Programs
that Meet Specific Business Needs
5
Move Up Partner Tiers
and Unlock Benefits
4
Get AWS Trained
and Certified
3
Build a
Business Plan
2
Join the AWS Partner Network
(APN)
1
*Partner qualification requirements must be met to be eligible for some programs

82. How to sign up?
aws.amazon.com/partners/consulting/
aws.amazon.com/partners/technology/

83. Thank You
Simo Huotilainen
simohu@amazon.lu

84. Customers Succeeding with Partners