Partnering with AWS

1. March 9, 2017
Amsterdam
AWSome Day
©2016, Amazon Web Services, Inc. or its affiliates. All rights reserved.

2. 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

3. Your Hosts
Arjen Vriens
Partner Development Manager
Nicolas Dubois
Partner Development Representative

4. AGENDA
The Partnership Vision
AWS Value Proposition for Partners
Business Opportunities with AWS
Make it Happen
The Partnership Realization
Make it Work
Going to Market with AWS Team
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5. 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”

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

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

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

9. Cloud is Driving New Customer Trends

10. 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.

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

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.”
AWS Premier
Consulting Partner

14. AGENDA
The Partnership Vision
AWS Value Proposition for Partners
Business Opportunities with AWS
Make it Happen
The Partnership Realization
Make it Work
Going to Market with AWS Team
1
2
3
4
5
6

15. 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

16. 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

17. 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

18. AGENDA
The Partnership Vision
AWS Value Proposition for Partners
Business Opportunities with AWS
Make it Happen
The Partnership Realization
Make it Work
Going to Market with AWS Team
1
2
3
4
5
6

19. Cloud Adoption is more than just
Technology
“Infrastructure-less” Environment
IT as a Utility
Business Alignment
Plan for Failure vs. Encourage Failure
Why Prevent the Inevitable?
Governance and Policy
What Are Others Doing?
Operational Integration
Continuous Deployment
Talent Optimization
Application Optimization
On Demand
Why?
When?
Security
How?
Compliance
Industry
Cost Control
Reporting
Core Competency
DevOps

20. Executive
Sponsorship
Experiment
Principles &
Standards
Cloud Center of
Excellence
Adoption
Roadmap
Cloud-First
Strategy
Organizational
Change
Align on Business Requirements, Bring all Stakeholders with You
Create your Vision, Incentivize Team Members to Follow your Lead
Define Architectures, Patterns, Governance, Measure, Monitor, Iterate
Publish Guidance and Guard Rails for How to Adopt Cloud Successfully
Provide Centralized Expertise, Standardize Tools, Define Best Practices
Start Small and Iterate, Measure, Manage and Update Plan
Define New Operating Models, Policies, Processes, Economics; Provide Training
Key Elements of a Successful Journey

21. Industry Drivers
Market Drivers &
Innovation
Cloud Adoption
StrategyBusiness Strategy
Understanding your Business Objective and Market
Drivers
• Competitive Advantage in
the Market
• Reducing the Cost of
Traditional IT
• Adapting to Market
Changes Quickly
• Aligning IT to Business
Strategy

22. • Organization Size and Complexity
• Regional and Global Footprint
• Operational Maturity
• Centralized or Decentralized IT Delivery Model
• Internal Culture
• Startup vs. Well-Established Business
Understanding your Organization’s Capabilities

23. Explore
Prepare
Migrate /
Develop
Iterate
Business
Value
Optimization
Automation
Cost
Reduction
• Explore - Why do it, What Business
Value, Gap Analysis
• Prepare - Project Plan for Activity,
Training, Establish Platform, Establish
Operations, Establish Security
• Migrate/Develop - Move an Existing
Application to the Cloud or Develop a
New Cloud Native Application
• Iterate - Measure and Identify
Opportunities to Improve
Execute and Deliver
Customer Example: Delaware North - https://aws.amazon.com/solutions/case-
studies/delaware-north/

24. The AWS CAF is comprised of:
• 7 Perspectives (Business, Platform, Maturity, People, Process,
Security and Operating)
• Step-by-Step Process to Build your Cloud Roadmap
• Execution and Delivery Approach
Comprehensive Framework to Efficiently and Effectively Align your
Cloud Adoption Journey to your Business Objectives.
Let the AWS Cloud Adoption Framework Guide You
CAF Landing Page: https://aws.amazon.com/professional-services/CAF/ and
White Paper https://bit.ly/1FswDZQ.

25. AGENDA
The Partnership Vision
AWS Value Proposition for Partners
Business Opportunities with AWS
Make it Happen
The Partnership Realization
Make it Work
Going to Market with AWS Team
1
2
3
4
5
6

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

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

28. 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

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

30. 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

31. Focus on Creating a Coherent Offer
–
Adapt your Pricing Model
Example on Managed Services:
Per VM, Per Size
Per Complexity?

32. 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

33. AGENDA
The Partnership Vision
AWS Value Proposition for Partners
Business Opportunities with AWS
Make it Happen
The Partnership Realization
Make it Work
Going to Market with AWS Team
1
2
3
4
5
6

34. Don’t be Reactive but be Strategic!
Let’s be Prepared for Success!

35. • C-suite and Board Level Support for AWS Business
• Reinforce Support with a Joint Approved Business Plan
(Yearly Goals, Investments and Staffing)
– Focus: Where You Can Win – Solution, Geo, etc.
– Avoid: Multi-Cloud Pitch
– Ideal: The Partner is “All-In” with AWS
• Always Be In-Sync with your Partner Development Manager
CEO
Executive Buy-In and Alignment

36. 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

37. 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

38. 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

39. 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

40. Start Using our Partner Network Marketing
Center

41. Opportunities in the APN.

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

43. Apply for an Upgrade