In this session, we will cover how partners, including software vendors, systems integrators, consultancies, digital agencies and value-added channel providers can become AWS partners. This session is designed for companies that are considering partnering with AWS or have just recently joined our AWS Partner Network or AWS Marketplace. Partners will learn how to utilize the AWS Partner Network as well as other AWS global programs and tools that can help them grow and manage their business.  We will also explore the AWS Marketplace where partners can quickly Cloud-enable their software and make it available in days for customers worldwide to purchase and run on AWS. Learn best practices from AWS Partners on how they have built successful businesses with AWS.

1. © 2014 Amazon.com, Inc. and its affiliates. All rights reserved. May not be copied, modified, or distributed in whole or in part without the express consent of Amazon.com, Inc.
Partnering with AWS
Dorothy Copeland & Michael Fuller

2. AWS Partners Around the World – 10,000+
Thousands
in North
America
1000+
in Latin
America
1000+
in EMEA
Thousands
in APAC
To Create the World’s Most Customer-Centric Partner Program

3. What does AWS Provide Partners?
• AWS Directory Listing on AWS Website
• AWS Partner Portal – Content & Training
• Free Online Business & Technical Training
• In-person business Training
• Marketing and Demand Generation
• Assigned Partner Development Manager
• Access to AWS Solution Architects
Our Mission: Help Partners Build & Grow their
Businesses on AWS

4. How does AWS look at Partners?
Systems Integrators
Consultancies
Resellers
Distributors
Managed Service Providers
Digital Agencies
ISVs
SaaS/PaaS
OS Vendors
Database Vendors
Dev Tools
Security/Management

5. APN Standard and Advanced Requirements
Requirements Standard Advanced
Products on AWS
>1 Product in Public
Beta
>1 Product in
General Availability
AWS Billings/Month $1,000 $25,000
AWS Customer
References
2 4
AWS Support Developer Level Business Level
Requirements Standard Advanced
AWS Trained Technical
Staff
2 5
AWS Trained Sales Staff 2 5
AWS Billings/Month $1,000 $10,000
AWS Customer
References
2 4
AWS Support Developer Business
Consulting Partners Technology Partners

6. AWS Partner Directory
• 40,000 Customers per month find
Partners in the Partner Directory
• For Standard and higher tiers
• Partners Highlight:
– Services & Solutions
– Customer Case Studies
– Participation in Partner Programs
– Marketplace Products
• Increased Prominence to Advanced
& Premier Partners
Promote your products and services to prospective AWS customers
Make sure your Listing is up-to-date

7. APN Partner Portal
Tools and content for partners to grow their business on AWS.

8. APN Partner Scorecard
Enables Partners to qualify for
APN Tiers
Alliance Manager
Submits:
• Partner Solution
• Reference Customers
• Revenue-generating accounts
• Training & Accreditations
• Certifications

9. Partner Training & Certification
Free Online Partner Business &
Technical Training
AWS Partner Educate: Classroom
Sales Training
Classroom Technical Training Partner
Discounts
Partner Certification
Partner Webinar Series
Partners access partner training offerings through the APN Portal

10. Educational Webinars for Partners
July Webinars:
 Overview of All New AWS Services
 Adobe Web Experience Manager on AWS
 Amazon Relational Database (RDS) Oracle Deep Dive
 Deep Dive on Amazon Redshift
 Oracle Applications on AWS
 App Deployment and Management on AWS
 Pricing on AWS
 Database Solutions on AWS
 Drive YourBusiness with APN Marketing Tools
 Overview of Amazon CloudSearch
 Elastic Map Reduce (EMR) for Big Data Analytics
 Security and Compliance on AWS
Conducted by AWS Solution Architects, Partner Managers and Marketing

11. Partner Educate
In person partner training series that increases selling ability of partners to drive
incremental revenue
– 20 global cities delivered, 12 more in Q3
– 1260 sales and technical sales reps trained
– Future Topics: Use case specific topics
including Migrating Enterprise Workloads,
Big Data processing, Disaster Recovery
– Future Trainings: Technical Partner
Educate for Tech Pre-Sales Engineers &
Solutions Architects
Topics Include:
Looking for AWS Opportunities
How AWS sales team works with
customers
Pricing Workshop
TCO Workshop
Competitive Workshop
Partnering with AWS Session

12. Repository of partner-focused
content:
– Technical Whitepapers
– Business Presentations
– Product & Service
Overviews
– Reference Architectures
Technical, Business and Marketing Content for Partners
Partner Content

13. APN Knowledge Base
Public Facing Knowledge Base
Login & Registration Support

14. APN Knowledge Base
View, Rate, and/or Share Knowledge Articles
Partner Case Form

15. Customer Engagements
• Engage with our sales and SA
teams by submitting your customer
opportunities
• Contributes to your APN
Requirements
• Enables us to be aligned on field
engagements with you

16. APN Competencies
For APN Consulting Partners that have a proficiency in a specific area
Current Competencies:
• Differentiate based on skillset
• Designation in Partner Directory
Announcing Today:
• Webpages with Customer Messaging
• Adding Technology Partners in Big Data
More Benefits for Competency Holders coming this year
Big Data
Microsoft
SAPManaged Services MicrosoftOracle

17. AWS Channel Reseller Program
APN Consulting Partners that provide professional services on AWS and
manage commercial or public sector end customer AWS deployments
Designed for:
Benefits:
• Own customer experience end-to-end
• AWS Channel Reseller Discounts
• License Rights to Resell AWS
• Special Support Plans
• Designation in AWS Partner Directory r
• Channel Partner Logo
• Press Release & Marketing Support
Enablement Tools:
• Partner Enablement Toolkit
• Program Onboarding & Operational
Training
• Partner Solution Architect Support
• AWS Support for Partners
• Exclusive AWS Channel Reseller
Training Webinars
– Digital Agencies
– Value-Added Resellers
– System Integrators
– Managed Service Providers

18. Demand Generation with AWS
AWS Grid Campaigns
Current Campaigns:
 What is Cloud Computing
 Big Data on AWS
 Microsoft Windows Server on AWS
• Professionally designed multi-
touch campaigns
• Access deep reporting on how
your lead prospects interact with
campaigns
• Surface the highest quality
leads and learn what interests a
potential client

19. Demand Generation with AWS
• Engage and educate the AWS customer base on
your product or solution built for the AWS Cloud
• Webinar recording posted on YouTube for on-
demand viewings and further marketing after the
event
• Full contact info of all webinar
registrants/prospects to drive future engagements
aws.amazon.com/partners/webinars/request
Joint Webinars

20. AWS Test Drives
Partners create enterprise
workload solutions on AWS
Customers can deploy and
evaluate your Test drive
Great way to create demand for
your solutions
Go-to-Market with AWS

21. © 2014 Amazon.com, Inc. and its affiliates. All rights reserved. May not be copied, modified, or distributed in whole or in part without the express consent of Amazon.com, Inc.
Building a Successful Business on AWS
Michael Fuller
Head of Infrastructure Technology Alliances

22. Partner Ecosystem

23. Technology Partners

24. Technology Partners

25. Technology Partners

26. Technology Partner Best Practices
 Self service
 Low barrier to adoption
 Flexible licensing – on-demand, RI, BYOL
 Speed to deployment
 Ability to scale up/down
 Field & channel engagement model
 Scalable GTM

27. Technology Partners Success Stories

28. Consulting Partners

29. Consulting Partners
• Enterprise Application Deployment
• Web Application Deployment
• Big Data / HPC
• Migration & Deployment Services
• Managed Services
• Custom applications & tools

30. Consulting Partner Best Practices
 Decide early – specialist or generalist
 Repeatable solutions, recurring revenue vs. projects
 Automation, utilize tools like CloudFormation
 Customized tools & DevOps are a differentiator
 Formalized training & certification program
 Use cloud as an enabler across practices
 Dedicated sales, cloud practice leader, targeted quota
 Scalable go-to-market

31. Consulting Partner Success Stories

32. © 2014 Amazon.com, Inc. and its affiliates. All rights reserved. May not be copied, modified, or distributed in whole or in part without the express consent of Amazon.com, Inc.
AWS Marketplace
Michael Fuller
Head of Infrastructure Technology Alliances

33. What is AWS Marketplace?
• Launched April 2012
• 1400 Software listings, (up 150% YoY)
• Software hours up 800% YoY
• Focused on customers, solution providers, and
adoption of AWS
• Brining key learnings from Amazon.com to AWS
• Map of solutions with AWS services
• Solution provider is still the seller of record
• Large investment focus for AWS

34. Key benefits of using the AWS Marketplace?
• Access to a large, fast growing customer base
• Ability to sell in a cloudy way
• Ability to get to market quickly, globally
• Increased leverage for existing sales and marketing resources
• Reduced development effort on license enablement
• Access to new onboarding mechanisms like free trial
• Management portal for usage analysis, support
• Access to innovative scalable marketing tools & data analytics
Discovery1 Licensing2 Delivery3

35. Who is selling through the AWS Marketplace?
• Infrastructure technology partners
• Application technology partners
• On-demand, bring your own license (BYOL),
and SaaS delivery models
• Paid & free offerings
• Open source & proprietary
• Enterprise focused, workload focused, AWS
service focused, and industry vertical focused

36. Who is buying through the AWS Marketplace?
• Large enterprise customers (Fortune 500, Global 2000)
• Small to medium enterprises
• Fast growing startups
• Global customers (global 2000, startups deploying
globally, regionally based customers)
• Other partners (consulting, MSP, SI, pro-serv)
• Line of business buyers

37. Sales enablement through the AWS Marketplace
• Effective call to action and tool for your existing sales and
marketing teams
• Deal registration
• Access to AWS account teams and solution architects
• Path to accelerate more complex deals
• Access to proof-of-concept & deal acceleration funds
• Ability to compensate your field sales teams
• Access to funds and production teams for customer testimonials

38. Marketing enablement through the AWS Marketplace
• Real time data analytics
• Real time traffic
• Real time usage
• Real time revenue detail
• By product
• By campaign
• Targeted campaigns
• Automated campaigns

39. © 2014 Amazon.com, Inc. and its affiliates. All rights reserved. May not be copied, modified, or distributed in whole or in part without the express consent of Amazon.com, Inc.
Cisco
Esteban Torres
Director of Product Manager, Cisco Cloud
Services Router

40. Cisco CSR1000V in AWS Marketplace

41. Thank You!