Digital Identity is Under Attack: FIDO Paris Seminar.pptx
AWS Partner Techshift - Developing a Global Sales Channel with AWS Marketplace (Nigel Watson)
1. Developing a Global Sales
Channel with AWS Marketplace
Nigel Watson | AWS Marketplace BDM
Amazon Web Services Australia
2. Picture: Growth/Adam Selwood/Creative Commons
AWS Marketplace
100K+ active customers
1100+ software partners
More than 3,500 product listings in 35
categories
302M EC2 Instance Hours Deployed per
Month
aws.amazon.com/marketplace
3.
4.
5.
6. Picture: Growth/Adam Selwood/Creative Commons
Big Data &
HPC
Business Apps
Security
Development
Backup
Databases
Industry
Solutions Infrastructure Services
Security & Management
Enterprise
Apps
AWS Marketplace
Technical &
Business Support
Support
Professional
Services
Partner
Ecosystem
Training &
Certification
Account
Management
Solutions
Architects
Security & Pricing
Reports
Virtual Private
Networks
Identity &
Access
Encryption
Keys
Configuration Monitoring Dedicated
Regions
Availability
Zones
Compute
Storage
Objects, Blocks,
Files
Networking CDN
Sharing &
Collaboration
Virtual
Desktops
Directories
Email &
Calendaring
Storage
Gateway
Analytics Mobile Development
Data Warehousing
Hadoop
Streaming
Data Pipelines
Machine
Learning
Source
Code
Containers
Deployment
Build Tools
DevOps
Identity
Sync
Mobile Analytics
Push Notifications
Mobile Backend
Platform Services
Functions
Mobile & Web
Front-end
Data Store
Identity
Real-time
Management
Tools
Notifications
Queueing
Orchestration
Search
Email
Hybrid Cloud
Management
Identity Federation
Direct
Connect
Backups
Deployment
Integrated
Management
Databases
SQL, NoSQL, Caching
App
Software Across the Platform
7. Picture: Growth/Adam Selwood/Creative Commons
What’s the value for customers?
Quickly Find Easily Procure Rapidly Deploy
Reduce procurement friction, from months, to
weeks, to days & minutes…
Broad selection Consumption based
subscription
8. Picture: Growth/Adam Selwood/Creative Commons
“We shopped for tools…and we used AWS Marketplace
Why?
• Needed a solution to integrate NetBackup with S3
- AltaVault
• Needed an NFS server to replace physical filers
- SoftNAS
• Needed a solution to easily manage our 12K+ snapshots,
• - Cloud Protection Manager
AltaVault AVA-c16 for AWS
AltaVault AVA-c8 for AWS
Aspera Faspex
AWS Storage Gateway
CentOS 6 (x86_64) - with Updates
CentOS 6 (x86_64) - with Updates HVM
CentOS 6.5 (x86_64) - Release Media
CentOS 7 (x86_64) with Updates HVM
Cloud Protection Manager BYOL Edition (PV)
Cloud Protection Manager Enterprise Edition
Ghost powered by Bitnami
MEAN powered by Bitnami
SoftNAS Cloud Express - Cloud NAS
(PV/1TB)
SoftNAS Cloud Standard - High-Performance
Cloud NAS (PV/20TB)
SteelStore(formerly Whitewater) 2030 AMI
Ubuntu Server 14.04 LTS (HVM)
WordPress powered by Bitnami
Yhat Sciencebox
9.
10. Picture: Growth/Adam Selwood/Creative Commons
BI/Big Data
DevOps
Storage
Media
Digital Engagement
/WebApps
Enterprise
Back office
Most common AWS Marketplace workload categories
11. Picture: Growth/Adam Selwood/Creative Commons
Kumolus
Australian/Indian ISV
Offering helps build, manage, visualise and
govern AWS infrastructure
Listed on the AWS Marketplace in 2015
Customers
http://kumolus.com
12. Picture: Growth/Adam Selwood/Creative Commons
Global distribution Avoids the ‘money
chase’
Enhanced security story Improves discoverabilitySimplifies the
installation experience
Removes deployment
barriers
How did Marketplace help? Kumolus
13. Picture: Push The Button/Wlodi/Creative Commons
AWS Marketplace features for
Sellers
14. Picture: Push The Button/Wlodi/Creative Commons
Two listing Models
SaaS – you run the workload
in your AWS Account
AMI – customer deploys your
code into their AWS Account
15. Picture: Push The Button/Wlodi/Creative Commons
Automated AMI Building
Automated AMI Build
from within the portal
• Upload a .deb or .rpm
package for your
application
• Select your base O/S
• Trigger build to create
the AMI
• Detailed logging gives
you feedback if
something goes wrong
16. Picture: Push The Button/Wlodi/Creative Commons
Support for Clusters and AWS Resources
New flexible deployment models
for AWS Marketplace sellers
• Clusters of instances
• More complex deployment topologies
that require VPN setup: Auto Scaling
Groups, Elastic Load Balancers, DB
Instances, Messaging Queues etc..
• Seller creates CloudFormation
templates packaging deployment
options
17. Picture: Push The Button/Wlodi/Creative Commons
AWS Marketplace SaaS Subscriptions
Bill AWS customers for
SaaS consumption
• Monetise your SaaS OR
API service through
Marketplace
• Take advantage of existing
AWS customer
procurement arrangements
• AWS MP provides listing,
metering, billing for your
software
https://aws.amazon.com/blogs/aws/new-saas-subscriptions-on-aws-marketplace/
AWS Marketplace
Metering Service
AWS Billing
Product Listings
18. Picture: Push The Button/Wlodi/Creative Commons
Marketplace pricing options
By the hour, month or
annual
19. Picture: Push The Button/Wlodi/Creative Commons
Marketplace Metering Service
Pricing by Unit, Node,
Data, Bandwidth and User
• More flexible pricing models
for customers
• ISV’s enable this for the
customer
• Billed to AWS customer
account and launched
through AWS Marketplace
20. Picture: Push The Button/Wlodi/Creative Commons
AWS Marketplace Commerce Analytics Service
API-based access to
Marketplace
consumption data
• New data sets with
additional customer
insights: Market
Segment, Customer
Size and Geography
https://s3.amazonaws.com/awsmp-loadforms/AWS-Marketplace-Commerce-Analytics-
Service-Onboarding-and-Technical-Guide.pdf
21. Picture: Push The Button/Wlodi/Creative Commons
Pilot program currently available in US and Europe; select APAC
markets may be added this year
New way for customers to pay for large-scale software subscriptions
Supports multi-year volume pricing
Simplifies the procurement process by aggregating software purchases
through Marketplace
ISV negotiates directly with the software vendor, customer purchases
and deploys through AWS Marketplace
Customer still buying a subscription, CNP is just another way to pay for
it
Customer Negotiated Pricing (CNP)
A new pricing option available through AWS Marketplace*
22. Picture: 2010_1310 - Coins_5/Ben Hosking/Creative Commons
Listing in Marketplace… from APAC
A W-9 Form and a US bank account are
generally required for a paid listing in
Marketplace.
Workarounds:
• Work with a reseller/partner in the US to list on your
behalf
• BYOL listing – list on Marketplace, sell licenses
separately
23. Picture: 2010_1310 - Coins_5/Ben Hosking/Creative Commons
Taking Marketplace to Market
Technology Partners Consulting Partners
• List your offerings in Marketplace
• List your productised IP in Marketplace
• Accelerate customer engagements via
Marketplace
Marketplace Go To Market Campaigns
Partner-led programs
• Demand Generation
• Social Media
• Events & Webinars
.. Tap into the APN!!
AWS-led programs
• Online merchandising
• Workload and category
campaigns
• Free-trial campaigns
24. Picture: 2010_1310 - Coins_5/Ben Hosking/Creative Commons
Taking Marketplace to Market
https://aws.amazon.com/business-builder/
AWS Business Builder
• Summarises the portfolio of GTM
resources available from AWS
• Your first stop to understand what’s
available as you Build, Market and
Deliver your software
27. Picture: change/m.a.r.c/Commons
The Global Shift to Utility Software Consumption
When a server moves to cloud, the software ‘licensing’ and
deployment model is open to change
$335B Enterprise software
IT spend in 2015,
worldwide *
(*growing at 5.5%)
35MM+ physical
servers
globally today – only
15-20% in the cloud
50% or more of
workloads will
move to the cloud
by 2020
* Gartner, Press Release, Gartner Says Worldwide IT Spending on Pace to Grow 2.4 Percent in 2015, January 12, 2015, http://www.gartner.com/newsroom/id/2959717
$438B Enterprise
software by 2020*
“Calculations performed by Amazon”
Editor's Notes
For those of you unfamiliar with the business model what we did is built a digital catalog that allows global distribution of software that’s given to us by third parties.
The software is given to us in the form of a machine image, or an Amazon machine image called an AMI, and we load that into a catalogue for customers around the world to buy using their AWS account.
We have both technology partners (software vendors) and we have consulting partners that use the marketplace as a catalog to source products for different projects or workloads that they’re either migrating to cloud or building on top of AWS net-new, and we’ll get into that a little bit later.
So that catalog sits at around 2300 products today from over 800 partners from our technology partner ecosystem
Over 143M hours of EC2 are consumed monthly from software deployed from Marketplace.
The images you can see there; the first image is the main catalogue page, the second image is what we call a product listing page, and the third image, in this case it happens to be XXX, and the third image off to the left is actually the page that the customer gets to when they’re ready to consume the software. And that particular page allows the customer to choose the pricing model, the instance size, the region, and the deployment model either by 1-click or using a more sophisticated method that they may have developed with a consulting partner such as a cloud formation script.
<click> I’d be remiss if I didn’t mention some of the net-new companies that listed net-new or different versions of products.
Chef, Tablaue, HP – full suite paid listings as well as BYOL
<click> And last I did want to point out we continue to march forward with building a marketplace for the intelligence community in the US. These agencies use a region that was built by AWS and they asked that we bring the marketplace to that region. This is pretty cool for the community as well as AWS ISVs – it can be difficult to transact with some parts of the US government, and the marketplace allows any ISV to list, avoiding a very long sales cycle that would otherwise be required to even get through the front door, let alone get a contract, and a bunch of other hoops to jump through.
By moving the catalogue underneath the contract that AWS has with this community, these 17 agencies and the people inside of them are now able to purchase software out of this catalogue without a bid, no procurement process, can do just as an enterprise customer can out of the commercial catalogue today.
1100+ ISVs: This includes 7 of the top 10 ISVs in the world (by revenue) This is up from the 800 ISV’s we had at reinvent last year. This year, we also added the ability to list EMEA based sellers, and comply with EMEA tax laws for EMEA based sellers.
Really quick: where does MP fit? You can see MP lays across the AWS platform., in all the different data services, infra services, compute services that AWS offers MP fits down the middle; it lays across that stack as an adjunct to the services that customer deploy from AWS.
Cust deploys Redshift, load data in there – may want to get a BI tool like Yellowfin; they may want to load data with a tool like BryteFLow from Bryte; might want to secure a workload with a tool like Trend Deep Security. There are a bunch of differnet scenarios where workloads that are moving over, and it’s important to recognise where MP fits into tht process.
First, lets work back from the customers. Our customers want to have less friction .
We can enable our customers to search and find the right product. In a survey this year, over 60% of buyers came to Marketplace, looking for a specific vendor, or a specific product.
The buyer can either buy, or ask their VAR/ MSP to buy for them.
We have Free Trials, and packages that are ready to go in minutes.
Speed. Matters. This is cloud speed.
We do that by working with the ISV’s to pre packaged ready to go products. Wrapped with metadata to make deployment easy.
Ok – if you walk away with anything from today, it’s not necessary the stats or number of products or hours. It’s the value our customers get out of the marketplace.
They:
Find things quickly. Search for it, and quickly able to identify product
Easily procure – EULA is automatic, no licensing, time based consumption model, all billed back to the enterprise customers AWS account. Removed all the friction typically assocated not necessarily with the partners busines model, but with the way customers do business, inside customers own orgs. Able to move quickly.
Rapidly deploy – we run a curated catalog; images are preconfigured to deploy properly on top of EC2, No guesswork from customer to deploy config that runs on AWS. Partners working with AWS have taken care of heavy lifting.
Know how long it has traditionally taken – often going from months to literally minutes to deploy new software.
Now from an opportunity point of view, we hear from our customers that they want to bring multiple workloads
Redesign of web sites/ digital customer engagement, are the first loads we see. Then we see customers bringing over Big Data projects- for elasticity or to store massive amounts of data
We hear our customers wanting MSP’s to bring advice on how to run these projects
So as workloads come over, these are migration or redesign opportunities for all MSPs and SI’s
What are the workloads moving to cloud. We saw five common workloads mving to cloud
WebApps:
Apps optimized for deveices
need a WAF
might need a network monintoring tool
might need a development code pipeline: write code, check it in, deploy
Media
You might have seen the stories from orgs like Time, who are shifting to a digital strategy. Lots of other media companies – for instance lionsgate and others that take advantage of software in the marketplace for workloads that they’e moving over.
Orgs moving media workloads: heyvision, wowser telestream, all examples of media based software that customers use. CHECK OTHER EXAMPLES HERE.
BI/Big Data
With S3, Redshift, Kinesis – now have solutions in the marketplace from isvs like attunity or bryte that elp with data loading
Bi and analytic tools, from yellofwin, tibco, tablue
Using these tools with redshift make s a lot of sense for customers to slice and dice
Storage
You might say – there’s lots of storage options in AWS for storage and of course this is true, but we also have software in MP from storage companies that our customers use, from organisations like NetApp and SoftNAS. SoftNaS is a great startup success story – they joined MP a couple of years ago, and since then have made massive inroads into the enterprise market by putting themselves into this digital catalog that’s riding on AWS
The point is customers want choice and selection – and MP provides this.
Devops
And then the last is devops – the merger of dev as a skillset and ops as a skill set combine into one, and we really see those getting mashed together. And to speak a little more about this I wanted to introduce Mike Salleo who is the CEO and founder of Kumolus.
Vid timing: 13m to get to here.
Customer Obsession: where are the painpoints.
Talk about the relative merits of each
Building AMIs is hard – requires ISVs to build to certain specs, also respond in real-time to os/vulnerabilities.
Publish more quickly by providing an installer
Status screen – check status for build, give a lot of visiilty to the process via logfiles
Allows you to log into the portal, upload an installation package – either a Debian or a RPM. Choose a base OS version, configure your file ssytems,
When click ‘start build’ it’ll create the AMI for you and then automatically scan it as part of our automated scanning process
This is what the status screen looks like.
If something goes wrong, you can download a log file – we’re providing a lot more transparency around the process with this new feature.
Not a lot of detail to cover toda, but you can easily see what’s going on with the build.
http://awsmp-loadforms.s3.amazonaws.com/AWS_Marketplace_-_Seller_Guide.pdf – section 5.2.2
One of the things we learnt from talking with customers, listing is fairly difficult.
Ask for a lot of metadata, process is fairly manual, lots of opps for things to get out of sync
Shipped a new feature in November – any ISV on the platform can log into the ISV seller management portal click on manage products, can see all products, can click to download pre-populated excel data form with all the meta data already in it.
This is a first step – investing in this much more deeply – goal is to complete automate this moving forward.
WE’ve heard that acces to data is difficult.
Announced limited preview of AWS Marketplace Commerce Analytics
New API programmatic access to data
Revenue, usage, support data
Supported in AWS SDK
Pull data into your existing BI and operational process.
In addition, have heard that ISVs would like more insite into who their customers
Through API exposing new data set
Summary of customer segment
Industry customer size and geo
This is a view from within Tibco/Jaspersoft.
This is a quick breakdown on customers buying from an imaginary ISVs
Breaking down via ent, mm and smb
Anoher sample – customer cohort, but in this case broken down by industry.
This is put together using Tableau – time series chart of usage info of ISV product over time.
And finally a quick visualization of where customers are.
Feature is in limited preview today.
WE’ve heard that acces to data is difficult.
Announced limited preview of AWS Marketplace Commerce Analytics
New API programmatic access to data
Revenue, usage, support data
Supported in AWS SDK
Pull data into your existing BI and operational process.
In addition, have heard that ISVs would like more insite into who their customers
Through API exposing new data set
Summary of customer segment
Industry customer size and geo
This is a view from within Tibco/Jaspersoft.
This is a quick breakdown on customers buying from an imaginary ISVs
Breaking down via ent, mm and smb
Anoher sample – customer cohort, but in this case broken down by industry.
This is put together using Tableau – time series chart of usage info of ISV product over time.
And finally a quick visualization of where customers are.
Feature is in limited preview today.
Currently in pilot. LOGOS of ISVs
Share list of participating ISVs and details of program.
Imperva for example – contact customer using Imperva to custom negotiated pricing option
Surface opportunity to us, and when it closes AWS rep gets full quota retirement.
Integrated into the AWS account billing.
This would now become a full production deployment scenario, not just a proof of concept,, because these deals are more substantial this now comes into play more
Look at ISVs on list that are part of the program – look at your accounts that are PAID or BYOL pricing types.
Opens up new opportunities for customers migrating to AWS
Enables support for custom contract terms negotiated by customer and ISV
Enables support for multi-year volume based pricing (1-5 Year)
Continued benefit of easy procurement, fast deployments, integrated billing
Deal sizes range from $25K to Multiple $$$Million USD+ for any ISV or Consulting Partner
Why did we get into this business?
Market opportunity: 2015 opp was 307B
Beginning of 2015, 35M+ physical in the world. Only 15% in the cloud. That pace has increased over the last 11 months.
By start of 2018 50% of those physical servers are going. Regardless of what the server is, there’ll be some software. Could be OS, DB layer, middleware stack, could be higher up the foodchain: ERP, BI, CRM. But the point is that they do move when the phys server gets shuts down and the licensing and deployment model have to change when they move to cloud, and that’s where marketplace can help partners both monetise and optimize for AWS.