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Amazon Partnership Model 13.10.2016, Prague
AWSome Day
©2016, Amazon Web Services, Inc. or its affiliates. All rights reserved.
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Your Host
Simo Huotilainen
Partner Development Manager
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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
1
2
3
4
5
6
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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
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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
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2008 2009 2010 2011 2012 2013 2014
Over 1 million active
customers
S3 Growth137% YoY increase in data transfer
to and from S3
2011 2012 2013 2014
PBs transferred
EC2 Growth99% 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
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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”
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Customers want to use the Leading Platform
Most
functionality
Largest customer &
partner community
Longest
experience
10
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Administration
& Security
Access
ControlIdentity
Management
Key Management
& Storage
Monitoring
& Logs
Resource &
Usage Auditing
Core
ServicesCDN
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
PresenceRegion
s
Enterprise
Applications
Business
Sharing &
Collaboration
Virtual
Desktop
Technical &
Business Support
Account
Management
Partner
Ecosystem
Professional
Services
Security &
Pricing Reports
Solutions
ArchitectsSupport
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
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
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“We’re Customer Obsessed. We Start
with the Customer and We Work
Backwards.”
More than 95% of AWS new Features
come from Customer Feedback.
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Flywheel of Success
Lower Infrastructure
Costs
Reduced Prices
More Feedback
More Innovation
More Customers
More AWS Usage
More Infrastructure
Economies of Scale
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A successful partner embrace
innovation on the AWS platform
and gain business agility bringing
value to both its firm and its end
customers.
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“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
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Cloud is Disrupting Every Industry
Media & Entertainment GamingHealthcare
Financial Services
GovernmentEnterprise IT
Manufacturing Travel/Hospitality Life Sciences Retail
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Cloud is Driving New Customer Trends
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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.
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What Customers expect from the
AWS Partner Network?
- Deep and Broad Skills
- Value Added Services
- Agility
- Coherent Business Model
- Clear AWS Strategy
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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/
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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
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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
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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
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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
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2016 AWS Premier Consulting Partners
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Advanced APN Technology Partners
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Customers Succeeding with Partners
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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.
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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
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AWS is an «open cloud»
that many software packages can run onSolutions 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
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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 MarketplaceConsulting
Technology
GTM Resources
Go-To-Market
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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
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What Customer Are Asking For
Security &
Governance
Backup
& DR
Managed
ServicesNetworking Migration
Cloud Based SW
Delivery AWS MarketplaceDevOps Cloud Adoption
Framework
IoT Mobile Enterprise Apps Big Data
Marketing &
Commerce
Life Sciences Healthcare Digital Media
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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
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Cloud Transformation
Opportunities
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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
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Service/solutions to
end-customer
Monthly Value to
Partner (gross) USDGP % Revenue maturity
Monthly value to
Partner (net) USD
Annual value to
Partner (net) USD
AWS 1,000 For ResellerCustomer lifetime at
PartnerShared Under NDA X
Infra management 1,000 50**Customer lifetime at
Partner500 6,000
Infra Deployment&
migration / application
deployed
3,000 50** 3 months 1,500 4,500
Application
management fee1,000 50**
Customer lifetime at
Partner500 6,000
…
Total 16,000 + X
Cost of AWS infra
@100%Value to Partner
GP% likely to change due to AWS
automation
Example
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Find Some More
Learn more with this White Paper:
https://www.apn-portal.com/sfc/#version?selectedDocumentId=069E00000021hJV
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End of First Session
Be Back in 15 Minutes…
Pause
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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
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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 SupportPremier
• 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
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Apply for an Upgrade
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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
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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
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Marketing Enablement Benefits
AWS Branding
AWS Partner Directory
Market Development Funding
Email Platform
Syndicated Web Content
Promotion of Competency
and MSP Partners
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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
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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
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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
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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
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AWS Software as a Service ProgramEnabling 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
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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
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Focus on Human Competencies
Learn more at: https://aws.amazon.com/partners/overview/partner-training/.
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Train your Technical Team
Learn more at: https://aws.amazon.com/training/course-descriptions/.
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AWS Certified Solutions
Architect - Associate
AWS Certified Solutions
Architect – ProfessionalAWS 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
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New Partner Learning Plansaws.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 PROFESSIONALSDAY 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 PROFESSIONALSDAY 1
AWS
Technical
Essentials
Architecting
on AWS
AWS Self-
Paced Labs
AWS Technical
Professional
AWS TCO & Cloud
EconomicsCertification Workshop Certification Exam
DAY 90
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Well-Defined Solution/Service and Value Proposition
Websites
Financial Services
Big DataDevOps
Disaster RecoveryArchivingBack Up and Recovery
Enterprise ITInternet of Things
Mobile ServicesMedia & EntertainmenteCommerceDigital MarketingHigh Performance
Computing
Scientific ComputingDatabases
GamingHealthContent DeliveryBusiness Applications
EducationState & Local GovernmentFederal Government Non Profit
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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
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Focus on Added Value
Get More Done for Less, and
Increase Opportunities for the
Customers.
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Continuous
Deployment
Small, Frequent Changes
Constantly Integrating Into
Production.
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Usage of API, SDK, Toolkits
Infrastructure As CodeProgrammable Platform
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CLOUDFORMATION
TEMPLATE
Usage of CloudFormationhttps://aws.amazon.com/cloudformation/aws-cloudformation-templates
AutomationIf You Can Program It, You Can Automate It
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Usage of Quick Start Deployment Guides
Learn more at https://aws.amazon.com/quickstart/
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Leverage AWS MarketplaceMore 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
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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/
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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
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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
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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
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Engage Differently
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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.
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Adapt Your Sales Remuneration for Managed Services
Existing
Customer
New
Customer
Other
Infrastructure0.7 0.9
AWS 1.1 1.4
1/ Moving from One Time to Recurring Incentive
2/ Accelerating the Transition to Cloud
Example
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Complete Formal Partner On-Boarding and
Joint Business Plan
Align with AWS Best Practices & Well-
Architected GuidelinesSet 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
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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
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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
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• 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
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DevOps Security
HealthcareBig Data Life SciencesOracle
Migration
Microsoft
MobileGovernment
SAP
Digital Media
Current APN Competencies
Learn More with Case Study: https://aws.amazon.com/migration/partner-solutions/.
Marketing & Commerce
Storage
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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:
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Start Using our Partner Network Marketing Center
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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
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Opportunities in the APN.
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Build a synergy with the AWS Team
Pitch them like a pro-AWS Customer:
What is your Value?
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Do Leverage our Support
Learn More on Support Plans: https://aws.amazon.com/premiumsupport/.
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Joining the APN
is Only the Beginning…
Go-to-market
with AWS*6 Join APN Partner Programs
that Meet Specific Business Needs5
Move Up Partner Tiers
and Unlock Benefits4
Get AWS Trained
and Certified3
Build a
Business Plan2
Join the AWS Partner Network
(APN)1
*Partner qualification requirements must be met to be eligible for some programs
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How to sign up?
aws.amazon.com/partners/consulting/
aws.amazon.com/partners/technology/
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Customers Succeeding with Partners