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Amazon Web Services Confidential – Shared under NDAAmazon Web Services Confidential
#GX23
Amazon Web ServicesTechnology Partner Program
Renata Faria
Amazon Web Services Confidential – Shared Under NDA
How does the program fit with APN Partners?
Consulting Partners
Technology Partners
Prof ServicesManaged ServicesLicensed Software SaaS
Emer
ging
Man
aged
Channel Reseller Partners
Systems Integration
Amazon Web Services Confidential – Shared Under NDA
Verticals
FSI &
In
sura
nce
M&
E
Bio/
Life
/HC
Technology Partner Categorization
App/Dev
Issue Tracking
Testing
SCM
Dev Tools
MessagingComms
PaaS
Monitor
Network Infrastructure
Database & Caching
Application Servers/Middleware
Secu
rity
Man
agem
ent
Stor
age/
Back
Up
MD
M
Operating System
Infrastructure Software
CRM
Content Management
Collaboration
BPM
Big Data & Analytics
Finance & Accounting
HRM
eCommerce & Retail
ERP
Design & Engineering
Customer Engagement
Logistics (SCM)
HPC
GIS
Gaming
Application/Business Software
Amazon Web Services Confidential – Shared Under NDA
Why Should I Become an APN Technology Partner?
Sales
Technical Support
Marketing
Alliance Support
Amazon Web Services Confidential – Shared Under NDA
Channel & Sales Enablement
Improve Customer Experience1. Reduce Complexity
2. Reduce Time to Value
3. Reduce Cost
Repeatable Framework 4. Reduce Duplication of Effort
5. Establish AWS Best Practices
6. Consistency = Supportability
Channel Bundles7. Provide building blocks, templates and guides
8. SI/VARs add services, software and pricing options
9. Sell as a Fixed Price Bundle or ala carte
Option 1: DIY
Amazon Web Services Confidential – Shared Under NDA
Channel & Sales Enablement
Option 2: DIY w/Kit
Improve Customer Experience1. Reduce Complexity
2. Reduce Time to Value
3. Reduce Cost
Repeatable Framework 4. Reduce Duplication of Effort
5. Establish AWS Best Practices
6. Consistency = Supportability
Channel Bundles7. Provide building blocks, templates and guides
8. SI/VARs add services, software and pricing options
9. Sell as a Fixed Price Bundle or ala carte
Amazon Web Services Confidential – Shared Under NDA
Channel & Sales Enablement
Option 3: Hire a ProCapGemini 2nd Watch AVNET
Improve Customer Experience1. Reduce Complexity
2. Reduce Time to Value
3. Reduce Cost
Repeatable Framework 4. Reduce Duplication of Effort
5. Establish AWS Best Practices
6. Consistency = Supportability
Channel Bundles7. Provide building blocks, templates and guides
8. SI/VARs add services, software and pricing options
9. Sell as a Fixed Price Bundle or ala carte
Amazon Web Services Confidential – Shared Under NDA
SaaS Platform Enablement
Establish AWS as the SaaS Platform1. Global Reach
2. Most Reliable
3. Best Economics
Marketing Strategy4. Build a better together story
5. Joint GTM Support
6. Sales & Channel Training
Amazon Web Services Confidential – Shared Under NDA
Partner Engagement Cycle
Technical Enablement Business Model Enablement
Support Joint GTM
Develop AMIs, Architecting for HA, Security, Performance License Portability, Utility
Pricing, SaaS, DevTest
Demand Generation, Lead Generation, Joint Sales Engagements, Content Creation
Self Service Documentation, L1 & L2 Support, TSANet
Amazon Web Services Confidential – Shared Under NDA
Licensing Models
License Mobility• Ability for customers to transfer
existing licenses/subscriptions to AWS • Customer has a relationship with AWS
& ISV
SaaS• Customer accesses the ISV
application directly. Hosted on AWS• Customer has a relationship with ISV
Utility via Marketplace• License/subscription fee is built into
the service. Pay as you go.• Customer has a relationship with AWS
& ISV.
OEM• AWS serves as OEM channel for ISV• Customer has a relationship with AWS
User Managed Vendor Managed
Amazon Web Services Confidential – Shared Under NDA
Sales Support
Access to the latest AWS collateral Access to client referrals Solution Architect engagement
Amazon Web Services Confidential – Shared Under NDA
Alliance Support
Account planning & management Online resources
Leads Register
Enablement
Partner´s Dashboard
Upgrade
Marketing
Amazon Web Services Confidential – Shared Under NDA
Alliance Support
• To Access webinars - Exclusive to AWS Partnershttp://aws.amazon.com/partners/overview/partners/webinars/
Amazon Web Services Confidential – Shared Under NDA
Marketing & PR Support
Placement in the AWS Partner Directory
Use of AWS Partner Network logo in sales and marketing tools
AWS support for Press Releases, Blogs, and other digital marketing content
Participation at AWS-hosted events
Selective eligibility for joint go to market activities including joint webinars/webcasts
Amazon Web Services Confidential – Shared Under NDA
Marketing Support
All Standard and Advanced partners will be listed in the AWS
Partner Directory
Amazon Web Services Confidential – Shared Under NDA
Marketing Support
2.300 attendant 20 tracks
Sponsorship Opportunity !!!
AWS Summit 2013 | São Paulo
Amazon Web Services Confidential – Shared Under NDA
Marketing Support
AWS Brazil´s Roadshow – 6 cities http://www.eventosawsbrasil.com.br/ 20/Ago – Rio de Janeiro 29/Ago – Campinas 10/Set – Porto Alegre 24/Set – Belo Horizonte 15/Out – Curitiba 29/Out – Recife
Amazon Web Services Confidential – Shared Under NDA
AWS Marketplace
Amazon Web Services Confidential – Shared Under NDA
What´s AWS Marketplace ?
Awareness - AWS Marketplace and via our marketing efforts to build awareness of AWS Marketplace.
Access to New Users – AWS has hundreds of thousands of customers in over 190 countries.
Simplified Software Delivery - Pre-built and pre-configured machine images. One-click deployment is the fastest way to get software running on AWS.
We handle the Billing – Get access to utility billing models. All metering, billing, collections and disbursements are handled by Amazon’s world class payments platform.
Key Benefits :
An online store where you can immediately start using software for building products and running businesses.
Amazon Web Services Confidential – Shared Under NDA
AWS Marketplace
https://aws.amazon.com/marketplace
Amazon Web Services Confidential – Shared Under NDA
Technology Support
Eligibility for AWS Private Betas
Recurring AWS Product Roadmap briefings
Technical training & content
Technical support credits
Exclusive training webinars
Amazon Web Services Confidential – Shared Under NDA
Program Benefits and Requirements
Amazon Web Services Confidential – Shared Under NDA
Why Should I become an APN technology Partner ?
Sales Access to the latest AWS collateral Access to client referrals Solution Architect engagement
Technical Support Eligibility for AWS Private Betas Recurring AWS Product Roadmap briefings Technical training & content Technical support credits Exclusive training webinars
Marketing & PR Placement in the AWS Partner Directory Use of AWS Partner Network logo in sales
and marketing tools AWS support for Press Releases, Blogs,
and other digital marketing content Participation at AWS-hosted events Selective eligibility for joint go to market
activities including joint webinars/webcasts
Alliance Support Account planning & management Online resources
Amazon Web Services Confidential – Shared under NDAAmazon Web Services Confidential
Technology Partner Program – AWSRenata Fariarefaria@amazon.comPartner Development Manager
Amazon Web Services Confidential – Shared Under NDA
Amazon Web Services Confidential – Shared Under NDA
What's Working?
Improved Service Team Support1. EMR = MapR, Intel IDH, Cloudera
2. EC2 = OEM Relationships
3. RedShift = Jasper, Tableau, Microstrategy, Informatica
4. Marketplace = 9 of top 10 Sellers
PR & AR Alignment5. New PR Approved Spokespeople = Scott
Barneson, Michael Fuller & Bhavik Vyas
6. Press Release Support
Sponsorships7. AWS Summits - globally
8. re:Invent
Global Awareness & Communication1. Getting Better, but not great
2. Barneson = Australia, Junkin = India, Matsubara = UK, Marcin = Europe, Barneson = Europe, Matsubara = Japan
3. Global Status Reports = Anthony Russell
SPID Tracking 4. Pipeline inconsistency across spreadsheets and
SFDC
Marketing Execution5. Bulk of GTM Activities are teed up for Aug/Sept
6. Need more resources on the Partner Marketing Manager side = Stephanie Percy
What's Not?
Amazon Web Services Confidential – Shared Under NDA
AWS Channel Reseller Program
AWS Provides: Discounted AWS Services Discounted Premium Support Ability to own customers Partner Account Manager Solution Architect guidance Joint GTM Planning
Resellers Provide: Value added solutions Drives customer demand Relationship management Premium Support Billing for AWS solution $25K/month by month 12
AWS and Partner enter into the Value Added Reseller Agreement
Amazon Web Services Confidential – Shared Under NDA
Program Elements
Category Management1. Adjusting Team Alignment for better coverage
2. 34 Categories – consistent across APN, MP and BD
3. Industry Verticals
Channel Enablement – AWS QuickStart4. Test Drives
5. Reference Libraries
6. Rapid Deployment Guides
7. Sales Enablement Datasheets
SAP & Microsoft Channel Development8. Dedicated Global Alliance Owners
9. Dedicated Channel Development Owners
10. MSFT & SAP Contact Us Forms
1. 100 Leads since 6/7/2013
2. 50% yield on qualified
SaaS Compensation Pilot1. Quota retirement for Acquia deals
2. SumoLogic Referral Pilot
3. Test for Future Programs
Transformational Deals4. Oracle
5. SAP
6. VMWare
OEM Business7. Operating Systems – RHEL, SLES, Ubuntu
8. MapR - EMR
9. Intel IDH – EMR (Pending)
10. Adobe FMS (Pending)
Amazon Web Services Confidential – Shared Under NDA
Service Support
EC2 – Instance use, OEM, Management
EMR – OEM MapR, Intel IDH + Cloudera BYOL
S3 – Gateways + Data ProvidersRedshift – Analytics, BI, Reporting/Visualization
RDS – Oracle and MSFT
CloudFormation – Reference Libraries
Marketplace – Product Listing
Amazon Web Services Confidential – Shared Under NDA
Initiative 3: SAP & MSFT Channel Development
Field & Partner Enablement1. Better Sales Tools
2. Sales Training
3. Resources
Dedicated Resources4. Global PDM + Global Channel Manager
5. Recruit ISVs, Resellers & Consulting Partners
6. Territory and Geo Partner Coverage
Control our Own Destiny 7. We can’t count on MSFT to help us Win
8. MSFT partners are looking for ways to do business
9. Lead Development and Qualification
Amazon Web Services Confidential – Shared Under NDA
What is the Technology Partner Program?
Enabling PARTNERS to create their own virtual data centers…own and manage customer relationships
margin for selling AWS
Enabling CUSTOMERS to get full solutions on AWS….channel resellers provide value-added services and solutions for customers
provides customers a single contact for all aspects of their AWS-based deployment
Enabling AWS SALES to fully engage with partners...partner provides solutions and support
revenue flows to end user accounts
Amazon Web Services Confidential – Shared Under NDA
Initiative 1: Technology Partner Categorization
Cross Team Consistency1. Marketplace and APN
2. Business Development TMS/Verticals
3. Product Team Alignment
Fill Gaps in Coverage4. Managed Accounts – Limited Visibility
5. Align SMEs and ESAs
6. Leverage other teams (BD/MP/Emerging)
Maximize Limited Marketing Resources7. Not possible to cover all Managed Partners
8. Organize Marketing GTM around Categories
Global
Managed
Emerging
Secu
rity
Stor
age
Man
agem
ent
GTM GTMGTM
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