3. Schedule
Time Speakers Session
13:00-13:45
Lewis Howarth,
Silene Bonato,
Ed Omland
Going to Market with AWS in the UK in 2016
In this session, you will know more about the investments AWS makes
globally in their partner programs. You will also know more about the market
opportunity of going to market with AWS in the UK.
13:45-14:30 Josephine Jakub,
Jerene Dekate
AWS invests in your Cloud practice: deep dive in our partner programs
In this session, you will learn about the details of our programs that are aimed
at supporting your sales engagements and marketing initiatives.
14.30-14.45 Break
14.45-15.30
Jan Borch
Delivering competitive AWS-based solutions to mid-market and SMB
customers: a technological view-point
Jan will introduce you to the latest technology trends in the managed services
space. You will also learn about the technical support you will get from AWS
when designing your service offering and during your customer engagements.
15:30-16:05
Antoine Vaissie,
Sachin Bansal
The economics of doing business with AWS : an intro to our operational
framework
In this session you will learn about the details of the operational and legal
framework which AWS proposes to partners. The goal is that you can plan
the business aspects of your partnership with AWS securely.
5. Going to Market with AWS in the
UK in 2016
Ed Omland, Global Head of Growth Partners
Silene Bonato, Manager, Mid-Market Account Management, UK and Ireland
Lewis Howarth, Partner Development, EMEA
6. Goals of the session
• Attending this session, you will get an
understanding of:
– UK Market status and opportunity
– Engagement model in 2016
– Tools to help you capture the market opportunity
7. AWS current growth
“AWS is a large and rapidly growing business.
Q3 2015 revenue for the AWS segment increased
78% y/y to $2.09 billion with 25% operating
margin, making AWS a $8+ billion run rate
business.”
9. Our experience of the UK market
We are here
Data: Geoffrey Moore, all rights reserved
10. Our opportunity: key facts about the UK market
5.4 million SMES
243k SMEs > 10 employees
38k SMEs > 50 employees
A rather centralized market around the
greater London
Data: UK Department for business innovation skills, October 2015
11. Customer insights
• High demand for «solutions» by our customers
– A combination of a business application and a migration to AWS
– Majority of our observed customer demand
• Still some guidance required on how to use
AWS
– Advanced usage of AWS
– Mostly for R&D purposes
12. Examples of solutions making it possible for
customers to make the most of the cloud
Solutions Examples of Technologies
Web Content
Management
Microsoft, Wordpress, Drupal, joomla
E-commerce Magento, SAP Hybris, IBM Websphere
Business intelligence,
Analytics
SAP Hana, SAS, Microstrategy, Tableau,
Pentaho
Collaboration Microsoft, Atlassian
ERP Microsoft, SAP
CRM SAP, Pegasystems
Back-up, archiving, DR Commvault, Symantec
Migration Microsoft Windows, Suse, Red Hat, Apache
Webserver, VMWare, HyperV
13. AWS provides the infrastructure for partners to
deliver solutions to our 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
15. Priorities
• Work with partners to demonstrate the benefits
of cloud to our UK customers
– With the right solutions
• Continue to grow
16. Working with solution providers to help customers
make the most of the cloud
Deploys that
combine AWS
and Business
Applications
with a migration
Advanced usage
of AWS (for R&D
purposes)
Solution providers
with business
applications
expertise
Architects /
advisors
18. Overview
• We will continue building a strong local partner
organisation
• Dedicated local teams will support end-
customers and partners
– Technical and account management support
19. Check list for partners ready to help customers
make the most of the cloud opportunity
• Propose and maintain packaged
solutions to the market
– repeatable approach
• Leverage our partner programs
– standard tier
• Strong sales, support, and
marketing teams
– With systems supporting
(CRM)
• Under reseller agreement with
AWS
• Strong migration and business
applications skills to build the
relevant solutions to AWS
customers
• Strong delivery and support
teams
• Knowledge of AWS: certified staff
• Senior technical sponsorship
Business check-list Technical check-list
20. How will partners be supported
• Growing local partner account management
organisation
– Local account managers
– Local technical solution architects
• Access to partner programs
– Proof of concept funding
– Joint Marketing activities
21. Next steps
• More details in the next presentations
• Get to know the tools to go to market with AWS
in 2016
22. Intro to our global partner programs
Ed Omland, Global Head of Growth Partners
26. Trends in the AWS Partner Ecosystem
Partners are:
• AWS Partners nearly doubled
• Growing their AWS offerings quickly
• Offering Packaged Services & Solutions
Enterprises are:
• Asking for Managed Services for AWS
• Increasingly Deploying SaaS Software
• Increasingly looking to increase agility
27. Consulting Partner best practices
Packaged service
& solution offerings
Fixed price
migration
DevOps
workshops
Security as a
service
Consulting Partner
collaboration
28. Business Drivers
Initiate (0-6 months)
New line of business/
product to win market
share or break into new
markets
-or-
Teach me to build faster
(new paradigms)
-or-
Need capacity or solution
for something my current
infrastructure can’t do
-or-
Compelling event
Expand (6-18 months)
Solve a problem or
answer a question that
hasn’t been done (big
data, IoT, or scale)
-or-
Need to demonstrate
compliance or audit
(remove blocker)
-or-
Prove to me AWS works
at scale (viability tied to
success metric like
speed/cost)
Transform (18+ months)
Get me to the cloud
faster (migration
accelerator)
-or-
Help me go all-in
Expand (6 -18 Months)
29. Use Cases Supported
Initiate (0-6 months)
• Dev/Test
• Marketing Websites
• IoT
• DR
• Back-up and
Recovery
• New Applications
• Mobile Application
Development
Expand (6-18 months)
• Existing Web
Applications
• LOB applications
(custom,
client/server, etc.)
• Big Data
Applications
• AWS Native ISVs
(Sumologic,
AlertLogic, etc.)
Transform (18+ months)
• Datacenter
Migration
30. Customer Example: Juniper Networks
1. Leadership/Sponsor
2. Organizational Structure
3. Use Cases Deployed
4. Procurement/Legal
5. AWS Business Drivers
6. Training
7. AWS Foundation Blocks
Initiate
(0-6 months)
VP of Product
Product
Software Service
Update on AWS
Credit Card
Time to Market
Essentials
VPC
Expand
(6-18 months)
VP of App Dev
Infrastructure
DC Consolidation
Reseller
Expiring Lease
VP of Product, 20
in US (arch)
DirectConnect
Transform
(18+ months)
CIO
Dedicated Cloud
DC Migration
Managed Services
Cloud First
Certifications, 40 in
India (ops + arch)
TAM
31. Old World
Evaluate Cost
Savings
What We Hear Now is Dramatically Different
New World
Launch New Products and Build
New Operating Models
Preferred Platform for Big Data,
Mobile, and IoT
How Do I Secure and Manage My
Applications?
Cloud First Migration Programs
and Tooling
Build a Data
Warehouse
Is Cloud Secure?
Start with a POC
33. Getting Started with AWS
Partner Programs, Marketing, Training &
Enablement
Josie Jakub, Channel Development Manager EMEA
Jerene Dekate, Global Lead Ecosystem Accel
34. In This Session Learn About…
The AWS Partner Network (APN) including:
Main goals
Structure
APN Tiers & Benefits
Best practices and tools to build your business on AWS
Marketing Support
Program Support
Training & Certification
Getting Started & Next Steps
36. 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
37. How is the APN Structured?
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
38. What’s the Journey of Successful APN Partners?
• Build a Cohesive Business Plan
• Take Advantage of APN Resources
• Get AWS Trained and Certified
• Move up Partner Tiers
• Leverage APN Partner Programs
• Go-to-market support from AWS
44. Utilise the APN Portal
There are lots of resources available to you through the APN Portal
45. APN Webcast
Business & Technical Topics:
• Consulting Partner Benefits
• Technology Partner Benefits
• Go-to-Market with AWS
46. Content on the APN Portal
• A wealth of business and
technical enablement content
• Includes early releases of AWS
Quick Start guides
• Specific content only available for
APN Partners
• AWS Training guides
• Syndicated web content
• Marketing collateral
48. AWS GRID
Pre-built, professional,
multi-touch campaigns to
reach your prospects
Access reports about how
your customers/prospects
interact with campaigns
Generate high quality
leads and learn what
interests a potential client
53. Partner Training & Certification
APN Webcasts
– On Demand Technical, Program and Business Topics
On demand Accreditation Training
– Business Professional – 5 Hours
– Technical Professional – 5 Hours
– TCO & Cloud Economics – 3 Hours
AWS Essentials Business & Technical Trainings – 1 Day
Technical Classroom Trainings – 3 Day
** training booked through the APN portal gets a 20% discount
55. Get Educated – Checklist for Technical Professionals
Name Details Description
Week 1 AWS Technical Professional Online
5 hours
Technical foundation of AWS services and common solutions.
Week 2 AWS TCO & Cloud Economics Online
3 hours
Learn about total cost of ownership (TCO) and AWS data center
economics.
Week 3 AWS Technical Essentials Classroom
1 day
Deeper technical intro AWS Services
Week 7 Architecting on AWS Classroom
3 days
AWS Architectural principles and best practices
Week 8 AWS Self-Paced Labs Online
30-60 mins
Get hands-on practice with AWS services in a live environment
using qwiklabs.com
Week 9 Advanced Architecting on AWS Classroom
3 days
How to build complex solutions which incorporate data services,
governance, and security on AWS
Week 10 Developing on AWS Classroom
3 days
Design and build secure, reliable and scalable AWS-based
applications
Week 11 Systems Operations on AWS Classroom
3 days
Create automatable and repeatable deployments of networks
and systems on AWS.
Week 12 DevOps Engineering on AWS Classroom
3 days
Most common DevOps patterns to develop, deploy and maintain
applications on AWS.
57. APN Partner Programs
Delivery Model Go-To-Market
Channel Reseller Program
MSP Partner Program
SaaS Partner Program
Test Drive Program
AWS Marketplace
Government Partners
Competency Program
Expertise
Direct Connect Partners
Partner Funding Benefits
59. Current Competencies
• DevOps
• Security
• Marketing & Commerce
• Mobile
• Big Data
• Healthcare
• Life Sciences
• Storage
• Digital Media
• Microsoft
• Oracle
• SAP
Who Should Apply?
Standard + Consulting and Technology
Partners who have proven expertise in
an established Competency area
60. APN Acceleration Program Benefits
As you move up APN tiers, you become eligible for a
number of funding additional benefits
Premier, Advanced tier MSP
& Competency: Select benefits
including Acceleration Funding
Advanced: Acceleration
Funding eligibility
Standard: APN FastTrack
Program eligibility
65. Phase 1 – Enablement
Training Discounts
Development/Sandbox
and Support Credits
Lab Tokens
Phase 2 –
Readiness
Technical Certification
Exam Vouchers
Additional
Development credits
Joint GTM
Stage 3 – GTM
Market Development
Funds
POC Credits
AWS Sales Team
introductions
APN FastTrack
66. AWS POC Program & Migration Accelerators
Accelerate customer onboarding of enterprise workloads to AWS
and accelerate the sales cycle to AWS revenue
Enable qualified customer projects to production via Proof-of
Concepts and Migration Acceleration
Launch customer wins and secure reference accounts for AWS to
promote AWS benefits for the enterprise
How? By co-funding the professional services costs or AWS usage
related to a POC or migration deployment on AWS
68. Best Practice: Fixed Price Engagements
Fixed-price POC or Migration Accelerator packages
Example: 5-Day Consulting Engagement with a defined
scope and outcome for customer
Discovery; 1-2 Days: Design & Cost Modeling; 1-2 Days: Deployment
& Customer Knowledge Transfer 1 Day
Offered at a minimal cost to customer; co-funded with AWS
Deliverable & Outcome: Customer running a new workload
with a long-term usage plan
Why? Easy for Customers to Consume & Sales to Position
69. Best Practice: Packaged Solution Offerings
Defined bundles targeting specific use cases or Verticals
Packaging specific Proserv, scope,
cost, and ISV software
Simplifies, adds structure to Partner
offerings
Easy to scope for MDF/POC Funding
Brings together a collaborative
partner ecosystem
Multiple AWS products into complete
customer solutions
ISV
Software
70. AWS Investments for Stages of Adoption
Integrating
ISV software trials & POCs for foundational
services; AWS Service Incentives; Training
Experimentation
AWS Sandbox credits; LoB/Geo focused
POCs; Point-solution Accelerators
Widespread Use & Scaling
Migration Assessments; TCO workshops;
Compete Programs; Migration credits
Cloud First
Corporate standard; Target trigger event
72. What’s the Journey of Successful APN Partners?
• Register as an APN partner aws.amazon.com/partners
• Take Advantage of APN Resources
• Get AWS Trained and Certified
• Move up Partner Tiers
• Leverage APN Partner Programs
• Ask about Go-to-market support from AWS
80. Patterns of Cloud Adoption
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!
Consulting Partners are Engaged with Customers at Every Stage
83. TCO & reserved instances
$50k and up per application
2x to 5x multiplier on top of AWS
5% to 30% margin on SW license
15% to 40% uplift on AWS services
AWS
Economies
Application
Development
Professional
Services
Managed
Services
Software
Sales
Business and financial considerations
2X to 20X uplift over AWS spend
Modify Cost Structure
86. Growth is good
2 devs
Few instances
1 app
100s of API
actions
3 devs
Tens of instances
Few services
100s of API actions
10s of devs
Several apps and
services
1000s API actions
10s of customers
Several teams of devs
10s of apps/services
100,000 API actions
100s of customers
Experimenting Product launch 6 months 12 months
87. Growth is also challenging
• Several new developers (some new to AWS)
• Failure can be very expensive
• Keeping developers productive becomes harder
• Operating and troubleshooting numerous flavors
88. Traditional options
Decentralize and hope:
• Self serve, experiment,
innovate
• Promote agility
• Well-intentioned, but
dangerous
• Compliance subject to
interpretation by new
users
Lock down and approve:
• Full control, reduced
experimentation
• Reduced agility
• Scales to number of
approvers
• Unappealing to
developers
89. Or self serve, self govern at scale…..
Goals
• Agility
• Innovation
• Compliance
• Risk mitigation
• Cost control
Culture
• DevOps culture
• Continuous
deployments
• Automation
• Measurement
• Sharing
Tooling
• Infrastructure-as-
code
• Self service
• Auditing
• Change tracking
90. AWS Expertise
Lifecycle
Engagement
DevOps
Automation
Next Generation Managed Service Providers
Providing a managed SERVICE experience
Know AWS
portfolio and use
cases.
Early
engagement with
customers.
Be part of the
plan and design.
Transform by
leveraging
DevOps
methodologies,
tools, and
processes.
Automate,
automate,
automate.
Less people-
driven, more
code-driven.
91. What’s behind “New IT”
QUALITY
RATE OF
INNOVATIONR
Q
Cloud
Everything as Code
Automate the Stack
DevOps
+ +
+safety
+security
92. How to get more done for less for your
customers on AWS?
98. 11.6s
Mean time
between
deployments
(weekday)
1,079
Max number of
deployments in a
single hour
10,000
Mean number of
hosts
simultaneously
receiving a
deployment
30,000
Max number of
hosts
simultaneously
receiving a
deployment
DEPLOYMENTS AT
AMAZON.COM
(in 2011)
109. What is AWS Service Catalog?
AWS Service Catalog allows organizations to create and manage
catalogs of IT services. It enables users to quickly deploy the approved
IT services they need in a self-service manner.
Organizations Developers
Control
Standardization
Governance
Agility
Self-service
Time to market
110. Creates portfolio
Adds constraints
and grant access
1
4
5
Administrator
Portfolio
Users
Browse Products
6Launch ProductsAWS CloudFormation
template
Creates
product3Authors template2
ProductX ProductY ProductZ
7
Deploys
stacks
Events
Events
8
8
Service Catalog flow
Create custom
services
and grant access
Use a
personalized
portal to find and
launch services
111. Self-service provisioning and standardization
• Increase agility with
self-service
provisioning
• Promote
standardization and
compliance
• Tag resources for cost
tracking and
chargeback
• AWS Service Catalog
112. Amazon WorkSpaces Application Manager
(Amazon WAM)
WorkSpacesAmazon
WAM
Deploy
applications
AWS Marketplace
for Desktop Apps
Applications where you
already own the license
Line of business
applications
Manage applications
• Versioning
• Usage metering
• Smaller custom
images
Deploy applications
• Package your own applications
• Upload applications where you
own the license
• Subscribe from the AWS
Marketplace for Desktop Apps
114. Expand Your Cloud Skills with AWS
Certification
aws.amazon.com/certification
Validate technical skills
with the AWS platform and
gain recognition
for your expertise
Online videos and
labs
aws.amazon.com/training/
intro_series
Start working with an AWS
service in minutes with
free online instructional
videos and labs
aws.amazon.com/training/
course-descriptions
Instructor-led courses
Learn to design, deploy,
and operate highly available,
cost-effective, and secure
applications on AWS
115. Expand Technical Skills with Training
Visit aws.amazon.com/training for course descriptions
Go to www.aws.training to view the global class schedule
116. Training for APN Partners - Business
Learn more at aws.amazon.com/partners/overview/partner-training
Accreditation
Accreditation
Business Development Roles
5 hours | Online Modules & Assessments
AWS Business
Professional
AWS Technical
Professional
Technical Business Development Roles
5 hours | Online Modules & Assessments
Accreditation
AWS TCO and
Cloud Economics
AWS Business or Technical Roles
3 hours | Online Modules & Assessments
AWS Partner
Solutions Training
AWS Business Professionals
1 day | Instructor-Led Training
117. 117
Find Partner Training
Visit aws.amazon.com/partners/training for details and resources
• Log into your APN Portal account
• Go to Training tab
• Enter AWS Training Portal
• Free e-Learning & Accreditations
• 20% off AWS-delivered instructor-led
training classes
118. Validate Expertise with AWS Certification
Visit aws.amazon.com/certification for exam details
123. AWS Channel Reseller Program
Sachin Bansal, International Reseller program manager
Antoine Vaissié, Partner Development Manager, UK
124. Goals of the session
• Get an understanding of:
– Our legal and operational framework
– How to engage with AWS
125. AWS Channel Reseller Program
• The AWS Channel Reseller Program is designed for
APN Consulting Partners who have built their AWS
practice to include professional services and
management of end customer AWS environments,
such as: Managed Service Providers (MSPs), System
Integrators (SIs), and Value-Added Resellers (VARs).
• AWS Channel Resellers value owning the customer
experience from end-to-end for their AWS-based
offerings.
126. Customer Benefits
Help your customers with their journey to the Cloud
• Create a single point of contact for
– AWS certified subject matter experts
– Technical support
– Billing/Procurement.
• Flexibility to choose to have a reseller fully manage their AWS environment
or get IAM access to spin up services at will
127. Partner Benefits
• Authorization to sublicense AWS Services to end customers.
• Discount on AWS Services and Business or Enterprise-level Support
• Access to AWS partner ecosystem Solution Architects
• Access to Concierge Support team
• Access to Reseller Enablement Portal in APN
• Marketing Benefits include
– Reseller logo rights
– Press Release and Marketing Content Support
– Listing in the APN Partner Finder Directory
– Eligibility for joint go-to-market activities
128. APN Partner Finder
• Customers can use the Partner Finder tool on the AWS website to locate resellers in
a specific region and/or with desired specializations (DevOps, SAP, IoT)
129. AWS Concierge
• Special benefit extended to only Enterprise Support customers and Resellers
• Top experts at AWS for billing and account inquiries 24/7/365
• Examples of inquiries:
– How is my monthly bill calculated?
– How can I optimize costs?
– How can I restructure my consolidated bill?
– How can I locate the service limits for my accounts?
– How can I identify underutilized resources?
– How can I manage multiple linked accounts on a consolidated bill?
– How can I make a bulk Reserved Instances purchase?
– My company has merged with another company. How do I transition the AWS accounts to the new
company?
131. Program Responsibilities
• Minimum Purchase Requirement: Maintain a minimum monthly run rate (by end of
first year in the program)
• Carry AWS Business or Enterprise Support for all end customers
• Resell to end customers that reside in authorized countries (as noted in the reseller
legal agreement)
• Flow down AWS customer license terms to end customers in legally appropriate
documents (SOW, MSA, etc)
132. Prerequisites for Signing Up
• Member of the Amazon Partner Network (APN), at least the Standard level and on
track to Advanced level
• Focused practice on AWS with demonstrated AWS expertise (indirect and direct
revenue, customer references, etc)
• Ability to own & manage AWS accounts for your customers (expert knowledge of
billing, IAM, AWS console)
• Have a legal entity in an authorized country cleared for AWS Resell (ask your PDM)
133. Steps for Signing Up
• Member of the Amazon Partner Network (APN), at least the Standard level and on
track to Advanced level
• Focused practice on AWS with demonstrated AWS expertise (indirect and direct
revenue, customer references, etc)
• Ability to own & manage AWS accounts for your customers (expert knowledge of
billing, IAM, AWS console)
• Have a legal entity in an authorized country cleared for AWS Resell (ask your PDM)
134. How to build your business
on AWS
Overview
Antoine Vaissié – Partner Development Manager
