Learn from AWS and SI/ISV partners how we've been successful in driving a joint Data Center Migration campaign to our Mid-Market customers. More and more Mid-Market customers realise how they can improve their bottomline by moving their infrastructure and business applications to AWS. We will provide you with tips and tricks on how to successfully develop and promote differentiating solutions on AWS.

1. Adding to the Bottom Line
The key Cloud Plays for the Mid-Market
Adam Beavis
Commercial Sales Manager
Amazon Web Services

2. Steps to Success
Understand
your
Strengths
Create
an
AWS
Prac5ce
Enable
Staff
Take
to
Market
Op5mise
Deliver
Design
&
Build
Solu5ons

3. Steps to Success: Focus on your Strengths
Understand
your Strengths
Enable
Staff
Create a
AWS Practice
Take to
Market Deliver
Design &
Build Solutions Optimise
MakingitReal

4. Map your History
What type of partner are you?
• Application Developer
• System Integrator
• Managed Services Provider
• Dev/Ops
• Hosting
• Analytics
• Networking

5. Steps to Success: Enable Staff
Understand
your Strengths
Take to
Market Deliver
Design &
Build Solutions Optimise
MakingitReal
Enable Staff
Create a
AWS Practice

6. Enable Staff – Sales and Technical
Invite the AWS teamAttend industry events Talk with industry peers Run workshops

7. AWS Training and Certification
Certification
Demonstrate your skills,
knowledge, and expertise
with the AWS platform
Self-Paced Labs
Try products, gain new
skills, and get hands-on
practice working with
AWS technologies
Training
Skill up and gain
confidence to design,
develop, deploy, and
manage your applications
on AWS

8. Steps to Success: Create an AWS Practice
Understand
your Strengths
Take to
Market Deliver
Design &
Build Solutions Optimise
MakingitReal
Create an AWS
PracticeEnable Staff

9. Assign Roles & Tasks
• Practice develops a framework and
solutions.
• Sets the charter.
• Acts as the interface back into the
business.
• Increases agility, decreases risk and
operating costs.
• Provides knowledge management.
• Can start as a small 2-3 person team

10. Experiment
• Identify your internal projects:
• Test and Development
• Digital
• Storage
• Backup
• Migrate internal IT
• Practice on low-risk workloads.

11. Steps to Success: Design and Build Solutions
Understand
your Strengths
Take to
Market Deliver
Create an AWS
Practice
Optimise
MakingitReal
Design & Build
SolutionsEnable Staff

12. Solution One : Data Centre Migration

13. Optimise
Migrate
Build
Design
Assess
BUSINESS
OPORTUNITY
A Defined AWS Migration Methodology

14. Leverage the tools available to run assessments
• What is the Cloudamize tool?
http://www.cloudamize.com
• What detail is require from the assessment?
– TCO of applications in AWS
– Traffic light report highlighting the “easy” to migrate applications.
Assess

15. Example from TCO Assessment

16. • Virtual Private Cloud (VPC)
• Services
– AD
– DNS
– LDAP
– BackUp
• Monitoring and Alerting
• Networking
– VPN
– Direct Connect
Automate with CloudFormation
Design and Build
Active Directory
Network Configuration
Encryption
Backup Appliances
On-Premises
Apps
Corporate
Data Centers
Users & Access Rules (IAM)
Your Private Network (VPC)
Encryption (S3, RDS, HSM)
Backups (Storage Gateway)
Your Cloud Apps
AWS Direct
Connect

17. • Start simple
– Digital
– Test & Development
• Migrations vary depending on the application.
– Re-platform
– Rebuild
– Lift and Shift
• Leverage Tools
– AWS VM Import connector for vCenter
– Arcserv
– AppZero
Migrate

18. Manage and Optimise
• Managed Services
– OS and above
– Set cost
– No contract
• Reserved Instances
– Optimise customer
– Increase your margins
• Trusted Adviser
– Improve performance and reliability
– Reduce waste

19. • Increase annuity revenue
• Professional services revenue
• Upsell managed services
• Upsell additional products
Example Opportunity

20. Special Guest
Tom Bernadou
Managing Director

21. Defined Process
DISCOVER DELIVERANALYSE TEST
REVIEW
RELEASE
REFINE

22. Discover
Total Workloads 181 Observed 63 Active
Total Workload Storage 213 Observed 95 Active
Network Transferred TB/Month 26TB Internal 2TB External
DISCOVER

23. Analyse
ANALYSE

24. Deliver
DELIVER

25. Test
TEST

26. Solution Two : Disaster Recovery as a Service

27. Disaster Recovery as a Service
Traditional
• Upfront investment
• Difficult to understand true cost
• Risk on capacity planning
• Upgrade cycle expensive
• Paying for unused hardware
• Confusing licensing models
AWS
• No upfront investment
• Set cost
• Elastic
• No wasted investment
• No upgrade cycle

28. Warm Standby Architecture
ELB
Route 53
Corporate Data Center
1 TB Data
Volume
Web
Servers
AWS region
Web
Servers
App
Servers
DB
Server
App
Servers
1TB
Data
Volume
DB
Server EBS (GP2)
$100/Month
EC2 (m3.xlarge)
$205/Month
EC2 (t2.medium)
$41/Month
ELB (100GB Data)
$19/Month
EC2 (t2.small)
$22/Month
ELB (100GB Data)
$19/Month
R53 (1M Query)
$4/Month
CloudFormation
$410 / Month
Data Replication
Direct Connect

29. Talk to the ecosystem tomorrow

30. Solution Three : BackUp as a Service

31. BackUp as a Service
Traditional
• Upfront investment
• Difficult to understand true cost
• Replace existing software
• Upgrade cycle expensive
• Paying for unused hardware
• Confusing licensing models
AWS
• No Upfront
• Set cost
• Use existing software
• No upgrade cycle
• Existing licensing

32. BackUp and Restore Architecture
Corporate Data Center AWS Region
App
Servers
DB
Server
Direct
Connect/
VPN
Connec/on
Storage
Gateway
iSCSI
Backup
System
S3 / Bucket
Glacier / Archive
Web
Servers Internet traffic
S3 (1TB)
$31/Month
Glacier (2TB)
$22/Month
~$200 / Month
Storage Gateway
$125/Month
S3 / Bucket
S3 (1TB)
$31/Month
1TB
Data
Volume

33. Talk to the ecosystem tomorrow

34. Steps to Success: Take to Market
Understand
your Strengths Deliver
Create an AWS
Practice
Optimise
MakingitReal
Take to MarketEnable Staff
Design & Build
Solutions

35. How AWS supports the Partners

36. Prospec/ng
WhiteSpace Prospec/ng
*
Lunch and Learn
*
Partner Blitz
*
*
*
Partner Event
*
*
Leads distributed
*
*
*
Ini/al Customer Mee/ng
*
*
Assessment
Onsite assessment
*
Assessment Results Reviewed
*
*
Proposal
*
*
*
POC/Project
*
STAGE
ROLE
AWS Sales
Partner
AWS Channel
AWS SA
Work as a Team

37. • Sales
– Onsite Business Professional classes
– Onsite training with AWS sales and
channel team
• Technical
– Book in 3 day Architecture
– Three hour on premise AWS workshop
with channel solution architects
Enablement

38. • Joint sales calls
• Support the partner for the scheduled Blitz
days
• Assist with writing proposals and tender
responses
• Account mapping
• In office for blitz calling days
Channel Sales Team Sales Team
• Help you build the solutions
• Sales training
• Run the AWS pipeline reviews
• Assist with funding of the POC’s
• Arrange the marketing events and call
days
• Writing and reviewing of marketing
collateral
• Be your champion within AWS
Support from the AWS Team

39. • One pager with the offers
• Documented AWS Solutions
• Section on website dedicated to AWS Solutions
• Case Studies
• Template of assessment
• AWS proposal templates
• AWS 101 PowerPoint Deck
Collateral

40. Steps to Success: Deliver
Understand
your Strengths Take to Market
Create an AWS
Practice Optimise
MakingitReal
DeliverEnable Staff
Design & Build
Solutions

41. VPC Subnet
Availability Zone
Security group
VPC subnet
Availability Zone
Security group
Corporate
Data Center
Users
Data center router
Servers
AWS Direct Connect
location
AWS Direct
Connect routers
Establish Hybrid Architecture

42. Backup
AWS
Storage
Gateway
Networking
AWS Direct
Connect
Virtual
Private
Cloud
Access Control
Directory
Service
AWS IAM
Identity
Federation
Resource
Management
VCenter
Integration
System
Center
Integration
Compliance
AWS
CloudTrail
AWS Config
Set Up the Foundations

43. Steps to Success: Optimise
Understand
your Strengths Take to Market
Create an AWS
Practice Deliver
MakingitReal
OptimiseEnable Staff
Design & Build
Solutions

44. Prospec/ng
Lead generated
Joint mee/ng with
customer
Assessment
Assessment reviewed by
partner and AWS
New customer
environment set up in AWS
and applica/on(s) migrated
Project
review
Iterate to Improve