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Ian Massingham, AWS Technical Evangelist @IanMmmm 
September 16, 2014
Successful AWS partners in Europe 
Cloudreach 
Premier Consulting Partner 
London 
Smart421 
Premier Consulting Partner 
London 
tecRacer 
Advanced Consulting Partner 
Germany 
Edifixio 
Advanced Consulting Partner 
France 
Capgemini 
Premier Consulting Partner 
France
• Systems Integrators 
• Strategic Consultancies 
• Resellers & Distributors 
• Application Developers 
• Managed Services Providers 
• Digital Agencies 
• ISV & Application Vendors 
• SaaS/PaaS Providers 
• Management & Security Vendors 
• Operating System Vendors 
• Database Vendors 
• Developer Tools 
AWS Partner Ecosystem
In this webinar, we are going to cover how 
does AWS support: 
1) Consulting partners 
2) Technology partners 
The goal of the webinar is to provide you with an 
overview of our current programs
In this webinar, we are going to cover how 
does AWS support: 
1) Consulting partners 
2) Technology partners
A Broad Ecosystem of Consulting Partners
AWS Consulting Partner Ecosystem at a Glance 
AWS Platform Partner Ecosystem
Consulting Ecosystem Services – Infrastructure 
Managed Service Providers & Managed Services 
AWS Resellers Offer Fully 
Managed AWS Infrastructure 
Deployment & Administration 
App Services 
Compute Storage 
Database 
Networking 
AWS Global Infrastructure 
Migration and Support 
AWS Credential Management 
Billing
Consulting Ecosystem Services - Applications 
Enterprise Applications 
Consumer & Web Applications 
Big Data & HPC 
Back-up & Disaster Recovery 
Deployment & Administration 
App Services 
Compute Storage 
Database 
Networking 
AWS Global Infrastructure
5 Reasons to Build an AWS Practice
1. It’s Still Early 
• In 2013, we saw: 
– Over $25M in funding go into our consulting 
ecosystem 
– Analysts at IDC predict that the market for 
public cloud consulting would grow 10x faster 
than overall IT professional services 
– Enterprise customers going all in
2. Global Reach
3. Managed Solutions are Driving Significant 
Revenue
4. AWS Improves Margins and Team Performance 
Script your most common 
project environments
5. Best Practices are Emerging 
• Find your niche and differentiate 
• Understand AWS economics, and leverage our different 
pricing schemes (free, on-demand, reserved instances) 
• Consider integrating your software implementation 
business with a managed services offering 
• Industrialise your offering 
– Invest in solution frameworks 
– Build a methodology and select supporting tools 
• Get our support when setting up your operations and 
during customer engagements
How to get started 
Train your technical and business staff 
• Free online acreditations from your APN 
account 
• Certifications delivered by our training 
partners from AWS training portal 
Open a test/dev account 
• Start an internal migration 
• Test your offering with a first customer 
• Let us know about your customer 
engagements through your APN console 
• Purchase a monthly AWS support plan 
• Communicate to AWS in advance events 
that need special support 
Design your service offering 
• Managed services,one-off consulting 
engagement 
Decide what/how you want charge 
customers 
• Contracts, pricing, billing 
Organize your AWS accounts 
• Open accounts for each of your customers 
• Set up paying / linked accounts with our 
consolidated billing feature
Partner programs overview 
AWS Partner Network Detail 
The AWS Partner Network (APN) is the global partner 
program for AWS. It is focused on helping partners build a 
successful AWS-based business by providing great business, 
technical, marketing, and GTM support. 
Registering to the partner network is the start of your 
relationship with AWS. 
Once you have signed up on the platform, you will have 
access to your APN portal. From this tool you have access to 
partner trainings, useful documentations, etc. 
Link : 
http://aws.amazon.com/partners/
Partner programs overview 
Channel reseller Detail 
The AWS Global Channel Reseller Program enables qualified 
partners to resell AWS services to both commercial and public 
sector end customers. 
The program is designed for APN Consulting Partners who 
have built their AWS practice to include professional services 
and management of end customer AWS deployments, such 
as: System Integrators (SIs), Managed Service Providers 
(MSPs), Digital Agencies, and Value-Added Resellers (VARs). 
AWS Channel Resellers value owning the customer 
experience from end-to-end for their AWS-based offerings. 
Link : 
http://aws.amazon.com/partners/channel-reseller/
Partner programs overview 
Test Drive Detail 
AWS Test Drive provides a private IT sandbox environment 
containing preconfigured server based solutions. In under an 
hour, and using a step-by-step lab manual and video, launch, 
login and learn more about these popular 3rd party IT 
solutions, powered by AWS and CloudFormation. 
Test Drives are developed by AWS Partner Network (APN) 
Consulting and Technology partners and are provided free of 
charge in exchange for registering with the partners that have 
created them. 
A great program to demo your offering and generate leads 
Link: 
https://aws.amazon.com/testdrive
AWS Test Drive Program 
Make it easy for people to experience the power of your software.
In this webinar, we are going to cover how 
does AWS support: 
1) Consulting partners 
2) Technology partners
Sell More 
Sell Faster 
Wallet Share 
Reduce 
Costs 
Go Global
Broad Ecosystem of Technology Partners
Technology partner engagement cycle 
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
Partner programs overview 
AWS Partner Network Detail 
The AWS Partner Network (APN) is the global partner 
program for AWS. It is focused on helping partners build a 
successful AWS-based business by providing great business, 
technical, marketing, and GTM support. 
Registering to the partner network is the start of your 
relationship with AWS. 
Once you have signed up on the platform, you will have 
access to your APN portal. From this tool you have access to 
partner trainings, useful documentations, etc. 
Link : 
http://aws.amazon.com/partners/
Partner programs overview 
Test Drive Detail 
AWS Test Drive provides a private IT sandbox environment 
containing preconfigured server based solutions. In under an 
hour, and using a step-by-step lab manual and video, launch, 
login and learn more about these popular 3rd party IT 
solutions, powered by AWS and CloudFormation. 
Test Drives are developed by AWS Partner Network (APN) 
Consulting and Technology partners and are provided free of 
charge in exchange for registering with the partners that have 
created them. 
A great program to demo your offering and generate leads 
Link: 
https://aws.amazon.com/testdrive
Partner programs overview 
Marketplace Detail 
The AWS Marketplace enables qualified partners to market and 
sell their software to AWS Customers. AWS Marketplace is an 
online software store that helps customers find, buy, and 
immediately start using the software and services that run on 
AWS. 
AWS Marketplace is designed for Independent Software 
Vendors (ISVs), Value-Added Resellers (VARs), and Systems 
Integrators (SIs) who have software products they want to offer 
to customers in the cloud. Partners use AWS Marketplace to be 
up and running in days and offer their software products to 
customers around the world. 
Link: 
http://aws.amazon.com/partners/aws-marketplace/
Engage in our Programs 
• AWS Partner Network 
• AWS Test Drive 
• AWS Marketplace 
• Free Trials 
• Competencies 
AWS Test Drive 
Marketplace Partners 
APN Competency 
Program
AWS Partner Network – Partner Portal 
http://aws.amazon.com/partners/
AWS Marketplace – List your Software Here! 
Make it easy for people to discover and deploy your software 
AWS 
becomes a 
channel for 
you. 
http://aws.amazon.com/partners/aws-marketplace/
Ian Massingham – Technical Evangelist 
@IanMmmm 
@AWS_UKI for local AWS events & news 
@AWScloud for Global AWS News and Announcements 
©Amazon.com, Inc. and its affiliates. All rights reserved.

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APN Overview and Best Practices for Partnering with AWS

  • 1. Ian Massingham, AWS Technical Evangelist @IanMmmm September 16, 2014
  • 2. Successful AWS partners in Europe Cloudreach Premier Consulting Partner London Smart421 Premier Consulting Partner London tecRacer Advanced Consulting Partner Germany Edifixio Advanced Consulting Partner France Capgemini Premier Consulting Partner France
  • 3. • Systems Integrators • Strategic Consultancies • Resellers & Distributors • Application Developers • Managed Services Providers • Digital Agencies • ISV & Application Vendors • SaaS/PaaS Providers • Management & Security Vendors • Operating System Vendors • Database Vendors • Developer Tools AWS Partner Ecosystem
  • 4. In this webinar, we are going to cover how does AWS support: 1) Consulting partners 2) Technology partners The goal of the webinar is to provide you with an overview of our current programs
  • 5. In this webinar, we are going to cover how does AWS support: 1) Consulting partners 2) Technology partners
  • 6. A Broad Ecosystem of Consulting Partners
  • 7. AWS Consulting Partner Ecosystem at a Glance AWS Platform Partner Ecosystem
  • 8. Consulting Ecosystem Services – Infrastructure Managed Service Providers & Managed Services AWS Resellers Offer Fully Managed AWS Infrastructure Deployment & Administration App Services Compute Storage Database Networking AWS Global Infrastructure Migration and Support AWS Credential Management Billing
  • 9. Consulting Ecosystem Services - Applications Enterprise Applications Consumer & Web Applications Big Data & HPC Back-up & Disaster Recovery Deployment & Administration App Services Compute Storage Database Networking AWS Global Infrastructure
  • 10. 5 Reasons to Build an AWS Practice
  • 11. 1. It’s Still Early • In 2013, we saw: – Over $25M in funding go into our consulting ecosystem – Analysts at IDC predict that the market for public cloud consulting would grow 10x faster than overall IT professional services – Enterprise customers going all in
  • 13. 3. Managed Solutions are Driving Significant Revenue
  • 14. 4. AWS Improves Margins and Team Performance Script your most common project environments
  • 15. 5. Best Practices are Emerging • Find your niche and differentiate • Understand AWS economics, and leverage our different pricing schemes (free, on-demand, reserved instances) • Consider integrating your software implementation business with a managed services offering • Industrialise your offering – Invest in solution frameworks – Build a methodology and select supporting tools • Get our support when setting up your operations and during customer engagements
  • 16. How to get started Train your technical and business staff • Free online acreditations from your APN account • Certifications delivered by our training partners from AWS training portal Open a test/dev account • Start an internal migration • Test your offering with a first customer • Let us know about your customer engagements through your APN console • Purchase a monthly AWS support plan • Communicate to AWS in advance events that need special support Design your service offering • Managed services,one-off consulting engagement Decide what/how you want charge customers • Contracts, pricing, billing Organize your AWS accounts • Open accounts for each of your customers • Set up paying / linked accounts with our consolidated billing feature
  • 17. Partner programs overview AWS Partner Network Detail The AWS Partner Network (APN) is the global partner program for AWS. It is focused on helping partners build a successful AWS-based business by providing great business, technical, marketing, and GTM support. Registering to the partner network is the start of your relationship with AWS. Once you have signed up on the platform, you will have access to your APN portal. From this tool you have access to partner trainings, useful documentations, etc. Link : http://aws.amazon.com/partners/
  • 18. Partner programs overview Channel reseller Detail The AWS Global Channel Reseller Program enables qualified partners to resell AWS services to both commercial and public sector end customers. The program is designed for APN Consulting Partners who have built their AWS practice to include professional services and management of end customer AWS deployments, such as: System Integrators (SIs), Managed Service Providers (MSPs), Digital Agencies, and Value-Added Resellers (VARs). AWS Channel Resellers value owning the customer experience from end-to-end for their AWS-based offerings. Link : http://aws.amazon.com/partners/channel-reseller/
  • 19. Partner programs overview Test Drive Detail AWS Test Drive provides a private IT sandbox environment containing preconfigured server based solutions. In under an hour, and using a step-by-step lab manual and video, launch, login and learn more about these popular 3rd party IT solutions, powered by AWS and CloudFormation. Test Drives are developed by AWS Partner Network (APN) Consulting and Technology partners and are provided free of charge in exchange for registering with the partners that have created them. A great program to demo your offering and generate leads Link: https://aws.amazon.com/testdrive
  • 20. AWS Test Drive Program Make it easy for people to experience the power of your software.
  • 21. In this webinar, we are going to cover how does AWS support: 1) Consulting partners 2) Technology partners
  • 22. Sell More Sell Faster Wallet Share Reduce Costs Go Global
  • 23. Broad Ecosystem of Technology Partners
  • 24. Technology partner engagement cycle 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
  • 25. Partner programs overview AWS Partner Network Detail The AWS Partner Network (APN) is the global partner program for AWS. It is focused on helping partners build a successful AWS-based business by providing great business, technical, marketing, and GTM support. Registering to the partner network is the start of your relationship with AWS. Once you have signed up on the platform, you will have access to your APN portal. From this tool you have access to partner trainings, useful documentations, etc. Link : http://aws.amazon.com/partners/
  • 26. Partner programs overview Test Drive Detail AWS Test Drive provides a private IT sandbox environment containing preconfigured server based solutions. In under an hour, and using a step-by-step lab manual and video, launch, login and learn more about these popular 3rd party IT solutions, powered by AWS and CloudFormation. Test Drives are developed by AWS Partner Network (APN) Consulting and Technology partners and are provided free of charge in exchange for registering with the partners that have created them. A great program to demo your offering and generate leads Link: https://aws.amazon.com/testdrive
  • 27. Partner programs overview Marketplace Detail The AWS Marketplace enables qualified partners to market and sell their software to AWS Customers. AWS Marketplace is an online software store that helps customers find, buy, and immediately start using the software and services that run on AWS. AWS Marketplace is designed for Independent Software Vendors (ISVs), Value-Added Resellers (VARs), and Systems Integrators (SIs) who have software products they want to offer to customers in the cloud. Partners use AWS Marketplace to be up and running in days and offer their software products to customers around the world. Link: http://aws.amazon.com/partners/aws-marketplace/
  • 28. Engage in our Programs • AWS Partner Network • AWS Test Drive • AWS Marketplace • Free Trials • Competencies AWS Test Drive Marketplace Partners APN Competency Program
  • 29. AWS Partner Network – Partner Portal http://aws.amazon.com/partners/
  • 30. AWS Marketplace – List your Software Here! Make it easy for people to discover and deploy your software AWS becomes a channel for you. http://aws.amazon.com/partners/aws-marketplace/
  • 31. Ian Massingham – Technical Evangelist @IanMmmm @AWS_UKI for local AWS events & news @AWScloud for Global AWS News and Announcements ©Amazon.com, Inc. and its affiliates. All rights reserved.