View here our presentation on the AWS Partnership Model

1. Amazon Partnership Model
22.11.2016, Zurich
AWSome Day
©2016, Amazon Web Services, Inc. or its affiliates. All rights reserved.

2. Your Host
Bojidar Krapchev (krapchev@amazon.com)
Partner Lead CH, AT, CEE, TR

3. 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

4. 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”

5. Customers want to use the Leading Platform
Most
functionality
Largest customer &
partner community
Longest
experience
10

6. Cloud is Disrupting Every Industry
Media & Entertainment GamingHealthcare
Financial Services
GovernmentEnterprise IT
Manufacturing Travel/Hospitality Life Sciences Retail

7. 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.

8. 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

9. 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

10. 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

12. 2016 AWS Premier Consulting Partners

13. Advanced APN Technology Partners

14. Customers Succeeding with Partners

15. 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

16. AWS is an «open cloud»
that many software packages can run on
Solutions 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

17. Enterprise Applications
• Amazon RDS for Oracle
provides managed Oracle
database deployments
• Oracle Applications are
fully supported on AWS
• Oracle licenses owned by
customers are fully
portable to AWS
• AWS is an SAP-certified
Global Cloud Services
Partner and Global
Technology Partner
• Most SAP products are now
certified for production
deployment on AWS
• Full, licensed Windows
Server OS on AWS
• Easily install services that
you know - AD, SCOM,
SQL, Exchange,
SharePoint
• Use your existing MS
licenses on AWS using
BYOL

18. 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 Marketplace
Consulting
Technology
GTM Resources
Go-To-Market

19. Our Experience of the Market
We are here
Data: Geoffrey Moore, all rights reserved

20. 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

21. 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

22. Find Some More
Learn more with this White Paper:
https://www.apn-portal.com/sfc/#version?selectedDocumentId=069E00000021hJV

23. 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 Support
Premier
• 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

24. 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

25. 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

26. Marketing Enablement Benefits
AWS Branding
AWS Partner Directory
Market Development Funding
Email Platform
Syndicated Web Content
Promotion of Competency
and MSP Partners

27. Specialize and Differentiate through Competencies
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

28. Competency Highlights

29. Competency Highlights

30. Competency Highlights

31. Well-Defined Solution/Service and Value Proposition
Websites
Financial Services
Big Data
DevOps
Disaster RecoveryArchivingBack Up and Recovery
Enterprise ITInternet of Things
Mobile ServicesMedia & Entertainment
eCommerceDigital MarketingHigh Performance
Computing
Scientific ComputingDatabases
Gaming
HealthContent DeliveryBusiness Applications
EducationState & Local GovernmentFederal Government Non Profit

32. 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

33. Focus on Added Value
Get More Done for Less, and
Increase Opportunities for the
Customers.

34. CLOUDFORMATION
TEMPLATE
Usage of CloudFormation
https://aws.amazon.com/cloudformation/aws-cloudformation-templates
Automation
If You Can Program It, You Can Automate It

35. Usage of Quick Start Deployment Guides
Learn more at https://aws.amazon.com/quickstart/

36. Leverage AWS Marketplace
More 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

37. 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

38. Engage Differently

39. Do Leverage our Support
Learn More on Support Plans: https://aws.amazon.com/premiumsupport/.

40. Joining the APN
is Only the Beginning…
Go-to-market
with AWS*
6 Join APN Partner Programs
that Meet Specific Business Needs
5
Move Up Partner Tiers
and Unlock Benefits
4
Get AWS Trained
and Certified
3
Build a
Business Plan
2
Join the AWS Partner Network
(APN)
1
*Partner qualification requirements must be met to be eligible for some programs

41. How to sign up?
aws.amazon.com/partners/consulting/
aws.amazon.com/partners/technology/

42. Thank You
Bojidar Krapchev
krapchev@amazon.com