This document discusses the AWS Marketplace for the US Intelligence Community (IC Marketplace). It provides an overview of the IC Marketplace, how software vendors can publish offerings in the catalog, and how agencies can use the IC Marketplace to more easily procure and deploy software. The key points covered are: - The IC Marketplace allows vetted software solutions to be instantly deployed in the AWS Classified Cloud for Intelligence Community (C2S) region. - It aims to accelerate software evaluation, reduce procurement friction, and allow customers to consume software as needed without overprovisioning. - The document provides guidance to software vendors on publishing in the IC Marketplace and supporting their products, including technical requirements and

1. © 2016, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Toby Zellers, AWS Partner Development Manager
World-Wide Public Sector
June 14, 2017
Inside the IC Marketplace
AWS Marketplace for the US Intelligence Community

2. Software Path to C2S
1. Deploy on Government
Furnished IaaS (GFE)
2. AWS Marketplace for US
Intelligence Community
3. Community SaaS/Managed
Service

3. “C2S is …one of the most
important technology
procurements in recent history"
C2S is an AWS Region dedicated to the
US Intelligence Community
Air-gapped, not connected to Internet
Operates at the Top Secret/SCI Level
Administered and supported by cleared
TS/SCI AWS mployees
A sales channel that makes it
easy for Sellers to offer
software solutions that run on
the AWS Cloud
Discover a broad selection of titles
Procure software on a pay-as-you-go basis
with transparent pricing
Deploy via 1-Click acquisition

4. Accessible to the US Intelligence Community

5. Development
& Test
New
Applications
Digital & CX
Analytics
Mobile
DC Migration
Mission
Critical Apps
All In
AS CUSTOMERS MIGRATE WORKLOADS TO CLOUD, THE SOFTWARE MODEL MUST CHANGE.
On the journey to the cloud, you require software solutions for each workload

6. Gartner Report "Market Insight: Cloud Computing's Drive to Digital Business Creates Opportunities for Providers.“ May 24, 2016
Jeffrey Mann, David Mitchell Smith, Ed Anderson, Jay Heiser, Yefim V. Natis, Thomas Bitman, Neville Cannon
"Cloud will increasingly be
the default option for
software deployment.“
Gartner
The Enterprise Software Portfolio Is In Transition
Software catalog starting position
• 10-40% in-house developed applications
• 30% open source/free software
• 70% COTS software
• ~200+ software product vendors
• Large EA/ELAs for top 50 vendors
• Upgrade cascade over 1-3 years – too slow
• Windows workloads moving quickly

7. What Customers Are Telling Us About Software
Procurement
1. Buying software across the org is slow, difficult, & resource intensive.
2. Many large companies believe they have “shelfware” with capital tied
up and under used.
3. Many companies have users with urgent & short-term need for
software for a project.
4. Customers want an ‘approved’ catalog of software where users and
business units can scale up or down usage as the business grows.
5. Cloud migration offers opportunity for new approaches.
6. Data suggests 50% migrate, 20% abandon, & 30%
rewrite/replace.

8. What is AWS Marketplace?
Commerce site that enables accelerated evaluation and
procurement of software for more than 3,600 listings
Simplifies buying for customers, eliminates additional
contracting, license management and allows customers to
purchase software from 1,100+ vendors
Open source and commercial software
Users consume as needed, without overprovisioning
Users receive one AWS customer bill
Software deployable in 12 Regions
100,000+ active customers
Marketplaces for server & desktop
Over 300M compute hours/month

9. Installing COTS Software in C2S
Customer Orders Software
Customer Provisions Virtual
Infrastructure
Software copied to High-Side
Software Installed and
Configured

10. Installing COTS Software in C2S
Customer Purchases Software
Customer Provisions Virtual
Infrastructure
Software copied to High-Side
Software Installed and
Configured
IC Marketplace automates
much of this-

11. AWS Marketplace for US Intelligence Community
IC Marketplace
• Vetted catalog of software that can
be instantly deployed
• Accelerate evaluation and
procurement of software
• Consume as needed, without
overprovisioning
• Fast Access for evaluation
• Reduces SW acquisition friction
Available since April 2016

12. © 2016, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Dan O., C2S Outreach and Mission Engagement
Inside the IC Marketplace
Strategy and Opportunity

13. The Origins of C2S
180 days
Service
Need
Physical
Server
Provisioned
Before Cloud
process and manual work

14. The Origins of C2S
63 days
Service
Need
Virtual
Server
Provisioned
Before Cloud
process and manual work

15. The Origins of C2S
20 mins
Service
Need
Server
Provisioned
Before Cloud
automated work

16. The Origins of C2S
seconds
Service
Need
Virtual servers
SQL databases
NoSQL databases
Object storage
Block storage
Memory caches
Managed Hadoop
Queuing services
…
With C2S
automated work
RESPONSIVENESS ● DURABILITY ● ELASTICITY ● PROGRAMMABILITY

17. The C2S Strategy
Push commercial cloud
services outside of the
Washington area, beyond the
current geographic footprint
of the C2S architecture.
Deliver commercial cloud
services across the
unclassified, secret, and top
secret fabrics.
Seek opportunities to include
additional commercial
innovation, including Platform
(PaaS) and Software as a
Service (SaaS).
1 2 3
ACROSS THE
CLASSIFICATION
DOMAINS
EXTEND A
GLOBAL
PRESENCE
MOVE UP
THE STACK

18. The AWS Marketplace for the IC
• Building solutions using commercial software in the IC has historically been hard
• Development gets bogged down in administrative pre-work before software can even
be evaluated for usefulness
• The IC Marketplace helps to address these challenges
• Removing high barriers to entry for new software products
• Expanding development beyond software we already have
• Easing the tendency to continue developing on failing platforms due to high sunk costs
• Boosting competition
• Embracing commercial solutions where they exist instead of developing internally
• Moving faster than even the best-case pre-cloud scenario
Software
Selection
Software
Acquisition
Software
Deployment
Security
Authorization
Sustainment
Marketplace addresses Marketplace supports

19. The Opportunity and Ecosystem of C2S
Team saves 80% on
their bill by using a
new technology.
Application
deployed in record
time on C2S
Organization
moves ERP stack to
the cloud without
losing a single
transaction.
C2S helps project
team explore and
deploy new
software titles.
Through the Marketplace and managed services on
foundational AWS, C2S as a platform allows the
government to explore new possibilities in software.

21. Publishing in IC Marketplace
ICMP = Listing
^ FOCI
^ Contract
^ Works

22. ICMP=Listing
^ FOCI
^ Contract
^ Works
• Requires commercial listing
• Paid listing (price set by seller)
• BYOL OK in IC Marketplace with paid listing
• Simple clusters OK, work with Marketplace SA Team
• Thorough security checks and validations
• Stay tuned for additional features

23. Pay-by-the hour
Choose EC2 instance type
Easily change instance types
Many products include a free trial
period
Price of instance and software
shown
Option for annual pricing for some
products
AWS Marketplace: Pricing
Hourly, Hourly/Annual Pricing Model

24. Leverage existing licenses and agreements
AMIs are vetted by Marketplace and updated
regularly
Lower Total Cost of Ownership
Buy fewer licenses, augment with hourly
Marketplace usage
Purchase license after testing using hourly
offerings
BYOL requires publisher to offer paid listing
BYOL-Bring Your Own License

25. ICMP=Listing
^ FOCI
^ Contract
^ Works
• Per NISPOM and C2S Contract Sponsor
• Use forms provided by Sponsor
• Provide all information requested
• Return forms to Sponsor directly; do not CC AWS on
your submission
• Ask for confirmation of receipt
• Notify icmp@amazon.com of acceptance by government
of documents
• Patience

26. ICMP=Listing
^ FOCI
^ Contract
^ Works
• Addendum to AWS Marketplace Agreement
• Must match legal entity which is approved under FOCI
• Much of Addendum is related to AWS C2S Contract with
Government

27. ICMP=Listing
^ FOCI
^ Contract
^ Works
Follow Technical Publisher’s Guide
Work with IC Marketplace Solutions Architects
Work with Consultancies who know C2S
• Emulation tools available
Understand Customer Accreditation
(ICD-503 & NIST 800-53)
• Listing does not require an ATO, but use in production does
• Give your customers a head-start on their SSP

28. Technical Concerns for ISVs in C2S
Air-Gapped Region
• No call-back feature for updates to the Internet
• No release of log files and trouble-shooting info
VPC only Region
AWS Signature Version 4
AWS API authentication via tokens (AWS STS)
Unique Root Certificate Authorities
Define AWS API endpoints programmatically
IC MP
Technical Publisher’s
Guide

29. Supporting Your Products
• AWS C2S Support can verify entitlement
• US-based support best for Unclassified dialog
• Unclassified Training Resources are encouraged
• C2S Access Service

30. Supporting Your Product: C2S Access Service
Goal
• Facilitate the application, adaptation and acceleration of commercial cloud services
• Provide secure location to enable IC MP publisher support to the IC
Access to restricted national security infrastructure
• Cleared facility with access to TS Network
• Classified workstation, secure communications, meeting rooms
Security Support / Sponsor Approval
• Up to 2 TS Clearances for IC MP publishers to facilitate technical support
• New applicant ~6 month process / Cross-over allowed
• IC MP approvals and a Usage/Security Support Addendum
Cost Model
• Workspace on Demand - $175 to $250 per day depending on commitment
• Clearance Processing - $2,000 new applicant, $1,000 cross-over, $1,000 annual
sustainment
Silicon Valley location
Contact: Rachel Conan (rconan@amazon.com)

31. Go to Market Strategy
Events
Resources
Key Guidelines

32. Engaging with Customers Directly
Government Trade Shows:
• AFCEA Intel Symposiums
• USGIF GeoINT (June, San Antonio)
• DoDIIS (August, St. Louis)
• AFCEA INSA (September, DC)
• NCSI and FBC
in-Agency technology shows (aka TableTop Shows)
Flywheel BAA Announcements
• NRO Acquistion Resource Center
• http://acq.westfields.net

33. Using Trusted Advisors
Government Sales Team
Executive Consultancies
• Government Advisories
Technical Assistance
• APN Members

34. Amazon Events
Amazon Summits
• Chicago (July) & New York (August)
• re:Invent (11/28-12/2, Las Vegas)
IC Partner Events
• Subscribe to newsletter - cappadoc@amazon.com
Amazon Partner Network
• Training, discounts, events
• https://aws.amazon.com/partners/technology/

35. Engaging with Customers – AWS Resources
• Account Managers
• Solution Architects
• Technical Delivery Managers
• Technical Account Managers
• AWS Partner Teams
• IC Marketplace Business Development

36. Use of Publicity
Governed by IC Marketplace Addendum
Mandatory Approvals
• Customer mentions
• Amazon mentions
AWS Public Sector - Public Relations
• Ann Marie Clements is PR Lead for AWS Public Sector
• Start with icmp@amazon.com
APN dictates use of Amazon logos

37. AWS Resources & Key Links
AWS Marketplace Information
AWS Marketplace
AWS Marketplace Sellers Guide
AWS SaaS Metering & Subscriptions guide
APN partner information
AWS partner network
APN portal & AWS training
AWS channel reseller program
Key White Papers:
AWS Whitepapers
AWS Architecture Center
Architecting for the Cloud
Security on AWS
Centralized Logging & Security Logging at Scale
AWS in the Public Sector
AWS Government & Public Sector
U.S. Federal Government
AWS Public Sector Contract Center
Public Sector Partner Program
Complimentary Programs
AWS Marketplace Consulting Partner Program
APN Competency Program
AWS Business Builder
AWS Quick Starts
Key Contacts
IC Marketplace - ICMP@amazon.com
Public Sector Marketplace matsol@amazon.com
IC Technology Partner Rep zellerst@amazon.com

38. How can AWS Partner Team Help?
• Educate AWS IC Account Teams
• Support events to drive awareness & training
• Engage with C2S Outreach
• Liaison with AWS and IC Marketplace Teams
• Leverage Commercial Partner Managers

39. Summary: Open and Transparent Marketplace
Find
• Product listing is best advertisement
• Marketing to the IC is different, but possible
Procure
• Product selection occurs at point of sale
• Transparent pricing tied to AWS Commercial Marketplace
• Each agency defines their own procurement policy
Deploy
• Accelerate innovation–Increase experimentation by reducing cost of failure
• 1-Click acquisition
• Government can track software deployment
• BYOL can replace Paid AMI/Paid AMI can replace BYOL
Return Time to Mission

40. Thank you!
icmp@amazon.com