AWS Partner Summit London 2015 - Keynote

1. London

2. London 16th November 2015
Joe Lopez
Head Channels & Alliances UK & Ireland

3. • Elastic
– Sub-bullet
• Reliable
– Sub-bullet
• Cost-effective
– Sub-bullet
Thank You to Our Sponsors!

4. Agenda
12:00 – 13:00 Lunch
Registration & Networking
10:00-10:20
Welcome & Introductions
Joe Lopez - Head Channel & Alliances UKI
10:20-11:20
Keynote - Worldwide Partner Network
Terry Wise – Vice President Channel & Alliances
11:20-12:00
APN & Partner Competencies
Dorothy Copeland – Director, Global Partner Programs
09:00 – 10:00am

5. Agenda
Technology Partner
Track
13:00 – 13:45 Enabling the Enterprise
with AWS
Best Practices for a
Successful AWS Cloud
Journey, Leveraging APN
Going to Market with AWS in
the UK 2016
re:Invent key technology
announcements
13:45-14:30
IT Transformation with
AWS
Building and Growing your
SaaS Business on AWS
How AWS invests in your
Cloud practice
Security Deep Dive
14:30 – 14:45 Break
14:45 – 15:30
Programs to enable joint
GTM with AWS
Achieving Global Reach and
Scale with AWS
Delivering competitive AWS-
based solutions to mid-
market and SMB customers
New AWS IoT service
15:30 – 16:15
What does a successful
Partnership look like?
ISV Panel Discussion:
Technology Partners Share
their Keys to Success
The economics of doing
business with AWS
New Database migration
services
16:30 – 17:30
Fireside Chat / Q&A
Andrew Jassy - Snr Vice President AWS
Niko Mykkanen – Head Channel & Alliances EMEA
Consulting Partner
Track
Partner Accelerate Track Technology Track

6. Meet the Team
Charles Merry Antoine VaissieAllister McAlpine
Doruk AytuluHeather Ludecke Lewis Howarth

8. Cloud-Powered Digital Transformation
Backup and Recovery Archiving
Development and Test Databases
Digital Marketing E-Commerce
High Performance Computing
Content Delivery
Business Applications
Health
Enterprise IT
Gaming

9. “In 2014, the absolute growth of public cloud IaaS
workloads surpassed the growth of on-premises
workloads (of any type) for the first time.”
"Gartner Says Worldwide Cloud Infrastructure-as-a-Service Spending to Grow 32.8
Percent in 2015", May 18, 2015.
http://www.gartner.com/newsroom/id/3055225

10. Customers Succeeding with Partners

11. Public Sector Momentum
2,000 Government Agencies
5,000 Education Institutions
17,500 Nonprofit

12. What are customers asking for?
IoT Mobile Enterprise Apps Big Data Marketing &
Commerce
Life Sciences Healthcare Digital Media
DevOps
Cloud Based SW Delivery AWS Marketplace
Cloud Adoption Framework
Security &
Governance
Backup
& DR
Managed
Services
Networking
Migration

13. London Calling: New AWS Region in UK!

14. Implementing SAP Solutions on AWS
26th October 2015
Eamonn
O’Neill
Technology
Director
Skills and experience snapshot
■ Over 21 years of SAP Architecture and Project Delivery
experience
■ Lead of Lemongrass Cloud LoB
■ Certified on EAF, TOGAF, Netweaver

15. Seaco Global
1. About Seaco
– Seaco is the global leader in the leasing of Sea Shipping Containers. It has
over 1.2 million containers to manage using its IT landscape
– SAP Business Suite is the core solution used by all parts of the business.
2. Seaco had a requirement to move away from current Data Centres
– Old infrastructure was expensive and constraining
– Relocating to Singapore & Move entire IT landscape
– Improve Monthly Billing Run (taking up to 4 days per month)
– Be ready to onboard acquisitions
ERP CRM BW PI Portal Gateway
Content
Server
Solution
Manager

16. Seaco Global - Strategy
3. We modelled the Costs to run on AWS
– All SAP and non-SAP Systems
– Include all designs needed to
run these systems on AWS
4. We helped map out a roadmap to a world class infrastructure
– Sequenced the build in line with
priorities and changes environment
– Created and Managed migration
plan
14x5 Model
Migration (000's) Operations (000's)
Project
Reserved
Instance
Subtotal
AWS
Compute
AWS
Storage
Support
Services
Subtotal
SAP Systems £65 £22 £87 £14 £55 £90 £159
14 - non-PRD £65 £22 £87 £14 £55 £90 £159
5 - POC (3 mth) £0 £0
7 - PRD £0 £0
Non SAP £150 £20 £170 £31 £13 £120 £164
2 - Exchange £6 £2 £8 £2 £2 £10 £14
54 - All Others £144 £18 £162 £29 £11 £110 £150
£215 £42 £257 £45 £68 £210 £323
May June July August September October
Setup AWS
SAP Migration: Design & Build
DB Migration
Upgrade
Assessment
PRD ArchivePRD DR
Non-SAP Migration
TDMS & non-PRD Client Rebuild
SolMan Install & Config
Setup NOC

17. Seaco Global – Global Architecture
5. Solution needed to reach a global organisation
– All SAP and non-SAP Systems
– Include all designs needed to
run these systems on AWS
Singapore
Primary
Seaco WAN
Direct
Connect
(100Mb)
LG Monitor Lemongrass
Support
3rd Parties
Remote
Seaco Users
MiamiShanghai Hamburg
VPN
VPN
VPN
Singapore
India
London Livorno Moscow
3rd Parties
Remote
Seaco Users
Remote
Desktop
Services

18. Seaco Global – Migrate & Manage
6. We performed the migration work
– Extended team to cover all technologies
in scope
– Setup Network Operating Centre (NOC) to
ensure standards applied through all
build and support
7. We ran a Managed Service
– NOC created and managed tickets for
Cloud layer, OS Layer and Monitoring
– Created this as a Fixed-Price Service
Physical Infrastructure
Hypervisor
Backup & Recovery
OS Admin/
Patching/ Security
Basis Layer
Functional Layer Seaco
Lemongrass
AWS
Network
NOC
SAP
Technology
Non-SAP
Technology
SaaS
IaaS
SAP
Application
Non-SAP
Application
SaaS
Application

19. Migrated the
entire SAP
landscape to
AWS
Seaco Global - Outcomes
DEV QAS DR PRD
Migrated the
entire
Microsoft
landscape to
AWS
SQL SSCM
AD Sharepoint
Migrated the entire
Seaco specific
applications to AWS
Website
JIRA
Asset
Track
HR
Stream
Serve
Office365
■ Reduced SAP Billing Run 4d to 1d
■ Costs reduced by 50% (2016)
■ Improved Project Agility
Benefits Achieved:

20. 2015 Partner Program Launches
APN Has Grown to Tens of Thousands of Partners Around the World
Doubled our Funding Benefits for
Partners
Launched New Partner Benefits
Defined Premier Tier Requirements
APN Healthcare Competency
APN Digital Media Competency
APN Marketing & Commerce Competency
APN Mobile Competency
APN Webcasts
Opportunity Registration
Marketplace Consulting Partner Program
7 New Quick Starts
Windows Workloads on AWS Bootcamps
Managed Services Validation Audit
AWS Direct Connect Solution Bundles
AWS Partner Solutions Training
APN Security Competency
ProServices Bootcamp Training
Data Analytics Bootcamps
Solution Training for Partners
New Business Professional Online Training
New Technical Professional Online Training
Advanced Level Technical Training Classes
Security Fundamentals Training on AWS
Security Operations Training on AWS

21. Advanced Technology Partners

22. UKI Premier Consulting Partners

23. 2016 AWS Premier Consulting Partners

24. Copyright ©2015Cloudreach limitedNot if. When
Cloudreach - AWS
Presented by Pontus Noren – Co Founder Cloudreach

25. Case studies
Cloudreach has consistently attracted, retained and thrilled our clients with knowledgeable, precise and
friendly delivery of products and services. We are frequently selected to be the partner for cloud and IT
transformation because of our forward looking, agile and no-nonsense approach
According to Jeremy Ward, Senior Vice President
for IT at Kempinski:
Cloudreach developed AWS innovations to meet
the specific challenges of our geographically diverse
locations, and we’re very happy with the work …
Cloudreach is certainly one of the better IT suppliers
we’ve worked with, and we’re very happy with their
approach, project management skills and flexibility.
They’ve had to come up with some innovative
solutions
Not if. When
”
“

26. Private and Confidential Copyright ©2015
The leading public cloud enabler V Customers
26
Customer perspective
… technical knowledge has
consistently allowed The
Economist Group to achieve
their milestones on time or
early through the course of a
tightly managed project
Brendan McPartlan, VP of
Operations and Infrastructure,
The Economist
Customer overview
● Established in 1843 to campaign
on one of the great political issues
of the day, The Economist goes to
press each Thursday and is
available in the world's major cities
the following day (or soon
thereafter)
● The Economist Group employed c.
1,300 people in March 2014 and
has revenues of c. £332m,
operating profit of c. £59m
● As of March 2015, Economist.com
receives 47m page views and
>12m unique visitors, both up c.
30% from prior year
● Traffic from Twitter and Facebook
has tripled
● Espresso app has been
downloaded 800,000+ times with a
200,000+ weekly readership
Customer challenge
● Was running in a fully managed
hosted data centre
● Processes not automated and
difficult and costly to scale the
operation
● High running costs
● Sales and number of visits to the site
are growing rapidly
● Driving growth and sales
internationally
● Needed a strategy for future cloud-
based projects
”
“
Cloudreach delivery and outcome
● Fully project-managed by
Cloudreach + Cloud Architect &
Systems Developer
● Proof of Concept for new site
implemented, repurposed as a
staging environment
● Full production & Disaster Recovery
build and migration to new
infrastructure setup
● ROI period of 7.4 months, with
savings over 3 years of $1.79m
● Availability and high performance –
especially during peaks
● Stable platform to support future
growth – 99.99% uptime measured
since migration
“

27. Private and Confidential Copyright ©2015
The leading public cloud enabler V Customers
27
I’m extremely pleased with
our Cloudreach
engagement. Not only have
they worked seamlessly
within our existing team,
they have added valuable
AWS specific knowledge
and experience that has
driven the success of this
project
Giles Bentley , Director of Dev &
Operations, Time Inc. UK
● Leading global publisher of 90+
magazines – most notably its
namesake Time; other magazines
include Sports Illustrated, Travel +
Leisure, Food & Wine, Fortune,
People, InStyle, Life and Golf
● c. 8,000 staff and a digital
enterprise with 40+ global brands
● Public company with annual
revenue of c. $3.2bn
● Pursuing aggressive digitisation
strategy
● Needed to move data centre out of
midtown Manhattan location as part
of office relocation
● Desired increased frequency and
reliability of product updates in digital
estate
● Sought to reduce ongoing total cost
of ownership of delivering Enterprise
and Digital IT
● Business driving more digital
initiatives requiring more agile and
cost effective infrastructure
● Data centre migration to AWS to
retire 1,100 Virtual Machines /
servers with 150+ applications and
3TB data
● Heavier reliance on automation
sought to drive higher output of new
digital environments
”
“ ● Created and deployed Cloud
Adoption Program for Time Inc.
enterprise team
● Six parallel projects as part of
ongoing program to “MTC – Move
to the Cloud”
● Cloud Platform spend increased to
>$350k per month over six months
(from $72k)
● Created standards, governance
model, documentation, wiki and
knowledge transfer
● Change program including
classroom training, “engineering
boost sessions,” and lunch & learn
forums
● Cloud Platform deployed including
FinOps training, governance
Customer perspective Customer overview Customer challenge Cloudreach delivery and outcome

28. What makes these partners stand out?
7 Steps to building a successful AWS practice

29. 1. Build teams and develop AWS Experts,
and Reward them

30. Develop Experts and Reward Them
Delivery
 Certification goal as a % of tech
staff
 Certification incentives
 Professional incentives
 Multi-Cert “Master” incentives
 Create an AWS University Program
Sales
 Dedicated AWS sellers
 100% business and technical
accreditation
 Compensation skewed towards net new
 Link compensation to new delivery
channels
 Ability to sell specific solutions AND
transformation
Partners committed to Accreditations
and AWS Certifications are achieving at
least 10 times more revenue

31. 2. Specialize via Competency &
Solution to provide Deep Value-Added
Services on AWS

32. APN Competency Program
Recognizing Partners with Proficiencies in Key Solutions, Verticals & Infrastructure
Key Benefits:
 Enables Differentiation
 Larger 2016 Funding Benefits
 Featured on the AWS Solutions
Pages
 Prioritized Marketing Activities
 Highlighted on Partner
Directory
Big Data Mobile Security Storage
Marketing &
Commerce
Digital Media Healthcare Life Sciences
Microsoft SAP Oracle DevOps

33. Enabling Vertical Markets
• Partners provide their market expertise to customers
• AWS enables partners to develop secure, scalable and innovative
solutions to increase customer value in key markets
Vertical-focused APN Competencies:
Digital Media Life Sciences Healthcare Financial Services
(coming in 2016)

34. Announcing DevOps Competency
AWS Partners who offer an array of powerful services and tools to support AWS
DevOps practices.
Continuous Integration & Delivery Configuration Management DevOps Consulting Partners

35. Migration Competency- Coming Soon
IAMAWS Elastic Beanstalk AWS OpsWorksAWS CloudFormation AWS Direct Connect
Technology and Consulting Partners
 Infrastructure and Application Discovery
 Server Migration
 Data migration, synchronization and
management
 Tools for rapid, mass infrastructure migration

36. AWS Managed Service Program
Validated AWS Technology Partners to Enable MSPs
Plan & Design Migrate & Build Run OptimizeSecure

37. AWS Managed Service UK Partners

38. AWS Managed Service Partners

39. 3. Leverage AWS Solutions

40. AWS Quick Starts
SAP HANA
Reference deployments for rapidly deploying fully functional software on the
AWS cloud, following AWS best practices
Remote
Desktop
Gateway

41. AWS Developer and Management Tools

42. 4. Build SaaS Solutions on AWS

43. AWS Software as a Service Program
Enabling modern software delivery
New Product
Development
• Office Hours
• SaaS Webcasts
• Reference
Architectures
• Innovation Sandbox
New Customer
Acquisition
• AWS SaaS Test Drive
• AWS Marketplace
Listing
• GTM Market
Campaigns
• SaaS POC Benefits

44. 5. Leverage AWS Marketplace

45. AWS Marketplace 2015
AWS customers use 143 million hours a month of Amazon
EC2 for AWS Marketplace software products
35 categories, and more than 2,300 software listings from
over 800 ISVs
Congratulations re:Invent launch partners

46. 6. Leverage New AWS Service Offerings

47. AWS Services represent partner opportunity
Data Migration Mobile Internet of Things
Advanced Analytics
Snowball S3
Database
Migration
Service
RDS Aurora
Cognito
Device Farm Kinesis
Lambda Lambda
IoT
API
Gateway
Kinesis
RedShiftEMR Machine LearningQuickSight DynamoDBRDS Aurora

48. Internet of Things
Market opportunity Announcements
IoT Hardware Launch Partners and IoT Cloud partners
• IoT is the biggest opportunity since the Internet
and Big Data with a forecasted revenue of $1.7T
by 2020 (IDC)
• AWS addressed the challenge of scale for IoT but
customers require full end-to-end solutions
• IoT has the largest ecosystem needs from
hardware manufacturers to analytics
AWS IoT Hardware Program
AWS IoT Competency –
coming soon
Help our customers kick start their IoT
initiatives with Starter Kit powered by AWS
Help our customers selected the right
partners throughout the ecosystem for
their IoT projects.

49. 7. Leverage APN Investments

50. 7. AWS investments in your success
Develop
Wins that Demonstrate
AWS Experience
Increase
Capacity for Delivery of
AWS Solutions
Build
Pipeline with Qualified
AWS Opportunities
Accelerate
Customer Onboarding
of Enterprise Workloads
 Partner Enablement: 2015 Doubled investment in training programs
 Benefits: Expanded funding benefits by APN tiers
 APN Webcast: On-demand business & technical videos
 Customer Opportunity Registration: Receive support as you pursue opportunities
 Partner Directory: Customer-facing listing of Standard, Advanced & Premier
 POCs provide higher long-term revenue growth: Average 150%+ YoY growth

51. Cloud-Powered Transformation Requirements
Build Solutions to map
to Competencies
Become Trained
and Certified
Bring your solutions and
Leverage Marketplace
Collaborate with
other partners
Engage our
field sellers

52. Dorothy Copeland
Director, AWS Global Partner Programs

53. Why Partners are Working with AWS
“AWS has helped us push the envelope by
allowing us to focus on what we’re good at,
which is innovation.” – Accenture
“We are demonstrating to our customers that
we focus on working closely with best in breed
companies.” – Software AG
AWS allows us to future-proof our
architecture.” – Atlassian

54. What Partners are Saying about the AWS Partner
Network
"The relationship with the APN has had a fundamental
impact in both how we can grow and scale, and mature
our business.“ – Cloudreach
“The APN program has been very important to our work
with Amazon.” – NetApp
“As an APN partner with AWS, Cognizant leverages our
relationship to unlock value from the cloud.” -
Cognizant

55. AWS Partner Network
Our foundational partner program for
partners of all types

56. AWS Partner Network
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

57. AWS Partner Network (APN)
Provides resources to create AWS offering
Delivers training and enablement for your
employees
Offers programs to enable your delivery
models
Enables you to differentiate and market your
AWS-based offerings
Helps you to drive revenue on AWS

58. 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

59. Business Enablement Benefits
• Online Business Professional Training &
Accreditation
• Business Whitepapers
– “How to Build Your Business on AWS: Best Practices for
Consulting Partners”
– “How to Build Your Business on AWS: Best Practices for
Technology Partners” coming soon!
• Joint Business Planning & Quarterly Reviews
– Business Practice Planning Template
– AWS Partner Development Managers

60. Technical Enablement Benefits
• Online Technical Professional Training & Certification
• Funding for Instructor-Led Training
• Technical Whitepapers for Partners
• Product Development Credits
• AWS Quickstarts
• Technical Webcasts
• AWS Professional Services engagement
• Professional Services Bootcamps
• AWS Partner Solution Architects

61. Why Technical Enablement is Important
• Customer Satisfaction &
Successful Outcomes
– Customers are asking for AWS Certified
resources for their projects
• Security is a shared responsibility
• Benefits of cloud: Operational
efficiency & Cost-optimization
• Learn how to create greater agility
“When our employees
achieve associate and
professional certifications,
we see an improvement in
their performance, their
knowledge, their ability to
architect good solutions and
working with customers.” -
Clearscale

62. Sales Enablement & GTM
• Partner Solutions Training
• Customer Opportunity
Registration
• Engagement with AWS Sales
Teams
• Proof-of-Concept Credits &
Funding
• AWS Test Drive
• AWS Marketplace
“Immense amount 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

63. Opportunity Registration for Partners
Enables your sales
team to notify AWS
about sales
opportunities
Information goes to
your AWS Partner
Development Manager
When closed,
contributes to your
APN revenue
requirements

64. Marketing Benefits
• AWS Branding
• AWS Partner Directory
• Market Development
Funding
• AWS Credits for Free
Trials
• Marketing Digital Content
• Promotion of Competency
& MSP Partners

65. APN PartnerTiers & Requirements
Consulting Partners
Registered
Standard
$1K/month in AWS billings
2 AWS Certifications
2 customer References
Advanced
6 AWS Certifications
$50K/month in AWS billings
6 Customer References
Premier
28 AWS Certifications
AWS billings per region
10 Customer References
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
APN Competency
MSP or DevOps
Business+ AWS Support aws.amazon.com/partners

66. 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

67. APN Competency Program
Key Benefits:
• Enables Differentiation
• Larger 2016 Funding
Benefits
• Featured on the AWS
Solutions Pages
• Prioritized Marketing
Activities
• Highlighted on Partner
Directory
Recognizing Partners with Proficiencies in Key Solutions, Verticals & Infrastructure
Big Data Mobile Security
Storage
Marketing &
Commerce
Digital
Media
Healthcare Life Sciences
Microsoft SAP Oracle
DevOps
Coming in 2016: Cloud Migration, IoT, Security for Consulting, Financial Svcs

68. AWS Competency Program
“Being an APN
competency holder
sends a signal to the
market that we have
the right capabilities to
serve our customers.” –
Cognizant
“We’re an advanced
partner, as well as have
multiple competencies,
and that really shines
through to our
customers and to our
prospects.” - Looker

69. AWS Managed Service Program
• AWS has created the standard for Cloud Managed Services
• MSPs must pass an in-depth 75+ point Validation Audit, covering:
• Build
• Migration
• Performed by an objective 3rd party auditing firm
• Includes validated Technology Partners that are MSP Enablers
• Benefits for MSPs: Larger Funding Benefits from AWS in 2016
$110B projected managed services revenue within the total cloud market. - 451 Research
VALIDATED AWS TECHNOLOGY PARTNERS TO ENABLE MSPS
• Automation
• DevOps
• Optimization
• Security
• SLAs
• Monitoring

70. AWS Channel Reseller Program
What is it?
• Enables qualifiedAPN Consulting
Partners to resell AWS Services to both
commercial and public sector AWS
Customers
Who Should Apply?
• Consulting Partners at the Standard
Tier and higher
• Ideal for APN Partners building value-
added offerings on AWS
• AWS MSP Partners
• Government-focused Integrators
Why ShouldYou Apply?
Key benefits include:
Reseller discounts on AWS Services and
Support
Alignment with AWS sellers
Reseller branding

71. APN Resources & Tools

72. AWS Partner Directory
List your
Company’s:
• Profile
• Solutions
• Services
• Case studies
• AWS
Marketplace
Listing
• AWS
Programs

73. APN Partner Portal
Exclusive partner
content
APN Webcast Program
AWS Training
Funding benefits
Marketing resources
Opportunity
registration
Partner program
information

74. APN Webcast
Business & Technical Topics:
AWS Technical 101
AWS Architecture
Pricing AWS
Cloud Migration
AWS Storage
SaaS Overview
SaaS Migration
APN Programs
Go-to-market with AWS

75. Learn about APN Funding Benefits

76. Content Syndication
AWS Solutions AWS Products Resources & Media
Automates the distribution of AWS Content for Partner
websites & campaigns

77. AWS Email Platform for Partners - GRID
What is Cloud
Computing
AWS MarketplaceBig Data on AWS AWS Workspaces
Dev & Test Windows Server on AWS Websites on AWS Test Drive

78. Marketing Best Practices Guides
Email Campaigns Writing Case Studies
AWS Sponsorship Hosting Events
Impactful Webinars
Social Media

79. Partner Communications
• AWS Partner Webpages
aws.amazon.com/partners
• APN Blog
aws.amazon.com/blogs/apn
• Partner Success Stories
aws.amazon.com/partners
• Twitter
Follow @AWS_Partners
• APN Email Newsletter
Sign up at
aws.amazon.com/partners/newslett

80. 7 Steps to Building a Successful AWS Business
1. Build teams and develop AWS
Experts
2. Specialize and provide deep
value-added services on AWS
3. Leverage AWS Solutions
4. Build SaaS Solutions on AWS
5. Leverage AWS Marketplace
6. Leverage new AWS Services
Offerings
7. Leverage APN Investments

81. Thank You!
dorothyc@amazon.com

82. London