As customers move to the cloud and become more agile, their expectations around the speed and efficiency of software procurement and fulfillment are increasing as a result. Consulting partners that deliver advisory, professional, and managed services to customers need to be able to purchase and deploy the required software solutions in days, not weeks. In this session, we explore how the software channel is evolving, including the economic and business forces that are creating change. This session benefits business leaders at Consulting Partners and ISVs, both partners new to AWS and existing partners, who will learn about AWS Marketplace's unique approach to enabling this evolution.

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AWS Re:Invent
Expanding Channel Opportunities:
Using AWS Marketplace as a
Fulfillment and Procurement Hub
W h i t C r u m p — G l o b a l H e a d , A W S M a r k e t p l a c e C h a n n e l s
N o v e m b e r 2 8 , 2 0 1 7

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Migrating existing
applications as
quickly as possible
Deploying new
applications to the
cloud by default
Cloud Computing Has Become the New Normal
AWS services more than one million active customers every month in 190 countries
Through customer obsession and an increasing pace of innovation,
AWS is the fastest technology vendor in history to reach a $10B run rate

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On the Journey to the Cloud, Customers Require
Software Solutions for Each Workload
This journey includes software migrating to the cloud
Digital and CX
Analytics
DC Migration
All In
Mission
Critical Apps
Development
and Test
New
Applications
Mobile

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The Enterprise Software Portfolio is in
Transition
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
• 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
• Long list of products not well known
or tracked
• Upgrade cascades over 1 to 3 year
cycle
• High potential for rationalization
"Cloud will increasingly be
the default option for
software deployment.“
– Gartner

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Software Procurement Challenges
Heading to Cloud
• Migrating existing applications can be complex and
time consuming
• Opportunity to migrate to software as a service
(SaaS) causes accelerated retirement of older
products
• Cloud workloads often require new requirements,
increasing evals/POCs and new vendors
• Prior license restrictions might prohibit carrying
perpetual licenses to cloud
• Inability to leverage existing agreements drives time
and resource loads on finite procurement teams

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Responding Requires a New Model
Focus on differentiating your company
Innovate at startup-like speed
Reduce risk

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Channel Plays an Important Role in
Software Choice
Advisory
services
Procurement
and fulfillment
Deployment,
integration, and
implementation
Managed
services
The opportunity is huge
• Overall software spend by 2020:
$569B
• Indirect channel share: 51%
$292.6B
• 50% or more of these workloads
will move to the cloud by 2020
• $146.3B software channel
opportunity
Source: IDC Worldwide and North America Software
Channel Forecast, 2016-2020 , July 2017

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Traditional Resellers Are Transforming
into MSPs
ProServe Managed
services
Economy of
scale and
aggregation
New
services
offerings
The cloud is impacting
software
SI/VAR channels
…to recommendation
and JSON scripting
From choice and
physical installation...

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AWS Marketplace Innovates Software
Procurement
F i n d , t e s t , b u y , d e p l o y , a n d m a n a g e s o f t w a r e i n t h e c l o u d
About AWS Marketplace
• Deploy software on demand
• Curated software from
trusted vendors
• 1280+ ISVs
• 4200+ product listings
• Simplified procurement
and deployment
• Billed through AWS account
• Deployed in 14 regions
around the world
• 160,000 active customers

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Security Storage MediaDatabaseNetworking DevOps
Operating
systems
Categories Used Most in Shift to Cloud
An ex t ensive select ion of t hir d -part y ISVs
BI

11. • AWS Marketplace enables APN Consulting Partners
to deliver software to their customers and helps
build and grow their AWS-based business
• Channel program participants are eligible for
incentives on software purchased from select
vendors on AWS Marketplace
• Leverage free trials, apply for POC credits for AWS
Marketplace software deployments, joint GTM, case
study creation
AWS Marketplace Channel Programs

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AWS Marketplace Channel Programs
Channel Incentive
Program
AWS resellers can
purchase software on
behalf of users and
receive a rebate from
ISVs
Channel Opportunity
Registration
Consulting partners can
register opportunities with
ISVs and receive
compensation for
subscriptions on AWS
Marketplace
Seller Private Offers
AWS customers and
Consulting Partners can
negotiate customer
pricing and terms and
subscribe on AWS
Marketplace
Established Q1 2016 Established Q3 2017 New: Q3/Q4 2017

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Innovation & Transformation
Peter Evans, Chief Marketing Officer
O p t i v

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Help!
Client Optiv

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Client Optiv
Optiv =
Just Right Security

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Client-
centric
approach
Optiv Value
Comprehensive expert
solutions
For every
organization’s unique
needs
Size, strength, and a
proven track record

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Why cloud,
why now?
Technology
trigger
Peak of
inflated
expectations
Trough of
disillusionment
Slope of
enlightenment
Plateau of
productivity
Security
maturity often
lags behind
because
enterprises are
late adopters
We are
here
EXPECTATIONS
TIME

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The Optiv
Transformation

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Marketplace/Service Catalog
Healthcare client
Holistic cybersecurity solutions
Healthcare client

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Customers want to:
• Define the resources and landscapes
where software and applications are
deployed
• “Approve once and deploy many”
• Enable self-service deploy with
confidence
• Automate deployments
Beyond Software—What do customers tell us
about asset management deployment?

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Users
Administrator
Control
Standardization
Governance
Agility
Self-service
Time to market
AWS Service Catalog allows organizations to create and manage catalogs
of IT services and software on AWS. It enables users to quickly deploy the
approved IT services they need in a self-service manner.
AWS Service Catalog: Simplifying Access Management
Managed service for organizing and launching infrastructure and software
services on AWS

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AWS Marketplace & Service Catalog
Gaurav “GP” Pal, Principal, stackArmor
s t a c k A r m o r

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About stackArmor
 Born-in-the-cloud AWS solutions
“pure-play”
 Working on AWS solutions since 2014;
focused on security and compliance
 Global customer base includes US
federal, public sector, and commercial
clients in regulated markets
 Multiple AWS competencies including
AWS GovCloud, Public Sector,
Security, Amazon DynamoDB, VAR
We provide cloud enablement services for
regulated industries with strong compliance
and security needs
Global Customer Base and
Delivery Model
ISO 27001 | HIPAA | FFIEC | NIST | FedRAMP

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Security & Agility By Design
Access Control AWS Identity and Access Management (IAM)
Awareness and Training AWS training courses on security, operations
Audit and Accountability Amazon CloudWatch, AWS CloudTrail
Configuration Management AWS Config, Service Catalog, Marketplace
Identification and Authentication Amazon Cognito, AWS Directory Service
Incident Response AWS Lambda, Amazon SNS, Amazon CloudWatch Logs
and Metrics
Maintenance Amazon EC2 Systems Manager, Amazon Inspector
Media Protection Amazon EBS, Amazon S3 Encryption, AWS KMS, Amazon
Macie
Personnel Security GovCloud: ITAR compliant service by US Persons
Physical Protection AWS FedRAMP
Risk Assessment AWS Trusted Advisor, AWS Artifact
Security View/Assessment ELK, Splunk Cloud
System and Comm. Protection WAF, VPC, security groups, sub-nets,
System and Information Integrity Multi-region, multi-VPC, multi-AZ, ASG, Elastic Load
Balancing
Customers want speed, security, and self-service > cloud native is the way to go!

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Cloud Computing in the Enterprise
It takes less than
20 minutes to spin
up 100 cloud
instance, but it
takes over two
weeks to procure
and acquire
software assets to
run on those
instances!
Traditional business processes slow down delivery!
1 2 3
The security vetting
process for software
assets takes even
longer and includes
verifying the supplier,
reviewing the patching
schedule, and
implementing the
right governance
model
Developers want to
quickly evaluate and
test products by
researching online
and reading reviews/
engaging online, not
spend weeks reading
analysts’ reports

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Software Acquisition Takes Too Long
Stakeholder expresses
need for software, for
example, firewall(s)
Contact traditional
VAR for quote
Multiple rounds of emails and
phone calls around instance
types, licensing clarifications,
and getting competitive pricing
IT gets the
requested bits and
now must install it
manually
Ops team must
constantly be on the
watch for updates
and patches
1 2 3 4
Cumbersome process that easily takes two weeks or more!

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Business at the Speed of Cloud!
Stakeholder expresses need
for software, for example,
firewall(s)
IT imports AMI into environment
and gets regular updates with
new AMIs that need to be
applied
C4.large
C4.large
C4.large $4,125
$3,547
$3,000
1 2
Rapid end-to-end deployment in less than two days!

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Case Study: Commercial
• Fast-growing financial services provider with FFIEC
compliance requirements
• Required to meet aggressive delivery timelines but
stay compliant!
• Deployed Palo Alto firewall solution in less than two
days as opposed to two weeks to meet go-live
deadlines
 Delivered vetted and compliant
security services using AWS
Marketplace
 Standardizing service delivery with
AWS CloudFormation(s)
distributed using AWS Service
Catalog
“The AWS Marketplace is a fantastic digital
acquisition solution that streamlines our ability to
evaluate, install, and maintain best-of-breed software
components through a simple AMI import as
opposed to going through the time consuming
traditional value-added reseller model to get quotes,
download software, and then spend time getting
updates.” – CIO, FGMC

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Case Study: Public Sector
• State agency responsible for operating healthcare
insurance enrollment platform with the ability to
meet surges and meet strong compliance and security
standards
• Meet complex shared-services and multi-tenancy
requirements within government acquisitions
framework
 Met delivery deadlines by streamlining procurement by using AWS Marketplace;
Splunk Cloud procured, provisioned, and deployed in less than three days!
 Developing a mature delivery and security operations model to meet increased
demand with AWS Service Catalog for multiple use-case scenarios including
information security and supporting shared services

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AWS Marketplace as Your Digital Fulfillment
Mechanism Customer segmentsSolutions Conversion paths
< $20k (per year)
$20-100k (per year)
> $100k (per year)
• Targeting: automated
• No sales help, standard pricing
• Targeting: automated + some manual
• Sales help offered (OLDR, ISV, SI),
standard pricing
• Targeting: mostly manual
• Sales help required, custom
pricing
Engagement models
Low touch
Medium touch
High touch
Security
Networking
Storage
BI
Business
applications
DevOps
Database
Self-serve
led by digital
marketing
Sales-assist
supported by
digital
marketing
Value tiers
Sales-led
supported by
account-based
marketing
SMB
and
Enterprise

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T he 5/50/500 Mode l & How We T ransform the Mode l
5
50
500
The Mega “5” software
vendors which represent
~50% of IT software spend
The top 50 vendors critical
to the journey to the cloud
and future direction of a
company
The long tail of 500+
vendors
MSFT and Oracle,
managed by AWS

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Thank you!