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The Amazon Partner Network

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This AWS Presentation will cover the Amazon Partnership Model as well as the AWS Partner Programs. Presented in 2016.

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The Amazon Partner Network

  1. 1. Agenda APN: The Amazon Partnership Model • Intro to the APN • Technology Partnership • Consulting Partnership • APN Resources APN: Introduction to AWS Partner Programs • Tiers & Benefits • Programs • Upgrading • Training 1st Session : 14:15 – 15:15 2nd Session : 15:30 – 16:30
  2. 2. Agenda APN: The Amazon Partnership Model • Intro to AWS for partners and the APN • Technology Partnership • Consulting Partnership • APN Resources
  3. 3. Our experience of the W. European markets We are here Data: Geoffrey Moore, all rights reserved
  4. 4. Customer insights • High demand for «solutions» by our customers – A combination of a business application and a migration to AWS – Majority of our observed customer demand • Still some guidance required on how to use AWS – Advanced usage of AWS – Mostly for R&D purposes
  5. 5. AWS current growth AWS is a large and rapidly growing business. Q4 2015 revenue for the AWS segment increased 69.5% y/y to $2.4 billion with 28.5% operating margin, making AWS nearly a $10 billion run rate business (actual: $9.6 billion). AWS is the fastest enterprise IT vendor to reach a $10 billion run-rate.
  6. 6. 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
  7. 7. How is the APN Structured? ISV Acceleration Professional Services Professional service firms that help customers design, architect, migrate, or build new applications on AWS. Product Companies Commercial software and cloud service companies that build solutions that run on, are complementary to, AWS. APN Consulting Partner APN Technology Partner Authorized Government Partner Channel Reseller Partner AWS Marketplace Seller AWS Test Drive Managed Service Provider
  8. 8. Agenda APN: The Amazon Partnership Model • Intro to the APN • Technology Partnership • Consulting Partnership • APN Resources
  9. 9. Technology Partner Segmentation Verticals FSI&Insurance M&E Bio/Life/HC App/Dev Issue Tracking Testing SCM Dev Tools Messaging Comms PaaS Monitor Network Infrastructure Database & Caching Application Servers/Middleware Security Management Storage/BackUp MDM Operating System Infrastructure Software CRM Content Management Collaboration BPM Big Data & Analytics Finance & Accounting HRM eCommerce & Retail ERP Design & Engineering Customer Engagement Logistics (SCM) HPC GIS Gaming Application/Business Software
  10. 10. Sell More Sell Faster Wallet Share Reduce Costs Go Global Value for Technology Partners
  11. 11. 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
  12. 12. Utility No long-term commitments. License is included in the metered AWS offering (i.e. Hourly on EC2). Scales based on use. AWS Marketplace enables this for partners License Mobility Also known as Bring Your Own Licenses (BYOL). Customer acquires license from traditional channels for software running on AWS. For known utilization SaaS License is managed at the application tier by the ISV. AWS is part of the cost to supply the SaaS offering to customers Free Trial Trial Licenses to speed up the sales cycle & prove value of ISV solution AWS Test Drive & Technology Partner GTM Activities Technology Partner Licensing Models
  13. 13. • AWS Sponsored Technical Training for Partner • Product Managers, Developers & Sales Engineers • Product Development: Supporting the AWS costs associated with Design Win Dev • Customer POC: Supporting the partner’s sales cycle • AWS Sponsored Partner Lead Generation GTM • Targeted campaigns to get new customers using Technology Partner’s solutions on AWS • GTM funding for promotion of Free Trial campaigns. Training & Certification Proof of Concepts Free Trial GTM Investment Areas
  14. 14. AWS Marketplace • Launched in April 2012 • Catalog of software • Channel to sell to AWS Customers • Easy product discovery • Simplifies procurement • Deploy fast • Eliminate license mgt • One AWS bill • Consume hourly, annually • 35 Categories • 800 ISVs • 2,300 Listings • 143M Hours of software consumed monthly
  15. 15. Agenda APN: The Amazon Partnership Model • Intro to the APN • Technology Partnership • Consulting Partnership • APN Resources
  16. 16. Our experience of the W. European Markets We are here Data: Geoffrey Moore, all rights reserved
  17. 17. Customer insights • High demand for «solutions» by our customers – A combination of a business application and a migration to AWS – Majority of our observed customer demand • Still some guidance required on how to use AWS – Advanced usage of AWS – Mostly for R&D purposes
  18. 18. Consulting Partner best practices Packaged service & solution offerings Fixed price migration DevOps workshops Security as a service Consulting Partner collaboration
  19. 19. Examples of solutions Solutions Examples of Technologies Web Content Management Microsoft, Wordpress, Drupal, joomla E-commerce Magento, SAP Hybris, IBM Websphere Business intelligence, Analytics SAP Hana, SAS, Microstrategy, Tableau, Pentaho Collaboration Microsoft, Atlassian ERP Microsoft, SAP CRM SAP, Pegasystems Back-up, archiving, DR Commvault, Symantec Migration Microsoft Windows, Suse, Red Hat, Apache Webserver, VMWare, HyperV
  20. 20. AWS provides the infrastructure for partners to deliver solutions to our customers Foundation Services Compute Storage Database Networkin g 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
  21. 21. Focus on Quick Starts
  22. 22. Efficiencies from automation: Quickstart Based on CloudFormation templates
  23. 23. Focus on Quick Starts : examples Use cases Quick Starts Web Content Management Sharepoint Server 2013 E-commerce Magento Business intelligence, Analytics SAP HANA, Cloudera EDH Collaboration Lync Server 2013, Exchange Server 2013 ERP SAP B1 for SAP HANA Business application layer Data: http://aws.amazon.com/architecture/
  24. 24. Available AWS Marketplace listings Use cases MP Listings Web Content Management Microsoft Sharepoint, Wordpress, Drupal, joomla E-commerce Magento Business intelligence, Analytics SAP Hana, SAS, Microstrategy, Tableau, Pentaho Collaboration Microsoft, Atlassian ERP SAP Business one CRM SAP CRM Data: https://aws.amazon.com Business application layer
  25. 25. Contractual framework: reseller agreement • Roles and responsibilities • Ability to sublicense AWS Services to end customers • Discount on AWS Services and Business or Enterprise-level Support • High-level support (concierge) • Control over End-Customer relationships (support and billing) AWS Reseller Customer - Licences AWS services - Bills - Supports (2nd line) - Reports end-user information - Escalates support enquiries (2nd line) - Sub-licences AWS services - Bills - Supports (1st line) - Makes support enquiries - Agrees to AWS licence terms • Benefits for partners = a Mutually beneficial agreement More details: https://www.apn-portal.com/apex/ResellerResources?sfdc.tabName=01rE0000000AAzJ from the APN portal Shared under NDA • Can be combined with either customer agreement or enterprise agreements for special cases • Direct relationship to AWS is maintained • Allows for sales alignement at end customer level • Advantageous termination clauses to AWS (e.g. Ability to take over the accounts upon termination, termination for convenience clause) • Benefits for AWS
  26. 26. Consolidated billing underpins managed services on AWS Consolidated Billing Process 1. Reseller signs up for Consolidated Billing in the AWS Billing and Cost Management console, and designate your account as a payer account. Now your account can pay the charges of the other accounts, which are called linked accounts. The payer account and the accounts linked to it are called a Consolidated Billing account family. 2. Reseller adds linked accounts to the consolidated bill. 3. Each month AWS charges payer account for all the linked accounts added to the consolidated bill 4. Cost can be optimized at paying or linked account levels More details: http://docs.aws.amazon.com/awsaccountbilling/latest/aboutv2/consolidated-billing.html
  27. 27. Check list for partners ready to help customers make the most of the cloud opportunity • Propose and maintain packaged solutions to the market – repeatable approach • Leverage our partner programs – standard tier • Strong sales, support, and marketing teams – With systems supporting (CRM) • Under reseller agreement with AWS • Strong migration and business applications skills to build the relevant solutions to AWS customers • Strong delivery and support teams • Knowledge of AWS: certified staff • Senior technical sponsorship Business check-list Technical check-list
  28. 28. Agenda APN: The Amazon Partnership Model • Intro to the APN • Technology Partnership • Consulting Partnership • APN Resources
  29. 29. Utilize the APN Portal There are lots of resources available to you through the APN Portal
  30. 30. APN Portal • Webcasts • On-Demand Training • Training Discount • Marketing Tools • Content Syndication • Register Opportunities • Download Content • Apply for AWS Competency • Upgrade APN Tier aws.amazon.com/partners
  31. 31. Partner Communications • APN Webpages • APN Blog • APN Newsletter • APN Twitter • APN Portal
  32. 32. APN Partner Webinars Weekly partner-oriented webinars focused on educating and enabling partners in key areas. Weekly webinars, educating thousands of partners Hear directly from AWS technical & Business thought leaders Flexible format and hours for Partners, including: Office Hour & Hot Topic http://aws.amazon.com/partners/webinars/
  33. 33. Content on the APN Portal • A wealth of business and technical enablement content • Includes early releases of AWS Quick Start guides • Specific content only available for APN Partners • AWS Training guides • Syndicated web content • Marketing collateral
  34. 34. Amazon Partner Network Marketing Centre
  35. 35. Marketing Toolkit The Marketing Toolkit is available to APN Partners to provide options in integrated joint marketing between AWS & Partners. Communication: AWS Newsletter, APN Newsletter, APN Logos, & Twitter Customer Facing Joint Webinars Enterprise Jointly Owned Case Study Turnkey Demand Generation with AWS Grid
  36. 36. Use AWS Branding
  37. 37. Find your AWS Logo APN Portal – on the Content Page
  38. 38. What’s the Journey of Successful APN Partners? • Build a Cohesive Business Plan • Take Advantage of APN Resources • Get AWS Trained and Certified • Move up Partner Tiers • Leverage APN Partner Programs • Go-to-market support from AWS
  39. 39. Agenda APN: Introduction to AWS Partner Programs • Tiers & Benefits • Programs • Upgrading • Training
  40. 40. As a reminder, the 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
  41. 41. Partners move through two interlocking frameworks Partner tiers • Four performance tiers based on training, customer engagements, and overall business investment on AWS. • These tiers are: Registered, Standard, Advanced, and Premier. APN competencies • Highlight APN Partners in specialized solution areas: Big data, Oracle, SAP, Microsoft, Digital Media, etc…
  42. 42. APN Benefits Registered Tier Premier Advanced Standard Registered Program Benefits Marketing Support: Access to the AWS Grid: Create jointly branded websites with AWS and execute turn-key email demand generation campaigns in minutes. Access to Business, Technical and Marketing Content: Search from a repository of whitepapers, videos and presentations Access to Educational Webinars: Conducted by Solution Architects, Partner Managers and marketing Access to AWS syndicated marketing: This includes video, webinars, collateral downloads and AWS newsletter Training Support: Free Technical and Business on-line training for Partners Earn AWS Business & AWS Technical Professional Accreditation Attain AWS Certification through the Global AWS Certification Program
  43. 43. APN Benefits Standard Tier Premier Advanced Standard Registered Program Benefits Marketing Support: Use of APN Logo & Company Profile in AWS Partner Director Access to AWS Grid and syndicated marketing Business Enablement Support: Access to Partner Manager and Partner Solution Architects Acceleration Program Support: AWS Test Drive: program & AWS credits Can apply for Fast Track , Reseller & SaaS Partner Programs Training and Development Support: $2,500 Free AWS Credits
  44. 44. Premier Advanced Standard Registered Program Benefits Marketing Support: Use of APN Logo and Company Profile in AWS Partner Directory Featured Listing in the AWS Partner Directory Eligible for AWS-Written Case Study Featuring Partner Priority Access to Conduct AWS Customer-Facing Webinars Business Enablement Support: Access to Partner Manager, Solution Architects and NDA Roadmap Webinars Acceleration Program Support: AWS Test Drive: program & AWS credits Can apply for ISV, Reseller, SaaS, Accel & competency Partner Programs Training and Development Support: Can apply for AWS Training Subsidies, enablement tools and Partner Educate $2,500 in Free AWS Usage Credits (POC, Development & Test) APN Benefits Standard Tier
  45. 45. Agenda APN: Introduction to AWS Partner Programs • Tiers & Benefits • Programs : acceleration, competencies, SaaS, reseller programs • Upgrading • Training
  46. 46. Premier Advanced Standard Registered Delivery Model ExpertiseExperiencePartner Type AWS Partner Programs Channel Programs MSP Program SaaS Program Competency Program Government Program Test Drive AWS Marketplace Consulting Technology GTM Resources Go-To-Market Partner Network
  47. 47. APN Partner Acceleration Programs AWS Partner Journey + APN Standard: Offering Dev & POC free usage Acceleration Programs Plan APN FastTrack $ StandardRegistered Advanced Premier
  48. 48. Phase 1 – Enablement Training Discounts Development/Sandbox and Support Credits Lab Tokens Technical Certification Exam Vouchers Additional Development credits Joint GTM Market Development Funds POC Credits AWS Sales Team introductions APN FastTrack Phase 2 – Readiness & GTM
  49. 49. APN Acceleration Benefits Training and Certification support Free AWS usage for Solution Development and Innovation Sandbox Partner GTM Plan funds Demand Gen Program Events & Sponsorships Partner Case studies Joint Webinars Syndicated Content AWS Test Drive POC tools, SA, ProServ and program resources Professional Services funding for POC and Migration Accelerators AWS Promotional Credits Free AWS usage to support customer trials APN TestDrive & Push to POC credits Training & Enablement MDF & Demand Gen/Leads POC, Demo & Free Trials ©2015, Amazon Web Services, Inc. or its affiliates. All rights reserved. Amazon Confidential.
  50. 50. Premier Advanced Standard Registered Delivery Model ExpertiseExperiencePartner Type AWS Partner Programs Channel Programs MSP Program SaaS Program Competency Program Government Program Test Drive AWS Marketplace Consulting Technology GTM Resources Go-To-Market Partner Network
  51. 51. http://aws.amazon.com/partners/competencies • Differentiates APN Partners to AWS Customers • Validated based on: • Customer success, AWS Certifications, technical readiness, AWS product or practice review, customer references APN Competency Program
  52. 52. Current APN Competencies Marketing & Commerce Storage Life sciencesHealthcare SAP Oracle Big data Microsoft Digital media Security DevOps Mobile
  53. 53. Premier Advanced Standard Registered Delivery Model ExpertiseExperiencePartner Type AWS Partner Programs Channel Programs MSP Program SaaS Program Competency Program Government Program Test Drive AWS Marketplace Consulting Technology GTM Resources Go-To-Market Partner Network
  54. 54. AWS SaaS Partner Program Benefits Stage APN Tier SaaS Community Webinar Series Specialized Technical Content Technical and Business Office Hours Learn Build Access to Product Development Funding SaaS Specific Reference Architectures AWS Training & Certification Grow Market Development Funding Access to Sales Alignment Initiatives Investment in Lead Generation Campaigns
  55. 55. Premier Advanced Standard Registered Delivery Model ExpertiseExperiencePartner Type AWS Partner Programs Channel Programs MSP Program SaaS Program Competency Program Government Program Test Drive AWS Marketplace Consulting Technology GTM Resources Go-To-Market Partner Network
  56. 56. AWS Channel Reseller Program • The AWS Channel Reseller Program is designed for APN Consulting Partners who have built their AWS practice to include professional services and management of end customer AWS environments, such as: Managed Service Providers (MSPs), System Integrators (SIs), and Value-Added Resellers (VARs). • AWS Channel Resellers value owning the customer experience from end-to-end for their AWS-based offerings.
  57. 57. Contractual framework: reseller agreement • Roles and responsibilities • Ability to sublicense AWS Services to end customers • Discount on AWS Services and Business or Enterprise-level Support • High-level support (concierge) • Control over End-Customer relationships (support and billing) AWS Reseller Customer - Licences AWS services - Bills - Supports (2nd line) - Reports end-user information - Escalates support enquiries (2nd line) - Sub-licences AWS services - Bills - Supports (1st line) - Makes support enquiries - Agrees to AWS licence terms • Benefits for partners = a Mutually beneficial agreement More details: https://www.apn-portal.com/apex/ResellerResources?sfdc.tabName=01rE0000000AAzJ from the APN portal Shared under NDA • Can be combined with either customer agreement or enterprise agreements for special cases • Direct relationship to AWS is maintained • Allows for sales alignement at end customer level • Advantageous termination clauses to AWS (e.g. Ability to take over the accounts upon termination, termination for convenience clause) • Benefits for AWS
  58. 58. Agenda APN: Introduction to AWS Partner Programs • Tiers & Benefits • Programs • Upgrading • Training • Partner Highlight: Partner Name
  59. 59. Update Your Partner Directory & Scorecard Trouble ticket: https://www.apn- portal.com/apex/PartnerPortalContactUs http://www.aws-partner-directory.com/
  60. 60. Upgrade Your APN Tier http://aws.amazon.com/partners/
  61. 61. Apply for Upgrade
  62. 62. Showcase your book of business
  63. 63. Opportunities
  64. 64. Opportunities
  65. 65. Agenda APN: Introduction to AWS Partner Programs • Tiers & Benefits • Programs • Upgrading • Training
  66. 66. Expand Your Cloud Skills with AWS Certification aws.amazon.com/certification Validate technical skills with the AWS platform and gain recognition for your expertise Online videos and labs aws.amazon.com/training/ intro_series Start working with an AWS service in minutes with free online instructional videos and labs aws.amazon.com/training/ course-descriptions Instructor-led courses Learn to design, deploy, and operate highly available, cost-effective, and secure applications on AWS
  67. 67. Expand Technical Skills with Training Visit aws.amazon.com/training for course descriptions Go to www.aws.training to view the global class schedule
  68. 68. Training for APN Partners - Business Learn more at aws.amazon.com/partners/overview/partner-training Accreditation Accreditation Business Development Roles 5 hours | Online Modules & Assessments AWS Business Professional AWS Technical Professional Technical Business Development Roles 5 hours | Online Modules & Assessments Accreditation AWS TCO and Cloud Economics AWS Business or Technical Roles 3 hours | Online Modules & Assessments AWS Partner Solutions Training AWS Business Professionals 1 day | Instructor-Led Training
  69. 69. 81 Find Partner Training Visit aws.amazon.com/partners/training for details and resources • Log into your APN Portal account • Go to Training tab • Enter AWS Training Portal • Free e-Learning & Accreditations • 20% off AWS-delivered instructor-led training classes
  70. 70. Validate Expertise with AWS Certification Visit aws.amazon.com/certification for exam details
  71. 71. Calls2Action
  72. 72. Calls2Action • Create a partner account on https://aws.amazon.com/partners/ • Book trainings • Upgrade to Standard Tier • Sign up for Programs
  73. 73. Edouard Chabrol Huber Edouardc@amazon.lu

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