AWS Partner Day London - June 11th 2013


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Last week, June 11th, AWS hosted a successful Partner Day in London, targeted at our existing APN partners.
This is what we've covered during the sessions:

- AWS product and services update
- The AWS partner program benefits and opportunities
- How to develop your partnership with AWS
- AWS competency program
- How to resell AWS services

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AWS Partner Day London - June 11th 2013

  1. 1. #awspartnersLondon
  2. 2. 2:00 – 2:20pm2:20 – 3:00pm3:00 – 3:25pm3:25 – 3:45pm3:45 – 4:00pmIntroduction and AWS update – Iain GavinAWS Solution overview – James BrownWhat can partners get from the APN? – Phil HardyAWS Reseller program – Jarrod BuckleyEngaging with AWS – Phil Hardy4:00 – 4:30pm Group and individual Q&A sessions - team4:30 – 6:00pm Public Sector Partners – Kevin Webb, WWPS & Compliance
  3. 3. Provide customers with a broad selection ofsoftware products and an ecosystem ofexperts to help them more easily realize thebenefits of AWS.ForCustomersThe AWS Partner Network (APN) is focusedon helping partners build a successful AWS-based business by providing great Technical,Sales, Marketing, and GTM support.ForPartners
  4. 4. BPaaS SaaS PaaS IaaS Mgmt & Sec5-year CAGR (2011-2016) 11.3% 19.1% 26.6% 41.8% 26.9%$0$20$40$60$80$100$120$1402010 2011 2012 2013 2014 2015 2016Market Size ($US Billions)BPaaS SaaS PaaS IaaS Mgmt & Sec• IaaS is the fastest growingsegment with a CAGR of 42%• Greatest increase in spending in N.America followed by W. Europeand Mature Asia/Pac• IaaS will grow from $6.2 billion in‘12 to $24.6 billion in ‘16Source: Gartner, Public Cloud Services Forecast, Sept 2012 (G00238928)Excludes Cloud Advertising
  5. 5. Gartner “Magic Quadrant for Cloud Infrastructure as a Service,” Lydia Leong, Douglas Toombs, Bob Gill, Gregor Petri, Tiny Haynes, October 18, 2012. This Magic Quadrant graphicwas published by Gartner, Inc. as part of a larger research note and should be evaluated in the context of the entire report. The Gartner report is available upon request from StevenArmstrong ( Gartner does not endorse any vendor, product or service depicted in its research publications, and does not advise technology users to select onlythose vendors with the highest ratings. Gartner research publications consist of the opinions of Gartners research organization and should not be construed as statements of fact.Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.
  6. 6. 1.1M peakrequests/sec
  7. 7. AWS ServicesManaged Infrastructure ServicesManaged Application ServicesApplication Implementation &Migration ServicesStrategy ConsultingSelection, TCO, ArchitectureConsulting Fees - $$$Application Dev Fees - $$$3rd Party Product/Service Resell VAR Margin - $$$X% of Total ProjectSpend/Year - $$$$$$ per Month per Project10Xto50XTransformationPer Program
  8. 8. • $100M+ Multi Year Engagements– $10M+/Year in AWS Spend• 70% - 80% of Windows/LinuxWorkloads• Saving up to 70% on Infrastructure• Unparalleled Business Agility andTime to Innovation• Net New Applications• Data Center Transformation• Application Modernization• Major Software Upgrades• Mergers/Acquisitions
  9. 9. Continuously deliver innovative AWS servicesExpand into new geographies and marketsDeliver lower prices as we scale and innovateAdd resources to help win in the EnterpriseInvest in & Enable our Partner Ecosystem
  10. 10. 924486182159632007 2008 2009 2010 2011 2012 2013 YTD
  11. 11. Customer Demand• Large Revenue for Partners• Value Added Partner Solutions for CustomersLeader in Cloud Innovation and Scale• History of Innovation• 31 Price Reductions and Counting..Global Field Engagement & GTM• Sales Engagement• GTM Programs
  12. 12. • Enterprise Applications• Enterprise Storage• Big Data• Development and Test
  13. 13. Enterprise Applications
  14. 14. Private ConnectionsWorkload MigrationsAccess Control IntegrationWork with ExistingManagement ToolsOn-Premises AppsYour Data CentersCloud Apps
  15. 15. Active DirectoryVMware ImagesNetwork ConfigurationYour DataYour On-Premises AppsYour Data CentersUsers & Access RulesVM Import/ExportYour Private NetworkOur StorageYour Cloud AppsDirect ConnectVPCIAMStorage Gateway
  16. 16. Single Pane of Glass Workload MigrationYour DataCenterLaunch VMApp 1Your Data CenterApp 2
  17. 17. Lionsgate uses AWS To host SharePoint & SAPAmazon VPCAvoided datacenter buildoutSaved $1Mover3 years50% lowercost thanhosting options
  18. 18. Enterprise Storage
  19. 19. • Companies are having to purchase and provision ever more storage• This storage often needs to be replicated for high availability• More primary storage means that mid-tier disk backup solutions are filling up faster• This is then putting an increased burden on tape backup solutions• Tape is time consuming and expensive• Branch offices are also creating more data that needs to be managedCompanies are forced to make large upfront capital investments just to keep thisproblem under control
  20. 20. Internet WebServices APIHTTP(S)AWS DirectConnectBlock FileAWS CloudCustomerDataCenter Archive Backup DisasterRecoveryNext Generation Enterprise Storage
  21. 21. PrimaryBlockStoragePrimaryFileStorageArchivalStorageDiskBasedBackupStorageTapeInfrastructure&ManagementReplicatedStorage forDisasterRecoveryOffsiteLocationsGeo-ResilienceReduce SANFootprintReduce NASFootprintEliminateArchitectureHardware &SoftwareEliminateBackupHardware &SoftwareEliminateTapeRecover inCloud or anyData CenterEliminateSecondaryDataCentersReduce Complexity. Reduce Cost.Traditional: On-Premise SolutionsNext Generation: Gateway & Cloud Storage
  22. 22. Departmental File Shares• Recently used documents are keptlocal for performance, unuseddocuments are tiered to the cloud• No more capacity planning• Storage Gateway means that departmentscan have their own storage device thatscales into the cloud• Reduces pressure on corporate NASdevices• Snapshots can remove the need for backups
  23. 23. Tape Replacement• Adds additional client sideencryption• No more capacity planning• No more tapes• Devices like Riverbed Whitewater canprovide a Gateway to Glacier• Deduplication of 10x to 30x reduces costsfurther
  24. 24. “Our models reveal a significant cost difference, with thecloud-based model coming in 74% less expensive thatI&O running it in-house”- Forrester Research Report
  25. 25. Big Data
  26. 26. “What is the problem weare trying to solve?”
  27. 27. GenerationCollection & storageAnalytics & computationCollaboration & sharingLower cost,higher throughputHighlyconstrained
  28. 28. Generated dataAvailable for analysisData volumeGartner: User Survey Analysis: Key Trends Shaping the Future of Data Center Infrastructure Through 2011IDC: Worldwide Business Analytics Software 2012–2016 Forecast and 2011 Vendor Shares1990 2000 2010 2020
  29. 29. No upfront capital expenseElastic and highly scalableOnly pay for what you use++Available on-demand+=Removeconstraints
  30. 30. Technologies and techniques forworking productively with data,at any scale.Big Data
  31. 31. Razorfish uses AWS for Big Data AnalyticsPER DAY:3.5BILLIONRECORDS13TBOFCLICKSTREAMLOGS71MILLIONUNIQUECOOKIESRESULT500% RETURNONADSPENDCOMPLETEDFIRSTCLIENTPROJECTINSIXWEEKSWith our implementation there was no upfront investment in hardware, nohardware procurement delay, and no additional operations staff was hired.We completed development and testing of our first client project in six weeks
  32. 32. S3DynamoDB EMRHBase on EMR RDSRedshiftOn premises
  33. 33. S&P Capital IQ Uses AWS for Big Data ProcessingProvides data to4200+ top globalinvestment firmsLaunched Hadoopfaster, LearnedHadoop fasterS3 Hadoop Cluster
  34. 34. Development and Test
  36. 36. • Development teams are often split acrosscontinents• Secure access is required for all teams to asecure environment• The customer will often also need connectivityfor final testing and acceptanceDEVELOPMENTANDTESTTEAMS NEEDAREOFTEN HIGHLYDISPERSED ACROSSTIME-ZONESAND DIFFERENTCONTINENTS
  37. 37. Shell uses AWS to Develop Software Faster and CheaperRemote TeamCoreDevelopmentTeamExtraDevelopmentResourcesContractor Team
  38. 38. Source controlLeverage EC2 to run popularsource control systemsProject managementAdd integrated projectmanagement and issue trackingWorkstationsEnable standard builddeveloper/test workstationsBuild serversUse EC2 horsepower to drivebuild servers and continuousintegration
  39. 39. Monthly EC2 usage at SAP“It is the advantage of thepublic cloud that newinitiatives do not have aninfrastructure risk. If theinitiative fails, then thereare no commitmentssitting on hardwareassets. If the initiative issuper successful, then youcan scale along with it,without worrying”Frank Stienhans - Director,Cloud Innovations at SAP
  40. 40. Reduce CostsReduce the costs ofyour existingdevelopment and testenvironmentsIncrease AgilityIncrease the agility ofyou development andtest teams by givingthem the infrastructurethey need
  41. 41. TechnicalSupportSalesSupportMarketingSupportGTMThe AWS Partner Network (APN) is the global partner program for AWS. It isfocused on helping Partners build a successful AWS-based business byproviding great Technical, Sales, Marketing and GTM Support.
  42. 42. 01,0002,0003,0004,0005,000Q1 12 Q2 12 Q3 12 Q3 12 Q1 13Partners by Quarter by APNTierRegistered Standard Advanced
  43. 43. APN ConsultingPartnerAPN TechnologyPartnerChannelResellerPartnerAuthorizedGovernmentPartnerMarketplaceSellerDirectConnectPartnerProfessional ServicesProfessional service firms that helpcustomers design, architect, migrate, orbuild new applications on AWS.Product CompaniesCommercial software and cloud servicecompanies that build solutions that runon, are complementary to, AWS.
  44. 44. Professional services firms that help customers of all sizes design, architect, migrate, or build new applications on AWS.Benefits Registered Standard AdvancedPartner Webinars & EventsAWS Partner NewsletterAPN Portal AccessAccess to AWS Grid & PartnerTrainingAccount Planning & Management Shared DedicatedTechnical Support Credits $1,000 per year $1,000 per yearAWS Service Credits $1,000 per year $1,000 per yearAPN Logos Partner Logo Advanced Partner LogoAWS Partner Directory Listing Partner Listing Advanced Partner ListingRequirements Registered Standard AdvancedMin. AWS Billings (3 mo. avg.) $1,000/mo. $10,000/mo.# of AWS Customer References 2 4# AWS-Trained Technical Staff 2 5# AWS-Trained Sales Staff 2 5
  45. 45.  Two main Partner Types: Technology Partners Consulting Partners Three progressiveperformance-based tiers: Advanced Standard RegisteredAdvancedStandardRegisteredTechnology & ConsultingIncreasingengagementwith AWSsales andpartner teams
  46. 46. The Channel Reseller Program enables qualified APN Consulting Partners toresell AWS services to end customers.Ideal for consulting partners building value-added offerings on AWS Partner handles the billing, procurement and support fortheir customers
  47. 47. Join in Selling Software on AWS Marketplace: Independent Software Vendors (ISVs) Value-Added Resellers (VARs) Systems Integrators (SIs) that sell softwareSell software to AWS customers through a new sales channel—one that enables a customerto quickly buy your software—without the traditional cycles of pricing, licensing and contractnegotiation.
  48. 48. The APN Portal is a new, partner-only, section of the AWS site. APN Portalprovides all APN Partners with the tools and content they need to grow theirbusiness on AWS. Track AWS success in yourPartner Scorecard Access Partner Training Marketing Support Contact AWS Alliance & SATeams Download Partner Content
  49. 49. All APN Partners, regardless of tier, have access to weekly partner-orientedwebinars focused on educating and enabling partners in key areas. Weekly webinars, educatingthousands of partners Hear directly from AWStechnical & Business thoughtleaders Flexible format and hours forPartners, including: Office Hour& Hot Topic
  50. 50. All APN Partners, regardless of tier, have access to the monthly AWS PartnerNewsletter. The monthly AWS Partner Newslettercontains a wide range of partner-focusedcontent including: Partner Announcements Key Partner Events Product & Feature Launches Upcoming AWS Training Partner Case Studies
  51. 51.  AWS Summits are a series of 1 day, regional events targeting over 1,000customers & prospects Global footprint – AWS Summits planned in 12 cities reaching over 21,000 in-person attendeesNetwork with AWS customers, peers, industry analysts and thought-leaders,AWS execs, and product experts at AWS-hosted events.
  52. 52. The Marketing Toolkit is available to APN Partners to provide options in integrated joint marketing betweenAWS & Partners. Communication: AWS Newsletter,APN Newsletter, APN Logos, &Twitter Customer Facing Joint Webinars Enterprise Jointly Owned CaseStudy Turnkey Demand Generation withAWS Grid
  53. 53. AWS GridWith AWS Grid, Partners are able to create jointly branded websites with AWS and execute turn-key email demand generation campaigns in minutes. Utilize professionally designed multi-touch campaigns to reach your leads Access deep reporting on how yourcustomers/prospects interact withcampaigns Automatically surface the highestquality leads and learn what interests apotential client
  54. 54. Standard and Advanced APN Partners can use APN logos of theircorresponding level of partnership for branding and marketing purposes(website, RFPs, etc.).
  55. 55. The AWS Directory is a valuable tool for partners who wish to promote theirproducts and professional services offerings to prospective AWS customers. 40,000 customers permonth find partners in AWSPartner Directory Highlight TechnologySolutions, MarketplaceProducts, Case Studies Increased prominence toAdvanced Partners
  56. 56. Through Partner Training, Partners are able to take interactive training courses on-demand in theAPN Portal. At the end of each course, an assessment is offered for Accreditation. Earn AWS Business & AWS TechnicalProfessional Accreditation Receive Partner Discounts on AWSTraining Attain AWS Certifications through theGlobal AWS Certification Program
  57. 57. 71Role-Based Technical CoursesSolutions ArchitectArchitectingon AWSAdvanced ConceptsSysOp AdministratorsSysOpson AWSDevelopersDevelopingon AWSAPN Partner Training & AccreditationsAWS Business Professional AccreditationAWS Technical ProfessionalAWS Technical Professionale-Learning Modules & AssessmentsAccreditationSolutions ArchitectSysOps AdministratorsDevelopersBusiness ProfessionalTechnical ProfessionalArchitectingon AWSAdvancedOperationson AWSAWSEssentialsAccreditationAccreditationAWS Technical Professionale-Learning Modules & AssessmentsAWS Business Professionale-Learning Modules & AssessmentsIn developmentILT Available Available
  58. 58. APN Competencies allow APN Consulting Partners to differentiate themselvesby demonstrating a proven skill set to AWS customers. Earned by partners based ontraining, customer implementationsand references Enables customers to easilyrecognize partners with specificskill sets Managed Service Provider (MSP)and Big Data APN Competenciesnow available
  59. 59. Managed Service Provider Big DataAPN Partners that fully managetheir customers’ AWS-basedinfrastructure, associateddatabases, and applicationsdeployed on AWS.APN Partners that helpcustomers evaluate and use thetools, techniques, andtechnologies of working with dataproductively, at any scale.Standard and Advanced tier APN Consulting Partners can currently apply to theManaged Service Provider (MSP) & Big Data Competencies.
  60. 60. Getting Started in APNGetting started as an APN Partner is easy. Follow the simple steps below to join the program today.Step #1: RegisterComplete APN registration as an APN Technology Partner or APN ConsultingPartner by visiting #2: Login the APN PortalLogin to the partner-only site to contact AWS technical and non-technicalteams, request marketing and sales support, download partner-focusedcontent, access free partner training, etc.Step #3: UpgradeTake advantage of APN’s many benefits by upgrading your firm’s APNstatus. Submit compliance details through your firm’s Partner Scorecard inthe APN Portal.Questions? Contact the APN Team.
  61. 61. APN Program Partner
  62. 62. Enables APN Consulting Partners to go-to-marketand fully manage your customers withAWS-based deployments.
  63. 63. AWS Provides You:• Discounted AWS Services• Discounted Premium Support• Solution Architect guidance• Partner Account Manager• Joint GTM PlanningYou Provide Customers:• Value added solutions• Pricing for AWS solution• Relationship management• Premium Support• Billing for AWS solution
  64. 64. MSPs Infrastructure SIs Government SIs IT DistributorsGlobal SIs Regional SIs Enterprise Apps Web/Big Data
  65. 65. Backup and Storage$15-$25K/month on AWSMarketing/Big Data$8-$15K/month on AWSCorporate Websites$2-$5K/month on AWSPackaged Applications$10K/month on AWS
  66. 66. If you are….• An APN Consulting Partner – Advancedor Standard• Building an AWS practice – Scaling AWSto >$25K/month• Providing value-added services andsolutions on AWS• Managing customer accounts
  67. 67. • Apply online at:
  68. 68. • We are seeing increasing demand for AWS to support our customers in theirjourney to the cloud– AWS sells great services, via a self service model– But……..we don’t sell Consulting, Migration or Managed services– This is where we need value added partners• Our range of services is growing almost daily– We need partners who understand and can exploit this growing opportunity bydelivering business value to our joint customers
  69. 69. • A services led company – usually with a dedicated cloud practice• Has multiple value added services around the AWS portfolio:• For example - Managed Services, Migration services, Consolidation, Apps Development,Apps Migration, Consulting Services etc• Has strong technical skills around AWS• These factors normally lead to a strong engagement between the partner andthe AWS sales and technical teams– Good sales alignment– Good technical cooperation• Most importantly, leads to project wins
  70. 70. • AWS is split on a vertical basis• Verticals are:– Media – including Broadcasters, Publishers, Advertising and Gaming– Retail– Pharma and Life Sciences– Telco– Energy and Utilities– Financial Services– Manufacturing– General and Commercial– Public Sector & Charities• We operate on a named account list
  71. 71. • Each vertical consists of current and whitespace accounts• Our sales team have more customers and prospects than they have time• We need to work with our partners to drive opportunity and activity in bothwhitespace and existing accounts• We need more partners with strong value added skills
  72. 72. • Be valuable to our customers– Have good technical and sales knowledge of AWS services– Get yourself and your people Accredited – both Sales and Technical– Get your technical people onto our onsite training courses• Get them certified• Examine your customer base and prospects - look for opportunities to move aworkload to AWS• Reach out to AWS for opportunities that you need assistance with
  73. 73. • Submit opportunities via theportal• This will ensure we start toengage with you
  74. 74. 2nd Annual AWS Global Partner &Customer ConferenceTues, Nov 12, 2013 - Friday, Nov 15, 2013The Venetian in Las Vegas, Nevada