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Building and Successfully Selling ISV Solutions with AWS Partner-Summit-Singapore-2017

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In this session, as an APN Technology Partner, you will learn about the broad range of AWS programs and resources to assist you successfully build, market and sell your solutions. Whether you are a start-up, established ISV with pre-packaged software offerings or a SaaS provider, we can customize the right set of tools, training and go-to-market programs to accelerate your business. You will learn about our SaaS Partner Program, Quick Start and AWS Marketplace. We will also discuss opportunities and success stories of APN Technology and Consulting partners coming together and collaborating to deliver high value solutions in the market.

Published in: Technology

Building and Successfully Selling ISV Solutions with AWS Partner-Summit-Singapore-2017

  1. 1. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved. Stanley Chan Head of Technology Partners, APAC Building and Successfully Selling ISV Solutions with AWS
  2. 2. Cloud Market Update Cloud • 60% of enterprise workloads will be off- premises by 20202 Apps • APAC cloud applications to grow at CAGR of 23% between 2015 and 2020, representing 65% of public cloud revenues by 20202 Partner • By 2020 over 70% of cloud provider revenues will be mediated by channel partners/brokers3 Asia Pacific public cloud market opportunity by 20201 1 Gartner, June 2016 Cloud Spending Forecast, mature Asia Pacific defined as Aus, NZ, Singapore, Korea 2 IDC, Network World December 19th 2016 3 Asia Cloud Computing Association Cloud Readiness Index 2016 $14B+
  3. 3. The Next Phase of Cloud in Asia Pacific • Characterized by move from x86 server virtualisation for management and DR into testing the waters with cloud-based Dev and Test and early web- based businesses. • Issues with perceptions of security and data sovereignty and a lack of skills but growth was consistently strong and the concept highly attractive. Phase 1: Pre 2012 • The cloud-first mantra emerges and tipping points are reached in Asia Pacific. • Enterprise and Govt decisions are based on moving out of data centres and shifting infrastructure to 3rd parties. • The drive from capex to opex takes hold as does recognition of advantages in speed to market, scalability and agility. • Iconic brands start to use (and in some cases are formed) from cloud. Phase 2: 2012 Onwards Infrastructure & Datacenter Shift • Business growth and adaptation goals dominate the use of cloud. • Industry and organisation specific end-to-end solution needs become common. • Applications are architected for cloud, not re-architected. • The new wave of technology that relies on cloud expands. • Digital is status quo. Buyers are the business. Phase 3: 2017 Beyond Business Innovation & Transformation Tech Research Asia Survey for AWS, March 2017
  4. 4. Asia Pacific Cloud Application Services Spend Subsegment 2016 $M 2020 $M CAGR ‘16-’20 Customer Relationship Management $1,571.96 $4,114.75 27.2% Other Application Software $457.14 $820.04 15.7% Enterprise Resource Planning $334.22 $610.77 16.3% Web Conferencing, Teaming Platforms, and Social Software Suites $283.80 $456.16 12.6% Office Suites $213.36 $348.39 13.0% Supply Chain Management $191.10 $415.16 21.4% Digital Content Creation $122.46 $258.03 20.5% Enterprise Content Management $97.83 $221.15 22.6% Project and Portfolio Management $65.53 $120.48 16.4% Business Intelligence Applications $61.72 $182.93 31.2% Total Revenue (Millions) $3,399.13 $7,547.85 22.1% Gartner Forecast, Public Cloud Services Worldwide 2014-2020, 2Q 16 Update. Direct Sales Channel Self Service
  5. 5. Utility No long-term commitments. License is included in the metered offering based on actual usage. • AWS Marketplace License Mobility Bring Your Own Licenses (BYOL) Customer acquires license from traditional channels • AWS Well-Architected • APN Consulting Partners SaaS Subscription licenses sold direct or indirect AWS provides the global infrastructure to operate and deploy • SaaS Partner Program • AWS Marketplace Free Trial Trial Licenses to speed up the sales cycle & prove value of ISV solution • Quick Starts • AWS Marketplace • APN POC Program Software Licensing Models on AWS
  6. 6. Utility No long-term commitments. License is included in the metered offering based on actual usage. • AWS Marketplace License Mobility Bring Your Own Licenses (BYOL) Customer acquires license from traditional channels • AWS Well-Architected • APN Consulting Partners SaaS Subscription licenses sold direct or indirect AWS provides the global infrastructure to operate and deploy • SaaS Partner Program • AWS Marketplace Free Trial Trial Licenses to speed up the sales cycle & prove value of ISV solution • Quick Starts • AWS Marketplace • APN POC Program Software Licensing Models on AWS
  7. 7. Utility No long-term commitments. License is included in the metered offering based on actual usage. • AWS Marketplace License Mobility Bring Your Own Licenses (BYOL) Customer acquires license from traditional channels • AWS Well-Architected • APN Consulting Partners SaaS Subscription licenses sold direct or indirect AWS provides the global infrastructure to operate and deploy • SaaS Partner Program • AWS Marketplace Free Trial Trial Licenses to speed up the sales cycle & prove value of ISV solution • Quick Starts • AWS Marketplace • APN POC Program Software Licensing Models on AWS
  8. 8. Why SaaS on AWS? SaaS Characteristics üPriced based on Value üSelf-Service üMulti-tenant, Shared Infrastructure üElastic Usage üGlobal Market AWS Characteristics üPay For Use üResources On-Demand üHighly Scalable and Durable Services üAuto-Scaled and Scriptable Resources üGlobal Reach * Commissioned total economic impact study conducted by Forrester Consulting on behalf of Amazon, August 2016. 70%* SaaS on AWS Margins up to
  9. 9. SaaS Best Practice Separate the Platform from the Program and App Functionality • SaaS applications will evolve and change over time but core services are reusable • Decoupled services can support a fleet of SaaS applications • Isolated services can be tuned and scale independently • Reusable core services combined with application frameworks can reduce application development time in the long run
  10. 10. Data Access Layer Delivery Authentication & Authorization MeteringMonitoring Ordering Provisioning Billing Analytics Resource Management SaaS Application(s) Business Services Core Platform Services Interaction Application AdditionalApplications Application Lifecycle Management
  11. 11. Examples: Many Paths to SaaS Evolve Extend Innovate Innate
  12. 12. Offers customers an easy way to deploy complex software and services on top of AWS infrastructure using automation ü Single-button deployments ü Build once, consistently deploy ü “Gold Standard” reference architecture ü Modular and easily customizable ü Deploy in minutes vs weeks ü For Pilot or Production use ü Broad customer reach What Are AWS Quick Starts? “Using AWS SAP HANA Quick Start, we only needed to push a few buttons to get a functioning SAP HANA solution.” Philip Miller, Director
  13. 13. •1 stepSign up, sign in •2 stepsChoose region and key pair •4 stepsCreate VPC •4 stepsCreate Internet gateway •24 stepsCreate 12 subnets •24 stepsCreate 4 NACLs •16 stepsCreate 4 NAT gateways •27 stepsCreate 9 route tables •2 stepsCreate routes •Many more stepsAdd more stacks Sign up, sign in Choose region and key pair Launch Quick Start Manual Deployment Quick Start Quick Starts Reduce Complexity
  14. 14. Building Your Own Quick Start AWS Quick Start Provides Your Responsibility • Technical Program Support • General design best practices • Modular templates for common items like VPC, bastion, etc. • Automated testing of CF stacks • Deployment Guide Template • Web Presence • Launch Support • Best practices specific to deployment of your software • Committed Engineering resources • Development of CF templates/scripts • Documentation • Maintenance / Support • Software Delivery
  15. 15. Wide Spectrum of Quick Starts https://aws.amazon.com/quickstart
  16. 16. Example: Docker Datacenter (DDC) Single-button deployment launch stack in 20-30 minutes CloudFormation Templates automate setup/deployment on new or existing AWS infrastructure Deployment guide explains architecture, implementation, best practices, customization https://aws.amazon.com/quickstart/architecture/docker-ddc/
  17. 17. AWS Marketplace Discover, procure, deploy, and manage software in the cloud https://aws.amazon.com/marketplace Reducing friction in deployments for the cloud ü Pre-configured to operate on AWS ü Catalog of 3,500+ software listings ü Over 1,100 participating ISVs ü Open Source and commercial Software ü Procure new or bring-your-own-license ü Deployed in 12 Regions ü 100,000+ active customers ü Deploys to AWS environment in minutes ü Flexible, usage-based billing models ü Software charges billed to AWS account
  18. 18. Global distribution Avoids the ‘money chase’ Enhanced security story Improves discoverabilitySimplifies the installation experience Removes deployment barriers AWS Marketplace Benefits to ISVs
  19. 19. Big Data & Analytics DevOps Storage Media Digital Engagement /WebApps Enterprise Back Office Top AWS Marketplace Categories
  20. 20. Big Data & Analytics DevOps Storage Media Digital Engagement /WebApps Enterprise Back Office Top AWS Marketplace Categories
  21. 21. Big Data & Analytics DevOps Storage Media Digital Engagement /WebApps Enterprise Back Office Top AWS Marketplace Categories
  22. 22. • Headquarters in Australia and India • DevOps ISV helping to build, manage, visualise and govern AWS infrastructure • AWS Marketplace since 2015 • Global customers include Symantec, Capgemini, TechMahindra, Monash University Example: Kumolus
  23. 23. Preparing for AWS Marketplace Is your application cloud ready? ü Is it running in AWS already? ü Do you have customers using it in AWS? ü Is the deployment automatic? Does your application run in a single instance or cluster? ü Does it work with AWS CloudFormation? ü Do you have a proposed architecture? Do you have developers assigned to this project? ü Do they understand AWS services (VPC, EC2, EBS, IAM) ? ü Do they understand the security requirements for AWS Marketplace? ü Do you have a launch date in mind?
  24. 24. Show Me The Money Average partner margins (%) according to Consulting and Technology Partners: • Partners reported the healthiest margins – typically higher than 30% - were most common in cloud application migrations, SaaS, and app development. • ISV/Software providers are expecting sales through channel partners to nearly double in next 12 months. • “We need to take labour intensive services and shift to 'as a service' - greater margins for us and lower fees for clients” • As customers accelerate migration to cloud applications, revenues will move towards ‘aaS’ and application development areas. • For software providers this is a clear path. • For services focused companies some are looking to Managed Services but others are concerned the “big players” will takeover. 0%# 5%# 10%# 15%# 20%# 25%# 30%# 35%# Migra-on#to#cloud#5# applica-ons# So9ware#(subscrip-on/ as#a#service)# Custom#applica-ons# development# So9ware#(upfront)# Infrastructure#migra-on# to#cloud#5#eg#storage,# compute# Hardware# Tech Research Asia Survey for AWS, March 2017
  25. 25. Partnering with Partners “…when it’s more than just basic cloud infrastructure we want to see greater partner involvement. Anything that involves security, vertical applications, customisation …. requires multiple partners. We just don’t see a single partner having the depth of skills….” “...ISV, SI? We don’t really care about how a vendor classifies itself or its partners. We’re looking for specific skills sets.” “Frankly it [the type of partner] doesn’t matter. To us it totally depends on the skills level. ISV, VAR etc. is just a vendor designation and that simply doesn’t work for us. For us it’s about experience …. referenceability is key” Customers are seeking better collaboration and flexibility from their SI’s and Consulting Partners in delivering application solutions.1 CIO National Retail Group CTO, Global Professional Services Group Australian CIO Tech Research Asia Survey for AWS, March 2017
  26. 26. Partner Collaboration: Today and the Future Q: Do you have examples where you collaborated successfully with other partners on a customer solution 4… 18% 33% Yes 2 partners Yes 3+ partners 2/3 of partners are already collaborating, however, the majority (77%) reported no increase in margin….but 50% reported an increase in win rate and 25% stated the proportionate deal size increased. “We will collaborate where we can work with partners that have deep expertise in solutions so we can help the customer with the whole project not just parts of it” Q: Which best categorises your approach to partnering in the cloud applications market Not looking to change 5% Looking for like partners 92% Do not collaborate 3% Majority of partners recognise the need for more collaboration in a cloud world, as do customers, however: Key issue is neither party see value in the “brokering” approaches of the past and are looking for a new approach to collaboration. “We will look for complementary partners even if margins are the same (we don’t margin share), it’s the deep vertical market expertise that’s important for us” Tech Research Asia Survey for AWS, March 2017
  27. 27. APN Partner Growth The APN has added 10,000+ over the past 12 months Use APN partner solutions and services Fortune 100 AWS Consulting Partners AWS Managed Service Partners Growth APN Partners headquartered outside of the US 90%+ 110%YoY 130%YoY 60%
  28. 28. AWS Competency Program Government Migration DevOps Mobile Security Digital Media Marketing & Commerce Big Data Storage Healthcare Life Sciences SAP Workloads Oracle Workloads Financial Services IoT Validated competency solutions Hundreds 64% YoY growth Microsoft Workloads
  29. 29. Partner Solutions Finder ü Competency, MSP and Services Delivery partners featured ü Customer case studies and references Direct connection between customers and partners https://aws.amazon.com/partners/find/
  30. 30. Build and Successfully Sell with AWS of $ invested in enablement and go-to-market resources https://aws.amazon.com/business-builder/ Build your software business globally of leads as a result of demand generation campaigns of customer projects funded for AWS partners Market and expand your reach Deliver and accelerate time to value 10s of Millions 10s of Thousands Thousands
  31. 31. Thank you!

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