With over 200K customers worldwide, AWS Marketplace has the widest selection of software listings in categories like security, storage, ML, etc. In this session, we’ll show you why you should adopt an AWS Marketplace first strategy when buying third party software. You’ll learn how you can transact through your current Channel or Consulting Partner and build solutions that accelerate your business.

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Get a consumer-based experience to software
provisioning with AWS Marketplace
Garth Fort
Director, Product Management
AWS Marketplace
Iain Mobberley
Sales Development Director, Platform & Hybrid
IT
Computacenter

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The enterprise app portfolio is being transformed
Move
Typical application portfolio
is ~ 1000+ *
Server architectures—often monolithic
Physical and virtual on premise
10–60% in house developed applications
90–40% COTS paid software
~300–500 software vendors
In perpetuity licensing—~10–30% under
used
High potential for cost rationalization
Modernize
SaaS
Serverless
Containers
EC2 AMIs
On PREM
Subscription based
* Based on AWS service catalog/marketplace dialogs with +300 enterprises

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Migrating the vendor portfolio: The 5/50/500 model
~18% of the customer IT budget is software
The mega 5 software vendors
which represent ~50% of IT
software spend
Microsoft and Oracle
managed by
SAP on AWS | VMWare on AWS | IBM or SFDC
5
The ~top 50 vendors you choose
as critical to your journey to the
cloud and future direction of
your company
50
The long tail of 500+ vendors 500

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AWS Marketplace Transforms Software Procurement
• 1,400 sellers (ISVs)
• 4,800 software product listings
• 39 categories
• Deployed in 18 AWS Regions globally
• 230,000+ active customers
• Entitle new, free, open-source, or BYOL
• AMIs, SaaS, CFTs and Containers
• Consolidated on one AWS bill
• Seller Private Offers & Enterprise
Contract for AWS Marketplace
Find, buy, and deploy third-party software

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4,800+ listings
1,400+ sellers
ISV
(Seller)
Entitle, Tag, Deploy,
Metering & Billing
Find, Test, Buy
Reporting, Disbursements
Support integration
Publish Software
Price Terms
Code
Custom Price/ Terms
Seller Private Offers
Consulting Partner Private Offers
Consulting
Partner
(Seller)
Authorization
Pricing & Terms
Pricing & Terms
+Consulting, Support
Financial, Legal, Technical Risk?
Decentralized
Developers
Centralized
Governance
CSO
Architects
Finance
Legal
Procurement
End-to-end commerce
platform for ISV’s
Supply Chain automation
for the buyer/developer

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SIEM
Operating
systems Security Storage BIDatabase DevOpsNetworking
8 popular categories most often provisioned

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AWS Marketplace Channel Programs
Channel Incentive Program
AWS CPs can purchase software
on behalf of customers and
receive an incentive from ISVs (in
the form of an AWS credit
memo)
Seller Private Offers
AWS customers and CPs can
negotiate custom pricing and
terms and subscribe in AWS
Marketplace
CP
private offers (CPPO)
CPs can resell software
solutions directly to
customers in AWS
Marketplace
Est.
2016
Q1
Est.
2017
Q4
Est.
2018
Q4
Consulting Partner
Private Offers
CPs can resell software
solutions directly to
customers in AWS
Marketplace

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Launched Oct. 2018
Consulting Partner
Private Offers
Resell software
in AWS Marketplace

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Popular ISVs in Consulting Partner Private Offers

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How do Consulting Partner Private Offers work?
Authorize ReportCustomize Transact

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Pursue high-value co-selling opportunities with AWS
Field Sales Teams and Channel Account Managers
Entice cloud-ready customers with Consulting Partner
Private Offers and the ability to add professional services
Opportunity for customer cost-optimization by
negotiating discounted pricing with vendors
Integrate AWS Marketplace into your sales motion

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Iain Mobberley
Sales Development Director, Platform & Hybrid IT
Computacenter

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Computacenter & AWS
Professional consulting
and tech sourcing for
AWS alongside core AWS
capabilities.
AWS ADVANCED
CONSULTING PARTNER
MIGRATION
ACCELERATOR SERVICES
Including VMware Cloud on
AWS, running Microsoft
Workloads on AWS and
AWS Marketplace.
A SELECTION OF
MARKETPLACE MODELS
Assistance with consolidating
public cloud spend, retirement on
EDP commitment and partner
deal negotiation.
A single enterprise
contract across multiple
software vendors
STREAMLINED
PROCUREMENT PROCESS
Two year relationship, not a born in the Cloud partner, success with AWS
Marketplace has driven jointly, customer and partnership success

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Choosing the right ISVs in partnership

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PLAN
APPLY
SCALE
ASSESSING
ENTERPRISE READINESS
CUSTOMER ADOPTION JOURNEY
NEWTOPUBLIC CLOUD OPTIMISINGPUBLIC CLOUD SCALING PUBLIC CLOUD
Level of Customer Investment
LevelofCustomerMaturity
WORKLOAD LED
AWS
Marketplace
acceleration

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Theend result
Providing acceleration
and removing blockers in
the customer journey to
the cloud.
Streamlining procurement
processes and simplifying
the partner landscape for
customers
We have a strong partner
ecosystem that lets us
deliver at scale while also
using niche expertise.
TIME TOMARKET MOVE TO FRICTIONLESS PARTNER ECOSYSTEM
Improving the customer journey, driving cost efficiency and a consistent experience

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GLOBAL PHARMACEUTICAL MOVE COMPLEX
WORKLOADS TO CLOUD
BENEFITS TO THE
CUSTOMER
• The customer can accelerate
the migration of workloads
out of the Co-Lo facilities
into Cloud by offering a
consistent storage platforms
• Application development to
operations handovers can be
shortened as the cloud
developers can access the
NetApp service in AWS
ABOUT THE CUSTOMER SITUATION
• The customer has a 2025 growth plan to
become a $50bn business.
• They have set a direction towards hybrid &
multi-cloud operating models. Supporting
complex workloads is a major enabler.
• NetApp is embedded as the strategic
storage platform on-premise and the
customer had initially engineered with native
AWS tooling.

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Thank you!
S U M M I T © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Garth Fort
Fortgart@amazon.com

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