Learn how to diversify our business models for profitable enterprise business

1. P A R T N E R
S U M M I T
S E O U L

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Diversify AWS partner business models through
studying pioneering partner cases
Seungchan Han
Technology Partner Business Development Manager
AWS

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Agenda

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© 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.
=

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© 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.

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We learn partner business journey today
Registered
Business building
and training Select
Go-to-market Advanced
Premier

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AWS business model
Pay only for
what you use
Increase
innovation and
agility
Reduce capital
and operational
costs
01 02 03
Customer
demand drives
80% of the
AWS roadmap
04

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© 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.

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© 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Innovation Migration
Driving new customer
engagement opportunities
Launching prototypes
Creating new business value
Moving legacy applications
to the cloud
Updating best practices
Standardizing workloads

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What customers want
“I need help migrating, running, & optimizing my AWS workloads.”

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Where APN partners add values
APN Consulting
Partners
(SIs, MSPs, Public Sector, VARs)
CustomerAWS
Customer Data
Platform, Applications, Identity and Access Management
Operating System, Network, and Firewall Configuration
Client-Side Data Encryption and
Data Integrity Authentication
Server-Side Encryption (File
System and Data)
Network Traffic Protection
(Encryption/Integrity/Identity)
Compute Storage Database Networking
Edge
Locations
Regions
Availability Zones
AWS Global
Infrastructure

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‘IT infrastructure’
‘Cloud Management’
‘Innovation’
‘Transformation’

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© 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Base
discount
Base discount
+ Net new
business discount*
Total eligible discount
Designed for systems integrators,
managed service providers, value-added
resellers, and public sector partners to
resell AWS Services to end customers as
part of their differentiated solution.
Base discount
+ Net new business discount
+ Technical capability
Discount
increase

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Operationalize baseline business model

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Maximize SPP benefits
Optimization of
Your Business
Model
Your
Technical
Capability
New Business
Development

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WHAT IS
DIFFERENTIATION?
The ability to demonstrate validated
excellence, experience, and expertise in the
solutions you provide to AWS customers.
Differentiate your business

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Why differentiation matters?

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How APN Premier partners differentiate?
74%
70%
42%
34%
30% 27% 25% 25%
10% 2%
Service / support Through
demonstrated
staff expertise
Through
certifications
Through brand
recognition
Geographical
territory
With specific
products and/or
IP developed by
our company
We specialize in
a specific
industry vertical
or verticals
Price Other We sell AWS as is

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3 Approaches to differentiate
Develop
Specialized Areas
specialize in
specific industries
or verticals
2
Build and
Monetize
Software IP
create and sell
products or IP
unique to your
company
3
Strengthen
Service and
Support
provide
‘superior’
customer service
1

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Strengthen customer service & support
BUILD STRATEGIC CONSULTANCY SERVICES
STRATEGY AND ROADMAP ONBOARD AND PROVIDE ACCESS
Advisory/Consulting services
• Cloud infrastructure design
• Readiness assessments
• Health-checks
• Develop strategic cloud initiatives
Migration services
• Move on-premises workloads to
the cloud
• Design applications
• Acquire new customers
Managed services
• Manage cloud workloads
• Manage third party applications
• Cost and resource optimization
• Establish long-term customer
relationships

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Strengthen customer service & support
• Readiness consulting
• Socialization of cloud adoption with the
AWS Cloud Adoption Framework (CAF)
• Aligning/Obtaining Cloud Executive
Sponsor
• Organization Transformation Plans
• Governance/Security Planning with Third
Party Tools
Advisory
Cloud Education and Design Services
• Migration Design and Planning
• Architecture Platform Development & Testing – High
Availability, Security, Compliance, Disaster Recovery
• Application Selection
Consulting Services by Vertical and Workload
• Healthcare, Life Sciences, Financial Services
• Retail, Marketing & Commerce
• Microsoft, SAP, Oracle workloads
Consulting Services by Solution Area
• Application Development
• Data Warehouse Modernization
• Data Lake & Data Science Environments
• Machine Learning & Predictive Analytics

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Strengthen customer service & support
Application
Migration
(Lift & Shift/
Re-Host)
01
Database
Migration to
AWS
05
Server and
Component
Migration to
AWS
04
Application
Migration
(Re-Factor)
03
Application
Migration
(Lift &
Replace/
Re-Platform)
02
Building Platform and Moving Workloads to AWS

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Strengthen customer service & support
APAC Partner of The Year 2018
OUR MISSION
Actually, it’s your mission. We just help you get there.
Keeping up in the digital age is a tough gig for any business,
and finding the right technology partner to help you adapt can
be even tougher. That’s why we’ve ditched the traditional
model and focused on delivering only the highest quality
solutions; efficiently, transparently and reliably.

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Strengthen customer service & support

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Strengthen customer service & support
Incremental
Staffing
38%
Training
2%R&D
16%
Marketing
19%
SG&A
25%
Total 3-year Investments
Total Benefits
Total Costs
Initial Year 1 Year 2 Year 3
Payback
12-14 months
Payback Period for Initial
Investment of $1.3M

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Strengthen customer service & support

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Develop specialized areas
Develop Solutions with Technical
Breadth and Depth
Your Unique Consulting
Expertise
Consulting IIP
Specialization by Vertical
Healthcare Finance Law
Specialization by Service Type: Managed Services
Monitoring Billing Penetratio
n Testing
Specialization by Service Type: Consulting Services
Minimal
Viable
Cloud
Windows
Migration
Data
Lakes
AI /
Machine
Learning
Develop Specialized Skills &
Services
Mobile
DevOps
Automation
Data
Engineering
Data Science
Specialize by Geography

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Develop specialized areas
• Repeatable and scalable
• Defined by customer requirements
• Rarely represented by a single AWS service
• Not unique to specific vertical markets
• Include sales, SA, partner, support enablement
• Have lifecycles and are constantly evolving

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Develop specialized areas
3-way collaborations
Informatica Data Lake Management on AWS
Servicenow Integration with Amazon Connect
Virtual Desktops and Apps
Domino Data Lab

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Develop specialized areas

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© 2018, Amazon Web Services, Inc. or its affiliates. All rights reserved.
Develop specialized areas
Storage Machine Learning
Data and
analytics
Cloud
managementSecurity
Networking DevOps Migration
Cloud
Management IoT
Container
Education
Digital Customer
ExperienceHealthcare
Digital
marketing
Microsoft
Workloads
SAP
Financial
services
Oracle
Government Digital Media Life Science
Industrial
Software
Nonprofit
Mobile
Marketing &
Commerce

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Amazon API
Gateway
Amazon
Aurora
Amazon
CloudFront
Amazon
EMR
Amazon
Kinesis
Amazon RDS
PostgreSQL
AWS Database
Migration Service
AWS
Lambda
AWS Server
Migration Service
(AWS SMS)
AWS
GovCloud (US)
Amazon Machine
Learning (Amazon ML)
Amazon
DynamoDB
Amazon
Redshift
AWS
WAF
AWS Service
Catalog
EC2
Systems
Manager
AWS
CloudTrail
AWS IoT
Core
AWS
Greengrass
AWS IoT
Analytics
Develop specialized areas

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Develop specialized areas
AWS Solution Space
AWS Quick Starts

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Build and monetize software IPs
21%
29%
22%
16%
9%
n = 2,902, Source: IDC SaaSView 4Q18, October 2018, IDC

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Build and monetize software IPs
SERVERLESS MICROSERVICES
AWS
Lambda
AWS
Fargate
Amazon
API Gateway
Amazon Aurora
Serverless
Amazon
S3
Amazon
DynamoDB
Amazon
SNS
Amazon
SQS
AWS
Step Functions
AWS
CloudFormation
AWS
Cloud9
AWS
CloudTrail
Amazon
CloudWatch
AWS
X-Ray
AWS
CodePipeline
AWS
Config
AWS
IAM
Amazon
Cognito
Amazon
Inspector
Amazon
VPC
Amazon
GuardDuty
AWS
SSO
AWS
Shield
AWS
WAF
DEVELOPMENT, DELIVERY AND OBSERVABILITY
SECURITY

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Build and monetize software IPs
OpsNow is a SaaS cloud
management platform (CMP) for
cost and resource management
in multi-cloud environments. You
can manage all of the public
cloud in one place, and it can
help you solve your various
needs quickly and easily.
Call.us, a combination of Cloud
and IPCC, can maximize customer
satisfaction with differentiated
services by creating various
business benefits as well as
infrastructure innovation

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Build and monetize software IPs
AWS Marketplace is
an online store that supports:
Over 1,400 participating ISVs
200,000+ active customers , 4,500+ software
listings
Over 650M hours of deployed EC2 instances
per month
Sell Your Software IP on AWS Marketplace
Immediate market for your solutions
Resell Third Party Software from AWS
Marketplace
Partner-to-partner collaboration adds value
Bundle third-party applications into managed services offerings:
Security monitoring and management (30% ave. attach*)
Cloud cost management
Data management, analytics, visualization (10-20% ave.
attach*)
Programmatic Third Party Gross Margins for Resell
*Source: A Forrester Total Economic Impact Study, Commissioned by Amazon October 2017

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Build and monetize software IPs
Amazon
Machine
Image
CloudFormation
Template
SaaS API AI Models Containers

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Build and monetize software IPs
Provides business and technical enablement
with SaaS experts
A range of learning opportunities from self-
service education, in-person events and
workshops
Available to any APN Partner across all APN
tiers

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S U M M I T
Develop
Specialized Areas
specialize in
specific industries
or verticals
2
Build and
Monetize
Software IP
create and sell
products or IP
unique to your
company
3
Strengthen
Service and
Support
provide
‘superior’
customer service
1

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channel
70% Traditional Resell
Traditional Maintenance 30%

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partner
Managed Services 22%
AWS resale and business
support 7%
Strategy, planning,
assessment, and advisory
services 3%
Migration Services 22%
Third-party
application resale 1%
Value-add IP 6%Consulting Services 39%
Sample revenue model
Source: 2017 FORRESTER STUDY

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AWS investment philosophy
Exec and field alignment/technical though leadership
Continuous Improvement and continuous innovation
Joint
customer
value
Accelerated
business outcome
Investment
ahead of revenue
Sustainable AWS
Cloud Business
Acceleration investment period
Revenue
Scale of Investments

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AWS partner trait

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S U M M I T

51. © 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.P A R T N E R
S U M M I T
Leverage APN
investment to
differentiate you
Build and
monetize
software IPs
Differentiation
matters a lot!
Strengthen
customer service
& support
Develop
specialized areas

52. Thank you!
© 2019, Amazon Web Services, Inc. or its affiliates. All rights reserved.P A R T N E R
S U M M I T
Seungchan Han
seungcha@amazon.com

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