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

1. #awspartners
London

2. 2:00 – 2:20pm
2:20 – 3:00pm
3:00 – 3:25pm
3:25 – 3:45pm
3:45 – 4:00pm
Introduction and AWS update – Iain Gavin
AWS Solution overview – James Brown
What can partners get from the APN? – Phil Hardy
AWS Reseller program – Jarrod Buckley
Engaging with AWS – Phil Hardy
4:00 – 4:30pm Group and individual Q&A sessions - team
4:30 – 6:00pm Public Sector Partners – Kevin Webb, WWPS & Compliance

4. Provide customers with a broad selection of
software products and an ecosystem of
experts to help them more easily realize the
benefits of AWS.
For
Customers
The AWS Partner Network (APN) is focused
on helping partners build a successful AWS-
based business by providing great Technical,
Sales, Marketing, and GTM support.
For
Partners

5. BPaaS SaaS PaaS IaaS Mgmt & Sec
5-year CAGR (2011-2016) 11.3% 19.1% 26.6% 41.8% 26.9%
$0
$20
$40
$60
$80
$100
$120
$140
2010 2011 2012 2013 2014 2015 2016
Market Size ($US Billions)
BPaaS SaaS PaaS IaaS Mgmt & Sec
• IaaS is the fastest growing
segment with a CAGR of 42%
• Greatest increase in spending in N.
America followed by W. Europe
and Mature Asia/Pac
• IaaS will grow from $6.2 billion in
‘12 to $24.6 billion in ‘16
Source: Gartner, Public Cloud Services Forecast, Sept 2012 (G00238928)
Excludes Cloud Advertising

6. 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 graphic
was 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 Steven
Armstrong (asteven@amazon.com). Gartner does not endorse any vendor, product or service depicted in its research publications, and does not advise technology users to select only
those vendors with the highest ratings. Gartner research publications consist of the opinions of Gartner's 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.

7. 1.1M peak
requests/sec

9. AWS Services
Managed Infrastructure Services
Managed Application Services
Application Implementation &
Migration Services
Strategy Consulting
Selection, TCO, Architecture
Consulting Fees - $$$
Application Dev Fees - $$$
3rd Party Product/Service Resell VAR Margin - $$$
X% of Total Project
Spend/Year - $$$
$$$ per Month per Project
10X
to
50X
TransformationPer Program

10. • $100M+ Multi Year Engagements
– $10M+/Year in AWS Spend
• 70% - 80% of Windows/Linux
Workloads
• Saving up to 70% on Infrastructure
• Unparalleled Business Agility and
Time to Innovation
• Net New Applications
• Data Center Transformation
• Application Modernization
• Major Software Upgrades
• Mergers/Acquisitions

11. Continuously deliver innovative AWS services
Expand into new geographies and markets
Deliver lower prices as we scale and innovate
Add resources to help win in the Enterprise
Invest in & Enable our Partner Ecosystem

12. 9
24
48
61
82
159
63
2007 2008 2009 2010 2011 2012 2013 YTD

13. Customer Demand
• Large Revenue for Partners
• Value Added Partner Solutions for Customers
Leader in Cloud Innovation and Scale
• History of Innovation
• 31 Price Reductions and Counting..
Global Field Engagement & GTM
• Sales Engagement
• GTM Programs

15. • Enterprise Applications
• Enterprise Storage
• Big Data
• Development and Test

16. Enterprise Applications

18. Private Connections
Workload Migrations
Access Control Integration
Work with Existing
Management Tools
On-Premises Apps
Your Data Centers
Cloud Apps

19. Active Directory
VMware Images
Network Configuration
Your Data
Your On-Premises Apps
Your Data Centers
Users & Access Rules
VM Import/Export
Your Private Network
Our Storage
Your Cloud Apps
Direct Connect
VPC
IAM
Storage Gateway

20. Single Pane of Glass Workload Migration
Your Data
Center
Launch VM
App 1
Your Data Center
App 2

21. Lionsgate uses AWS To host SharePoint & SAP
Amazon VPC
Avoided data
center build
out
Saved $1M
over
3 years
50% lower
cost than
hosting options

22. Enterprise Storage

23. • 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 managed
Companies are forced to make large upfront capital investments just to keep this
problem under control

24. Internet Web
Services API
HTTP(S)
AWS Direct
Connect
Block File
AWS Cloud
Customer
Data
Center Archive Backup Disaster
Recovery
Next Generation Enterprise Storage

25. Primary
Block
Storage
Primary
File
Storage
Archival
Storage
Disk
Based
Backup
Storage
Tape
Infrastructure
&
Management
Replicated
Storage for
Disaster
Recovery
Offsite
Locations
Geo-
Resilience
Reduce SAN
Footprint
Reduce NAS
Footprint
Eliminate
Architecture
Hardware &
Software
Eliminate
Backup
Hardware &
Software
Eliminate
Tape
Recover in
Cloud or any
Data Center
Eliminate
Secondary
Data
Centers
Reduce Complexity. Reduce Cost.
Traditional: On-Premise Solutions
Next Generation: Gateway & Cloud Storage

26. Departmental File Shares
• Recently used documents are kept
local for performance, unused
documents are tiered to the cloud
• No more capacity planning
• Storage Gateway means that departments
can have their own storage device that
scales into the cloud
• Reduces pressure on corporate NAS
devices
• Snapshots can remove the need for backups

27. Tape Replacement
• Adds additional client side
encryption
• No more capacity planning
• No more tapes
• Devices like Riverbed Whitewater can
provide a Gateway to Glacier
• Deduplication of 10x to 30x reduces costs
further

28. “Our models reveal a significant cost difference, with the
cloud-based model coming in 74% less expensive that
I&O running it in-house”
- Forrester Research Report

29. Big Data

30. “What is the problem we
are trying to solve?”

31. Generation
Collection & storage
Analytics & computation
Collaboration & sharing
Lower cost,
higher throughput
Highly
constrained

32. Generated data
Available for analysis
Data volume
Gartner: User Survey Analysis: Key Trends Shaping the Future of Data Center Infrastructure Through 2011
IDC: Worldwide Business Analytics Software 2012–2016 Forecast and 2011 Vendor Shares
1990 2000 2010 2020

33. No upfront capital expense
Elastic and highly scalable
Only pay for what you use
+
+
Available on-demand
+
=
Remove
constraints

34. Technologies and techniques for
working productively with data,
at any scale.
Big Data

35. Razorfish uses AWS for Big Data Analytics
PER DAY:
3.5BILLIONRECORDS
13TBOFCLICKSTREAMLOGS
71MILLIONUNIQUECOOKIES
RESULT
500% RETURNONADSPEND
COMPLETEDFIRSTCLIENTPROJECT
INSIXWEEKS
With our implementation there was no upfront investment in hardware, no
hardware procurement delay, and no additional operations staff was hired.
We completed development and testing of our first client project in six weeks

36. S3
DynamoDB EMR
HBase on EMR RDS
Redshift
On premises

37. S&P Capital IQ Uses AWS for Big Data Processing
Provides data to
4200+ top global
investment firms
Launched Hadoop
faster, Learned
Hadoop faster
S3 Hadoop Cluster

38. Development and Test

39. DEVELOPMENTAND
TESTTEAMS NEED
DISPOSABLE
ENVIRONMENTS
TO GIVETHEM
THE SCALE THEYNEED
DEVELOPMENTAND
TESTTEAMS NEED
NUMEROUS
ENVIRONMENTS
TO GIVETHEM
THE SCALE THEYNEED

40. • Development teams are often split across
continents
• Secure access is required for all teams to a
secure environment
• The customer will often also need connectivity
for final testing and acceptance
DEVELOPMENTAND
TESTTEAMS NEEDARE
OFTEN HIGHLY
DISPERSED ACROSS
TIME-ZONESAND DIFFERENT
CONTINENTS

41. Shell uses AWS to Develop Software Faster and Cheaper
Remote Team
Core
Development
Team
Extra
Development
Resources
Contractor Team

42. Source control
Leverage EC2 to run popular
source control systems
Project management
Add integrated project
management and issue tracking
Workstations
Enable standard build
developer/test workstations
Build servers
Use EC2 horsepower to drive
build servers and continuous
integration

43. Monthly EC2 usage at SAP
“It is the advantage of the
public cloud that new
initiatives do not have an
infrastructure risk. If the
initiative fails, then there
are no commitments
sitting on hardware
assets. If the initiative is
super successful, then you
can scale along with it,
without worrying”
Frank Stienhans - Director,
Cloud Innovations at SAP

44. Reduce Costs
Reduce the costs of
your existing
development and test
environments
Increase Agility
Increase the agility of
you development and
test teams by giving
them the infrastructure
they need

46. Technical
Support
Sales
Support
Marketing
Support
GTM
The AWS Partner Network (APN) is the global partner program for AWS. It is
focused on helping Partners build a successful AWS-based business by
providing great Technical, Sales, Marketing and GTM Support.

47. 0
1,000
2,000
3,000
4,000
5,000
Q1 '12 Q2 '12 Q3 '12 Q3 '12 Q1 '13
Partners by Quarter by APN
Tier
Registered Standard Advanced

48. APN Consulting
Partner
APN Technology
Partner
Channel
Reseller
Partner
Authorized
Government
Partner
Marketplace
Seller
Direct
Connect
Partner
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.

49. Professional services firms that help customers of all sizes design, architect, migrate, or build new applications on AWS.
Benefits Registered Standard Advanced
Partner Webinars & Events
AWS Partner Newsletter
APN Portal Access
Access to AWS Grid & Partner
Training
Account Planning & Management Shared Dedicated
Technical Support Credits $1,000 per year $1,000 per year
AWS Service Credits $1,000 per year $1,000 per year
APN Logos Partner Logo Advanced Partner Logo
AWS Partner Directory Listing Partner Listing Advanced Partner Listing
Requirements Registered Standard Advanced
Min. 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

50.  Two main Partner Types:
 Technology Partners
 Consulting Partners
 Three progressive
performance-based tiers:
 Advanced
 Standard
 Registered
Advanced
Standard
Registered
Technology & Consulting
Increasing
engagement
with AWS
sales and
partner teams

51. The Channel Reseller Program enables qualified APN Consulting Partners to
resell AWS services to end customers.
Ideal for consulting partners building value-added offerings on AWS
 Partner handles the billing, procurement and support for
their customers

52. Join in Selling Software on AWS Marketplace:
 Independent Software Vendors (ISVs)
 Value-Added Resellers (VARs)
 Systems Integrators (SIs) that sell software
Sell software to AWS customers through a new sales channel—one that enables a customer
to quickly buy your software—without the traditional cycles of pricing, licensing and contract
negotiation.

53. The APN Portal is a new, partner-only, section of the AWS site. APN Portal
provides all APN Partners with the tools and content they need to grow their
business on AWS.
 Track AWS success in your
Partner Scorecard
 Access Partner Training
 Marketing Support
 Contact AWS Alliance & SA
Teams
 Download Partner Content

54. All APN Partners, regardless of tier, have access to 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/

55. All APN Partners, regardless of tier, have access to the monthly AWS Partner
Newsletter.
 The monthly AWS Partner Newsletter
contains a wide range of partner-focused
content including:
 Partner Announcements
 Key Partner Events
 Product & Feature Launches
 Upcoming AWS Training
 Partner Case Studies

56.  AWS Summits are a series of 1 day, regional events targeting over 1,000
customers & prospects
 Global footprint – AWS Summits planned in 12 cities reaching over 21,000 in-
person attendees
Network with AWS customers, peers, industry analysts and thought-leaders,
AWS execs, and product experts at AWS-hosted events.

57. 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

58. 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 your
customers/prospects interact with
campaigns
 Automatically surface the highest
quality leads and learn what interests a
potential client

59. Standard and Advanced APN Partners can use APN logos of their
corresponding level of partnership for branding and marketing purposes
(website, RFPs, etc.).

60. The AWS Directory is a valuable tool for partners who wish to promote their
products and professional services offerings to prospective AWS customers.
 40,000 customers per
month find partners in AWS
Partner Directory
 Highlight Technology
Solutions, Marketplace
Products, Case Studies
 Increased prominence to
Advanced Partners

61. Through Partner Training, Partners are able to take interactive training courses on-demand in the
APN Portal. At the end of each course, an assessment is offered for Accreditation.
 Earn AWS Business & AWS Technical
Professional Accreditation
 Receive Partner Discounts on AWS
Training
 Attain AWS Certifications through the
Global AWS Certification Program

62. 71
Role-Based Technical Courses
Solutions Architect
Architecting
on AWS
Advanced Concepts
SysOp Administrators
SysOps
on AWS
Developers
Developing
on AWS
APN Partner Training & Accreditations
AWS Business Professional Accreditation
AWS Technical Professional
AWS Technical Professional
e-Learning Modules & Assessments
Accreditation
Solutions Architect
SysOps Administrators
Developers
Business Professional
Technical Professional
Architecting
on AWS
Advanced
Operations
on AWS
AWS
Essentials
Accreditation
AccreditationAWS Technical Professional
e-Learning Modules & Assessments
AWS Business Professional
e-Learning Modules & Assessments
In developmentILT Available Available

67. APN Competencies allow APN Consulting Partners to differentiate themselves
by demonstrating a proven skill set to AWS customers.
 Earned by partners based on
training, customer implementations
and references
 Enables customers to easily
recognize partners with specific
skill sets
 Managed Service Provider (MSP)
and Big Data APN Competencies
now available

68. Managed Service Provider Big Data
APN Partners that fully manage
their customers’ AWS-based
infrastructure, associated
databases, and applications
deployed on AWS.
APN Partners that help
customers evaluate and use the
tools, techniques, and
technologies of working with data
productively, at any scale.
Standard and Advanced tier APN Consulting Partners can currently apply to the
Managed Service Provider (MSP) & Big Data Competencies.

69. Getting Started in APN
Getting started as an APN Partner is easy. Follow the simple steps below to join the program today.
Step #1: Register
Complete APN registration as an APN Technology Partner or APN Consulting
Partner by visiting aws.amazon.com/partners
Step #2: Login the APN Portal
Login to the partner-only site to contact AWS technical and non-technical
teams, request marketing and sales support, download partner-focused
content, access free partner training, etc.
Step #3: Upgrade
Take advantage of APN’s many benefits by upgrading your firm’s APN
status. Submit compliance details through your firm’s Partner Scorecard in
the APN Portal.
Questions? Contact the APN Team.

70. APN Program Overview
aws.amazon.com/partners/overview/
APN FAQ
aws.amazon.com/partners/overview/faqs/
AWS Partner Directory
aws.amazon.com/solution-providers/

72. Enables APN Consulting Partners to go-to-market
and fully manage your customers with
AWS-based deployments.

73. AWS Provides You:
• Discounted AWS Services
• Discounted Premium Support
• Solution Architect guidance
• Partner Account Manager
• Joint GTM Planning
You Provide Customers:
• Value added solutions
• Pricing for AWS solution
• Relationship management
• Premium Support
• Billing for AWS solution

74. MSPs Infrastructure SIs Government SIs IT Distributors
Global SIs Regional SIs Enterprise Apps Web/Big Data

75. Backup and Storage
$15-$25K/month on AWS
Marketing/Big Data
$8-$15K/month on AWS
Corporate Websites
$2-$5K/month on AWS
Packaged Applications
$10K/month on AWS

76. If you are….
• An APN Consulting Partner – Advanced
or Standard
• Building an AWS practice – Scaling AWS
to >$25K/month
• Providing value-added services and
solutions on AWS
• Managing customer accounts

77. • Apply online at:
http://aws.amazon.com/partners/overview/consulting-
partner/channel-reseller-program/apply/

79. • We are seeing increasing demand for AWS to support our customers in their
journey 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 by
delivering business value to our joint customers

80. • 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 and
the AWS sales and technical teams
– Good sales alignment
– Good technical cooperation
• Most importantly, leads to project wins

82. • 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

83. • 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 both
whitespace and existing accounts
• We need more partners with strong value added skills

84. • 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 a
workload to AWS
• Reach out to AWS for opportunities that you need assistance with

85. • Submit opportunities via the
portal
• This will ensure we start to
engage with you

86. 2nd Annual AWS Global Partner &
Customer Conference
Tues, Nov 12, 2013 - Friday, Nov 15, 2013
The Venetian in Las Vegas, Nevada