AWS Partner Techshift - Developing a Global Sales Channel with AWS Marketplace (Nigel Watson)
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This document discusses how AWS Marketplace can help software vendors develop a global sales channel. It provides key statistics about AWS Marketplace, including that it has over 100,000 active customers, 1,100+ software partners, and more than 3,500 product listings. It also describes various features of AWS Marketplace that can help software vendors, such as automated AMI building, support for complex deployments, SaaS subscriptions, and metering services.
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AWS Partner Techshift - Developing a Global Sales Channel with AWS Marketplace (Nigel Watson)
- 1. Developing a Global Sales Channel with AWS Marketplace Nigel Watson | AWS Marketplace BDM Amazon Web Services Australia
- 2. Picture: Growth/Adam Selwood/Creative Commons AWS Marketplace 100K+ active customers 1100+ software partners More than 3,500 product listings in 35 categories 302M EC2 Instance Hours Deployed per Month aws.amazon.com/marketplace
- 6. Picture: Growth/Adam Selwood/Creative Commons Big Data & HPC Business Apps Security Development Backup Databases Industry Solutions Infrastructure Services Security & Management Enterprise Apps AWS Marketplace Technical & Business Support Support Professional Services Partner Ecosystem Training & Certification Account Management Solutions Architects Security & Pricing Reports Virtual Private Networks Identity & Access Encryption Keys Configuration Monitoring Dedicated Regions Availability Zones Compute Storage Objects, Blocks, Files Networking CDN Sharing & Collaboration Virtual Desktops Directories Email & Calendaring Storage Gateway Analytics Mobile Development Data Warehousing Hadoop Streaming Data Pipelines Machine Learning Source Code Containers Deployment Build Tools DevOps Identity Sync Mobile Analytics Push Notifications Mobile Backend Platform Services Functions Mobile & Web Front-end Data Store Identity Real-time Management Tools Notifications Queueing Orchestration Search Email Hybrid Cloud Management Identity Federation Direct Connect Backups Deployment Integrated Management Databases SQL, NoSQL, Caching App Software Across the Platform
- 7. Picture: Growth/Adam Selwood/Creative Commons Whatโs the value for customers? Quickly Find Easily Procure Rapidly Deploy Reduce procurement friction, from months, to weeks, to days & minutesโฆ Broad selection Consumption based subscription
- 8. Picture: Growth/Adam Selwood/Creative Commons โWe shopped for toolsโฆand we used AWS Marketplace Why? โข Needed a solution to integrate NetBackup with S3 - AltaVault โข Needed an NFS server to replace physical filers - SoftNAS โข Needed a solution to easily manage our 12K+ snapshots, โข - Cloud Protection Manager AltaVault AVA-c16 for AWS AltaVault AVA-c8 for AWS Aspera Faspex AWS Storage Gateway CentOS 6 (x86_64) - with Updates CentOS 6 (x86_64) - with Updates HVM CentOS 6.5 (x86_64) - Release Media CentOS 7 (x86_64) with Updates HVM Cloud Protection Manager BYOL Edition (PV) Cloud Protection Manager Enterprise Edition Ghost powered by Bitnami MEAN powered by Bitnami SoftNAS Cloud Express - Cloud NAS (PV/1TB) SoftNAS Cloud Standard - High-Performance Cloud NAS (PV/20TB) SteelStore(formerly Whitewater) 2030 AMI Ubuntu Server 14.04 LTS (HVM) WordPress powered by Bitnami Yhat Sciencebox
- 10. Picture: Growth/Adam Selwood/Creative Commons BI/Big Data DevOps Storage Media Digital Engagement /WebApps Enterprise Back office Most common AWS Marketplace workload categories
- 11. Picture: Growth/Adam Selwood/Creative Commons Kumolus Australian/Indian ISV Offering helps build, manage, visualise and govern AWS infrastructure Listed on the AWS Marketplace in 2015 Customers http://kumolus.com
- 12. Picture: Growth/Adam Selwood/Creative Commons Global distribution Avoids the โmoney chaseโ Enhanced security story Improves discoverabilitySimplifies the installation experience Removes deployment barriers How did Marketplace help? Kumolus
- 13. Picture: Push The Button/Wlodi/Creative Commons AWS Marketplace features for Sellers
- 14. Picture: Push The Button/Wlodi/Creative Commons Two listing Models SaaS โ you run the workload in your AWS Account AMI โ customer deploys your code into their AWS Account
- 15. Picture: Push The Button/Wlodi/Creative Commons Automated AMI Building Automated AMI Build from within the portal โข Upload a .deb or .rpm package for your application โข Select your base O/S โข Trigger build to create the AMI โข Detailed logging gives you feedback if something goes wrong
- 16. Picture: Push The Button/Wlodi/Creative Commons Support for Clusters and AWS Resources New flexible deployment models for AWS Marketplace sellers โข Clusters of instances โข More complex deployment topologies that require VPN setup: Auto Scaling Groups, Elastic Load Balancers, DB Instances, Messaging Queues etc.. โข Seller creates CloudFormation templates packaging deployment options
- 17. Picture: Push The Button/Wlodi/Creative Commons AWS Marketplace SaaS Subscriptions Bill AWS customers for SaaS consumption โข Monetise your SaaS OR API service through Marketplace โข Take advantage of existing AWS customer procurement arrangements โข AWS MP provides listing, metering, billing for your software https://aws.amazon.com/blogs/aws/new-saas-subscriptions-on-aws-marketplace/ AWS Marketplace Metering Service AWS Billing Product Listings
- 18. Picture: Push The Button/Wlodi/Creative Commons Marketplace pricing options By the hour, month or annual
- 19. Picture: Push The Button/Wlodi/Creative Commons Marketplace Metering Service Pricing by Unit, Node, Data, Bandwidth and User โข More flexible pricing models for customers โข ISVโs enable this for the customer โข Billed to AWS customer account and launched through AWS Marketplace
- 20. Picture: Push The Button/Wlodi/Creative Commons AWS Marketplace Commerce Analytics Service API-based access to Marketplace consumption data โข New data sets with additional customer insights: Market Segment, Customer Size and Geography https://s3.amazonaws.com/awsmp-loadforms/AWS-Marketplace-Commerce-Analytics- Service-Onboarding-and-Technical-Guide.pdf
- 21. Picture: Push The Button/Wlodi/Creative Commons ๏ช Pilot program currently available in US and Europe; select APAC markets may be added this year ๏ช New way for customers to pay for large-scale software subscriptions ๏ช Supports multi-year volume pricing ๏ช Simplifies the procurement process by aggregating software purchases through Marketplace ๏ช ISV negotiates directly with the software vendor, customer purchases and deploys through AWS Marketplace ๏ช Customer still buying a subscription, CNP is just another way to pay for it Customer Negotiated Pricing (CNP) A new pricing option available through AWS Marketplace*
- 22. Picture: 2010_1310 - Coins_5/Ben Hosking/Creative Commons Listing in Marketplaceโฆ from APAC A W-9 Form and a US bank account are generally required for a paid listing in Marketplace. Workarounds: โข Work with a reseller/partner in the US to list on your behalf โข BYOL listing โ list on Marketplace, sell licenses separately
- 23. Picture: 2010_1310 - Coins_5/Ben Hosking/Creative Commons Taking Marketplace to Market Technology Partners Consulting Partners โข List your offerings in Marketplace โข List your productised IP in Marketplace โข Accelerate customer engagements via Marketplace Marketplace Go To Market Campaigns Partner-led programs โข Demand Generation โข Social Media โข Events & Webinars .. Tap into the APN!! AWS-led programs โข Online merchandising โข Workload and category campaigns โข Free-trial campaigns
- 24. Picture: 2010_1310 - Coins_5/Ben Hosking/Creative Commons Taking Marketplace to Market https://aws.amazon.com/business-builder/ AWS Business Builder โข Summarises the portfolio of GTM resources available from AWS โข Your first stop to understand whatโs available as you Build, Market and Deliver your software
- 25. Getting Started aws.amazon.com/marketplace/management/register/ aws.amazon.com/partners/marketplace-consulting Technology and Consulting Partners โ Listing a product in the AWS Marketplace Consulting Partners - Attaching your organisation to ISV products in Marketplace
- 27. Picture: change/m.a.r.c/Commons The Global Shift to Utility Software Consumption When a server moves to cloud, the software โlicensingโ and deployment model is open to change $335B Enterprise software IT spend in 2015, worldwide * (*growing at 5.5%) 35MM+ physical servers globally today โ only 15-20% in the cloud 50% or more of workloads will move to the cloud by 2020 * Gartner, Press Release, Gartner Says Worldwide IT Spending on Pace to Grow 2.4 Percent in 2015, January 12, 2015, http://www.gartner.com/newsroom/id/2959717 $438B Enterprise software by 2020* โCalculations performed by Amazonโ
Editor's Notes
- For those of you unfamiliar with the business model what we did is built a digital catalog that allows global distribution of software thatโs given to us by third parties. The software is given to us in the form of a machine image, or an Amazon machine image called an AMI, and we load that into a catalogue for customers around the world to buy using their AWS account. We have both technology partners (software vendors) and we have consulting partners that use the marketplace as a catalog to source products for different projects or workloads that theyโre either migrating to cloud or building on top of AWS net-new, and weโll get into that a little bit later. So that catalog sits at around 2300 products today from over 800 partners from our technology partner ecosystem Over 143M hours of EC2 are consumed monthly from software deployed from Marketplace. The images you can see there; the first image is the main catalogue page, the second image is what we call a product listing page, and the third image, in this case it happens to be XXX, and the third image off to the left is actually the page that the customer gets to when theyโre ready to consume the software. And that particular page allows the customer to choose the pricing model, the instance size, the region, and the deployment model either by 1-click or using a more sophisticated method that they may have developed with a consulting partner such as a cloud formation script. <click> Iโd be remiss if I didnโt mention some of the net-new companies that listed net-new or different versions of products. Chef, Tablaue, HP โ full suite paid listings as well as BYOL <click> And last I did want to point out we continue to march forward with building a marketplace for the intelligence community in the US. These agencies use a region that was built by AWS and they asked that we bring the marketplace to that region. This is pretty cool for the community as well as AWS ISVs โ it can be difficult to transact with some parts of the US government, and the marketplace allows any ISV to list, avoiding a very long sales cycle that would otherwise be required to even get through the front door, let alone get a contract, and a bunch of other hoops to jump through. By moving the catalogue underneath the contract that AWS has with this community, these 17 agencies and the people inside of them are now able to purchase software out of this catalogue without a bid, no procurement process, can do just as an enterprise customer can out of the commercial catalogue today. 1100+ ISVs: This includes 7 of the top 10 ISVs in the world (by revenue) This is up from the 800 ISVโs we had at reinvent last year. This year, we also added the ability to list EMEA based sellers, and comply with EMEA tax laws for EMEA based sellers.
- Really quick: where does MP fit? You can see MP lays across the AWS platform., in all the different data services, infra services, compute services that AWS offers MP fits down the middle; it lays across that stack as an adjunct to the services that customer deploy from AWS. Cust deploys Redshift, load data in there โ may want to get a BI tool like Yellowfin; they may want to load data with a tool like BryteFLow from Bryte; might want to secure a workload with a tool like Trend Deep Security. There are a bunch of differnet scenarios where workloads that are moving over, and itโs important to recognise where MP fits into tht process.
- First, lets work back from the customers. Our customers want to have less friction . We can enable our customers to search and find the right product. In a survey this year, over 60% of buyers came to Marketplace, looking for a specific vendor, or a specific product. The buyer can either buy, or ask their VAR/ MSP to buy for them. We have Free Trials, and packages that are ready to go in minutes. Speed. Matters. This is cloud speed. We do that by working with the ISVโs to pre packaged ready to go products. Wrapped with metadata to make deployment easy. Ok โ if you walk away with anything from today, itโs not necessary the stats or number of products or hours. Itโs the value our customers get out of the marketplace. They: Find things quickly. Search for it, and quickly able to identify product Easily procure โ EULA is automatic, no licensing, time based consumption model, all billed back to the enterprise customers AWS account. Removed all the friction typically assocated not necessarily with the partners busines model, but with the way customers do business, inside customers own orgs. Able to move quickly. Rapidly deploy โ we run a curated catalog; images are preconfigured to deploy properly on top of EC2, No guesswork from customer to deploy config that runs on AWS. Partners working with AWS have taken care of heavy lifting. Know how long it has traditionally taken โ often going from months to literally minutes to deploy new software.
- Now from an opportunity point of view, we hear from our customers that they want to bring multiple workloads Redesign of web sites/ digital customer engagement, are the first loads we see. Then we see customers bringing over Big Data projects- for elasticity or to store massive amounts of data We hear our customers wanting MSPโs to bring advice on how to run these projects So as workloads come over, these are migration or redesign opportunities for all MSPs and SIโs What are the workloads moving to cloud. We saw five common workloads mving to cloud WebApps: Apps optimized for deveices need a WAF might need a network monintoring tool might need a development code pipeline: write code, check it in, deploy Media You might have seen the stories from orgs like Time, who are shifting to a digital strategy. Lots of other media companies โ for instance lionsgate and others that take advantage of software in the marketplace for workloads that theyโe moving over. Orgs moving media workloads: heyvision, wowser telestream, all examples of media based software that customers use. CHECK OTHER EXAMPLES HERE. BI/Big Data With S3, Redshift, Kinesis โ now have solutions in the marketplace from isvs like attunity or bryte that elp with data loading Bi and analytic tools, from yellofwin, tibco, tablue Using these tools with redshift make s a lot of sense for customers to slice and dice Storage You might say โ thereโs lots of storage options in AWS for storage and of course this is true, but we also have software in MP from storage companies that our customers use, from organisations like NetApp and SoftNAS. SoftNaS is a great startup success story โ they joined MP a couple of years ago, and since then have made massive inroads into the enterprise market by putting themselves into this digital catalog thatโs riding on AWS The point is customers want choice and selection โ and MP provides this. Devops And then the last is devops โ the merger of dev as a skillset and ops as a skill set combine into one, and we really see those getting mashed together. And to speak a little more about this I wanted to introduce Mike Salleo who is the CEO and founder of Kumolus. Vid timing: 13m to get to here.
- Customer Obsession: where are the painpoints.
- Talk about the relative merits of each
- Building AMIs is hard โ requires ISVs to build to certain specs, also respond in real-time to os/vulnerabilities. Publish more quickly by providing an installer Status screen โ check status for build, give a lot of visiilty to the process via logfiles Allows you to log into the portal, upload an installation package โ either a Debian or a RPM. Choose a base OS version, configure your file ssytems, When click โstart buildโ itโll create the AMI for you and then automatically scan it as part of our automated scanning process This is what the status screen looks like. If something goes wrong, you can download a log file โ weโre providing a lot more transparency around the process with this new feature. Not a lot of detail to cover toda, but you can easily see whatโs going on with the build. http://awsmp-loadforms.s3.amazonaws.com/AWS_Marketplace_-_Seller_Guide.pdf โ section 5.2.2
- One of the things we learnt from talking with customers, listing is fairly difficult. Ask for a lot of metadata, process is fairly manual, lots of opps for things to get out of sync Shipped a new feature in November โ any ISV on the platform can log into the ISV seller management portal click on manage products, can see all products, can click to download pre-populated excel data form with all the meta data already in it. This is a first step โ investing in this much more deeply โ goal is to complete automate this moving forward.
- WEโve heard that acces to data is difficult. Announced limited preview of AWS Marketplace Commerce Analytics New API programmatic access to data Revenue, usage, support data Supported in AWS SDK Pull data into your existing BI and operational process. In addition, have heard that ISVs would like more insite into who their customers Through API exposing new data set Summary of customer segment Industry customer size and geo This is a view from within Tibco/Jaspersoft. This is a quick breakdown on customers buying from an imaginary ISVs Breaking down via ent, mm and smb Anoher sample โ customer cohort, but in this case broken down by industry. This is put together using Tableau โ time series chart of usage info of ISV product over time. And finally a quick visualization of where customers are. Feature is in limited preview today.
- WEโve heard that acces to data is difficult. Announced limited preview of AWS Marketplace Commerce Analytics New API programmatic access to data Revenue, usage, support data Supported in AWS SDK Pull data into your existing BI and operational process. In addition, have heard that ISVs would like more insite into who their customers Through API exposing new data set Summary of customer segment Industry customer size and geo This is a view from within Tibco/Jaspersoft. This is a quick breakdown on customers buying from an imaginary ISVs Breaking down via ent, mm and smb Anoher sample โ customer cohort, but in this case broken down by industry. This is put together using Tableau โ time series chart of usage info of ISV product over time. And finally a quick visualization of where customers are. Feature is in limited preview today.
- Currently in pilot. LOGOS of ISVs Share list of participating ISVs and details of program. Imperva for example โ contact customer using Imperva to custom negotiated pricing option Surface opportunity to us, and when it closes AWS rep gets full quota retirement. Integrated into the AWS account billing. This would now become a full production deployment scenario, not just a proof of concept,, because these deals are more substantial this now comes into play more Look at ISVs on list that are part of the program โ look at your accounts that are PAID or BYOL pricing types. Opens up new opportunities for customers migrating to AWS Enables support for custom contract terms negotiated by customer and ISV Enables support for multi-year volume based pricing (1-5 Year) Continued benefit of easy procurement, fast deployments, integrated billing Deal sizes range from $25K to Multiple $$$Million USD+ for any ISV or Consulting Partner
- http://aws.amazon.com/partners/marketplace-consulting/
- Why did we get into this business? Market opportunity: 2015 opp was 307B Beginning of 2015, 35M+ physical in the world. Only 15% in the cloud. That pace has increased over the last 11 months. By start of 2018 50% of those physical servers are going. Regardless of what the server is, thereโll be some software. Could be OS, DB layer, middleware stack, could be higher up the foodchain: ERP, BI, CRM. But the point is that they do move when the phys server gets shuts down and the licensing and deployment model have to change when they move to cloud, and thatโs where marketplace can help partners both monetise and optimize for AWS.