Amazon Web Services (AWS) provides a low cost, reliable and secure foundation for you to use as you build and deliver Software as a Service (SaaS) solutions to customers. For ISVs, the process of transition from a traditional (license based) model to a Software as a Service (SaaS) is a challenge that concerns not only the technical aspect, but also financial and commercial strategy aspects. In this presentation you will find out how AWS can become the ideal partner to support the transformation.

1. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Soluzioni SaaS in AWS
Webinar Series
M A S S I M O M A R C H E T T I
P a r t n e r D e v e l o p m e n t M a n a g e r
m m a r c h e t @ a m a z o n . i t
E p i s o d e 1 :
S A A S U N ’ O P P O RT U N I TA’ E D U N A S F I D A P E R G L I I S V
22 Ottobre 2018

2. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Why are you here today?
SaaS - what’s
the big deal?
Best Practices
- Design/Build
- Market/Sell
Learn from the
experience of others
How the APN
can help

3. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
SaaS – what’s the big deal?

4. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
What is Software as a
Service (SaaS)?
• Customer Experience
• License Model
• Delivery Model

5. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
“ of heavy public cloud users are using cloud-based SaaS today,
and of those planning to deploy public cloud plan to deploy SaaS”
Customer consumption of SaaS is growing

6. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
“[By] 2020 … over half of all product revenues in CRM,
e-commerce, ePurchasing, and other business process apps
will come from SaaS subscriptions”
Customer consumption of SaaS is growing
Forrester, “The Business Applications Landscape 2016 To 2020: SaaS Disruption And Vendor Proliferation“, 2016:
https://www.forrester.com/report/The+Business+Applications+Landscape+2016+To+2020+SaaS+Disruption+And+Vendor+Proliferation/-/E-
RES118243#dialog-1484767411556-dialog

7. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Frictionless
onboarding
Customer consumption of SaaS is growing
Rapid and
painless
innovation
Consumption
based pricing
Simplify IT
management

8. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
“Virtually all enterprise software vendors are shifting to a SaaS-first
innovation and delivery model.”
ISV adoption of SaaS is growing

9. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
ISV adoption of SaaS is growing
Increase
agility
Customer
demand
Increase
margins
Expand market
and
global reach
Improved
operational
efficiency

10. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Innovation
Pay for Use
Pricing
Scale and
Availability
Partner
Ecosystem
Global Reach
Security and
Compliance
SaaS and AWS are a match

11. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
SaaS Partners on AWS

12. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
SaaS Partners on AWS

13. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
SaaS on AWS: Saas Journey
New product
Target a new market or
segment and build your
SaaS foundation
Refactor
Migrate existing
solution to SaaS
incrementally
Optimize
Update and simplify
SaaS architecture for
better performance
Hybrid
Run data center
and cloud in parallel
ISV Transformation strategies

14. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Best Practices - learning from the
experience of others

15. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
SaaS on AWS: SaaS Journey
Design and Build Market and Sell

16. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Product definition
Customer experience
Value proposition
Roadmap
Business planning
Pricing, sales, and
positioning strategy
Routes to market
Architecture
Multi-tenancy,
auto-scaling,
security, metrics
SaaS Journey: Design and Build

17. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Start with the customer
and work backwards
SaaS Journey: Product definition

18. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
W hat do c us tomers expec t?
Agility
Faster deployment of
innovative features
Cost reduction
Improved IT
productivity and
lower OpEx
Security
Reduced risk
vs. on-premises
Simplification
Reduced
complexity and
more flexibility
SaaS Journey: Product definition

19. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
SaaS requires a different approach to pricing and go to market strategy
Addressable
market
Take rate among
existing and new
customers
Revenue
planning
Plan for short-term
drop as users move
from perpetual to SaaS
Compensation &
demand generation
Aligned to
consumption based
pricing
SaaS Journey: Business planning
Cost and
pricing models
Usage or
subscriptions
Differentiated tiers

20. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
SaaS on AWS: Architecture
Tenant isolation
Data partitioning
Identity and access
Management and
operations
Optimization
Migration
Billing and metering
Serverless SaaS

21. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
SaaS success story: Trend Micro
Deep Security as a Service:
Protect workloads on AWS:
anti-malware, intrusion prevention, integrity
monitoring, log inspection, application control
Pay per use pricing
Available on AWS Marketplace

22. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
SaaS success story: Trend Micro
The main driver to extend to the AWS cloud was our customer base.
…We wanted to demonstrate to our customers, and to the industry, that
it is easy to deploy a very secure service on AWS; in fact, it’s easy to
beat your existing security performance by working with AWS.”
Deep security as a
service offered entirely
on AWS
M a r k N u n n i k h o v e n , V P
Centralized security
management platform
for protecting
instances, OS, data and
applications
Fits within the shared
responsibility
model of AWS
Built on EC2, S3, and
RDS with Auto Scaling
Available on AWS
Marketplace
C l o u d a n d E m e r g i n g T e c h n o l o g i e s , T r e n d M i c r o

23. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
SaaS success story: Qlik
Visual Analytics in the Cloud:
“Qlik Sense Cloud makes visual analytics
easy by providing a powerful set of
capabilities completely accessible from
your web browser”

24. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
SaaS success story: Qlik
“We want to make it as simple as possible for customers to get
insights into their data… [this] played into our decision to
develop Qlik Sense Cloud as a SaaS model for customer
consumption.”
J o e P a r k e r
Visual analytics
for business intelligence
AWS services used for
multi-tenancy: EC2, S3,
Route 53, CloudWatch, more
Reduced time-
to-market:
beta in 18 weeks
Worked with our consulting
partner, Slalom
D i r e c t o r o f C l o u d O p e r a t i o n s

25. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
SaaS Journey: Market and Sell
Market and Sell

26. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
SaaS Journey: Market and Sell
Customer
success
Keeping your
customer
SaaS business
metrics
Health of your
business
Routes to
market
Finding your
customer

27. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Routes to Market
Existing Sales
Channel
New Sales
Channels

28. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Sell on AWS
Quickly
Simplify
procurement
Pay-as-you-go
Subscriptions
Pre-paid
Subscriptions
AWS Marketplace for SaaS

29. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
SaaS Success Story: Cloud Endure
"AWS Marketplace helped us improve our SaaS product's self-service capabilities and gave us
confidence that customers and partners can use our Disaster Recovery and Migration solutions in
complex environments without our assistance. This freed up precious sales and engineering
resources that were previously involved in every deployment, and as a result has increased our
addressable market, and our ability to scale.”
O f e r G a d i s h , C E O
Solve and scale
billing challenges
Faster customer
onboarding Frictionless POCs Confidence in self-
service access

30. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
AWS Innovate Now
Italian Mar k etplace for Bus Apps tar geted at SMB c us t .
https://aws.amazon.com/it/innovate-now/

31. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
SaaS business metrics
Monthly
Recurring
Revenue
(MRR)
Customer
Lifetime
Value
(CLTV)
Customer
Acquisition
Cost (CAC)
CLTV:CAC Churn
Annual
Recurring
Revenue
(ARR)
Annual
Contract
Value (ACV)
Average
Revenue per
Account Per
Month
(ARPA)
Funnel
Metrics
Net
Promoter
Score
(NPS)

32. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Customer churn
Market Sale Expansion Advocacy Renewal
Proportion of customers or subscribers who leave during a
given time period
Don’t stall after
the sale!

33. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Customer churn
Get ahead
of Churn
Harder to
acquire
vs. retain
Proportion of customers or subscribers who leave during a
given time period
Target
Churn
Rate
Root
Cause

34. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Customers
drive roadmap
Time to
value
Build brand
advocates
Invest in
customer support
Focus on reducing churn
Customer success – avoid churn
Customer
business
outcomes

35. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
How AWS helps customer / partners:
• AWS SaaS Factory
• APN: AWS Partner Network

36. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
SaaS on AWS: Programs
Design and Build Market and Sell
AWS SaaS Factory AWS Partner Network

37. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
AWS SaaS Factory
AWS SaaS Factory
Deep prescriptive support and guidance on the
foundational blocks of building a SaaS business.
https://aws.amazon.com/partners/saas-factory/

38. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
AWS SaaS Factory
SaaS Enablement Framework
White Papers
Webinars
AWS Quick Starts
Blog Posts

39. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
AWS SaaS Factory
Sharing Our Expertise: Recent Quick Starts and Blog Posts
• Quick Start: SaaS Identity and Isolation with Amazon Cognito
• Calculating Tenant Costs in SaaS Environments
• Testing SaaS Solutions on AWS
• Building Serverless SaaS Applications on AWS
• Migrating Applications to SaaS

40. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
AWS SaaS Factory: what’s next?
• Learning module series
• Additional AWS Quick Starts
• White Papers and Blog Posts
• Interactive templates

41. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
APN: AWS Partner Network
AWS Technology Partner
ISV that build their software solution on AWS
Connect to resources and tools that support product growth
https://aws.amazon.com/it/partners/technology/

42. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
APN: AWS Partner Network
Technical support to be aligned with AWS Well Architected Framework
Eligibility for Innovation Sandbox AWS Credits
Engagement and alignment with APN Consulting Partners
Marketplace GTM support
Engagement and alignment with the AWS Sales Org

43. © 2018, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Key takeaways
Check out AWS SaaS Factory resources:
https://aws.amazon.com/partners/saas-factory//
Sign-up to become AWS Technology Partner
https://aws.amazon.com/partners/technology/journey/
Get in touch with us:
https://aws.amazon.com/it/contact-us/
mmarchet@amazon.it

44. © 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Thank you!