Helping Customers Innovate Faster, While Transforming the ......Equipment Resources and...

© 2017, Amazon Web Services, Inc. or its Affiliates. All rights reserved.

David McCann, VP

AWS Marketplace and Service Catalog

October 2017

Helping Customers Innovate Faster, While Transforming the Software Channel


Migrating existing

applications as

quickly as possible

Deploying new

applications to the

cloud by default

Cloud computing has become the new normal

AWS services more than a million active customers every month in 190 countries.

Through customer obsession and an increasing pace of innovation,

AWS is the fastest technology vendor in history to reach a $10B run rate.

EquipmentResources and

Administration

Contracts Cost

No Up Front Expense

Pay for what you Use

Improve Time to

Market & Agility

Scale Up and

Down

Self-Service

Infrastructure

Traditional

Infrastructure AWS Cloud

AWS provides a highly reliable, scalable, low-cost infrastructure platform in the cloud that

powers millions of active customers in 190 countries around the world.


On the journey to the cloud, customers require software solutions for each workload

New

Applications

Digital & CX

Analytics

Mobile

DC Migration

Mission

Critical Apps

All In

Mission

Critical Apps

Development

& Test

New

Applications

This journey includes software migrating to the cloud


The Enterprise Software Portfolio is in transition

Gartner Report "Market Insight: Cloud Computing's Drive to Digital Business Creates Opportunities for Providers.“ May 24, 2016

Jeffrey Mann, David Mitchell Smith, Ed Anderson, Jay Heiser, Yefim V. Natis, Thomas Bitman, Neville Cannon

• Software catalog starting position• 10-40% in house developed

applications• 30% open source/free software• 70% COTS software• ~200+ software product vendors• Large EA/ELAs for top 50 vendors• Long list of products not well

known or tracked• Upgrade cascades over 3-5 year

cycle• High potential for rationalization

"Cloud will increasingly be

the default option for

software deployment.“ Gartner

http://www.gartner.com/document/3328028


Software Procurement Challenges heading to cloud

• Opportunity to migrate to SaaS causes accelerated retirement of older products

• Cloud workloads often require new requirements increasing Evals/POCs & new vendors

• Prior License restrictions may prohibit carrying perpetual licenses to cloud

• Migrating existing applications can be complex and time consuming

• Inability to leverage existing agreements drives time and resource loads on finite Procurement teams

• License tracking in a hybrid environment can be extremely difficult


Channel play an important role in software choice

Advisory Services

Procurement & Fulfillment

Deployment, Integration, and Implementation

Managed Services

The Opportunity is Huge

• Overall Software Spend by

2020: $569B

• Indirect Channel Share: 51%

$292.6B

• 50% or more of these

workloads will move to the

cloud by 2020

• $146.3B Software Channel

opportunity

Source: IDC Worldwide and North America Channel

Forecast Forecast, 2016-2020, July 2017


Traditional resellers are transforming into MSPs

ProServe Managed Services

Economy of Scale &

Aggregation

New services offerings

The cloud is impacting

software

SI/VAR channels

...to recommendation & JSON scripting.

From choice and physical Installation..


AWS Marketplace Innovates Software ProcurementFind, Test, Buy, Deploy, and Manage Software In the Cloud

About

• Deploy software on demand

• Curated software fromtrusted vendors

• 1250+ ISVs

• 4000+ product listings

• Simplified procurementand deployment

• Billed through AWS account

• Deployed in 14 Regions around the world

• 154,000 Active Customers


AWS Marketplace CapabilitiesSoftware discovery procurement and deployment simplified

Pay options such as

pay-as-you-go pricing

• Pay only for what you use

• Integrate software costs

into AWS bill

• Pay by user, host, or data

• Upgrade to longer terms for

subscription discounts

• SAAS Multi Year Contracts

Be flexible• Easily scale up or down

on-demand

• Test and learn without material

commitments

• Use only what you need without

wasting un-used licenses

• Resources Tagged and visible in

Spend Management Tools

Get the software

you need in minutes

• Test in minutes

• Innovate faster

• Ready-to-run on AWS

• Simplify migration to the cloud

• Leverage BYOL investments

• Convert from Test to Buy


AWS Marketplace Listing TypesCloud based deployment options

BYOL

Carry previously purchased

licenses to AWS via AWS

Marketplace

License key required to

deploy and track

Leverage existing

investments and simplify

cloud deployment capabilities

400 Titles

Utility

Metered pricing available based

on variables like term, # of

users, amount of bandwidth, #

of hosts

Pay only for what you use.

Utility model eliminates large

capital investments, lowering

TCO for new and scaling

workloads

Free Trials available for many

products. Consolidated billing

with other AWS services

2100 Titles

Open Source

Curated listings, often with no

SW cost for use of these

products, unless supported

versions are necessary

AWS infrastructure cost still

apply to open source

deployments

2000 Titles

SaaS

Service completely managed

and fulfilled by SaaS Provider

(At least for now)

No resources required to

manage infrastructure

SaaS Contracts avail for annual

and multi-year commitments,

Free Trials available for many

products. Consolidated billing

with other AWS services

175 Titles

Amazon Machine Image (AMI) Deployed on AWS EC2 SaaS


AWS Marketplace flexible pricing options

Hourly

Pay for software and

compute capacity by the

hour, # of users, data

transferred, etc. with no

long-term commitments

Ideal for Dev/Test or

workloads with spikey

traffic

Monthly

Make a monthly payment

and receive a discount on

the monthly pricing

charge

Ideal for temporary

projects and baseline

workloads

Annual/Multi-Year

Make a one-time payment

and receive a significant

discount. Multi year options

also available.

Ideal for periodic and long-

term workloads

Free Trial

Get started on AWS

Marketplace with free

trial & no commitment.

Good for initial

evaluation

Private Offers

Custom pricing

negotiated between

customer & ISV fulfilled

on AWS Marketplace

Intended for high value

transactions.


Help your customers go global - faster

16 Regions – 42 Availability Zones – 74 Edge Locations

Region & Number of Availability Zones

AWS GovCloud (2) EU

Ireland (3)

US West Frankfurt (2)

Oregon (3) London (2)

Northern California (3)

Asia Pacific

US East Singapore (2)

N. Virginia (5), Ohio (3) Sydney (3), Tokyo (3),

Seoul (2), Mumbai (2)

Canada

Central (2) China

Beijing (2)

South America

São Paulo (3)

Announced Regions

Paris, Ningxia, StockholmNote: AWS Marketplace currently not in China


Categories used most in shift to cloud an extensive selection of third party ISVs

Security BIStorage MediaDatabaseNetworking DevOpsOperating

Systems


AWS Marketplace Channel programs

Channel Incentive

Program

AWS Resellers can

purchase software on

behalf of end users and

receive a rebate from

ISVs

Channel Opportunity

Registration

Consulting Partners can

register opportunities with

ISVs and receive

compensation for

subscriptions on AWS

Marketplace

Seller Private Offers

AWS customers and

Consulting Partners can

negotiate customer

pricing and terms and

subscribe on AWS

Marketplace

Established Q1 2016 Established Q3 2017 New: Q3/Q4 2017


Seller Private Offers Preview

• Sellers can extend any AWS account a specific version of their product, enabling large volume contracts through AWS Marketplace

• Available on any AMI or SaaS product on AWS Marketplace

• Customers can receive specific pricing and legal terms

• Customers get all the same benefits of consolidated billing, cost analysis, and subscription management of AWS Marketplace while paying a lower privately negotiated price


AWS Marketplace as your digital fulfillment mechanism

CUSTOMER SEGMENTSSOLUTIONS CONVERSION PATHS

< $20k (per year)

$20-100k (per year)

> $100k (per year)

• Targeting: Automated

• No sales help, standard pricing

• Targeting: Automated + some manual

• Sales help offered (OLDR, ISV, SI), standard pricing

• Targeting: Mostly manual

• Sales help required, custom pricing

ENGAGEMENT MODELS

LOW TOUCH

MEDIUM TOUCH

HIGH TOUCH

Security

Networking

Storage

BI

Business Applications

DevOps

Database

Self-serveled by digital

marketing

Sales-assist supported by

digital marketing

VALUE TIERS

Sales-led supported by

account-based marketing

SMB

&

ENTERPRISE


The 5/50/500 model & how we transform the model

5

50

500

The Mega “5” software vendors which represent ~ 50% of IT software spend.

The top 50 vendors critical to the journey to the cloud and

future direction of a company.

The long tail of 500+ vendors.

MSFT & Oracle,

managed by


Learn more & become an AWS Marketplace partner

Meet with AWS Marketplace onsite or email:

Whit Crump- Global Head of AWS Marketplace Channels [email protected]

Rachel Bradshaw [email protected]

mailto:[email protected]

mailto:[email protected]


Q&A

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