AWS Partner Program Landscape April 2014

Project 5-2013-60: Amazon Partner Program Landscape
SMO Foundational Research and Analytics Team
Final Deliverable: 25 April 2014
Analysts: Surupa Mahto, Aprajita Sharma and Sudhir Kumar
Timeline: 2013─2014
Table of Contents
Executive Summary
Amazon Web Services (AWS) Overview
Partner Ecosystem
Channel Partner Program

Index
Training and Certification
Incentives, Promotions, and Rewards
Outside-in-view
Partner Summit
Share of Voice: Cisco and Amazon

© 2013-2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 2
SMO Foundational Research Analytics Team

Key Highlights
From July 2013 to April 2014
 Aggressive price cuts
• In March 2014, AWS announced that it will make its 42nd price reduction (since 2008) for EC2, S3, Relational Database Service, and Elastic MapReduce in
April 2014. With these price cuts, AWS is able to maintain loyalty with its large install base of SMB customers.
 Introduced new partner programs and competencies in partner summit in November 2013
• AWS announced several APN initiatives for launch in 2014: Business Development Training Series and Partner Leads to expand customer reach; SaaS
Accelerate Program to support ISVs running applications on AWS; and Partner Support Center for partners to connect with help staff.
 AWS is expanding to China
• The fourth AWS region in Asia Pacific and the tenth region globally. To comply with China's legal and regulatory requirements, AWS China has taken a multi-
partner approach for delivering cloud services.
 Focusing to increase cloud adoption by large enterprises
• For 2014 AWS has announced 22 Premier Consulting Partners*, including Accenture, Booz Allen Hamilton, Cognizant, Infosys and Wipro, to target large
enterprises.
 Driving startups adoption through the AWS Activate program launched in October 2013
• The AWS Activate program provides startups with low cost, easy to use infrastructure needed to scale and grow any size business. Through the program
startups can access technical resources, get professional support, and connect with a broad community of developers to get the most out of AWS cloud
computing environment.
 AWS is focusing to increase managed services provider (MSP) partnership
• In order to target a wider market, AWS is approaching several MSPs that move customer workloads into AWS. Among the MSP-centric companies already
making moves in Amazon's cloud: CentraStage hosts its service in multiple AWS regions; and Cloud Manager offers MSPs a cloud services management
solution via the AWS Marketplace.

Executive Summary
Rewards
Program Structure
 Has a network of 8,000 partners worldwide.  Under APN all partners that qualify for the Standard and Advanced tiers will receive
USD2,000 in AWS Credits.
 The AWS Partner Network (APN) is the global partner program.
 Reserved Instance Volume Discounts (Amazon EC2): The volume discounts range from
 APN has two partner types: Technology and Consulting Partners.
10-20% for volumes pre-purchased upfront by the reseller between USD250,000
 Partners can attain one of three progressive performance based tiers: Registered, and USD2 million and higher for above USD5 million.
Standard, and Advanced.
• Less than USD250,000 – No upfront and hourly discounts.
 There is no fee to join APN at the Registered tier. To Upgrade to either the
• Between USD250,000 and USD2 million – 10% upfront discount and 10% hourly
Standard and Advanced tiers, there is a USD2,000/year APN fee.
discount.
 In addition to APN, partners can apply for additional Partner Programs: APN
• Between USD2 million and USD5 million – 20% upfront discount and 20% hourly
Competencies, AWS Channel Reseller Program, AWS Government Program,
discount.
AWS Marketplace Seller Program, AWS Direct Connect Program, AWS Test
Drive Program, and APN Training Partner Program.  AWS announced plans to provide Market Development Funding to its partners in
2014.
Training/Certification Strategic Focus

 Online APN Partner Accreditation courses are provided at no cost - AWS  Grow SMB install bases with tailored incentives and competitive pricing on basic
Business Professional and AWS Technical Professional Accreditations. EC2 and S3 services
 AWS provides partner discounts on hands-on instructor-led classes and self-  AWS’ sales strategy mostly revolves around price reductions. AWS utilizes economies
paced labs that help partners deepen technical skills for working with AWS of scale to continually lower prices to gain more customers.
products and solutions.  Adopted multi-partner approach to deliver cloud services in China.
 Partners can earn AWS Certifications to gain credibility with customers for their  AWS plans to launch and expand a series of APN programs and initiatives in 2014.
expertise with AWS.
 AWS will continue to invest in delivering the programs, tools and training to help
its partners grow their cloud businesses, differentiate their offerings, and drive success
for their joint customers.

Table of Contents
Executive Summary
Partner Ecosystem

Index
Outside-in-view
Partner Summit


AWS Overview
Product Portfolio
(Launched in 1994) (Launched in 2007) (Launched in 2006)

eCommerce platform Amazon Kindle Offering Cloud Computing Services
Solutions Products Products and Services

 Compute and Networking
 Sell on Amazon  E-book Readers Series  Storage and Content Delivery Network
 1st Generation: Kindle 1  Database
 Fulfillment Services  2nd Generation: Kindle 2, Kindle DX,  Analytics
Kindle DX Graphite  Application Services
 Add Prime to your Site  Deployment & Management
 3rd Generation: Kindle Keyboard
 AWS Marketplace Software
 Build a website  4th Generation: Kindle Touch, Kindle Fire
 Kindle Applications Customer focus
 Payment Solutions
 Kindle for PC, Android, Windows Phone 7,  Start-ups
 Advertise on Amazon HP TouchPad  Enterprises
 Government and Education
Source: Company Website April 2014 Indicative not exhaustive Please refer to slide notes

AWS Overview
Adoption of IaaS products EC2 and S3 drove the revenue growth in 3Q13
Business Overview AWS Revenue Performance
Employees: 3,300 (as on September 30, 2013)
 Amazon Web Services (AWS) is a subsidiary of Amazon.com that offers cloud
computing services. Started in 2006 with 3000 employees.
 AWS offers a broad set of global compute, storage, database, analytics,
application, and deployment services that help organizations move faster, lower
IT costs, and scale applications.
 AWS services are available to customers from data center locations in the US,
Brazil, Europe, Japan, Singapore and Australia
 AWS is part of Cloud Computing Caucus Advisory Group (launched in January
2014), along with Microsoft, Meritalk, and EMC. The group’s role is to advise TBR estimated AWS’ 3Q13 revenue grew 136% Y-o-Y to USD850 million. The growth
Congress on cloud computing and other IT issues. was driven mainly by adoption of its IaaS products EC2 and S3. AWS’ 4Q13 revenue is
Headquarter: Seattle, Washington, US estimated to be more than USD1 billion.
AWS Revenue by Geography AWS Revenue by Segment (Estimated)

1200 1200
Americas EMEA APAC
Revenue (in USD mil-
Revenue (in USD mil-

51
1000 98
1000 Public Cloud Revenue Private Cloud Revenue
79 43
800 66 264 800 961
26 32
64 222 808
600 56 600 21
lion)
lion)
168 186 647 17 617 675
45 548
400 107
138
455 400 510
412 398
200 338 200
262
0 0
3Q12 4Q12 1Q13 2Q13 3Q13 4Q13 Est. 3Q12 4Q12 1Q13 2Q13 3Q13 4Q13 Est.
TBR estimates nearly 65% of AWS’ 3Q13 revenue came from the Americas, up TBR estimates about 95% of AWS’ cloud revenue came from public-cloud-
109% Y-o-Y from USD548 million. APAC is the slowest-growing geographic region delivered IaaS (USD808 million in 3Q13) and will continue to exponentially
(76% Y-o-Y growth ) in 3Q13 (USD79 million). increase in 4Q13 (up about 88% to USD960 million).
Source: TBR (Nov 2013),Company Website April 2014, businesswire,Nytimes,Federaltimes, geekwire


AWS Overview
AWS revenue is expected to reach USD10 billion by 2015 and USD20 billion by 2020
• AWS revenue is projected to reach USD10 billion by 2015 and USD20 billion by 2020
• Gross margin is expected to be 30% in 2015 from 14% in 2012 - Macquarie, 2013
Source: Cutting Through the Fog: Amazon Web Services (AWS) & Enterprise Clouds - Brian Hutchins-Knowles (May 2013)

AWS Overview
Company Strategy
 AWS utilizes economies of scale to continually lower prices on standard EC2 and S3 services.
• In March 2014, AWS announced that it will make its 42nd price reduction (since 2008) for EC2, S3, Relational Database Service, and
Elastic MapReduce in April 2014.
• According to a report by RightScale, AWS has announced 12 price cuts in 2013, down from 13 the prior year.
 AWS is continually expanding direct and indirect sales investments to support large enterprise customers – TBR (Nov 2013)
 In order to target large enterprises, AWS has announced 22 Premier Consulting Partners (with superior customer service and expertise in
AWS’ technologies) for 2014.
 Retain existing and attract new SMB customers: AWS has been continuously lowering the prices of its commoditized IaaS services in order
to maintain its large install base of SMB customers. It also launched AWS Activate program in October 2013 to attract new SMB customers –
TBR (Nov 2013)
 Beyond the public sector, AWS will build its direct sales and APN expertise in targeting data-intensive verticals such as life sciences and
financial services with AWS’ emerging analytics processing technologies, such as Kinesis – TBR (Nov 2013)
 AWS is focusing to increase managed services provider (MSP) partnership – MSPmentor (Nov 2013)
 AWS continues to roll out APN designations to provide partners room for differentiation along with training and support programs to encourage
channel loyalty -TBR (Nov 2013)
 AWS is increasingly investing in its technological and Consulting & Systems Integration (C&SI) alliances to drive sell-through revenue
through partner differentiation (e.g., APN Competencies) - TBR (Nov 2013)
Partner  AWS is expanding to China. The fourth AWS region in Asia Pacific and the tenth region globally. To comply with China's legal and regulatory
Strategy
requirements, AWS China has taken a multi-partner approach for delivering cloud services.
• AWS is partnering with multiple local Chinese providers, including ChinaNetCenter and SINNET, who will provide the necessary Internet
Data Center (IDC) and Internet Service Provider (ISP) services to support the delivery of AWS software technology services in China.
Source: TBR (Nov 2013), MarketWatch, ZDNet


AWS Overview
Channel Partner
Partner  To encourage partner-led sales, AWS differentiates APN Consulting Partners that provide superior service and expertise in a
Strategy specific solution area such as big data and enterprise application with APN Competencies designations. - TBR (Nov 2013)
 AWS has been continuously enhancing its APN program to support partners. In its partner summit re:Invent in November
2013:
• Rolled out new competencies for Microsoft Exchange, Oracle and SAP.
• Introduced new APN programs and initiatives such as APN Advanced Channel Program, APN SaaS Accelerate Program, and
APN Partner Leads.
Total Number  The AWS Partner Network (APN) program, which provides technical, business and marketing support for the AWS partner
of Partners ecosystem, has grown to more than 8,000 technology and consulting partners worldwide – AWS Summit re:Invent (Nov 2013)
 Amazon has started the APN program in early 2012. Since the launch of this program, Amazon has signed up over 800 consulting
partners worldwide such as system integrators, managed service providers and consultancies to provide high level support to
customers - Gartner (Nov 2013)
 “APN classifies partners as either technology partners/ISVs, consultancies or resellers, with the latter typically able to achieve
Partner Margin upfront discounts of 30 to 40% if they buy AWS' services in bulk.. - Brian Matsubara, senior manager of global ISV
programmes at AWS (CRN, Aug 2013)
 A typical reseller/consultancy partner will bolster their margins by layering extra services on top of AWS' platform and
monetizing the entire stack, which could be something like content management” - Brian Matsubara, senior manager of global ISV
programmes at AWS (CRN, Aug 2013)
Source: TBR (Nov 2013), MarketWatch, Gartner (Nov 2013)

Table of Contents
Executive Summary
Partner Ecosystem

Index
Outside-in-view
Partner Summit


Partner Ecosystem
Different Types of Channel Partners
AWS: Types of Partners
Technology Partners (701 partners *Consulting Partners (1,019 partners

listed in the website) listed in the website)
Provide software solutions that are either Help customers design, architect, build,
hosted on, or integrated with, the AWS migrate, and manage their workloads and
platform. Technology Partners include: applications on AWS. Consulting Partners
 Independent Software Vendors (ISVs) Partners can attain one of three progressive include:
 Tools providers performance based tiers: Registered,  System Integrators (SIs)
Standard, and Advanced.  Agencies
 Platform providers
 Strategic Consultancies
 Management and Security Vendors  Managed Service Providers (MSPs)
 Value-Added Resellers
Advanced Technology Partners In the AWS partner summit re:Invent, AWS

announced 22 Premier Consulting Partners for
2014
Source: Company Website April 2014, MarketWatch


Partner Ecosystem
Technology Partner – Requirements (Annual)
 APN has a global set of requirements.

 As partners deepen their experience on AWS, they progress through the network tiers.
Requirements Registered Standard Advanced
Products on AWS ─ >1 product in Public Beta >1 product in General Availability
Min. AWS billings (3 months

─ >USD1,000/month >USD25,000/month
average)
AWS Support ─ Developer or higher AWS Support1 Business or higher AWS Support1
Annual Program Fee2 ─ USD2,000 /year USD2,000 /year
AWS Customer References (public

─ 2 4
or private)
Source: Company Website April 2014 Please refer to slide notes


Partner Ecosystem
Technology Partner – Benefits
 APN Technology Partners can achieve one of three performance tiers based on product status, customer engagements, and overall business
investment on AWS. These tiers are: Registered, Standard, and Advanced.
Benefits Registered Standard Advanced

Partner Webinars, Events, Newsletter   
Access to APN Portal and AWS Grid   

Partner Training   
USD 1,000/year credit toward USD1,000 per year credit toward
Support Credits ─
required AWS Support required AWS Support
AWS Service Credits ─ USD 1,000/year USD 1,000/year
Advanced
Technology
Technology
APN Partner Logo ─ Partner
Partner
logo
logo
Listing in the AWS Partner Directory ─ Listing Advanced Listing
Source: Company Website April 2014


Partner Ecosystem
Consulting Partner – Requirements (Annual)
 APN has a global set of requirements.

 As partners deepen their experience on AWS, they progress through the network tiers. Requirements for APN Consulting Partners are outlined
below by tier:
Requirements Registered Standard Advanced

No. of Staff with Technical
─ 2 5
Professional Accreditation1
No. of Staff with Business

─ 2 5
Professional Accreditation1
Minimum AWS billing (3 months

─ >USD1,000 /month >USD10,000 /month
average)
AWS Support ─ Developer or higher AWS support2 Business or higher AWS support2
Annual Program Fee3 ─ USD2,000 /year USD2,000 /year
Customer References (public or

─ 2 4
private)
Source: Company Website April 2014 Please refer to slide notes


Partner Ecosystem
Consulting Partner - Benefits
 APN Consulting Partners can achieve one of three performance tiers based on product status, customer engagements, and overall business
investment on AWS. These tiers are: Registered, Standard, and Advanced.
Benefits Registered Standard Advanced

Partner Webinars, Events, Newsletter, and
  
Training
Access to APN Portal and AWS Grid   
Partner Training   
Eligible to Apply for APN Competencies ─  
USD1,000 /year credit toward USD1,000/year credit toward

AWS Support Credits ─
required AWS Support required AWS Support
AWS Service Credits ─ USD 1,000/year USD 1,000/year

Advanced
Consulting
Consulting
APN Partner Logo ─ Partner
Partner
logo
logo
Listing in the AWS Partner Directory ─ Listing Advanced Listing


Partner Ecosystem
Consulting Partnerships
 XO Communications, April 2014
 Details: XO Communications has announced that it has joined AWS’ APN program. It provides support to AWS Direct Connect by
offering connectivity and networking solutions for AWS users.
 Synergy: The partnership will enable AWS’ customers to receive best-in-class networking solutions
 CounterTack, April 2014

 Details: CounterTack has joined APN program. As a member, CounterTack will leverage Amazon's Big Data infrastructure and
distribution capability, as a delivery option of its solution.
 Synergy: Partnership enables CounterTack to deploy its solutions more quickly and cost-effectively.
 ChinaNet Center, December 2013

 Details: AWS has collaborated with several Chinese companies to support its cloud service in China and to comply with
country’s rule for foreign companies to operate there. ChinaNet Center and Sinnet are among a group of local enterprises in China
to provide AWS with data centers, network facilities and other hardware infrastructure.
 Synergy: AWS has expanded its market reach in china.
Source: MarketWatch, MarketWired, Datacenter Dynamics, The Wall Street Journal Indicative not exhaustive

Partner Ecosystem
Consulting Partnerships
 Accel North America, December 2013
 Details: Accel North America has partnered with AWS to strengthen its ability to bring AWS Cloud-centered applications and
solutions to customers in the US, Japan, UK, and India.
 Synergy: Partnership will help Accel to further extend its solutions capability.
 Aujas, October 2013

 Details: Aujas has APN program of AWS as a consulting partner. Aujas will leverage tools of the AWS platform with its security
solutions, to help businesses manage and mitigate risks to critical information assets and clients.
 Synergy: Partnership will help AWS customers build, release and sustain secure software and applications
 LatentView Analytics, March 2014

 Details: LatentView Analytics, a predictive analytics and decision sciences firm, announced that it has become an Advanced
Consulting Partner of AWS.
 Synergy: Partnership will help to address clients’ big data needs.
Source: Network World, PRWeb Indicative not exhaustive


Partner Ecosystem
Technology Partnerships
 Verdiem, February 2014
 Details: Verdiem has become Standard Technology Partner of AWS to leverage AWS cloud infrastructure to solve big data problem.
 Synergy: With this partnership Verdiem will contribute to and benefit from the AWS ecosystem.
 Business Integration Technology (BIT), February 2014

 Details: BIT has announced that it has become Standard Technology Partner in the APN program. BIT offers Cloud-based solutions
for collaboration in the Amazon AWS Marketplace.
 Synergy: Partnership will enhance AWS Marketplace offering
 Metadata Technology North America, January 2014

 Details: Metadata Technology North America has become an AWS Technology Partner.
 Synergy: Partnership will provide Metadata Technology North America with enhanced access to tools, training, and support
resources facilitating the efficient delivery of AWS based solutions.
 Quandis, October 2013

 Details: Quandis, default management technology solutions provider, has announced that it has become a technology partner of
APN program. Quandis can further scale its technology skills and expertise in managing data that resides in cloud
 Synergy: Partnership will enable Quandis to efficiently support its enterprise-level client base
Source: Verdiem, OpenMetadata, Business Integration Technology, Send2Press Indicative not exhaustive

Partner Ecosystem
AWS Channel Partner SWOT
Strengths Opportunities
 AWS has developed robust enterprise application and professional services  Utilize reference customer accounts to drive startup adoption through the AWS
partner ecosystems that encourage developer loyalty and drives sales. Activate program launched in October 2013.
 AWS’ early to market leadership, cost-competitive IaaS, and extensive partner  Leverage partners such as Eucalyptus and NetApp for complementary private
application ecosystem drive top-of-mind awareness with startups. cloud deployments, effectively creating hybrid cloud for customers.
 APN Competencies allow consulting partners to differentiate themselves and  AWS announced several APN initiatives for launch in 2014: Business
drive sell-through revenue for AWS. Development Training Series and Partner Leads to expand customer reach; SaaS
Accelerate Program to support ISVs running applications on AWS; and Partner
Support Center for partners to connect with help staff.
Weaknesses Threats
 Microsoft and Google can deliver a similar portfolio of cost-competitive IaaS
and partner application ecosystems, challenging AWS’ public IaaS clout among
start-ups.
 Despite continual technological investments, AWS’ lack of experience managing
 Large enterprise might not consider AWS for single vendor solution sets, as
a channel may discourage MSP loyalty in favor of more channel-friendly
AWS depends on third-party C&SI firms to provide cloud professional services
vendors such as IBM and Microsoft.
Source: TBR (Nov 2013), Business Wire


Table of Contents
Executive Summary
Partner Ecosystem

Index
Outside-in-view
Partner Summit


AWS Partner Program
Partner programs for both Consulting
AWS Partner Network (APN)* – Global and Technology Partners
partner program
 Global partner program for AWS.
AWS Government Partner Program AWS Marketplace
 A 3-tiered program comprised of
Consulting and Technology Partners.  Provides government-focused marketing,  Designed for Independent Software
 Provides technical, marketing, and go- technical, and business enablement tools Vendors (ISVs), Value-Added Resellers
to support partners. (VARs), and Systems Integrators (SIs) to
to-market support.
 The program targets APN Consulting and market and sell software to AWS customers
Technology partners
Partner programs for Consulting Partner programs for Technology

Partners Partners
AWS Channel Reseller Program APN Competencies AWS Test Drive Program AWS Direct Connect Program
 Enables qualified partners to resell  Granted to APN Consulting  Enables AWS Customers to quickly  Helps AWS Customers establish
AWS services to both commercial Partners who have attained launch popular enterprise workloads network connectivity between
and public sector end customers. proficiency in a specific by utilizing AWS's scalable, agile, and AWS Direct Connect locations
specialization or use case. flexible infrastructure. and their datacenter, office, or
 Designed for APN Consulting
colocation environment.
Partners.  Partners can qualify for one or
more APN Competency
*APN is main global partner program and others are fundamental programs designed to support unique AWS-based business
** Programs for both partner types have been highlighted in red

AWS Partner Program
AWS Partner Network (APN) program
 The AWS Partner Network (APN) is the global partner program for AWS.
 It is focused on providing business, technical, marketing, and GTM support to partners
 APN is a 3-tiered program comprised of Consulting and Technology Partners.
 In addition to joining APN, partners can also apply for additional Partner Programs based on the nature of their work on AWS and
overall business model. These additional Partner Programs include: APN Competencies, AWS Channel Reseller Program, AWS
Government Program, AWS Marketplace Seller Program, AWS Direct Connect Program, AWS Test Drive Program, and APN Training
Partner Program.
Partners are required to follow below steps to become APN member:

Steps to join  Register the firm with the APN portal as technology or consulting partner at no cost.
 Activate Login: Once registered, firm will receive a confirmation email, along with APN Portal login credentials. In order to validate
the firm, activation of the APN Portal login should be done within 72 hours of receipt.
 Add APN Portal Users: At this stage, the firm provides its colleagues access to all the training, marketing tools, and content the APN
Portal offers.
Partner Training
 APN Partner Accreditations: APN Partners can earn AWS Business and Technical Professional Accreditation.
Benefits  Partner can earn necessary AWS Certifications for designing, deploying, and managing applications on the AWS platform
 AWS Training & Resource such as e-learning modules, self-paced labs, and discounts on instructor-led classes through the APN
Portal at no cost.


AWS Partner Program
AWS Partner Network (APN) program structure
 AWS Partner Network (APN) runs a consulting partner program, which is its main partnering vehicle with the channel.
 Advanced and Standard members of APN program may apply for Channel Reseller status, which gives partners the ability to manage AWS accounts
directly. Minimum criteria include:
• Two AWS Technical Professional accreditations
• Two AWS Business Professional accreditations
• Launch an AWS-based practice or solution (eg, SAP on AWS)
• Adhere to minimum spend amount (varies by country)
 AWS will select a small number of Advanced partners to be awarded Premier status on an annual basis. Selection is based on investment in AWS and
customer service. Approximately 20 partners are chosen for this designation
Source: Company Website April 2014, Canalys (March 2014)


AWS Partner Program
AWS Government Partner Program
 The program targets APN Consulting and Technology partners who have already demonstrated knowledge and expertise on AWS with
a strong emphasis in government.
 The AWS Government Partner Program provides high-value, government-focused marketing, technical, and business enablement tools to
support partners who serve the unique needs of government customers
In order to apply, partners have to demonstrate the skills and knowledge to leverage AWS solutions to their customers. Interested candidates
are required to follow below steps for applying:
 Register as an APN Partner
 Enablement:
Steps to join
• Training: Earn APN Partner Accreditations, and AWS Certifications
• AWS Support: AWS recommends that all partners have at least baseline technical support from AWS in order to serve their end
customers on AWS.
• Advance in APN: Upgrade to receive additional APN benefits.
 Build Government Practice: AWS Government Partners need to demonstrate ability to serve the needs of government customers.
 Apply for AWS Government Program: Before submitting AWS Government application, partner scorecard should be updated
Benefits  Business support - Access to AWS Government collateral, listing on AWS public sector contract center, and presales support from AWS
WWPS Federal and SLG Teams.
 Marketing support - Listing in partner directory, use of the designated AWS Government Partner Logo, priority invitations and access
to AWS WWPS partner events.


AWS Partner Program
AWS Marketplace
 The AWS Marketplace enables qualified partners to market and sell their software to AWS Customers.
 AWS Marketplace is an online software store that helps customers find, buy, and immediately start using the software and services that
run on AWS.
The following steps are required to apply for AWS Marketplace:

 Register as a Marketplace Seller: Partner must complete the AWS Seller Registration form and review the Marketplace Seller
prerequisites, listing options, and requirements.
• Listing options: Amazon Machine Image (AMI) and Software as a Service (SaaS)
Steps to join
• Seller Prerequisites: Identify the AWS Account that partner plan to enable for the AWS Marketplace; securely add bank account
information using the Bank Account Registration Portal; and Complete the W-9 form*
• Partner Requirements: Sell publicly available, production ready software; have a defined customer support process and support
organization; provide a means to keep software regularly updated; offer full feature, production versions of software; and follow best
practices and guidelines when marketing AWS Marketplace
 Build Marketplace Listing
 Manage and Market Product Listing
Benefits  Marketing and new users - Management Portal to better build and analyze their business
 Billing - AWS takes care for the metering, billing, collections, and disbursement of payments..


AWS Partner Program
AWS Channel Reseller Program
The AWS Global Channel Reseller Program enables qualified partners to resell AWS services to both commercial and public sector end
customers.
The program is designed for APN Consulting Partners who have built their AWS practice to include professional services and
management of end customer AWS deployments. For Example: System Integrators, Managed Service Providers, Digital Agencies, and
Value-Added Resellers.
In order to apply, partners have to demonstrate the skills and knowledge to leverage AWS solutions to their customers. Interested candidates
are required to follow below steps before applying:
 Register as an APN Partner: One must register with the AWS Partner Network (APN)
 Build AWS Practice: Partners interested in applying to the program are encouraged to utilize the below tools to build their AWS
Steps to join
practice.
• Training & Enablement: Earn APN Partner Accreditations, Earn AWS Certifications, APN Partner Webinars, Download
Partner Content, and Create AWS Reference Architecture.
• AWS Support: AWS recommends that all partners have at least baseline technical support from AWS in order to serve their end
customers on AWS.
• Advance in APN: Once APN’s Standard tier requirements are met, partners can upgrade to receive additional APN benefits.
 Apply for Channel Reseller Program: Upgrade the firm’s Partner Scorecard before submitting application.
 Business support - Channel reseller discounts, License right to resell AWS to end customer
Benefits
 Marketing support - Listing in partner directory, Designated with logo, Press release and marketing content support
 Enablement Tools - Exclusive AWS Channel Reseller Training Webinars, Program Onboarding & Operational Training


AWS Partner Program
APN Competencies
APN Competencies are granted to APN Consulting Partners who have attained proficiency in a specific specialization or AWS use
case.
Attaining an APN Competency allows APN members to differentiate themselves to customers by showcasing expertise in a particular
solution area.
Standard and Advanced APN Consulting Partners can apply to the following APN Competencies: Big Data; Managed Service Provider
(MSP); Sharepoint; Exchange; SAP; and Oracle
Steps to apply for APN Competencies:

 Register: Partners should register with the AWS Partner Network (APN)
 Qualify: Partners must meet general APN Competency requirements before submitting their application.
Steps to join • Training & AWS Certification Requirements: Accredited AWS Technical Professionals (≥ 5 Staff), Accredited AWS Business
Professionals (≥ 5 Staff), and AWS Certified Solution Architects (≥ 3 Staff, Associate Level).
• AWS Support Requirements: AWS recommends that all partners have at least baseline technical support from AWS in order to
serve their end customers on AWS.
• Customer Competency Engagements
• APN Requirements
 Apply for APN Competencies: Before submitting application, upgrade the firm’s Partner Scorecard.
Benefits  Marketing and PR support - Public designation on AWS Site, competency logo, access to go-to-marketing funding, and selective
eligibility for inclusion in future AWS announcements regarding APN Competencies
 Business & Technical support - Customer opportunity, access to AWS Private Betas, webinars and Market Development Funds


AWS Partner Program
AWS Test Drive Program
 The program is designed for established APN Consulting Partners and APN Technology Partners. Partners are interested in
developing Test Drives by automating the deployment of their enterprise workloads on AWS, using AWS CloudFormation.
 The AWS Test Drive Program enables AWS Customers to quickly launch popular enterprise workloads by utilizing AWS' scalable, agile,
and flexible infrastructure.
 In minutes, customers can deploy and evaluate enterprise solutions using Test Drives designed by partners.
In order to participate in the Test Drive Program, partners must complete the below steps to build out their AWS Test Drive Framework:
Steps to join
 Build Framework: Design Test Drive Scenario; Setup Demo Environment; Create AWS CloudFormation Template; Create Test Drive
Lab Manual; and Onboard to Test Drive Framework
 Review Test Drive with AWS: Once the Test Drive lab is published in the framework, an email is sent to awstestdrive@amazon.com to
schedule the Test Drive review with AWS. After Test Drive has been reviewed and approved, AWS will post on the Test Drive page for
customer use.
Benefits  Marketing support - Support for press releases and digital marketing content, partner Test Drive page on AWS site, and product
spotlights in the AWS Partner Newsletter and webinars.
 Enablement and Technical support - Onboarding support, access to AWS Test Drive content, design and testing tools, and reporting of
Test Drives.


AWS Partner Program
AWS Direct Connect Program
 The program is designed for partners who provide network services to customers and are interested in connecting to AWS
 Direct Connect Partners improve customer experience by providing flexibility and choices on how to connect with AWS
 The AWS Direct Connect Program supports AWS Customers establish network connectivity between AWS Direct Connect locations and
their datacenter, office, or colocation environment.
Steps to join Partners are required to follow below steps for applying to the AWS Direct Connect Program:
 Build AWS Practice: Create AWS Direct Connect product; sign up for AWS support; and upgrade APN membership
 Apply for Direct Connect Program: Update Partner Scorecard, before submitting Direct Connect application
 Technical Enablement- receive interconnect ports at Direct Connect locations. These ports allow partners to offer customer connections
at speeds lower than 1G with reduced Direct Connect costing for customers and partners
Benefits
 Training & Enablement- Direct Connect Getting Started Guide, API Reference, and Partner Provisioning Guide.
 Marketing Support- Placement in the AWS Partner Directory as a Direct Connect Partner, use of Direct Connect logo, participation at
AWS-hosted events, access to online marketing resources


AWS Vs. Cisco
Partner Program Comparison
Key Differentiators
APN program– global partner program

Cloud and Managed Services Program
focused on cloud
Introduced new programs, solution Introduced the Next-Generation Cisco

competencies and partner benefits for its APN Channel Partner Program in March 2014,
which includes a number of changes to
program in its partner summit in November
certification structure—mostly focused on
2013 managed services and cloud
Registered partners does not get any AWS

credits; while Standard and Advanced Gold partners - higher economic incentives
partners receive USD2,000 in AWS Credits than all other partner levels
upon qualifying
Proficiency levels: Associate (already Cisco has already rolled out all its proficiency levels; Levels of specialization: Express, Advanced,
available), Professional (planned) and whereas AWS has rolled out only one and others are in and Master
Master (planned) planning stage
Provides upfront volume discounts on Combination of both up-front discounts and

Reserved Instance back-end rebates
© 2013-2014 Cisco and/or its affiliates. All rights reserved. Note : This is an indicative representation Cisco Confidential 31

Table of Contents
Executive Summary
Partner Ecosystem

Index
Outside-in-view
Partner Summit


Trainings and Certifications
Overview
Training and Certifications
APN Partner
Certificates Training and Labs
Accreditations
 AWS Business Professional  Solutions Architect  E-learning
 AWS Technical Professional  Developer  Self-paced labs
 SysOps Administrator  Discounted instructor-led
classes
Certification can be earned on the
following three proficiency
levels:
 Associate
 Professional
 Master


APN Partner Accreditations
 AWS provides its partners free online Trainings and Accreditation through its APN portal.
 To achieve Accreditation, partners must complete the series of e-learning modules* and quizzes within an Accreditation course.
Accreditation courses available to partners are:
 AWS Business Professional ─ Geared toward individuals responsible for articulating the business benefits of AWS services.
It consists of four self-paced modules: Amazon and Cloud Computing, AWS Products and Services, AWS Solutions and AWS
Pricing. Duration of training is 4.5 -6 hours.
Accreditation Courses  AWS Technical Professional ─ Designed for individuals responsible for making informed decisions about IT solutions based
on customer business requirements. It consists of five self-paced modules: Introduction to the AWS Platform, AWS Products
and Services, Batch Processing, Scalable Web Applications and Disaster Recovery. Duration of training is 3.5 hours.
 AWS Business Professional and AWS Technical Professional Accreditations are earned by individuals within APN partner
organizations and demonstrate understanding of AWS services and how AWS solutions address customer business
requirements.
 APN Partner Accreditations make it easy for APN Consulting Partners to meet APN Technical and Business Training
requirements.
Source: Company Website April 2014, Canalys (March 2014) Please refer to slide notes

Certificates
s AWS Certification Roadmap
ate
fic
rti
Ce Solution
Developer
SysOps
Architect Administrator
AWS Certified
Solution
Master
 AWS Certifications recognize IT professionals that possess the
Level
Architect –
skills and technical knowledge necessary for designing, deploying
Associate Level
and managing applications on the AWS platform.
Exam
 Company has started global certification program in April 2013.
AWS Certified AWS Certified
AWS Certified
Profession
 Certifications are primarily technical-focused and available to Solution SysOps
al Level
employees of AWS, partners and customers. Developer –
Architect – Administrator –
Associate Level
Associate Level Associate Level
 The certification program is for three primary roles for Exam
Exam Exam
engineering teams: Solutions Architect, SysOps Administrator and
Developer in three proficiency levels: Associate, Professional and
Master AWS Certified AWS Certified
AWS Certified
Associate
Solution SysOps
Level
Developer –
 Certificates for associate level for Solutions Architect/ SysOps Architect – Administrator –
Associate Level
Administrator/ Developer are currently available. Rest of the Associate Level Associate Level
Exam
certifications are under Beta or Planning stage. Exam Exam
Available Planned

Training and Labs
AWS offers APN Partners e-learning, self-paced labs and discounted instructor-led classes at no cost.
 E-Learning modules help partners to deepen knowledge on AWS to support their customer IT requirements. Partners can access
E- Learning the below e-learning courses at no cost in the APN Portal:
 AWS Value Messaging: The module introduces the AWS value proposition and provides guidance for positioning the
business value of AWS. Content provides an overview of AWS security, as well as examples of customer success stories and
common customer scenarios.
 Enterprise Applications on AWS (Microsoft, Oracle and SAP): The module provides an overview of enterprise solutions
on AWS, as well as includes use cases and best practices for implementation.
Self Paced Labs  Self Paced Labs are designed to help partners test products, acquire new skills and gain practical experience of AWS
technologies. Thus, provides a hands–on experience in live AWS environment.
Self Paced Labs  AWS Instructor-Led Training: Role-based learning courses are designed around the three primary roles that comprise
engineering teams delivering cloud-based solutions: Solutions Architects, SysOps Administrators and Developers.


Table of Contents
Executive Summary
Partner Ecosystem

Index
Outside-in-view
Partner Summit


 Reserved Instance Volume Discounts (Amazon EC2): The volume discounts range from 10-20% for volumes pre-purchased
upfront by the reseller between USD250,000 and USD2 million and higher for above USD5 million.
• Less than USD250,000 – No upfront and hourly discounts.
• Between USD250,000 and USD2 million – 10% upfront discount and 10% hourly discount.
• Between USD2 million and USD5 million – 20% upfront discount and 20% hourly discount.
 “APN classifies partners as either technology partners/ISVs, consultancies or resellers, with the latter typically able to achieve
upfront discounts of 30 to 40% if they buy AWS' services in bulk” - Brian Matsubara, senior manager of global ISV
programmes at AWS (CRN)
 AWS Channel Resellers get front-end discounts (between 60% and 70% off hourly on-demand rate) when purchasing
‘Reserved Instances’
 The company has announced AWS activate program for startups in October 2013. The program helps startups to leverage AWS
to build their business. It comes in two package: the Self-Starter package and the Portfolio package with respective benefits such
as
• Self-Starter Package: Access to the AWS Free Usage Tier, a month of developer-level ASW support, web-based training
and one self-paced lab, the AWS Startup Forum and access to offers on products from third-parties.
• Portfolio Package: AWS credits, business-level support for up to a year, web-based and instructor-led training, including
class labs and credit for four self-paced labs, Startup Forum privileges, and access to third-party offers.
Source: CRN Channel web, Statescoop, Businesswire


AWS Credits
 Under APN all partners that qualify for the Standard and Advanced tiers will receive USD2,000 in AWS Credits.
• These include USD2,000 in general AWS Credits to be applied towards any AWS service listed on the AWS products page,
or AWS Support.
• Any unused portion of these credits will expire one year after redemption.
APN Market Development Funding
There is APN Market Development Funding that enables select technology and consulting partners to apply for funding to support
their market development activities.
 AWS has opened the call for entries for both the Best Practices Award and Partners in Innovation Award.
 Three AWS local government projects will be awarded the Best Practices Award, recognizing local governments that have
already adopted cloud technology, each receiving USD50,000 in AWS credits.
 Four applications developers will be awarded the Partners in Innovation Award for creating applications that solve
local government challenges, each receiving USD25,000 in AWS credits
 AWS has announced new designation for providing exceptional AWS service- AWS Premier Consulting Partners. It has
announced 22 premier consulting partners.
Source: Company Website April 2014, CRN Channel web, Statescoop, Businesswire, webpronews

Table of Contents
Executive Summary
Partner Ecosystem

Index
Outside-in-view
Partner Summit


Outside-in View
Super Computer Online News, April 2014
 IaaS leaders such as Amazon Web Services (AWS) and Google are expanding Consulting and System Integration (C&SI) alliances to improve high-
touch consulting, integration, migration and customization services to meet enterprise customers demands .
TBR’s commentary on AWS’ 4Q13 earnings, January 2014

 TBR has anticipated that AWS will introduce additional enterprise applications competencies in CY14 after the introduction for Microsoft Exchange,
Oracle and SAP at AWS re:Invent. Thus, it will encourages end-to-end cloud adoption among enterprises through key APN partners such as Cognizant,
Smartronix and Wipro.
GIGAOM Research, November 2013

 “The reseller channel is the weakest link in the AWS chain. If it doesn’t get this right, IBM and Microsoft will invade its space with their strong partner
base and existing relationships with enterprises”
Gartner: Amazon still public cloud leader by a long shot, August 2013
 “In addition to the breadth and depth of services, AWS also has a robust partner ecosystem with leading technology providers offering its services
through Amazon’s cloud, including some of the biggest systems integrators”
Source: Network World, GIGAOM, TBR, Supercomputer Online,


Table of Contents
Executive Summary
Partner Ecosystem

Index
Outside-in-view
Partner Summit


AWS Partner Summit
AWS re:Invent 2014
Venue: Las Vegas, US
Time: 11-14 November 2014
AWS re:Invent
 AWS re:Invent 2013 is the company’s second annual developers conference across AWS customers, developer base and partners.
re:Invent 2013
 There were 8,000 attendees, 200 sessions, and 400 speakers
Key highlights
 Announced several new products such as:

• WorkSpaces – a Virtual Desktop Infrastructure offering
• AppStream – a flexible mobile application building for consistent streaming to any device
• Kinesis – a real time big data analytics service
Product Announcement
• CloudTrail – a governance and compliance service
In order to address partners requirements to address more customers and provide enhanced AWS portfolio, AWS has announced plans to
introduce and expand the following new APN programs and initiatives in 2014:
 Announced new designations
• APN Advanced Channel Program provides high-performing AWS channel partners with a new, “Advanced Channel Partner”
designation that gives them access to expanded technical support and content.
Partner Program
Update • Announced 22 Premier Consulting Partners for 2014 - a designation that recognizes partners that provide superior
customer service and expertise in building and migrating customer solutions on AWS.
Source: TBR, BusinessWire, GIGAOM


AWS Partner Summit
AWS re:Invent
 Training and support related announcements

• APN SaaS Accelerate Program provides specialized technical content and support for ISVs who are running SaaS
applications on AWS.
• APN Business Development Training Series is designed to provide partners with the training and information they need to
engage on business development opportunities with their partners.
• New APN Competencies for SAP, Microsoft Exchange and Oracle were announced for consulting partners who have attained
proficiency in a specific specialization or use case.
• Two new certifications related to administration and development.
• APN Partner Support Center programmatically connects partners with the AWS staff to answer questions and help them gain a
better understanding of APN’s benefits and resources.
• Expansion of APN Reference Implementations & Test Drives makes it easier for partners to provide test software for
Partner Program customers and deploy popular software into production.
Update
 Lead generation and marketing support
• APN Partner Leads is a new pilot program that will provide leads and opportunities to a select number of APN’s top
consulting partners.
• APN Market Development Funding enables select technology and consulting partners to apply for funding to support their
market development activities.
Source: TBR, BusinessWire, GIGAOM


Table of Contents
Executive Summary
Partner Ecosystem

Index
Outside-in-view
Partner Summit


1H FY 2014 Top Influencers: Cloud Summary Dashboard
CISCO OVERALL SENTIMENT SHARE OF VOICE COMPARISON
SOV Rank Company FY 2013 FY 2014 Percentage Change
FY 2013 FY 2014 Percentage Change
1 Microsoft 21.4% 21.6% +0.2
Positive 70% 66% -4
Neutral 26% 28% +2 2 Amazon 14.2% 14.5% +0.3
Negative 4% 6% +2 3 IBM 9.4% 14.0% +4.6
Pos/Neu Rank #4 #7 -3 positions 4 Google 13.1% 13.8% +0.7
5 VMWare 10.1% 9.4% -0.7
Q1 FY 14 Q2 FY 14 Percentage Change 6 HP 8.2% 7.0% -0.8
Pos/Neu 95% 92% -3 7 Cisco 7.4% 6.8% -0.6
Pos/Neu Rank #7 #10 -3 positions
Q1 FY 14 Q2 FY 14 Percentage Change
PEER FY 2014 SENTIMENT
Cisco SOV 6.86% 6.63% -0.23
Cisco Rank #6 #7 -1 position
PEER FY 2014 SHARE OF VOICE
Positive Highlights:
Largest spike generated by the ACI launch; influencers focused on how the new platform provides a smooth
• Microsoft introduced new Hadoop Azure Service; launched Cloud OS Network; acquired Parature;
transition from physical to cloud networking.
Teamed up with VMWare and Citrix to announce a cloud-based DaaS solution, (Cisco Desktop Virtualization cut cost of cloud storage; allowing non-U.S. customer to store data in MSFT’s out of country cloud
Solution). data centers amongst NSA spying concerns.
Videoscape Cloud Annoucnement at CES 2014 also supported Cisco’s position in the service provider and cloud • Amazon cut pricing on cloud storage; saw its largest spike with Amazon WorkSpaces; announced its
space. expansion into China.
Negative themes: • IBM bowed out of CIA cloud deal; launched cloud campaign against Amazon; acquired Xtify,
Mainly surrounded NSA/Snowden revelations leading to a lack of trust of US based cloud services. The Fiberlink, Aspera; plans to commit over $1.2 billion to expand global cloud footprint; phasing out of
possibility that Cisco’s hardware equipment was compromised reflected negatively on both cloud and security
Q2 guidance was negative, as Cisco remains challenged by many trends, including cloud computing. Some
SmartCloud Enterprise cloud platform.
investors urged Cisco to exit the set-top box business, but Cisco says it will focus on supporting so-called cloud- • HP announced CloudSystem 8; ended public cloud support for Amazon EC2.
based video services. WSJ says Cisco needs to get sales going again and show it can catch the wave of cloud- • Google made its Compute Engine generally available; cuts cloud pricing; NSA secretly broke into
based computing. Google’s private clouds.
Strategic Marketing Organization: Metrics are based on data from: 400+ Global Priority Publications, Top Social Media Influencers, Tier 1 Industry Analyst Firm Research Reports and Blogs and
Financial Analyst Reports

1H FY 2014 Top Influencers: Cloud Share of Voice Trends
FY2014 Q2 FY14 DIFFERENCE
COMPANY Q1 FY13 Q2 FY13 Q3 FY13 Q4 FY13 Q1 FY14 FY13 FY14
RANK (FY13 V. FY14)
1 Microsoft 19.8% 19.0% 21.4% 25.3% 22.8% 20.4% 21.4% 21.6% +0.2
2 Amazon 12.5% 17.1% 13.8% 13.5% 13.3% 15.8% 14.2% 14.5% +0.3
3 IBM 9.6% 7.2% 10.1% 10.5% 12.3% 15.7% 9.4% 14.0% +4.6
4 Google 12.4% 14.2% 13.1% 13.0% 13.5% 14.1% 13.1% 13.8% +0.7
5 VMWare 12.5% 8.6% 10.8% 8.2% 11.5% 7.3% 10.1% 9.4% -0.7
6 HP 8.2% 8.2% 8.5% 7.9% 6.4% 7.7% 8.2% 7.0% -0.8
7 Cisco 7.7% 9.1% 7.2% 5.7% 6.9% 6.6% 7.4% 6.8% -0.6
8 Dell 5.2% 6.1% 5.0% 5.4% 3.7% 4.4% 5.4% 4.1% -1.3
9 EMC 4.9% 4.8% 4.5% 4.3% 3.5% 2.5% 4.6% 3.0% -1.6
10 Citrix 3.7% 2.4% 2.4% 3.4% 2.7% 2.6% 3.0% 2.6% -0.4
11 Huawei 1.5% 1.4% 1.4% 1.5% 1.7% 1.4% 1.4% 1.5% +0.1
12 NetApp 1.3% 1.6% 1.5% 1.1% 1.6% 1.3% 1.4% 1.4% 0
13 BMC 0.7% 0.4% 0.3% 0.3% 0.2% 0.2% 0.4% 0.2% -0.2
• Cisco showed a minimal decrease in share quarter over quarter and continued to fall behind the FY13 number. The largest spike in coverage came from the launch of ACI. News of Videoscape Cloud and the
announcement of Cisco Desktop Virtualization Solution garnered significant coverage. Synergy Research Group says Cisco continues to lead in cloud infrastructure equipment, and Forrester finds Cisco, Microsoft,
and HP have the strongest internal private cloud product offerings.
• Microsoft continued it’s dominance in cloud share with another strong quarter. In an effort to beat AWS in all things cloud, Microsoft cut the cost of cloud storage, introduced Hadoop Azure Services and launched
a server and cloud enrollment licensing option to keep customers away from competitors. The NSA spying concern drove MSFT to announce by the end of 2014, they will encrypt all stored user content across
cloud services and allow non-U.S. customers the ability to store their data in cloud data centers located in other countries. Cloud expansion proved important as MSFT will add an Azure region in Brazil along with
Europe. The launch of the Cloud OS Network and the acquisition of Parature rounded out the coverage.
• IBM jumped over Google to take the number three rank as the company had a busy cloud quarter with announcements of: phasing out its SmartCloud Enterprise cloud computing platform, investing over $1.2
billion to expand its cloud strategy business, entered into partnership that will allow Lenovo to resell IBM’s storage and cloud computing systems, launched cloud campaign at Amazon, and acquired Fiberlink,
Xtify, Aspera. Other cloud news included expanding enterprise cloud infrastructure in China, plans to be a cloud storage broker, and established a new business unit dedicated to cloud-delivered cognitive
innovations.
• HP, up quarter over quarter, announced a virtual private cloud in Spain, announced CloudSystem 8 and ended support for Amazon EC2 for its public cloud offering.
• Google was also up in Q2 due to the announcement its Compute Engine was generally available, cut the prices of cloud storage, and increased the number of options its cloud service offers, in hopes to compete
more with Amazon in the IaaS market.
• Amazon increased in Q2 and has now increased year over year with coverage driven by the introduction of Amazon WorkSpace which marks Amazon’s entrance into the VDI market. Other announcements included
the cutting of prices to both its S3 and EBS cloud-based storage, the extension of AWS products into China in early 2014, and a report by Synergy finding Amazon not only leads Microsoft, IBM and Google in the
IaaS/PaaS market, but Amazon’s cloud revenue is bigger than all the other major players combined.
Strategic Marketing Organization: Metrics are based on data from: 400+ Global Priority Publications, Top Social Media Influencers, Tier 1 Industry Analyst Firm Research Reports and Blogs and
Financial Analyst Reports

1H FY 2014 Cloud – Americas Share of Voice Trends
FY 2014 DIFFERENCE
COMPANY Q1 FY13 Q2 FY13 Q3 FY13 Q4 FY13 Q1 FY14 Q2 FY14 FY13 FY14
RANK (FY13 V. FY14)
1 Microsoft 18.8% 19.3% 20.9% 26.7% 22.4% 19.4% 19.6% 20.9% +1.3
2 Amazon 13.4% 17.9% 15.6% 14.0% 14.6% 17.6% 15.3% 16.1% +0.8
3 IBM 8.2% 6.5% 9.3% 9.3% 11.9% 15.6% 8.1% 13.7% +5.6
4 Google 10.2% 12.7% 11.2% 12.5% 13.0% 17.8% 11.3% 13.4% +2.1
5 VMWare 14.8% 9.0% 12.1% 8.4% 12.8% 7.2% 12.2% 10.0% -2.2
6 Cisco 7.9% 9.7% 7.7% 6.0% 7.0% 6.8% 8.5% 6.9% -1.6
7 HP 7.9% 7.7% 7.9% 7.1% 5.8% 7.2% 7.8% 6.5% -1.3
8 Dell 5.4% 6.1% 4.8% 5.7% 4.0% 4.5% 5.4% 4.2% -1.2
9 Citrix 4.1% 2.6% 2.5% 3.9% 2.9% 3.1% 3.1% 3.0% -0.1
10 EMC 5.9% 5.4% 5.7% 4.4% 3.3% 2.6% 5.6% 3.0% -2.6
11 NetApp 1.7% 2.0% 1.4% 1.0% 1.4% 1.3% 1.7% 1.3% -0.4
12 Huawei 0.6% 0.5% 0.5% 0.5% 0.9% 0.9% 0.5% 0.9% +0.4
13 BMC Software 1.2% 0.8% 0.5% 0.6% 0.3% 0.2% 0.8% 0.2% -0.6
Strategic Marketing Organization: Metrics based on Top Americas Regional Publications


1H FY 2014 Cloud – EMEAR Share of Voice Trends
DIFFERENCE
FY 2014 RANK COMPANY Q1 FY13 Q2 FY13 Q3 FY13 Q4 FY13 Q1 FY14 Q2 FY14 FY13 FY14
(FY13 V. FY14)
1 Microsoft 23.2% 19.9% 23.2% 27.9% 25.8% 25.3% 24.2% 25.6% +1.4
2 Google 8.8% 12.3% 13.7% 11.3% 13.2% 14.0% 11.7% 13.6% +1.9
3 IBM 9.0% 7.1% 9.7% 10.1% 11.8% 14.3% 9.1% 13.0% +3.9
4 Amazon 9.8% 14.2% 12.1% 11.0% 10.8% 11.9% 11.6% 11.3% -0.3
5 VMWare 15.3% 10.1% 10.2% 9.1% 12.2% 7.1% 10.9% 9.8% -1.1
6 HP 7.5% 9.0% 10.1% 8.9% 6.9% 9.0% 9.0% 7.9% -1.1
7 Cisco 9.2% 10.1% 5.9% 5.7% 5.6% 6.1% 7.3% 5.9% -1.4
8 Dell 4.8% 5.1% 4.8% 4.8% 3.6% 4.1% 4.8% 3.8% -1.0
9 EMC 4.4% 6.1% 3.7% 4.9% 4.0% 2.8% 4.6% 3.4% -1.2
10 Citrix 4.9% 2.3% 2.6% 3.3% 2.8% 2.4% 3.2% 2.6% -0.6
11 NetApp 1.6% 2.4% 1.9% 1.3% 2.3% 1.9% 1.7% 2.1% +0.4
12 Huawei 1.5% 1.4% 2.1% 1.5% 1.0% 0.9% 1.7% 0.9% -0.8
13 BMC Software 0.04% 0.1% 0.1% 0.2% 0.1% 0.2% 0.1% 0.2% +0.1
Strategic Marketing Organization: Metrics based on Top EMEAR Regional Publications


1H FY 2014 Cloud – APJC Share of Voice Trends
DIFFERENCE
FY 2014 RANK COMPANY Q1 FY13 Q2 FY13 Q3 FY13 Q4 FY13 Q1 FY14 Q2 FY14 FY13 FY14
(FY13 V. FY14)
1 Microsoft 18.7% 18.8% 19.8% 22.9% 23.1% 19.9% 19.9% 21.5% +1.6
2 Amazon 11.5% 17.4% 13.6% 14.7% 13.6% 15.8% 14.2% 14.7% +0.5
3 Google 14.3% 14.4% 13.8% 14.1% 15.1% 13.9% 14.2% 14.5% +0.3
4 IBM 11.8% 8.0% 11.0% 10.8% 12.5% 16.0% 10.4% 14.2% +3.8
5 VMWare 10.4% 8.8% 10.5% 8.4% 10.0% 8.2% 9.6% 9.1% -0.5
6 HP 9.1% 8.6% 8.1% 8.6% 6.2% 7.1% 8.6% 6.6% -2.0
7 Cisco 6.8% 7.6% 7.5% 4.7% 6.0% 6.3% 6.7% 6.2% -0.5
8 Dell 5.7% 6.4% 5.5% 5.9% 4.2% 5.1% 5.9% 4.7% -1.2
9 EMC 4.4% 4.2% 4.5% 3.7% 3.2% 2.6% 4.2% 2.9% -1.3
10 Huawei 3.1% 2.0% 1.8% 2.3% 2.9% 1.9% 2.3% 2.4% +0.1
11 Citrix 2.6% 2.1% 2.2% 2.9% 2.1% 2.1% 2.5% 2.1% -0.4
12 NetApp 1.5% 1.8% 1.7% 1.0% 1.3% 0.8% 1.5% 1.0% -0.5
13 BMC Software 0.1% 0.03% 0.1% 0.1% 0.1% 0.2% 0.1% 0.2% +0.1
Strategic Marketing Organization: Metrics based on Top APJC Regional Publications


Reports for Referance
List of FRAT deliverables used in this report

Request Number Project Title Published On
9-2013-83-W Software and Cloud-based Company Insight November 28, 2013
5-2013-60 Amazon Partner Program Landscape June 19, 2013
3-2014-123-W Global Commerce Partner Comparison March 12, 2014
Competitive and Market Landscape Insights Managed SAP HANA

2-2014-119 March 18, 2014
Appliance Solutions
5-2013-56 Competitive Landscape Against Amazon IPTV May 3, 2013
SMO FRAT research reports are available here.

Thank you.
Amazon Led on Price Reductions
Source: RightScale

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Project 5-2013-60: Amazon Partner Program Landscape

SMO Foundational Research and Analytics Team

Final Deliverable: 25 April 2014

Analysts: Surupa Mahto, Aprajita Sharma and Sudhir Kumar

Amazon Web Services (AWS) Overview

Channel Partner Program

Training and Certification

Incentives, Promotions, and Rewards

Share of Voice: Cisco and Amazon

SMO Foundational Research Analytics Team

SMO Foundational Research Analytics Team

Training/Certification Strategic Focus

SMO Foundational Research Analytics Team

Amazon Web Services (AWS) Overview

Channel Partner Program

Training and Certification

Incentives, Promotions, and Rewards

Share of Voice: Cisco and Amazon

SMO Foundational Research Analytics Team

(Launched in 1994) (Launched in 2007) (Launched in 2006)

Solutions Products Products and Services

SMO Foundational Research Analytics Team

AWS Revenue by Geography AWS Revenue by Segment (Estimated)

Revenue (in USD mil-

Source: TBR (Nov 2013),Company Website April 2014, businesswire,Nytimes,Federaltimes, geekwire

SMO Foundational Research Analytics Team

SMO Foundational Research Analytics Team

Source: TBR (Nov 2013), MarketWatch, ZDNet

SMO Foundational Research Analytics Team

SMO Foundational Research Analytics Team

Amazon Web Services (AWS) Overview

Channel Partner Program

Training and Certification

Incentives, Promotions, and Rewards

Share of Voice: Cisco and Amazon

SMO Foundational Research Analytics Team

Technology Partners (701 partners *Consulting Partners (1,019 partners

Advanced Technology Partners In the AWS partner summit re:Invent, AWS

Source: Company Website April 2014, MarketWatch

SMO Foundational Research Analytics Team

 APN has a global set of requirements.

Requirements Registered Standard Advanced

Min. AWS billings (3 months

Annual Program Fee2 ─ USD2,000 /year USD2,000 /year

AWS Customer References (public

Source: Company Website April 2014 Please refer to slide notes

SMO Foundational Research Analytics Team

Benefits Registered Standard Advanced

Access to APN Portal and AWS Grid   

AWS Service Credits ─ USD 1,000/year USD 1,000/year

Source: Company Website April 2014

SMO Foundational Research Analytics Team

 APN has a global set of requirements.

Requirements Registered Standard Advanced

No. of Staff with Business

Minimum AWS billing (3 months

Annual Program Fee3 ─ USD2,000 /year USD2,000 /year

Customer References (public or