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© 2016, Amazon Web Services, Inc. or its Affiliates. All rights reserved.
Tim Jefferson, Sabina Joseph
Spencer Sells from NetApp
Rich Vorwalller from Sophos
Lessons from the Front LinesBest Practices from Storage and
Security Ecosystem Partners
GPSST302
November 29, 2016
What to Expect from the Session
This session covers what
steps to take to best align
your products, services and
messaging and what APN
programs to leverage to
grow your business.
re:Think re:Scalere:Message
Security and Storage are
two of the most widely
adopted services on AWS,
hear from other ecosystem
partners about how to best
pivot your solution portfolio
and practice to best address
AWS customer needs.
Security Storage
re:ThinkWhat is your solution fitness for AWS use cases?
Build expertise internally on AWS and the
relevant platform service offerings
• Identify AWS services that can provide the same
‘means to an end’
• Get your ‘landing zones’ right
• Hail a CAB!
re:Invent solution for the cloud
• Connect the dots across your solution portfolio,
Integrate with key services
• The Amazon way is, easy to use, easy to scale
• Don’t be afraid to think about offering solution as a
micro-service
TIP for Security ISVs: Many of the visibility services and
protocols you may rely on, are not exposed in AWS: instead
look to ingest AWS CloudTrail, AWS Config, VPC Flow Logs,
or Cloud Watch Logs to gain unique insight.
Tip for Storage ISVs: Step 1 – Build connectors from on-premises to leverage
compute/storage Step 2 – Get your solutions to run as instances on AWS – Don’t
assume that AWS services will interact with your solutions similar to your on-premises
solutions Step 3 – Extend the value chain
Tip for Security ISVs: Evangelize the frontier, customers and
partners want to know what the most forward leaning cloud
customers are doing.
Tip for Storage ISVs: Art of the possible - Think of what data means to the customer in
the cloud and what can they do with the data – bring that value out in your messaging.
It goes beyond storing data or getting data to the cloud
re:MessageAre you built to scale to millions?
Evolve your solution messaging to reflect the
specific value you bring to AWS customers via
use cases
• Combine visual imagery and nomenclature
• Know your buyer, speak their language
• Calling ‘the decider’ to action
Embrace self-service consumption
• Match cloud consumption deliver model
• Customers are on voyage of discovery, will they
find you?
• Don’t start with third base, get customers around
the bases on their own
re:ScaleIs your business model built for the cloud?
Look to re:Scale existing business model across
sales, channel and pricing
• Cover all the bases
• Provide Sales incentives. Be aggressive
• Partner with AWS to help your existing channel
partners build cloud expertise
Most customers choose AWS for the agility it
provides them; and that must include
purchasing
• Reduce licensing friction. Balance the PO
• Use metrics that allow customers to operationalize
your value
• Infrastructure can come and go. Can you?
TIP: AWS Marketplace Metering Service
(MMS) allows ISV’s to bill off of time, users,
hosts, bandwidth, or data. Great way to align
your differentiated value to utility pricing.
Tip for Security ISVs: Get pricing aligned
with how application teams are
operationalizing costs, this will enable them
to budget for security as a “tax”
Tip for Storage ISVs: Identify channel
partners who will focus both on in-cloud
and hybrid storage use cases on the
cloud.
NetApp Delivers Hybrid Cloud Data
Management
www.netapp.com/aws
AWS Connected Storage
Data Synchronization
Operating on AWS
Object Storage for AWS Backup/Archive to AWS
The NetApp Journey (so far)
Innovate Iterate Invest Accelerate
www.netapp.com/aws
Sophos Simplifies Cloud Security
https://www.sophos.com/en-us/lp/aws.aspx
Server
Protection
Sophos Central
built on AWS
UTM on
AWS
AWS Security
Partner Competency
Sophos Journey to the Cloud
Started with a Lift and Shift approach but
soon found out this was not good enough• Things we relied on for visibility weren’t there
• Found overlap with what we did and what AWS does
• Biggest reason: customers wanted more from our product
re:Scale – steps we do from the business
side to better serve our customers• Spun off a BU that thinks and acts like a startup
• Jump fast on opportunities from AWS, e.g., This is My
Architecture
re:Think our Products
Steps we do from the product
side to better serve our
customers• Two different products for two different
customers
• Lift and shifters want consistency
(even when this results in a poorly
designed architecture)
• DevOps want to take advantage of
everything AWS offers
re:Think our Products (cont.)
Steps we do from the product
side to better serve our
customers• Shorten down our roadmap and walk
backwards from customer, e.g., no
more than 6 months out
• Recognize overlap and shift resources
away, e.g., CloudWatch Logs Agent for
reports
• Integrate with AWS but didn’t stop
there, e.g. RESTful API & Chef
Supermarket
re:Message our Value
Steps we do from the marketing side to
better serve our customers• We adjust our message for AWS customers, e.g., we don’t
copy and paste from the overall Sophos message
• We’re super critical to remove FUD or Marketing Speak,
e.g., for October webinar we changed our message from
“Sophos UTM prevents over 350 attack patterns” to “Sophos
UTM has 350 ModSecurity rules that cover SQL injection,
XSS, and directory traversal.”
• We push back internally on traditional marketing tactics,
e.g., we don’t drown out negative reviews or feedback on
AWS Marketplace
Related Information
• AWS Partner Network
• aws.amazon.com/partners
• APN Competency Program
• aws.amazon.com/partners/competencies
• APN Storage & Security Competency
• aws.amazon.com/backup-recovery/partner-solutions
• aws.amazon.com/security/partner-solutions
• Solutions in Marketplace
• aws.amazon.com/mp/storage
• aws.amazon.com/mp/security
Grow your AWS Business
Just launched- Partner Solutions Finder
A new platform that allows AWS customers to
find the best APN partner to work with, based
on customers’ needs and partners’
performance
Check your company’s listing at
http://aws.amazon.com/partners/find or
visit our kiosks in “Sands” Lower Lobby,
Executive Summit or the AWS Booth
*Partner Solutions Finder will replace the existing APN Directory
Thank you!
Remember to complete
your evaluations!