Helping Customers Innovate Faster, While Transforming the Software Channel

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1 Helping Customers Innovate Faster, While Transforming the Software Channel David McCann, VP AWS Marketplace and Service Catalog October 2017

Cloud computing has become the new normal Deploying new applications to the cloud by default Migrating existing applications as quickly as possible AWS services more than a million

2 Cloud computing has become the new normal Deploying new applications to the cloud by default Migrating existing applications as quickly as possible 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.

3 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. Traditional Infrastructure AWS Cloud Equipment Resources and Administration No Up Front Expense Pay for what you Use Improve Time to Market & Agility Contracts Cost Scale Up and Down Self-Service Infrastructure

4 On the journey to the cloud, customers require software solutions for each workload Mission Mission Critical Critical Apps Apps New New Applications Digital & CX Analytics Mobile DC Migration All In Development & Test This journey includes software migrating to the cloud

5 The Enterprise Software Portfolio is in transition 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 Gartner Report 2017, "Market Amazon Insight: Web Cloud Services, Computing's Inc. or its Drive Affiliates. to Digital All Business rights reserved. Creates Opportunities for Providers. May 24, 2016 Jeffrey Mann, David Mitchell Smith, Ed Anderson, Jay Heiser, Yefim V. Natis, Thomas Bitman, Neville Cannon

6 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 The Opportunity is Huge Advisory Services Deployment, Integration, and Implementation Procurement & Fulfillment Managed Services Overall Software

7 Channel play an important role in software choice The Opportunity is Huge Advisory Services Deployment, Integration, and Implementation Procurement & Fulfillment Managed Services 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, , July 2017

8 Traditional resellers are transforming into MSPs From choice and physical Installation.. The cloud is impacting software SI/VAR channels...to recommendation & JSON scripting. ProServe Managed Services Economy of Scale & Aggregation New services offerings

vendors 1250+ ISVs 4000+ product listings Simplified procurement and deployment

9 AWS Marketplace Innovates Software Procurement Find, Test, Buy, Deploy, and Manage Software In the Cloud About Deploy software on demand Curated software from trusted vendors ISVs product listings Simplified procurement and deployment Billed through AWS account Deployed in 14 Regions around the world 154,000 Active Customers

10 AWS Marketplace Capabilities Software discovery procurement and deployment simplified 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 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

11 AWS Marketplace Listing Types Cloud based deployment options Amazon Machine Image (AMI) Deployed on AWS EC2 SaaS Open Source BYOL Utility SaaS 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 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 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 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

AWS Marketplace flexible pricing options Free Trial Hourly Monthly Annual/Multi-Year Private

Pay for software and compute capacity by the hour, # of users, data transferred, etc.

pricing charge Make a one-time payment and receive a significant discount.

Custom pricing negotiated between customer & ISV fulfilled on AWS Marketplace Good for

12 AWS Marketplace flexible pricing options Free Trial Hourly Monthly Annual/Multi-Year Private Offers Get started on AWS Marketplace with free trial & no commitment. Pay for software and compute capacity by the hour, # of users, data transferred, etc. with no long-term commitments Make a monthly payment and receive a discount on the monthly pricing charge Make a one-time payment and receive a significant discount. Multi year options also available. Custom pricing negotiated between customer & ISV fulfilled on AWS Marketplace Good for initial evaluation Ideal for Dev/Test or workloads with spikey traffic Ideal for temporary projects and baseline workloads Ideal for periodic and longterm workloads Intended for high value transactions.

Help your customers go global - faster Region & Number of Availability Zones 16 Regions 42 Availability Zones 74 Edge Locations Note: AWS Marketplace currently not in China AWS GovCloud (2) EU

13 Help your customers go global - faster Region & Number of Availability Zones 16 Regions 42 Availability Zones 74 Edge Locations Note: AWS Marketplace currently not in China 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, Stockholm

14 Categories used most in shift to cloud an extensive selection of third party ISVs Operating Systems Security Storage Networking Database Media DevOps BI

15 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 Q Established Q New: Q3/Q4 2017

16 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

17 AWS Marketplace as your digital fulfillment mechanism SOLUTIONS VALUE TIERS CONVERSION PATHS ENGAGEMENT MODELS CUSTOMER SEGMENTS Security < $20k (per year) LOW TOUCH Networking Storage BI Business Applications DevOps Database $20-100k (per year) > $100k (per year) Self-serve led by digital marketing Sales-assist supported by digital marketing Sales-led supported by account-based marketing Targeting: Automated No sales help, standard pricing MEDIUM TOUCH Targeting: Automated + some manual Sales help offered (OLDR, ISV, SI), standard pricing HIGH TOUCH Targeting: Mostly manual Sales help required, custom pricing SMB & ENTERPRISE

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

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

19 Learn more & become an AWS Marketplace partner Meet with AWS Marketplace onsite or Whit Crump- Global Head of AWS Marketplace Channels Rachel Bradshaw

20 Q&A

Amazon Web Services Marketplace: A Value Proposition for ISVs

MARKET PERSPECTIVE Amazon Web Services Marketplace: A Value Proposition for ISVs Amy Konary Robert P. Mahowald EXECUTIVE SNAPSHOT FIGURE 1 Executive Snapshot: Amazon Web Services Marketplace A Value Proposition