© 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!

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