Successful partners are solution providers that add value: AWS

Cloud provider attributes the success of its platform to its channel network

The future of the Cloud is dependent on partners and resellers, particularly for a provider such as Amazon Web Services (AWS).

Global alliances, ecosystem and channels general manager, Terrence Wise, spoke about the importance of the channel for AWS, particularly in a market populated by competing solutions, at Re:Invent 2013 in Las Vegas.

“A customer is looking to buy value added services from the partner community, not just the infrastructure, so we’re really pushing to educate our ecosystem on becoming that solution provider,” he said.

In addition to customers wanting that type of support, Wise adds that there is more revenue there and higher margin for partners in adopting that approach.

“Those solutions add value to the business, and it’s not just core technology and infrastructure, which we’re finding customers are less and less interested in investing in, because it does not add value to the business,” he said.

For that reason, Wise sees partners that adding value to the business in the solution layer being the ones that succeed in this environment.

“It could be an ISV bringing a software product on top of AWS, such as bringing a license and deploying it, or a license through SaaS or Marketplace, but that software license is the foundation of the solution our customers buy,” he said.

Partners in the core

Systems integrators in AWS’ partner network typically stitch together products and services to create a solution for the customer.

To enable that, third party products by companies such as Oracle, SAP, and Microsoft are needed, and Wise said they need to run well on a platform to support customer needs.

“With custom developed application, software integrators stitch these software products together with our services and platform to create that solution,” he said.

Wise admits that “Infrastructure-as-a-Service without applications isn’t very interesting,” and for that reason AWS relies on its partner network to build out its offering.

“We are able to serve more customers effectively through a rich ecosystem of software experts than we ever would on our own,” he said.

“If you look at the vast majority of our customers, they are using at least one of our partners in one form or another, and in many cases they are using multiple software products and consulting partners depending on the specialty.”

Patrick Budmar travelled to Re:Invent 2013 as a guest of AWS.

Tags amazonresellerAmazon Web ServicesCloudchannel

More about Amazon Web ServicesAmazon Web ServicesMicrosoftOracleSAP Australia

ARN Directory | Distributors relevant to this article

ARN Directory | Vendors relevant to this article

Comments

Comments are now closed

 

Latest News

Oct 31
Over a quarter of Australians won’t bank on their mobile: Kaspersky
Oct 31
HDS A/NZ Partner Summit 2014 in Noosa (+15 photos)
Oct 31
The Google shakeup continues: Andy Rubin is out
Oct 31
Impact Systems boss wants to buy 10 resellers
More News
05 Nov
LIVE Webcast: Lessons Learned from the Biggest Security Breaches
05 Nov
vForum 2014
10 Nov
Ascom Myco Launch Event
11 Nov
DCIM Certified Solutions Professional
View all events