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.