AWS SolutionsTrainingforPartners Foundations - Business

AWS Solutions Training for
Partners: Foundations – Business

John McKenna
Senior Partner Instructor
mckjo@amazon.com
Module 0: Introduction
Your AWS journey as an APN Partner
Go to market 6
with AWS* Engage in APN Partner Programs
5 that meet specific business needs
4 Move up partner
Get AWS trained
3 tiers and unlock
and certified benefits
Build a
business plan
2
1 Join the
AWS Partner Network (APN) *APN Partner
qualification
requirements must be
met to be eligible for
some programs.
© 2020 Amazon Web Services, Inc. or its Affiliates. All rights reserved. 5
Learning Path
https://aws.amazon.com/partners/training/path-bus-pro/
Learning Path tool
What type of partner training works best for you?
© 2020 Amazon Web Services, Inc. or its Affiliates. All rights reserved. https://pages.awscloud.com/AWS-Partner-Learning-Path-Tool.html 7
Course overview
Why cloud and AWS
• Module 1: Build Your Business with AWS

• Module 2: What Matters to AWS Customers
• Module 3: Security, Identity, and Compliance
Win your first workload
• Module 4: Pricing and Licensing

• Module 5: Migration and Cloud Adoption Opportunities
• Module 6: Opportunity Management
• Module 7: APN Funding and Call to Action
Course objectives
After you complete this course, you will be able to:
01 02 03 04 05 06
Identify Describe the Describe AWS Position AWS Access key APN Understand
opportunities to core AWS value use cases and value to meet technology when to engage
help your proposition and solutions. your customers’ partner solutions with local APN
customers the value you needs. that operate on Partner teams.
successfully add as AWS.
implement the a partner to
AWS Cloud. a sales
opportunity.
Module 1: Build Your Business
with AWS
Customer obsession
Operational Cost/resource
efficiencies
C 2 optimization
CUSTOMER
Innovation
Speed to market
Why customers move to AWS
Trade capital expense

for variable expense
Scale globally
Increase speed and

agility
Increase innovation
Streamline and
enhance infrastructure
decisions
Accelerate time to
business value
Reduce expenses
Computing evolution
Serverless
Containerization
Virtual Event driven

LEVEL OF ABSTRACTION
machines Pay per use

Physical
machines Platform independence
Easier and faster deployments
Elastic resources
Faster provisioning
Heavy investment
Lives for years on premises
FOCUS ON BUSINESS LOGIC
Architecture evolution
Monolithic application Microservices

• Does everything • Does one thing
Shared release pipeline • Independent deployments
• Rigid scaling • Independent scaling
• High impact of change • Small impact of change
• Hard to adopt new • Choice of technology
technologies
Patterns among AWS customers
Consulting Customers
partners
01 02 03 04
Develop and test Production Mission critical All-in

Develop and test environments • Build production apps • Build mission-critical apps Corporate standard: Cloud First!
• Migrate production apps • Migrate mission-critical
• Marketing apps
What you bring to the customer
Your unique Customer Skills and expertise with

consulting expertise knowledge AWS tools
Your skills and experience drive customer outcomes.
Where partners add value
Customer Data
Platform, Applications, Identity and Access Management

Customer
Operating System, Network, and Firewall Configuration
Client-Side Data Encryption and Server-Side Encryption (File Network Traffic Protection
Data Integrity Authentication System and Data) (Encryption/Integrity/Identity)
Technology
Compute Storage Database Networking
and Consulting
Regions
Partners
AWS
(SIs, MSPs, Public Sector, VARs)

AWS Global Edge
Infrastructure Locations
Availability Zones
Custom differentiated services on AWS
Create your own Build solutions for vertical
Develop specialized skills
reference architectures workloads
Healthcare Finance Law DevOps

Mobile
automation
Data
Create recurring managed engineering
Create solutions that expedite
time-to-value services
Minimal AI/
viable Windows Data machine Monitoring Billing Penetration
Advanced Hadoop for
cloud migration lakes learning testing
real-time analytics
Types of consulting services
Cloud consulting service opportunities
Resource Migration services Implementation Advisory services Strategic

augmentation of to catalog and services to re-platform to define consulting to
technical skills re-host or approach and transform the
applications re-architect priorities organization
applications
APN Partner journey
Every APN Partner journey is unique. AWS offers specific programs

to support partners in their growth and go-to-market strategy.
• AWS Navigate
• APN Customer
Engagements
Select Advanced Premier
Program (ACE) AWS Competency Program
Join AWS Partner Network • Service Delivery AWS Managed Services
(APN) • Solution Provider Provider Program
APN identifies and differentiates partners that serve

enterprise customers around the world.
APN Partners
partner
network
Consulting Technology
• Offers global partner program to help partners build solutions and
services for customers
• Helps companies build, market, and sell AWS offerings
• Provides business, technical, and marketing support
• Supports Consulting Partners and Technology Partners
APN Consulting Partners
Design, architect, build, migrate, and manage workloads and applications
System Strategic Managed service Value-added

Agencies
integrators consultants providers resellers
Registered Select Advanced Premier
https://aws.amazon.com/partners/consulting/
APN Technology Partners
• Provide hardware, connectivity services, and software solutions

• Deliver components to broader AWS Cloud customer solutions
• By APN Consulting Partners
• Through AWS Marketplace
• As part of a customer-ready solution
• From the APN Technology Partner
Independent Software as a Service
Service Platform as a Service Management Security
Vendors Developer tools
Registered Select Advanced

https://aws.amazon.com/partners/technology/
AWS Competency programs
Application Workload Industry
Mobile Security Financial

SAP Oracle Healthcare
services
Data and
Storage Life
analytics Government
sciences
Microsoft VMWare
DevOps IoT
Digital
Education
Migration Networking media
Machine Cloud management Digital

Nonprofit customer
learning tools
experience
End-user
Containers computing Industrial Retail
software
AWS Public Safety and Disaster
Response Competency
Customer References, Proven Capabilities: https://aws.amazon.com/partners/competencies/
APN Navigate program highlights
APN Partner’s path to building their

AWS business and specializing on
AWS
Looking to upgrade your organization’s tier or specialize your practice?

Check out APN Navigate home page for step-by-step guidance on how!
Current paths – APN Navigate
Looking to upgrade your organization’s tier or specialize your practice?

Check out APN Navigate home page for step-by-step guidance on how!
AWS Solution Provider Program (SPP)
Designed for systems integrators, managed service

providers, value-added resellers, and public sector
partners to resell AWS Services to end customers as
part of their differentiated solution.
AWS Marketplace Overview
AWS Marketplace is an online

store that supports:
01 1,500+ participating ISVs
02 260,000+ active customers
03 7,000+ software listings
More than 850 million hours of

04
software per month
APN Partner programs define expertise
Technology Partner
Consulting Partner Programs
Programs
APN Immersion Days APN Global Startup Program
AWS Managed Services Provider Program AWS Database Ready Program
AWS Service Delivery Program AWS Device Qualification Program
Both AWS Service Ready Program
APN Navigate
AWS ISV Workload Migration Program
AWS Public Sector Partner Program
© 2020 Amazon Web Services, Inc. or its Affiliates. All rights reserved. https://aws.amazon.com/partners/programs/ 33
Traits of successful partners
Defined capabilities Trained and certified
Strong customer obsession competencies technical resources
(Specific workloads, MSP)
Customer
Communicate early and often Engage with professional AWS

Customer references
to align with AWS services team
APN Partner profile
Working with AWS
© 2020 Amazon Web Services, Inc. or its Affiliates. All rights reserved.
AWS Partner Network
Click here to start the video (10:58)
AWS roles and responsibilities
Partner Development First point of contact for new partners, helping to onboard and guide
Representative (PDR) partners through their journey.
Partner Development Manage the relationship with the largest Regional, national, and global
Manager (PDM) partners.
Partner Sales Success Drive sales execution with partners working closely with AWS sales,
Manager (PSM) and ISV
professional services, and solutions architects.
Success Manager (ISM)
Partner Solutions Architect Ensure technical delivery quality, enablement, and support for the sales
(PSA) cycle. Help partners build customer solutions.
Manage programs that provide business, technical, sales, and

Program teams
marketing resources to partners.
Respond to customer demand with specific partner solutions and

Partner segment
competencies.
Engage with APN support teams
aws.amazon.com/partners
PDM
Premier
B
E
PDR N
Advanced E
F
PSA PSM/ISM I
T
Select S
APN Consulting Partner tiers
New partners
APN support teams
Global Partner APN Partner APN Marketing

Training Programs Central
Partner with AWS sales organization
You might be in an account with a member of the AWS sales team.
Sales Account Technical Solutions Professional Business

Managers Account Architects Services Development
Managers
Engage with AWS sales teams
Step 1
Step 2
Qualify AWS
Contact AWS PDM
opportunity Partners’
AWS solutions AWS PDM
executives
Step 3
Step 4
AWS PDM presents the partner’s
Joint Meeting proposal internally to AWS PSM
Partners’ solutions executives and AWS representatives, and sets
and AE, AWS PSM, AE, and PDM up an introductory call.
Preparing to engage with PDM
Key Account Profile Questions

Send Key Account
Profile Answers to
Current stage of your engagement at the customer
1
your PDR/PDM. They
account?
will work to set up a
Are there specific Windows/ VMware/SAP/Oracle, or meeting with
2
other workloads to migrate to AWS? PSM/AWS Sales
3 How would you like the AWS rep to help you?
Consider which of
4 Customer contact name with title and relevant info your partner value-
added services is best
for the customer
© 2020 Amazon Web

Services, Inc. or its 42
Affiliates. All rights

AWS sales methodology – OBAM (outcome
based account management)
Earn trust
Customer obsession
Develop open lines
Become a partner in
of communication to
their success. Explore Engage
share information.
Dive deep
Deliver results Enable Empathize
Understand warning
Achieve the outcome. signs and personal
motives.
AWS Support services
AWS.amazon.com/support
Technical Account
Click here for a brief video on TAM
Manager (TAM)
Enterprise
Business B
E
AWS N
Developer
service E
levels F
Basic I
T
AWS Support plans S
Module questions
In what ways do you add unique value to your customers

01.
as an APN Partner?
02. What are the patterns AWS is seeing with customers in

their cloud journey?
03. What are some of the tools available to help you develop
your skills and organization on AWS?
04. What distinguishes Select from Advanced partner

tiers?
Module 2: What Matters to AWS
Partners and Customers
Gartner Magic Quadrant
AWS is positioned as a leader
in the Gartner Magic Quadrant
for cloud infrastructure as a
service, worldwide.*
AWS is positioned highest in

execution and furthest in vision
in the Leaders Quadrant.
*Gartner, Magic Quadrant for Cloud Infrastructure as a Service, Worldwide, Smith, Dennis, Leong, Lydia, Bala, Raj, July 2019
G00336148
This graphic was published by Gartner, Inc. as part of a larger research document and should be evaluated in the context of the
entire document. The Gartner document is available upon request from AWS: http://www.gartner.com/doc/reprints?id=1-
2G2O5FC&ct=150519&st=sb
Gartner does not endorse any vendor, product or service depicted in its research publications, and does not advise technology users
to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of
Gartner's research organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or
implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.
What sets AWS apart
Experience and Largest partner
enterprise ecosystem
leadership Amazon culture Thousands of partners,
Building and managing Pace of innovation 79 proactive price and 7,000+ AWS
the cloud since 2006 1,957 features in 2018 reductions Marketplace products
Service breadth and Global footprint Security Hybrid cloud

depth 22+ Regions, 69+ Fine-grained control Broad set of hybrid
175+ services to support Availability Zones, capabilities
any cloud workload; rapid 199+ edge locations
customer-driven releases
Highly available global infrastructure
Global Infrastructure 22+ 69+ 199+

Regions Availability Edge
Zones (AZs) locations
Region Interconnected
using high-speed
AWS Availability Zone private links
AZ
AZ
Independent failure zone
https://infrastructure.aws/ 51
Over 175 AWS services
Over 175 services
Advanced
services
Analytics Artificial Mobile Internet of Game AWS
intelligence Things development Marketplace
Business process
services
Developer Management Business Application Streaming Support
tools tools productivity services
Foundational
services
Compute Storage Databases Network and Hybrid cloud Messaging
delivery architecture
What matters to partners and
customers
How can customers automate security, compliance, and governance to keep pace with their
business?
How can customers take advantage of new tools to derive greater value from their data?
How can customers modernize their infrastructure and applications development to better
service their customers?
What is the best approach to executing a large migration?
What changes must your customers make to ready their organization for cloud adoption at
scale?
Digital transformation
Customer Business Decision Innovation Competitive

experience operations making advantage
40% of digital transformation initiatives

supported by AI in 2019
—IDC 2018
Digital transformational services
Machine Learning Services
Amazon Amazon Amazon Amazon Amazon Amazon Amazon AWS Deep

SageMaker Comprehend Lex Polly Rekognition Translate Transcribe Learning AMIs
AWS Amazon Amazon Fraud Amazon AWS DeepRacer

DeepLens CodeGuru Detector Kendra
Case Watch video (2:56)

study
AWS Lambda – Serverless compute
No servers to manage Continuous scaling Pay only for compute time used
AWS hybrid architecture support
01.
Almost every AWS customer with on-
premises infrastructure is running a hybrid
79%
architecture.
of existing enterprise
AWS offers seamless integration with workloads run on VMware*
02. existing on-premises data centers – customers
can use existing investments.
Run AWS infrastructure

03. On premises for a truly consistent hybrid
experience with AWS Outpost.
Build applications that deliver single-digit

04. millisecond latencies to mobile devices and
end-users with AWS Wavelength.
* IDC Worldwide Cloud System Software 2015 Share Snapshot
AWS Wavelength
Embeds AWS compute and storage inside telco providers’ 5G

networks. Enables mobile app developers to deliver applications with
single-digit millisecond latencies. Pay only for the resources you use.
AWS infrastructure in 5G Local compute, storage, Connect to services in Deliver new mobile app
networks database, and other services AWS Regions experiences
https://aws.amazon.com/wavelength/
Amazon Connect
Cloud-based contact center solution scales
to support businesses of any size
with tools that grow with customers’ needs!
Skills-based routing Recording Historical analytics High-quality Machine learning

automatic call voice capability
distribution (ACD)
Case Watch video (1:46)
Amazon
© 2020 Amazon Web Services, Inc. or its Affiliates. All rights reserved. study Connect 59
Customer success: Next Gen Stats
https://www.youtube.com/watch?v=-T4CXkFkfXw
Case study: Next Gen Stats and AWS
“At the NFL, we are more efficient in the

development of metrics for the Next Gen
Stats offering by using AWS technology.
Machine learning and other computations
that could take months to refine now take
weeks or days, allowing us to engage, inform,
and excite the fan in new and unique ways.”
- Matt Swensson, Vice President, Emerging Products
and Technology at the NFL https://aws.amazon.com/nextgenstats
Customer success: Statcast AI with AWS
https://www.youtube.com/watch?v=_1qM7kg2nD4
Case study: Formula One Racing
Formula 1 Accelerates Cloud Transformation by Moving
to AWS
Amazon AWS
SageMaker Lambda
Formula One 63
Case study: MLBAM
https://aws.amazon.com/statcastai/
Needed new
analytics platform
Developed Statcast player-tracking system
Requirements
1 Quickly ingest data
Compute power for real-time
2
analytics
3 Produce results in seconds Real-time 15 games per Nationwide Burst or stop

data delivery day coverage services on-
4 Shut down during off season demand
Services Used
AWS Direct Amazon Amazon AWS Amazon Amazon S3 Amazon

Connect ElastiCache DynamoDB Lambda EC2 CloudFront
Case study video
VideoPeel
https://youtu.be/MiDryXiRINk
Case study success
Challenge
With a rapidly growing user base leading to petabytes of
monthly data traffic and hundreds of terabytes of stored data,
Sua Música realized it needed a more scalable, agile, and
performant solution for hosting its data.
Solution
The company worked with BRLink to migrate and optimize its
architecture on AWS. Through a detailed analysis, BRLink
evaluated Sua Música’s environment and helped the company
design and implement a serverless architecture on AWS.
Benefit
As a result of the migration to AWS and its expanded use of
automation, Sua Música improved its scalability by 22 percent
https://aws.amazon.com/partners/apn-
and its agility by 14 percent compared to its previous
solution. journal/all/sua-musica-brlink/
Module questions
01. What makes AWS different from other cloud providers?
02. What value-added advanced services does AWS offer that

can help your customers drive business outcomes?
03. Why are digital transformation services, like ML and AI, so

important to our customers?
Module 3: Security, Identity, and
Compliance
Security – #1 priority
Compliance and security at scale on a single platform
Highly automated Highly available Highly accredited
24/7
Attend re:Inforce
Sensitive workloads on AWS
—John Brady, CISO, FINRA (Financial Industry Regulatory Authority)
—Brian Lozada, CISO, Zocdoc
—Stefano Harak, online senior product manager for Vodafone Italy
Shared responsibility model
AWS compliance programs
http://aws.amazon.com/compliance/
Layered security services
Perimeter Protection External Security Services
AWS Shield Amazon

GuardDuty
AWS Firewall Manager AWS Security Hub Amazon Macie
AWS
Amazon Amazon
WAF
Inspector Detective
Layered security services continued
AWS Amazon Amazon Amazon Amazon CloudWatch AWS Lambda

Security Hub GuardDuty Macie Inspector
Automate
AWS Systems Manager

Identify Protect Detect Respond Recover
Snapshot Archive
AWS Config
AWS IoT
Investigate
AWS Key AWS Identity and AWS Single
Device Defender Management Access Management Sign-On
Service
Amazon CloudWatch AWS CloudTrail

AWS AWS Secrets Manager AWS WAF Amazon VPC
Firewall Manager AWS Shield 77
AWS Security Hub – Built-in security
AWS security
AWS Security Hub Security Focus Security Services and Features
• Amazon VPC
Infrastructure •
•
AWS WAF
Encryption in-transit with TLS with all services
Security • Connectivity options to enable private or dedicated
connections from your office or on-premises environment
Identity and • AWS Identity and Access Management (IAM)

• AWS Multi-Factor Authentication
Access Control • AWS Directory Service
• AWS Trusted Advisor
Monitoring and •
•
AWS CloudTrail
Amazon CloudWatch
Logging • Amazon Macie
• Amazon Detective
Inventory and • Amazon Inspector

• AWS Config
Configuration • AWS CloudFormation
• Auto Scaling
• Amazon CloudFront
DDoS Mitigation • Amazon Route 53
• AWS Shield and AWS Shield Advanced
• Encryption with all AWS storage and database services
• Flexible Key Management options
Data Encryption • AWS KMS
• AWS CloudHSM
On-demand compliance reports
Download compliance reports on demand
AWS Artifact
AWS Competency in Security
Data Infrastructure Access

protection security control AWS Competency
in Security
Incident Logging and

response monitoring
Video: Alert Logic
Extend your skills by

taking advantage of
services from APN
Technology Partners Alert Logic
https://www.youtube.com/watch?v=Ff0F1_yxkyc
Case study: Albrecht Dürer Airport
InfoPark → Albrecht Dürer Airport Nuremburg
Albrecht Durer Airport Nurnberg Services Used
New Airport Web

Platform on AWS Elastic
Amazon
EC2 Load
AWS
Balancing
Amazon Amazon
Simple CloudFront
Scalable and Secure 70% Met German Automated Storage
flexible reduction regulations demand Service
management (Amazon S3)
Module questions
01
How does AWS delineate the shared security responsibility model

with customers?
02
What are some of the built-in AWS security monitoring tools?
03
Where can customers go to review AWS compliance attestations

and certifications?
04
In what areas can an APN Partner add value in helping a customer

with their security compliance?
Module 4: Pricing and Licensing
Pricing
AWS pricing categories
AWS Free Tier Pay as you go Pay less when you reserve
Volume discounts Pay less as AWS grows

and lowers prices
Additional AWS
pricing benefits
Pricing philosophy
1 2 3 4
Trade capital expenditures Economies of scale allow Pricing model choice to Customers save more
for variable expenses AWS to continually lower support variable and as they grow
costs stable workloads
79+ price On-Demand Tiered pricing

reductions
Reserved Volume discounts
Spot Custom pricing
Dedicated
https://pages.awscloud.com/Global_IDC_Enterprise_Whitepaper.html
EC2 purchasing options at a glance
On-Demand Pay for compute capacity by the For spiky workloads or to

Instances hour with no long-term define needs
commitments
Reserved Make a low, one-time payment For committed usage

Instances and receive a significant (up to
75%) savings on the hourly charge
Spot Charged at a Spot price which For time-insensitive or

Instances fluctuates based on supply and transient workloads
demand, (up to 90% savings)
Savings Flexible with savings up to 72%; For any instance family,

Plans 1- or 3-year terms to use a specific size, OS, tenancy or
amount of compute power AWS Region
(measured in $/hour)
Dedicated Instance vs. Dedicated Host
Dedicated Instance Dedicated Host
2.3 GHZ CPU 2.4 GHZ CPU 2.35 GHZ CPU 2.8 GHZ CPU
Dedicated Instance Dedicated Host

Can reinitiate on any hardware in data center EC2 instance remains on same dedicated
hardware permanently
Hardware still dedicated to your AWS account
Physical hardware your EC2 instance runs on

might not be the same
Optimize Amazon EC2
Combine purchase options
Scale using Spot for fault-

tolerant, flexible, stateless workloads
Use On-Demand for new

or stateful spiky workloads
Use RIs or Savings Plans for

known, steady-state workloads
Data transfer charges
Data transferred between AWS Services in different Regions:
Region 1 Region 2
Amazon Elastic Compute Cloud
Amazon Simple Storage Service
Amazon Relational Database Service
Internet Data
Amazon DynamoDB Transfer
Amazon Simple Queue Service
Amazon Simple Notification Service
Amazon Virtual Private Cloud
Compute – Pay per minute/hour

Storage – Pay per GB
Data Transfer Out – Pay per GB transferred out
Amazon EC2 instance types
Compute Accelerated
General Purpose Memory Optimized Storage Optimized
Optimized Computing
A1, T3, T3a, T2, M5, R5, R5a, R5n, R4, S1e,
C5, C5n, C4 P3, P2, G4, G3, F1 I3, I3en, D2, H1
M5a, M5n, M4 X1, High Memory, Z1d
Instance generation
c4.large
Diverse variety; High performance Distributed files
In-memory databases Machine learning
balance of resources computing (HPC) systems
• High performance web • High-performance • Machine/Deep learning • NoSQL databases

• Web servers servers databases • HPC • In-memory databases
• Code repositories •
Instance
Scientific modeling
family
• Instance
Distributed size
web scale in- • Computational fluid • Scale-out transactional
• Batch processing memory caches dynamics databases
• Distributed analytics • Mid-size in-memory • Computational finance • Data warehousing
• Machine/deep learning databases • Seismic analysis • Elasticsearch
• Ad serving • Real time big data • Speech recognition • Analytics workloads
• Highly scalable analytics • Autonomous vehicles
multiplayer gaming • Enterprise applications • Drug discovery
• Video encoding
https://aws.amazon.com/ec2/instance-types/
AWS Cost Explorer
Demo – AWS Pricing Calculator
Estimate your monthly bill:
• Cost breakdown per

service
• Aggregate monthly
estimate
• Estimate and
breakdown of cost for
common solutions
https://calculator.aws/#/
© 2019 Amazon Web Services, Inc. or its affiliates. All rights reserved.
On-premises deployment cost drivers
for total cost of ownership (TCO)
1 Hardware – server, rack Software - OS,
Server Overhead cost
chassis pdus, tor switches virtualization licenses
costs (plus maintenance) (plus maintenance)
Space Power Cooling
2 Overhead cost
Storage Hardware – storage disks, Storage administration
costs san/fc switches costs
Space Power Cooling
3 Network hardware – LAN

Overhead cost
Network Network administration
switches, load balancer,
costs costs Space Power Cooling
bandwidth costs
4 IT labor Server administration

costs Virtualization administration
Diagram doesn’t include every cost item. e.g., software costs can include database, management, middle tier software costs. Facilities cost can include costs
associated with upgrades, maintenance, building security, taxes etc. IT labor costs can include security admin and application admin costs.
Demo – AWS TCO Calculator
1. Describe existing or 2. Get an instant 3. Download a full

planned infrastructure summary report report
www.awstcocalculator.com
Summary of cost savings
Map requirements to AWS
Gather requirements Right size service choices
services
Region
Instance type
Storage
01 02 03
Use the AWS pricing Deliver estimate

Evaluate pricing models
calculator
04 05 06
Licensing
Licensing strategy
Microsoft example
Software Assurance and License Mobility are not required for licenses purchased prior to October 1,
2019 and are not upgraded to versions released after October 1, 2019.
https://aws.amazon.com/windows/faq/
AWS License Manager
Click above to start the video overview (1:14)
Module questions
01 02 03
The cloud offers many different Name some workloads that are What are some of the
pricing strategies. How do you suited to the pricing models. considerations you must take
ensure that you are most when demonstrating the AWS
effectively using the services Pricing Calculator and TCO tool?
available?
Module 5: Migration and Cloud
Adoption Opportunities
Business drivers for cloud adoption
Significant business-
Cost Agility
impacting event
New Upgrade
regulations hardware
Freedom to Faster development

experiment
Cloud adoption concerns
01 Concern 02 AWS Capability 03 Business Outcome
• Expand to new markets • On-Demand, elastic, low capex

• Shareholder value • Sixteen Regions, Multi-AZ for global
• Manage risk; Innovate fast scale
CEO • Differentiate •
•
Compliance and regulations, DR
Data analytics at scale for customer
insight
?
• Speed to deploy customer facing apps
• Generate Free cash Flow • No capex, low opex

• Shareholder value • Cost tagging for resource usage
CFO
•
•
Business Forecast
Audit, tax and compliance
•
•
On-demand, elastic, hybrid
architecture
Tools for usage, billing, chargeback
?
• Effective capital utilization
• Compliance
• Agility • Elasticity, scale, multi-region
?
• Competitive Advantage • Data analytics at scale for customer
CTO • Innovation and new projects insight
• Speed to deploy customer facing apps
Cloud adoption concerns (continued)
01 Concern 02 AWS Capability 03 Business Outcome
• ROI on IT projects • No capex, PAYG, price reductions,

• Budget: more, with less RI/spot
• Responsive to LOB • No heavy lifting, stop undifferentiated
• IT Control: security/HA/DR tasks
CIO • Innovate, support legacy •
•
Re-deploy IT to high value-add
innovation
Deploy fast, automation at large scale
?
• IAM, shared security model
• Multi-region, AZ, cost-effective HA,
BU, DR
• Compliance and regulatory • Shared security model

• Governance • Certifications
?
CLO
• Legal risk • Multi-AZ for DR (for example, Basel III)
CCO • Data and IP security • IAM, VPC, Direct Connect, HSM, MFA,
CSO encrypt
• Hybrid architecture
• Customer connection • Automatic scaling

• •
?
Program agility (campaigns) Low cost, on-demand real-time
CMO • Data-driven marketing analytics
• Social/Mobile/Global programs • Agility and iterative innovation
• Low cost of execution
Gap analysis with Cloud Adoption
Framework (CAF)
BUSINESS <Actions>
PEOPLE <Actions>
Business
GOVERNANCE <Actions>
PLATFORM <Actions>
Action plan
SECURITY <Actions>
Technology
OPERATIONS <Actions>
Stages of adoption
The Great Stall
Migration revenue and process
Payback
period
Cost
Intangible
Migration period benefits
TCO
Current – do nothing
AWS environment
Cost optimizing
Time 117
Six Rs of application migration
Pattern Label Pattern Name Pattern Percentage
R1 Retain 10%
R2 Retire 5%
(decommission)
R3 Re-host 40%
(lift and shift)
70%
R4 Re-platform 30%
(lift and replace)
Re-factor
R5
(rewrite and decouple applications)
10%
R6 Re-purchase 5%
(replace/drop and shop)
Migration Project approach
MIGRATION READINESS MIGRATION READINESS AND MIGRATIONS AND
ASSESSMENT (MRA) PLANNING (MRP) OPERATIONS
Assessment
Migration readiness
Migration readiness and planning (MRP) Migration
assessment (MRA)
Discover
Discovery Landing Migration

Skills/CoE Cutover Design
and planning zone business case
Rapid Operating
Validate Discover
discovery model
Directional Security and Operating Migration Migration

business case compliance model expertise plan Discover
Tooling package for Migration customers
MIGRATION READINESS MIGRATION READINESS AND MIGRATIONS AND
ASSESSMENT (MRA) PLANNING (MRP) OPERATIONS
• Agentless infrastructure • RAMP - Rapid Application • Application migration

mapping dependency Mapping • Migrate from any source
• Create business case • Create migration wave plan • Non-disruptive continuous
• 3–6 weeks • 30-day engagement replication
• Engage cloud economics / MAP • Engage RISC / MAP BDM to start • Work with competency partners
BDM to start • Limited time promotion to start
Tooling free for Migration Competency Tooling free for Migration Competency Tooling free for all partners
Partners
© 2020 or MAP
Amazon Web Services,sized
Inc. or its($1M)
Affiliates.deal
All rights reserved. Partners or MAP sized ($1M) deal 120
Pick initial workloads
Phase 1 options Phase 2 options
• Develop and test • Virtualized apps (VMware workloads)
• Backup, archiving • Ecommerce
• Disaster recovery • Microsoft workloads (Windows Server, SQL)
• Web applications • Data workloads – data analytics
• Content management • IT operations (help desk, directory)
Key services to consider
AWS Control Tower

• Provision new AWS accounts in a few
clicks
• Easiest way to set up and govern a new,
secure, multi-account AWS environment
AWS Landing Zone

• A starting point for net new development and experimentation
• A starting point for customers’ application migration journey
• Easily deploy via initialization template
AWS Migration Hub
A single location to track the progress of application migrations across AWS and partner solutions
Specialty Migration Areas
Specialty migration opportunity areas
SAP Oracle
VMware Microsoft
Windows on AWS – Opportunity
82.4% of Windows
workloads are still run
on premises.
AWS runs 57.7% of all

Windows instances in the
public cloud.
Windows on AWS – Funding
Windows Rapid
Migration Program
Re:Think for Windows
Up to $40,000 cash for
15% platform credits
partner and $40,000
platform credits
SAP on AWS – Opportunity
1000s of customers are running SAP workloads on AWS.
SAP on AWS – Funding
SAP Acceleration
Migration Program SAP FAST Rapid
SAP HANA on X1
Migration Test Program
Funding Program
Up to 25% platform
credits and additional 100% platform credits
partner migration for fully funded POC
credits
Oracle on AWS – Opportunity
AUDIT
Expensive Proprietary Lock-in Punitive You’ve

licensing got mail!
Operating old world databases – an emotional subject for some customers.
Oracle on AWS – Funding
Database Freedom
Re:Think for Database
Program
Freedom
Up to 100% platform
credits in year 1
VMware Cloud on AWS – Opportunity
Cloud Data center Disaster Enterprise

migrations extension recovery (DR) applications
Migrate Secondary
Expand
Consolidate Maintain Primary Primary
Protect additional Application

Application specific Footprint expansion
workloads modernization
Disaster recovery Next-gen application
Data center-wide On-demand capacity data center build out
replacement
Test and
Infrastructure refresh Add or modernize DR Enterprise workloads
development
solutions
VMware Cloud on AWS – Funding
Intel and AWS Market

Hybrid Loyalty Program Proof of Concept
Development Funds
Program
Up to 25% service
Discretionary MDF plus
discounts 100% funded
credits
Customer experiences
Migrated over 1,200 instances (90+ apps) in 18 months, introduced an
automated build and deployment pipeline, and sped up provisioning from
weeks to 1-2 days for an entire application stack.
Migrated over ~5,500 instances in 9 months, reduced storage costs by 50% and
compute costs by 20%, and sped up provisioning 10X from 4 weeks to 2 days.
Consolidating 56 datacenters down to 6, moving 75% of infrastructure to

cloud, and re-allocating more than $100M to key business drivers.
Migrated over 600 workloads to AWS in under 14 months, including some

Unix to Linux conversations, driving year over year cost reduction.
Module questions
What are some of the business • • How can the Cloud Adoption
drivers for cloud adoption? Framework help move customers
through periods of potential “stall”?
What are the six Rs of • • What are some AWS programs that
customer migration? support partner migration activities?
Module 6: Opportunity
Management
AWS opportunity validation
An AWS validated opportunity is one that represents

net-new AWS business and has been thoroughly
prospected by your customer’s firm to clearly define
the end-customer’s needs, pain points, and issue the
firm is proposing to solve.
Only AWS validated opportunities, once approved, will be

eligible for AWS funding programs.
Partner led = The partner identified the deal or is

leading the customer opportunity.
AWS led = AWS identified the deal or is leading the

customer opportunity.
APN Customer Engagement (ACE)
Benefits include:
Dynamic Lead
Eligibility to receive Introduction to an AWS Compete Sharing URL when
Technical Support
AWS sourced leads AWS Sales Rep on Team Support on featured in blog
on validated
and opportunities. validated eligible, validated posts and public
opportunities.
opportunities. opportunities. customer
references.
Sales funnel visibility
Join the ACE Program
Partner
testimonial Watch video (4:01)
Participation requirements
Partners have 3 days to accept leads from AWS.
Module 7: Partner Funding and
Call to Action
Partner Acceleration Funding
Program
Training and Certification Funding
Partner Acceleration Funding Program
AWS Training and Market Partner opportunity

Certification development acceleration
funding programs funding funding
APN Acceleration Funding Program
Partner Funding Training Benefits
Free Digital AWS Training Courses: Access more than100 new courses built by AWS experts.
Designed to help partners build foundational knowledge for AWS services and solutions.
Discounted Training: 50-70% discounted training classes delivered APN Training Partners
(ATP) and includes certification exam voucher once training is completed.
Delivery method include: Individual-led training, Virtual-led training, Group Onsite Training
(15-20 minimum)
AWS Promotional Credits: For every net new Technical Certifications for
Associate/Specialty/Professional.
Annual limit per partner: 2 Associate and 5 Specialty/Professional.
Partner training
Free AWS digital learning platform
For APN Partners
Workshops and bootcamps https://www.aws.training/ Videos, labs, and classes
Specialty courses for APN Partners with business and technical tracks
Accreditations Business track Technical track
• AWS Business Professional • AWS Technical Professional

• AWS Cloud Economics • AWS Cloud Economics
• AWS Foundations Business • AWS Foundations Technical
• Big Data and Analytics on AWS • Well-Architected Framework
• Microsoft Windows on AWS • Windows on AWS
• Migration to AWS • Migration to AWS
• SAP on AWS • SAP on AWS
• Amazon Connect • Amazon Connect
https://partnercentral. • Machine Learning on AWS • Professional Services Bootcamp
awspartner.com • Introduction to Cloud Adoption • Machine Learning on AWS
Framework • Containers on AWS
• VMware Cloud on AWS • VMware Cloud on AWS 148
AWS Certification
https://youtu.be/WqUQNp1hAH8
Marketing Development Funding (MDF)
• Generate revenue through building awareness and pipeline for AWS and APN Partner products
and services.
• Fund a set of approved marketing activities that will generate a good ROI.
• Budgeted in annual acceleration plan (organized by PDM)
• 50/50 funding model
• Ex: webinar, online marketing, case study, event
Eligible activities Ineligible activities

• Email campaigns • Seasonal events
• Telemarketing campaign • Relationship events
• Customer webinars • Charity donations
• List purchase • AWS sponsored events
• Case studies • After-parties
• Integrated partner campaign (IPC) • Digital Marketing Services (DMS)
Refer to the 2019 Partner Acceleration Funding Guide for a full list of eligible MDF
activities and consult your PDM. 150
Partner Opportunity Acceleration (POA)
Funding
Proof of Concept Partner Migration Program Migration Acceleration Program

(POC) (PMP) (MAP)
• Opportunity based to Support and investment for • Accelerate customer migration by
support customer POC customers that are ready to bringing them through the
or migration migrate to AWS and they foundation building and migration
• Requires 10x ROI are/will engage an AWS phases, both building capability and
business justification migration competency partner capturing value.
• Investment Potential for the migration. • >$1M annual spend ($83k per
2/3 of the POCs cost
• <$1M annual spend; minimum month) executive level sponsorship;
(1/2 investment by minimum 3 year spend commitment
Partner, 1/3 by AWS by
of 10 apps or 100 AWS
with milestones met; customer
way of cash or credits) instances
reference
• Ex: Disaster recovery • Up to 12% of the project costs • Up to 25% of the projects costs
POC, App migration, through AWS cash, credits, through AWS cash, credits, and
Customer solution POC and Partner investment.
© 2020 Amazon Web Services, Inc. or its Affiliates. All rights reserved. Partner investment. 151
Partner Opportunity Acceleration (POA)
Funding
Innovation Workload Funding ISV Workload

Sandbox SAP, Windows and Migration Program
• Opportunity based to Oracle workloads (WMP)
support new product being evaluated to Credits available -
development move to AWS may be reviewed on a case by
• Requires 10x eligible for funding case basis.
ROI business assistance.
APN Consulting
Partners / ISVs
moving customers to
ISV Solution on AWS
Partner journey and resources
Onboard Develop Go To Market Scale

Establish AWS and Define Strategy; Build Develop a plan and actions to Grow and/or expand your
APN relationship technical and sales skills reach target customers AWS aligned business
AWS APN Program Foundational and Technical Partner Marketing Central AWS Marketplace
Certifications
APN Partner Central Solution Provider (SPP) Differentiation Programs
AWS Navigate APN Competency
Digital and Classroom ACE (Opportunity
Service Delivery
Training (business and POC and Sandbox Funding Management)
MSP
technical accreditation)
Quick Start Funding (Partner Opportunity Solution Space
APN Access
Acceleration and MDF) APN Global Startup
Solution Training for Migration Central AWS Service Ready
Partners (STP) Window Rapid Migration
Program (WRMP) Funding (Partner
Business Professional
Opportunity Acceleration,
AWS Cloud Economics Partner Migration Program Migration Acceleration
© 2020 Amazon Web Services, Inc. or its Affiliates. All rights reserved. (PMP) Program, and others) 153
Video: Premier partner Logicworks
Logicworks, a Premier AWS Consulting

Logicworks Partner, has successfully transformed from a
traditional managed service provider into a
software-enabled MSP and supports a large
number of clients on AWS.
https://www.youtube.com/watch?v=zGdDi4RCe78
The video features Ken Ziegler, CEO;
Stephanie Tayengco, Senior Vice President;
and Jason McKay, Chief Technology Officer.
Continue our AWS journey as an APN
Partner
Go to market 6
with AWS* Engage in APN Partner Programs
5 that meet specific business needs
4 Move up partner
Get AWS trained
3 tiers and unlock
and certified benefits
Build a
business plan
2
1 Join the
AWS Partner Network (APN) *APN Partner
qualification
requirements must be
met to be eligible for
some programs.
Class evaluation and assessment
Look for the email link to take the class

evaluation survey and the 20 question THANK
YOU!
online Assessment that gives you formal
credit for the course.
Thank You
© 2020 Amazon Web Services, Inc. or its affiliates. All rights reserved. This work may not be reproduced or redistributed, in whole or in part, without prior written permission
from Amazon Web Services, Inc. Commercial copying, lending, or selling is prohibited. Corrections or feedback on the course, please email us at: aws-course-
feedback@amazon.com. For all other questions, contact us at: https://aws.amazon.com/contact-us/aws-training/. All trademarks are the property of their owners.

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AWS Solutions Training for

Partners: Foundations – Business

What type of partner training works best for you?

Why cloud and AWS

• Module 1: Build Your Business with AWS

Win your first workload

• Module 4: Pricing and Licensing

After you complete this course, you will be able to:

Trade capital expense

Increase speed and

Virtual Event driven

machines Pay per use

Monolithic application Microservices

Develop and test Production Mission critical All-in

Your unique Customer Skills and expertise with

Your skills and experience drive customer outcomes.

Platform, Applications, Identity and Access Management

Operating System, Network, and Firewall Configuration

(SIs, MSPs, Public Sector, VARs)

Healthcare Finance Law DevOps

Cloud consulting service opportunities

Resource Migration services Implementation Advisory services Strategic

Every APN Partner journey is unique. AWS offers specific programs

APN identifies and differentiates partners that serve

Design, architect, build, migrate, and manage workloads and applications

System Strategic Managed service Value-added

Registered Select Advanced Premier

• Provide hardware, connectivity services, and software solutions

Registered Select Advanced

Mobile Security Financial

Machine Cloud management Digital

APN Partner’s path to building their

Looking to upgrade your organization’s tier or specialize your practice?

Looking to upgrade your organization’s tier or specialize your practice?

Designed for systems integrators, managed service

AWS Marketplace is an online

01 1,500+ participating ISVs

02 260,000+ active customers

03 7,000+ software listings

More than 850 million hours of

APN Immersion Days APN Global Startup Program

AWS Managed Services Provider Program AWS Database Ready Program

AWS Service Delivery Program AWS Device Qualification Program

Both AWS Service Ready Program

AWS ISV Workload Migration Program

AWS Public Sector Partner Program

Communicate early and often Engage with professional AWS

Click here to start the video (10:58)

Manage programs that provide business, technical, sales, and

Respond to customer demand with specific partner solutions and

APN support teams

Global Partner APN Partner APN Marketing

You might be in an account with a member of the AWS sales team.

Sales Account Technical Solutions Professional Business

Key Account Profile Questions

3 How would you like the AWS rep to help you?

© 2020 Amazon Web

Affiliates. All rights

In what ways do you add unique value to your customers

02. What are the patterns AWS is seeing with customers in

04. What distinguishes Select from Advanced partner

AWS is positioned highest in

Service breadth and Global footprint Security Hybrid cloud