AWS Enablement Day 2023 EDU Vertical

EDUCATION MARKET OVERVIEW
© 2021, Amazon Web Services, Inc. or its Affiliates. All rights reserved. Amazon Confidential and Trademark
Introductions
Hello and welcome to the AWS

Education Market Overview!
The session will:

• Take 1.5 hours to complete
• Cover 2 learning modules
• Include interactive discussions
Please keep mobile devices

on silent mode.
Interact via chat
Session Topics
Topics covered
in this session
Market for cloud
in Education 1 5 Opportunities for
consulting partners
Who AWS views as

education customers 2 4 AWS value proposition
for education customers
3
Unique needs of
education customers
Market for Cloud in Education
? What challenges do Education Customers face?
What are some examples of how cloud services can help

? with Education customers’ challenges?
? What are the growth opportunities for cloud services in

the Education Market?
Challenges Facing Education Discussion
What is your experience selling into Education?

Does that experience include AWS in Education?
Challenges Facing Education
1 2 3
Decades of Student and faculty Facing competition for
disinvestment in IT expectations for a students
modern user experience
on all administrative and
academic systems
Decades of Disinvestment in IT Examples
Amherst College
Equipment failure
results in full campus
internet and mission-
critical system failure
for 3 days (2019).
Miami-Dade Public
Schools
Cyber attacks (local and
global bad actors) take
down e-learning
platform for first 3 days
of fall classes in 2020.
Meeting Student Expectations Examples
UMBC and eLumin

University of Maryland Baltimore County wanted to improve student
access (BYOD) to course materials remotely and on campus. They
selected AWS consulting partner eLumin’s AppStream solution to
provide students with improved access experiences.
St. Louis University and Alexa4EDU

SLU wanted to increase student engagement and show its residence
halls as tech-forward. They selected Alexa and built SLU-specific skills
to assist students on campus (e.g., “What time does the gym close” or
“what’s for dinner”).
Facing Competition for Students Examples
Maryville University
Maryville University built an AWS Data Lake to analyze disparate data
sources and identify students in need of support. This data allows
advisors to intervene with students, so they continue their studies
successfully.
Georgia State University

Working with AWS Partner, Slalom, Georgia State University built its
Student Portal on AWS to accommodate their merger with Georgia
Perimeter CC. The new portal gives 50k students access to a seamless
experience accessing needed services and new features.
Massive Opportunity for Cloud in Education
Total Addressable Spend (TAS) in U.S. EDU Market (2021)
$2,538 M 2021 Projected

Total U.S. EDU TAS
$6,579 M
$9.4 B
$150 M Global Market projection is
$134 M 5x greater ($44.8 B)
Higher ED EdTech Learning Co's K12

Summary: Market for Cloud in Education
Key
Points ü The business model of education institutions face pressure from all
fronts. The impact of COVID was to exacerbate all these issues.
ü Decades of disinvestment in IT have left institutions vulnerable to

threats
ü Students and Parent expectations of technology are higher than ever
ü Higher Education faces stiff competition for students
ü Despite the challenges, the IT market for cloud in higher education is

very large and relatively untapped
Defining Education Customers
How does AWS define the Education

? market segments?
Who are early cloud adopters in the

? Education market?
Who are AWS Education referenceable

? customers?
Worldwide Public Sector (WWPS) at AWS
State and
Federal Non-Profit Education
Local Gov.
Federal Agencies Colleges,

such as Department Non-profit health Universities,
of Defense, centers, churches, Town, City, County Academic Medical
Department of NPO organizations government Centers, K12,
Health and Human (e.g. Red Cross) EdTech, Learning
Services, etc. Companies
Segments of the AWS Education Business
Higher Education K12 Schools

Accelerate research time to results, Virtualize computer labs and
deliver curriculum securely and democratize access to necessary
remotely with agile and flexible applications from any device and
solutions. keep student information safe in
the AWS Cloud.
EdTechs Learning Companies

Innovate and build the next Transform 21st century learning
generation of learning applications, through interactive and personalized
analytics, and school management digital content.
solutions.
Education Customers and Cloud Adoption
What parts of the education industry were the

first to recognize the advantages of cloud, and
adopt early?
A Learning Companies B EdTechs
D Higher Education
C K12 Schools
Research
E For-Profit Institutions
Education Customers and Cloud Adoption
What parts of the education industry were the

first to recognize the advantages of cloud, and
adopt early?
A Learning Companies B EdTechs
D Higher Education
C K12 Schools
Research
E For-Profit Institutions
Early Cloud Adopters in Education
Research
Medical and Machine High

Academic Learning, large performance
Researchers data sets computing
Education Technology
Large scale
Born in
platforms Why did
cloud start ups
now via SaaS these customers
Example:
Example: adopt early?
Canvas
Blackboard
Education is built on AWS
Summary: Education Customers
Key
Points ü AWS defines the Education market to include both institutions and
Education facing commercial companies.
ü Sales teams focused on Researchers and EdTechs to help them become

early adopters of the Cloud
ü Researchers value minimizing time to launching workloads
ü Over time, many prominent EdTechs and Learning Companies have

completed public case studies with AWS
Understanding Education Customers
Breaking down buyer segments within Education
What are Learning Companies and

? EdTechs?
? What is included in the AWS K12 market?
How are Higher Education Institutions

? classified?
Higher Education Customers HED
• Public: California • State University System:

State University SUNY and Florida State
• Private: Wesleyan System
University
System • Research Education
Colleges Offices/ Networks (RENs):
• For Profit:
University of
and Consortia Internet 2 and NJ Edge
Phoenix Universities
Academic • University Hospital:

Community UC San Francisco
• Public: Los Angeles Community Medical Hospital, Harvard
College District, Northern and Tech Centers Medical
Virginia (NOVA) Community Colleges • Associated Health
College Systems: University
• Private: Adtalem and of Pittsburgh
Rasmussen Medical Center
UPMC
Recognizing Pain Points
Diving Deeper on Higher Ed
How does school Enrollment and

? Instructional modes impact IT decisions?
Can cloud adoption overcome technical

? debt?
How does the loss of administrative roles

? change demands on IT?
Pain Points in Higher Education
Rapid Instructional
Unpredictable Enrollment
Changes
Administrative Bloat Technical and

vs Reduction Physical Debt
Rapid Instructional
Changes
• Changing Demographics
• Increased Competition
• Reliance on Grad Programs
and International Students

Rapid Instructional
Changes
• Changing Demographics • New majors & programs

• Increased Competition • Hybrid delivery as the norm

Rapid Instructional
Changes

• Years, or decades, behind

commercial industries
technologically
• Rigid infrastructure
• Competition for technical
staff

Physical Debt
Rapid Instructional
Changes

• Years, or decades, behind

• Reporting Changes commercial industries
• Student Success technologically
• Parent monitoring of all
• Rigid infrastructure
aspects of student
experience • Competition for technical
staff

Top Challenges to Cloud Adoption
Educational Institutions are Complex
Security and Compliance Cost Cloud Procurement Model Digital Transformation
Various Security and Limited budgets, with Legacy procurement Senior leaders not typically
Compliance Regimes unpredictable future focuses on CapEx with embracing wholesale
(FERPA, HIPAA, NIST, etc.) financial picture limited appetite for OpEx digital transformation
Summary: Recognizing Higher Ed Pain Points
Industry Pain Points: Challenges to Cloud Adoption

Key
Points ü Uncertain budget due to fluctuating ü Understanding the Cloud
enrollments procurement process. Pay as you go
vs upfront cost.
ü Competition for students creates
pressure for resilient, cutting edge ü Uncertainty around compliance and
technology services security issues in the cloud.
ü Technical debt amidst ü Operationalizing their legacy staff on

transformation to hybrid and cloud technologies
remote curriculum delivery.
ü Sr. leaders slow to embrace digital
ü Post COVID drastic reductions in transformation
administrative staff creates need for
better automated services
How are Institutions using AWS to overcome their
challenges today?
What motivates Universities to move to

? the Cloud?
“
? Which Prominent Colleges use AWS?
? Which campus units buy cloud services?
? What is a Cloud Innovation Center?
What Motivates Institutions to Move to the Cloud?
Which of the following factors might motivate

institutions to move to cloud?
A Campus-wide IT B Faster Time to

Management Research
C Gaining Actionable D Freedom from

insight from Data Restrictive Licensing
E Pressure to upgrade F Improving Student

the physical campus Experience
Which of the following factors might motivate

institutions to move to cloud?
A Campus-wide IT B Faster Time to

Management Research
C Gaining Actionable D Freedom from

insight from Data Restrictive Licensing
E Pressure to upgrade F Improving Student

the physical campus Experience
Campus-wide IT Management Faster Time to Research

On-demand services help IT teams build The AWS Cloud accelerates research
secure environments for mission-critical timelines by letting institutions spend
applications, freeing them to focus on less time securing infrastructure and
student success. more time on science.
Insight from Data Freedom from

Easy to build, deploy, and operate big data Restrictive Licensing
solutions that support predictive analytics, Universities and colleges often feel
retention efforts, and student constrained by burdensome licensing
engagement. renewals. AWS provides an opportunity
to transition DB’s to the cloud.
Cost Reduction Student Experience

Institutions can no longer afford to pay to Students expect24/7 access to learning
overprovision costly hardware to meet resources with familiar experiences they
peak usage periods. They can reduce costs have in the consumer world. They also
and scale up or down to meet demand need access to digital resources
with the AWS pay-as-you-go model. throughout the campus and beyond.
Ivy Tech Community College
“We have an analysis kit we Predicting student success with +83% accuracy
run every day, looking at
data, comparing patterns
over previous years’
information, and in a matter
of seconds, we can tell if a
student is likely to succeed
or fail. The results have been
phenomenal.” >Video CaseCase
Video
- Lige Hensley
CTO, Ivy Tech
© 2021, Amazon Web Services, Inc. or its Affiliates. All rights reserved. Amazon Confidential and
University of Notre Dame
• Cloud first strategy

& implementation Case Study
• 40% cost savings in
annual IT
operations
• 1M+ savings in data
backups
• Easily scale IT
infrastructure to
needs
Maryville University
As part of its strategic

plan, Maryville University is
committed to both the
creation of an active learning
ecosystem and
transformational innovation
both on campus and online.
Maryville selected AWS
partner, eLumin, to take
“We look at them faculty ideas and transform
[eLumin] as a true them into flexible and virtual
partner, not just a vendor.” learning environments. This
– Scott Obermeyer, work resulted in an AppStream
Director of Network Services
deployment capable of
support in-person and
distance-learning students.
Enhancement of Campus Services using AWS
Theater Libraries Research
Parking
Athletics
Performing Arts
Admin
Physical Plant
Dorms Bookstore
California Polytechnic University
“Cal Poly is proud to be a part of the

world’s first cloud innovation Savings
center…We have the unique
opportunity to use our Learn by Doing
between
philosophy to work with the worldwide $8 to $20M
leader in innovation to define the
standard for digital transformation.” Digital transformation hub
powered by AWS
– Jeffrey D. Armstrong, President
Case Study
“We’re declaring all-in on AWS.

80% of what we do today on the
operational floor will disappear.”
– William Britton, CIO
California Polytechnic University Student Innovation Projects at Cal
Poly’s Cloud Innovation Center (CIC)
Digital Transformation Hub (DxHub)

"The DxHub has a tremendous
The goal of the DxHub is to: opportunity to make a positive impact
• Provide students with real-world learning experiences here at Cal Poly as well as across the
• Apply proven innovation methodologies to challenging problems state, nation, and globe. Whether it’s
• Utilize the deep subject matter expertise of the public sector helping law enforcement agencies to be
• Leverage the technology expertise of AWS and other partners more effective and efficient or addressing
• Solve challenging problems in ways not contemplated before difficult challenges with non-profit
organizations, we can make a difference
with our innovation processes and
technical depth in combination with
public sector mission expertise.“
Topics Addressed:
• Preventing Opioid Deaths - Paul Jurasin Director, Dx Hub
• Cloud + Edge Computing at Sea
• Protecting endangered species with data access
• Reduce crop loss due to pests
• Graffiti reduction with Computer Vision
Serving Education Customers
Based on your current practice, which services do you want to consider

providing to Education customers?
A Third-party D AWS resale & G Cloud cost

application resale business support optimization
B Value-add IP E Next-gen managed

services
C Strategy, planning, F Initial assessment,

assessment, & mobilization
advisory migrate & deploy
Serving Education Customers
Today, AWS partners are providing all of these services to Education

customers, and many more!
A Third-party D AWS resale & G Cloud cost

application resale business support optimization
B Value-add IP E Next-gen managed

services
C Strategy, planning, F Initial assessment,

assessment, & mobilization
advisory migrate & deploy
Education Market Overview Summary
AWS Education Customers include institutions (public and

? private) and commercial companies (EdTech and Learning
Companies)
? Market challenges present clear use-cases for Cloud

services across Education customers
? AWS can improve mission outcomes across

each segment of customers
Customers need expertise from partners

? to deliver on the promise of the Cloud
Steps to building your AWS Education Practice
What is the value proposition in each of the

solution areas your company will bring to market?
What are the existing education or public

sector references your company can use?
What target market within Education does Continue to

your company want to start working in? Module 2 to
learn about
successful
Does your company have existing Education sales
Customers from other lines of business? approaches in
Education
Brief Break (5 minutes)
before starting Module 2
SELLING TO THE EDUCATION MARKET
Session Topics
Topics covered
in this session
Institutional
Buyers 1 5 Procurement
Sales Approaches 2 4 Mature Customers
3
Solution Briefs
Which campus services can be enhanced

by AWS?
Libraries Research
Theater
Parking
Athletics
Performing Arts
Admin
Physical Plant
Dorms Bookstore
Institutional Buyers in Education
? What do we mean by Institutional Buyers?
? Who are the best contacts in Education

institutions and what are their roles?
? Which contacts have the appropriate authority?
Central IT/Institution-Level Contacts
President: Often a figurehead at largest institutions, but will drive top-down (and board-level)
initiatives. Smaller institutions and community college Presidents will take on more COO-type
responsibilities.
Provost: Chief Academic Officer, acts as the institution’s COO at institutions above ~1500
students. Will dictate top-down initiatives and be involved in discussion of major purchases.
Director of Enterprise Applications: Responsible for SIS, LMS, ERP, and other key systems. R1’s
CIO/CTO/CISO: Responsible for central IT infrastructure—central IT will own all infrastructure

at smaller institutions. Larger institutions CIO will dictate requirements and security policy for
all technical teams.
CFO: Final approval of budget (CIO can report into CFO at mid-size institutions). Also known as
VP Finance or Chief Business Officer.
Director of Institutional Research: Focus is on the institution’s performance data and reporting.
They are responsible for student progress, government, and accreditation reporting.
Director of Data/Analytics or CDO: Own reporting for campus and external requirements.
Could also be within the office of institutional research (at smaller institutions).
Mission/Line-of-Business Contacts
Deans: Lead specific colleges or business units of the University. At larger institutions
can have own IT resources and budget.
Director of Research [Computing]: Oversee research technology standards and

selection of solutions to scale research in secure, compliant systems and promote
collaboration.
Director of Student Success: Charged with increasing student retention and progress.
They will work closely with data provided by the Institutional Research team.
Director of Computer Labs: Responsible for oversight of all lab computing (now
virtualizing.)
Athletics Director: Responsible for new initiatives to aggregate, tag, and store video
assets from sports teams for use in training and pushing through multiple channels to
students, alumnae and through social media outlets. Dir. of Fan Experience, Dir. of Social
Media
University Librarian: Also, Dean of Libraries, Library IT Director. Responsible for

initiatives driving digital preservation of archives, as well as real-time access to PB’s of
digitized
© 2021, Amazon Web Services, Inc. or its library
Affiliates. All rights assets.
reserved. Amazon Confidential and Trademark
Summary: Institutional Buyers in Education
Key
Points ü Central IT creates and enforces institution-wide policies
ü Line-of-Business contacts have specific missions and

often dedicated budget
ü CFO will often review any contracts across the institution
ü Provost is typically the COO persona at most Universities
Sales Approaches
? What motivates Institutions to move to the cloud?
? What is the adoption curve for Education customers?
? What are the entry points for Educational Institutions?
Campus-wide IT Management Faster Time to Research

On-demand services help IT teams build The AWS Cloud accelerates research
secure environments for mission-critical timelines by letting institutions spend
applications, freeing them to focus on less time securing infrastructure and
student success. more time on science.
Insight from Data Database Freedom

Easy to build, deploy, and operate big data Universities and colleges often feel
solutions that support predictive analytics, constrained by burdensome licensing
retention efforts, and student renewals. AWS provides an opportunity
engagement. to transition DB’s to the cloud.
Cost Reduction Student Experience

Institutions can no longer afford to pay to Students expect 24/7 access to learning
overprovision costly hardware to meet resources with familiar experiences they
peak usage periods. They can reduce costs have in the consumer world. They also
and scale up or down to meet demand need access to digital resources
with the AWS pay-as-you-go model. throughout the campus and beyond.
Workloads of Note on Journey to Cloud
Lower-Stakes
• End User Compute
• Campus Portals/Websites
• Storage/Disaster Recovery
Core Applications/Enterprise Systems
• Active Directory/IAM
• Call Center
• ERP Migration (Banner, PeopleSoft, Workday)
Advanced Use-Cases
• Data and Analytics
• Smart Campus (IoT)
• Mass Migrations (DC closures)
Points in the Customer Adoption Curve
Mature looking
to optimize
Something in
the cloud
Nothing in Build vs. Buy

the cloud
Institution Entry Points
Central IT
• CIO lead infrastructure serving entire University
• Cost efficiencies, security and scalability of cloud; DC closures
Department/College Based
• Department level budgeting
• Specialized Software/Labs and computing requirements
Non-Academic Subunits
• Police, Facilities, University Extension, Library, Athletics
Research
• High Performance Computing, Grant-funded
Academic Medical Centers
• EMR Migrations, Healthlakes, Medical Research/Data Storage
Summary: Sales Approaches
Key
Points ü There are many potential buyers – each with unique concerns
ü Executive vision and single-purpose lead to migrations
ü Institutions leverage ‘buy’ (SaaS, packages) and ‘build’ solutions to

modernize their infrastructure
ü Education institutions are often conservative in their first steps with new
technologies
Solution Briefs
? Early Workloads in the Cloud
? Mission-focused use of AWS Services
? Common ERP and other applications to migrate
End User Compute – Entry Level
What is it? Streaming of Applications (Appstream) or

virtualized Desktops (Workspaces).
Why does Education need it? Students and employees

want to BYOD—and many apps require heavy
compute loads.
Key Phrases: Remote Desktops, VDI, Application Access
Personas: Director of Computer Labs, Online

Education, Extension School, CIO
Customer Examples: UMBC, UVA, Cornell
Public Portals/Website – Entry Level
What is it? Moving public websites and/or student portals

to the cloud.
Why does education need it? Everything

students/constituents need to do starts with a portal.
Admissions, course enrollment, event ticketing, testing
etc. Low latency, secure, scalable access is critical. DDoS
attack mitigation, lower costs.
Key Phrases: New Student Portal, Website Crashes,

Website refresh and relaunch, virtual assessments
Personas: BU owners, Marketing, CIO
Customer Examples: Villanova, Idaho State, Notre Dame
Storage and BC/DR – Entry Level
What is it? Backing up of files and records to storage in

the cloud.
Why does education need it? Current archival and

backup options are manual and expensive. Universities
have large amounts of data storage they must keep
permanently (library archives, student records).
Key Phrases: Disaster Recovery, Storage, Archive, Tape

Replacement, Backup
Personas: CIO, Application Owner, Compliance,

College-level IT Admin
Customer Examples: Florida State, Southern Oregon U
Identity and Access Management (IAM) - Enterprise
What is it? Institutions store critical personal data and

are a top-tier target for incursion.
Why does Education need it? Compliance with

federal/local regulations and maintaining public trust
of personal data.
Key Phrases: Security, Ransomware, Hacking,

Penetration Testing, SSO
Personas: CISO, App Owner, Director of Compliance
Call Center - Enterprise
What is it? Replacing legacy call center technology

with Amazon Connect.
Why does education need it? 40-60% lower costs

compared to legacy call centers, pay only for use (lots
of spike use cases).
Key Words: Chatbot, Fundraising Calls, Hospital or

Health Center Call system, Academic Help Desks
Personas: CIO, Admissions, Athletics, Health Center,

Academic Medical Center, Disaster Response Planners
Customer Examples: U of Texas, Arizona State, UT

Dallas
ERP System Migration - Enterprise
What is it? “ERP” remains a catch-all for HR,

Finance, and Student Information Systems
(registration, records, etc.).
Why does Education need to migrate it? This is the

largest application at a University and always
mission critical. Cost savings from 20% up and the
ability to harness data for analytics.
Key Phrases: ERP, HRIS, Finance ERP, Student

Information System (SIS), Banner, Peoplesoft,
Colleague
Personas: Application Owner, DBA, HRIS, CIO
Customer Examples: Arizona State, Kansas State,

Bucknell
Summary: Solution Briefs
Key
Points ü Disaster Recovery and Backup are often a first migration to the cloud
ü Improved student experience and cost efficiency are strong influences

for cloud migration
ü ERP migration unlocks future opportunity for data and analytics
ü Buyers and Influencers want to know ‘who else’ has done this in Higher
Education
Mature Customers
? Data Aggregation and Analytics in Education
? Mass Migration Examples
? AI/ML use cases in market
Data Aggregation to Data Analytics
What is it? The ability to aggregate all

data from multiple systems for deeper
analysis.
Why does Education need it? To gain

insight across a broad range of data
sources into factors impacting
institutional goals and successful
student outcomes.
Key Words: Data Lakes, Data

Warehouses, Analytics, ML/AI, Data
Pipelines
Customer Examples: University of Pittsburgh, Schoology, NYU Langone, Stanford

University
Smart Cities – Smart Campus
What is it? Use of IoT sensors and

technologies to connect components across
a city or campus to improve the lives of
citizens or visitors.
Why does Education need it? Sensors are

leveraged for safety, to quickly access public
and private information, improve logistics
and energy consumption.
Reference: IDC MarketScape names AWS as

a leader in IoT applications platforms for
smart cities; Arizona State University Uses
the AWS Cloud to Enhance Student Life on
Campus Video Case
Mass Migrations
What is it? The migration of significant # of servers,

apps and DB’s from on-prem facilities to the cloud.
Why does Education need it? Cost savings of 40% or

more; Data center repurpose/closure, more centralized
oversight of assets.
Key Words: Discovery, Assessment, Migration

Readiness Planning, Wave Planning
Customer Examples: Arizona State University, Cal Poly

San Luis Obispo, Notre Dame, Ivy Tech, Cal State
Fresno, Wharton School of Business
Wharton | University of Pennsylvania
• Transformation to
Cloud First strategy
and data ctr exit. Case Study
• No longer worry
about physical
security,
networking, HVAC
etc.
• AWS widely
leveraged for tiered
storage at lower
cost “AWS provides the best support we get from any of
our vendors.” Sam Smith, SysAdmin
• Researchers now
have on demand
HPC
Machine Learning & Artificial Intelligence
What is it? The science of getting computers to

perform tasks, without being specifically
programmed.
Why does Education need it? Use AWS pre-trained

ML/AI services to forecast, recommend, or personalize
student learning experiences. Usually through a
learning platform.
Key words: Training Algorithms, Natural Language

Processing, Computer Vision
Customer Examples: Echo360, University of Oxford,

UC Berkeley
Summary: Mature Customers
Key
Points ü Mature customers leverage AWS to deliver advanced insights via
analytics
ü Mass migrations occur after customers have confirmed security and

base functionality on the cloud
ü AI/ML is already being used to improve mission outcomes on campus
AWS Higher Ed Strategic Priorities
1 2 3 4
Modernize and Secure Turn Data into Enrich the Student Empower Researchers
the Academy Wisdom Experience and Accelerate Research
AWS can help optimize From virtual computing
Colleges and universities the lifecycle of labs, intelligent digital AWS supports research
of all sizes are institutional data, assistants, and innovative across higher education,
including collection, voice technologies to including 96% of R1
modernizing their
ingestion, processing, extended reality doctoral institutions, and
administrative operations
analytics, short-term environments, AWS is national and international
on AWS to become more
storage, and archiving. helping institutions create research agencies such as t
secure, agile, and resilient We also provide
for the future. AWS helps new ways for NASA, NSF, NIH. AWS also
sophisticated provides researchers with
provide increased agility, capabilities to support communicating with and
engaging students, ensure access to open datasets,
data security, compliance, realtime streaming and
continuity of teaching and funding, and training to
and disaster recovery analytics, petabyte-
while helping to lower scale warehousing, learning, and improve accelerate the pace of
costs. business intelligence equity and access to digital innovation..
tools, and machine resources.
learning (ML).
Procurement
? Public Institution Procurement Overview
? Key Contract Vehicles in the Education Market
? AWS Support of Partners
How Institutions Purchase
Purchasing:
As public sector entities Education institutions often require procurement review
with varying levels of approval based on contract value. Request for Proposals
(RFP) are common, as well as pre-negotiated contract vehicles.
Budget Year:
Most institutions start their fiscal year July 1st (Higher Ed and K12), budgets are
often prepared by February/March for Board or other approvals in April/May.
Public vs. Private:

Private institutions are less likely to require public RFP or contract vehicle but will
commonly source bids for larger projects.
Procurement/Contracts
What are Contracts? Pre-negotiated, publicly available, services and resale contracts
that public sector entities (K12, Public Higher Ed) use to procure cloud utility and
services in place of RFPs
Common Purchase Pathways

K12: Regional Service Agencies (CITE in CA, BOCES in NY, KRESA in MI); State-level contract
vehicles (CMAS, TX DIR, NASPO); K12 specific contracts (Buyboard, etc.)
Higher Ed: Internet 2 (research institutions); Quilt (liberal arts and consortia); NASPO; E&I; US
Communities
AWS Public Sector Distributers (DLT and Carahsoft) have 50 state access to vehicles.
Proposals and Capture Team
RFP/RFI/RFx: Public request for proposals, information, or vendors to perform a specific service
and/or join a multi-use contract vehicles (NASPO, etc.)
AWS Capture Team Support

• 5 SLG/K12 regional capture members; 2 Higher Ed capture members
• Letter of Support from AWS
• Partner package (details AWS services and standard verbiage to support
responses)
• Notify interested and qualified partners of RFx opportunities in chosen
verticals
AWS Partnership Discussion
How does the procurement process for the

education market differ from your
procurement experience in other markets?
Summary: Procurement
Key
Points ü Public institutions follow specific Procurement policies
ü AWS Partners can leverage pre-negotiated contracts to ease

procurement challenges
ü AWS Capture teams support our partners during the bid and
proposal stages of RFP/RFI opportunities
What’s Next?
? How to win Education Customers
? Partner Sales Motions
? AWS Support for your Company
Next Steps: Be the Hero for Higher Ed
Define your AWS Superpowers
Map superpowers to
the problems in
Higher Education
Confirm your existing

education clients
and references
Identify upcoming campaigns

where you can target education
customers
• Refine your offers/collateral and work to secure your first small
wins, perhaps with an existing EDU client
• Speak to your PAM about getting introduced to your local PSM
• Bring your success stories and ideas about which practice areas you
wish to highlight to the field
• Consider investing in local workshop for target prospects
• Gain intro’s to local account teams to discuss your approach to

winning customers
Be visible: Industry Associations and Conferences
Higher Ed IT:
EDUCAUSE remains the core conference for IT leaders in Higher Education, it
generally occurs in October with locations varying each year. The EDUCAUSE
organization offers numerous connections and newsletters virtually to keep you
in the know with important trends throughout the year.
K12 IT:
Many states have local and regional IT conferences for K12 technology directors.
Nationally, CoSN is the top organization in terms of thought leadership and
conferences for K12-specific concerns
EdTech and Learning Companies:

The ASU-GSV summit (April) and ISTE (fall) are the two major conferences for
EdTech and Learning Company centered conversations. These organizations will
generally attend and/or sponsor K12/Higher Ed specific conferences listed above.
How AWS Helps
How does AWS support Consulting partners who

pursue Education customers?
Dedicated Public Sector Dedicated

A B
Strategy Team technology/
vertical experts
C Compete Assistance D APN Funding
E All of the above
How AWS Helps
How does AWS support Consulting partners who

pursue Education customers?
Dedicated Public Sector Dedicated

A B
Strategy Team technology/
vertical experts
C Compete Assistance D APN Funding
E All of the above
Selling to the Education Market Summary
? First Mover Workloads earn trust for Cloud Services
? Mature customers pursue mission-driving results with

advanced use cases on AWS
? AWS has dedicated support structures to help

your company thrive
? Competency Partners receive additional

benefits to grow their Education Business

AWS Enablement Day 2023 EDU Vertical

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AWS Enablement Day 2023 EDU Vertical

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EDUCATION MARKET OVERVIEW

Hello and welcome to the AWS

The session will:

Please keep mobile devices

Who AWS views as

? What challenges do Education Customers face?

What are some examples of how cloud services can help

? What are the growth opportunities for cloud services in

What is your experience selling into Education?

UMBC and eLumin

St. Louis University and Alexa4EDU

Georgia State University

Total Addressable Spend (TAS) in U.S. EDU Market (2021)

$2,538 M 2021 Projected

Higher ED EdTech Learning Co's K12

ü Decades of disinvestment in IT have left institutions vulnerable to

ü Students and Parent expectations of technology are higher than ever

ü Higher Education faces stiff competition for students

ü Despite the challenges, the IT market for cloud in higher education is

How does AWS define the Education

Who are early cloud adopters in the

Who are AWS Education referenceable

Federal Agencies Colleges,

Higher Education K12 Schools

EdTechs Learning Companies

What parts of the education industry were the

A Learning Companies B EdTechs

What parts of the education industry were the

A Learning Companies B EdTechs

Medical and Machine High

ü Sales teams focused on Researchers and EdTechs to help them become

ü Researchers value minimizing time to launching workloads

ü Over time, many prominent EdTechs and Learning Companies have

What are Learning Companies and

? What is included in the AWS K12 market?

How are Higher Education Institutions

• Public: California • State University System:

Academic • University Hospital:

How does school Enrollment and

Can cloud adoption overcome technical

How does the loss of administrative roles

Administrative Bloat Technical and

Administrative Bloat Technical and

• Changing Demographics • New majors & programs

Administrative Bloat Technical and

• Changing Demographics • New majors & programs

• Years, or decades, behind

Administrative Bloat Technical and

• Changing Demographics • New majors & programs

• Years, or decades, behind

Administrative Bloat Technical and

Educational Institutions are Complex

Security and Compliance Cost Cloud Procurement Model Digital Transformation

Industry Pain Points: Challenges to Cloud Adoption

ü Technical debt amidst ü Operationalizing their legacy staff on

What motivates Universities to move to

? Which campus units buy cloud services?

? What is a Cloud Innovation Center?

Which of the following factors might motivate

A Campus-wide IT B Faster Time to

C Gaining Actionable D Freedom from

E Pressure to upgrade F Improving Student

Which of the following factors might motivate

A Campus-wide IT B Faster Time to