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AWS - Providing a platform for ISV innovation

James Henderson | Jan. 13, 2017
Leading vendors are competing at breakneck pace to attract top ISV talent

“Versent architects then built and launched a product called Stax, which is now attracting interest from the US market. If you’re a software developer or consulting partner with repetitive IP, there’s no requirement to buy the assets.

“Instead companies can experiment and fail fast at a lower cost, building out a product that can then be taken to market.”

Amidst the rising prominence of the ISVs such as Versent - and its spin off business in Stax - Jansen said AWS assesses its channel community through the lens of its AWS Partner Network (APN), allowing partners to showcase potential on the platform.

“APN allows partners to register with minimal criteria,” he added. “But as partners demonstrate their capabilities and skill sets they can advance up the tiers. “We want to assure that our customers understand what the partner program means and that it represents a level of quality and quality assurance.”

Working with the channel

From a reseller perspective, those operating within the program can resell ISV products that are onboarded onto the AWS Marketplace.

Launched in 2012, the AWS Marketplace is an online store allowing cloud customers to find, compare and utilise AWS software and technical services.

In short, the store serves to accommodate and foster the growth of AWS services from third-party providers that have built solutions on top of the AWS platform.

“We’re growing significantly with over 2,500 listings covering over 900 ISVs,” Jansen said. “It predominantly started out in the tooling space, including backup and data recovery but now more SaaS products are being listed.”

Based on end-user feedback - in keeping with the customer-centricity mantra that dictates every move AWS makes - Jansen said the marketplace “removes the friction” of procuring and consulting software, addressing two ongoing challenges within the cloud.

“Customers enjoy the benefits of cloud but don’t like to be locked into long-term contracts,” he added. “We’re removing those pain points and working with software vendors to allow them to offer their software on a consumption basis - whether that’s hourly, monthly rates etc.

“As a consulting partner, system integrator or managed service provider, benefits can be found by instantly helping customers consume that software. And if you’re a reseller you can also start reselling and receive your standard reselling benefits in that context.”

Through the cloud, and its growing online store of services, Jansen said there’s opportunities for “all types of partners” within the AWS ecosystem, advising partners to “think customer first” in the pursuit of revenue growth.

Stefan Jansen - Head of channels and alliances, Amazon Web Services
Stefan Jansen - Head of channels and alliances, Amazon Web Services


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