“Listen to their needs and your plan should depend on what the customer is asking for,” he advised. “We work with partners of all breeds and capabilities and continue to engage across all areas of the channel.”
As the buyer become more knowledgeable and sophisticated, Jansen said customers arena demanding in-depth capabilities from the channel, seeking specialisation and collaboration in equal measure.
“Specialisation is happening within large consulting partners such as Accenture,” he said. “They’ve built deep capabilities within the digital space around big data and analytics and customers want to consume those services.
“Partners must also display a certain level of depth when helping organisations move to the cloud and collaboration forms a key part of that equation.”
Yet for the traditional channel still blinded by the bright lights of the cloud - and the countless innovations happening within it - the AWS route to market poses problems.
With 2016 yet to close, AWS has already added over 700 new features to its cloud platform, with the number widely expect to increase in the twelve months ahead.
“The pace of innovation is only accelerating,” Jansen acknowledged. “For partners new to cloud and looking to transform their own business, look at ways to drive instant value to your business.”
In examining the Australian landscape of partners, as the “broad and diverse” channel jockeys for position within the cloud, Jansen’s advice is clear - “play to your strengths”.
“Take Myriad IT as an example,” explained Jansen, referring to the company’s expertise around JD Edwards enterprise resource planning software implementation. “They’ve historically been very strong in the deployment of JD Edwards solutions.
“Now they have built out AWS capabilities and are migrating JD Edwards customers to the cloud, providing greater agility while reducing the costs of legacy infrastructure.
“For them it’s a logical extension and for most partners, they are building out cloud capabilities that stay true to their roots.”
Looking ahead, Jansen said AWS is going to further emphasise its investments within the local market, delivered through two core channel initiatives.
“Firstly, we’re increasing our collaborative models with ISVs,” he added. “We’re going to place more emphasis on helping the channel consume ISVs that have listings on our marketplace, it’s a key route to market for us.
“Secondly, we’re targeting customers that operate within the mid-market and SMB spaces. There’s growing demand around adopting cloud services and we need partners who can help migrate those businesses and scale within that channel.”
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