Amazon Web Services (AWS) at its Global Partner Summit today rolled out a series of updates to the AWS Partner Network (APN) that included the ability for all third-party software vendors that make use of the AWS Marketplace to conduct private transactions through channel partners.
Previously, the ability to conduct private transactions via the AWS marketplace had been limited to a select number of independent software vendors (ISVs). A private transaction allows ISVs to set a wholesale price for individual resellers and consulting partners that are working with end customers to deploy applications on the AWS cloud.
AWS also announced that more than 100 independent software vendors (ISVs) have recently joined an AWS marketplace that has grown into a $450 billion supply chain being accessed by more than 260,000 active customers.
In addition, AWS announced it has created an AWS Service Ready program through which partners will be evaluated on their ability to deliver solutions. Partners that are certified by AWS will receive sales leads from AWS and be promoted on AWS Web pages to customers as well as among AWS sales staff.
AWS also announced additional competencies for partners in retail as well as public safety and disaster recovery along with certifications for RDS databases services, the Lambda serverless computing framework, and the Outpost on-premises server platform that is now generally available.
Finally, AWS is also making it possible for customers to consume AWS cloud services and third-party software via the SAP Ariba business-to-business (B2B) purchasing network along with a program designed to make it simpler for startup companies to launch themselves on AWS.
Dave McCann, vice president for the service catalog on the AWS Marketplace, told conference attendees AWS is transforming how software is acquired and deployed in the age of the cloud.
“We’re transforming the customer experience,” says McCann.
Partners and ISVs alike need to modernize how they bring software and services to market to remain relevant to customers that have embraced the AWS Marketplace, says McCann.
As part of that transition, McCann notes partners can now rely on AWS to manage the entire configure, price and quote (CPQ) process, says McCann. AWS also announced today that it reduced the transaction fees for ISVs using its marketplace by 10% or more.
In addition, AWS also revealed it has been adding both partner success and ISV success managers to work with partners. In general, AWS is also trying to encourage partners to collaborate more to create more advanced solutions.
The challenge that AWS faces is that its partner base is going through a period of contraction. Just this week TekSystems announced that it has acquired 1Strategy, while Rackspace at AWS re:invent 2019 conference formally welcomed Onica into its growing family of IT services provider companies. There are, of course, no shortage of partners in the AWS ecosystem. The challenge those partners face now, however, is finding ways to meaningfully differentiate themselves at a time when so-called borne of the cloud IT service providers are finding themselves competing with more larger, more established rivals.
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