October 1, 2022

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Winning in the competitive cloud technology market: Inside the AWS partner ecosystem

4 min read

There’s a “cloud rush” going on, as companies discover the value they can gain through digital transformation.

More than 85% of organizations will be cloud-first by 2025, according to market analysis firm Gartner, Inc., a figure driven by consumer demand for new digital experiences. In addition, Gartner estimates that by 2025 over 95% of new digital workloads will be deployed on cloud-native platforms. Comparing this to 2021’s figure of 30% brings the massive increase in cloud adoption into sharp focus.

While the benefits of refactoring applications to take advantage of cloud computing is clear, getting from A to B is far from straightforward. One place companies find support is in the ecosystems that have formed around the major cloud providers. These provide not only a marketplace for products, but a source of information to help businesses capitalize on the benefits of being in the cloud.

“ISVs ask me all the time,‘ How can I innovate with AWS? How can I have a successful partnership? ‘”Said Danielle Greshock (pictured), director of partner solutions architects and worldwide independent software vendors at Amazon Web Services Inc.

Greshock spoke with John Furrier, host of theCUBE, SiliconANGLE Media’s livestreaming studio, during her introductory keynote for the AWS Partner Showcase: “Speeding Innovation on AWS” event. The event spotlighted four companies in the AWS partner ecosystem that are leveraging the AWS platform to speed cloud-native deployment. (* Disclosure below.)

Showcase gives real-world examples of successful ISV strategies

The AWS Partner Showcase series was developed to provide answers to the common partner question of how to best take advantage of being part of the AWS ecosystem, according to Greshock.

“You can see real-world examples of what other companies are doing to be successful,” she said.

Enterprise data backup and recovery solutions provider Clumio Inc. is taking advantage of cloud-scale to create 10x faster Amazon S3 backup with rapid restore of full EC2 / RDS instances and granular recovery of single files. As part of the AWS ISV Accelerate co-sell program, Clumio boosts its sales and marketing power by combining forces with AWS.

Cohesity Inc. collaborated with AWS to create the world’s first data management-as-a-service, providing data management, protection and governance services with the scalability and flexibility of the cloud. The company experienced record annual revenue in 2021 and has recently filed to go public.

Veeam Software Corp. is a long-term partner in the AWS ecosystem, having been around for the better part of a decade. The company’s platform offers three data protection solutions: Ransomware Protection, Cloud and Kubernetes Acceleration, and Backup and Recovery Modernization.

AWS partners do it differently in the cloud

As companies refactor products for the cloud, previous point solutions become part of cloud platforms, opening the potential for new development to capitalize on the scalability of the cloud, according to Greshock.

“We’re seeing a lot of companies wanting to do different things with the volume of data that they actually have and things that they were never even considering in-prem,” she said.

This month’s featured companies all have one thing in common, they’re all thinking of the cloud as a new paradigm and using data at scale and as part of the developer process, Greshock pointed out.

Veeam, Clumio, Splunk and Cohesity have all switched their concept of what it means to develop apps to take advantage of the price and performance benefits that come along with being on the public cloud, making them leaders in the AWS partner ecosystem.

As well as building value with AWS services, education and support, ISVs that integrate with AWS are considered partners when it comes to sharing customers. This is key to speeding development, as vendors have access to AWS ‘enormous database of customer preferences and needs.

“We try very hard to make sure our ISVs have access to customers, our customers, and that’s how they can figure out what’s the right thing to build for them,” Greshock stated.

Being able to view real-time customer data is a huge benefit that slashes the time product marketing teams traditionally spent in the test process, legitimately speeding their innovation process. This means that the path to finding their niche cloud product is far shorter, and the chances of hitting the concept that disrupts a market and drives a company to the top are much higher.

“Being able to bring the full value of the innovation that AWS makes and have that better-together story is really where we find a lot of value there,” Greshock said.

Watch the full keynote session below, and be sure to check out theCUBE’s complete coverage of the AWS Partner Showcase “Speeding Innovation on AWS” event. (* Disclosure: Amazon Web Services Inc. sponsored this segment of theCUBE. Neither AWS nor other sponsors have editorial control over content on theCUBE or SiliconANGLE.)

Photo: SiliconANGLE

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