Cloud News
AWS’ Ruba Borno On IBM, Cisco And AWS Marketplace Growth
Mark Haranas
AWS’ channel chief Ruba Borno talks to CRN about Cisco “cloud-enabling” its channel partners via the AWS Marketplace, its newly enhanced IBM partnership and her message to AWS partners.

Whether it be SMBs or enterprise customers or even verticals, is there any one market that you’re targeting with channel partners with the IBM partnership?
We do see the opportunity across multiple verticals. We are definitely being thoughtful about joint go-to-market and joint account planning, but it’s across multiple verticals and horizontal use cases as well.
One area that we’re also excited about is in terms of the capability that IBM brings. We touched on the software piece that IBM is bringing to this, but IBM consulting now has nearly 16,000 AWS Certified [professionals]. It’s been growing dramatically. I mean, the investment in the technical depth is absolutely there.
So IBM Consulting is also now expanding their mainframe application modernization support. [A] partnership that we have been working on for several months now is mainframe modernization between AWS and IBM around IBM Z and Cloud Monetization Stack.
It’s really exciting that the talent now is backing that up to help deliver that modernization for customers. So it’s not just the technology—whether it’s mainframe or the software assets—but it’s also the IBM consulting team members that can help those customers.
What’s your message to channel partners looking into 2023, specially with this IBM relationship and the growing AWS Marketplace?
We’re really excited about providing an amazing partner experience for our channel partners because we know that [AWS Marketplace] can deliver a better customer experience.
At AWS, we’re really excited not only about our own innovation, but we’re enabling many of our partners to innovate on top of our technology as well. We’re doing that with small ISVs and large companies that are 111-year-old innovators like IBM, because we believe in the value that it brings to customers.
We know that channel partners will be a critical player in helping bring that value and that innovation to customers.