Differentiation is really, really important. We announced new competencies like the travel and hospitality industry competency (at re:Invent 2020). We also preannounced the energy industry competency. We also announced a mainframe (migration) competency. We continue to look at what customers are asking for and what partners are looking for, and we come out with the right competencies.
By leveraging the different competencies, as well as other programs that we have around things like (AWS) Service Delivery Program or Service Ready Program, these are important ways for our partners to differentiate.
I have a feeling that customers will continue to look for partners who have more differentiated skills. And so it behooves our partners to spend more time working closely with the AWS partner team to figure out which areas that they want to differentiate (in) and work quickly to get that competency. That’s something that I think is going to be very important in 2021.
There is a huge opportunity for partners to grow their businesses -- especially the ones who have made early investments into AWS and working with AWS to leverage our platform, our programs and our people -- to differentiate their value proposition to their customers.