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Channel Chief Doug Yeum: AWS Eyeing New Partner ‘Paths’

‘We’re trying to make sure that we look for opportunities to streamline the experience for our partners,’ AWS Channel Chief Doug Yeum tells CRN.

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Amazon Web Services is considering new partner “paths”—in addition to its current ISV Partner Path—to make it easier for its partner ecosystem to work with the cloud computing provider.

“We have a very diverse group of partners in the AWS Partner Network, so we’re trying to make sure that we look for opportunities to streamline the experience for [them] through potentially new partner paths,” AWS Channel Chief Doug Yeum told CRN. “We have an opportunity to really help these different types of partners have a more personalized or customized experience when they engage with AWS.”

Seattle-based AWS confirmed it had more than 100,000 partners in 150-plus countries in its AWS Partner Network as of December 2020. Nearly 70 percent of its partners have headquarters outside the U.S., showing AWS’ global presence as the industry’s largest public cloud provider.

New AWS partner paths could be targeted at MSPs, distribution partners and hardware vendors, according to Yeum, head of worldwide channels and alliances.

AWS is starting to offer more solutions that require software and some of its software development kits to be embedded into hardware, Yeum said, citing initiatives around IoT, AWS Outposts and machine learning (ML) with AWS Panorama edge devices.

“So you could potentially see us having a partner path for hardware partners who are working with AWS,” he said.

Partner speed is among three areas of focus for Yeum this year along with partner differentiation and growth.

“We just know that partners, when they work with us … want to be able to get the support that they need as quickly as possible,” Yeum said.

In January, AWS launched the ISV Partner Pathto make it easier for independent software vendors (ISVs) to build, market and sell their solutions on the AWS cloud. All existing ISVs in AWS’ technology partner category have been transitioned to the new program.

“We also got rid of the tiers for the ISV partners,” Yeum said. “Now, if you’re interested in selling with us, then you just have to meet the requirements that are relevant for that selling program. Or, if you want to get additional support from us around enablement or differentiation, then we have specific requirements for those programs.”

The ISV Partner Path also is open to AWS Consulting Partners who offer their own software solutions, and they can participate without impacting their AWS Select, Advanced or Premier tier consulting statuses.

“I think now our partners feel like they can move faster, especially some of the smaller and some of the newer partners who are just engaging us,” Yeum said. “We don’t put in a huge ramp-up time for them to start getting things from us. As soon as you come in, we help you understand exactly what you’re looking for from AWS, and then we help them design the right path to getting and achieving their business outcome. And, along the way, if they have to participate in any specific programs, then we tell them, ‘OK, for you to participate in that program, here are things that you’ve got to do.’”

Here is what Yeum told CRN about partners differentiating with AWS competencies, ISV Accelerate updates, cloud-first systems integrators and SMB customer opportunities for partners.

 
 
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