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Building and Growing SaaS on

AWS for PartnersBrian Matsubara, Head of Global Technology Alliances

Matt Tavis, Principal Solutions Architect

AWS ISV landscape

Operating Systems

Networking

Database

Security

Sto

rage

DevO

ps

AppD

ev

Mobile

IoT

FS

I

Me

dia

He

alth

Ca

re

Life

Scie

nce

s

Analytics

BIBig Data ERP

CRM BPMContent

Management

GIS SCM HRM

Commerc

e

Digital

MarketingDesign

Engineering

AWS

Utility

No long-term

commitments.

License is included in

the metered AWS

offering (i.e. hourly on

Amazon EC2).

AWS Marketplace

License mobility

a.k.a. Bring Your Own

Licenses (BYOL).

Customer acquires

license from

traditional channels

for software running

on AWS.

SaaS

License is managed

at the application tier

by the ISV.

AWS provides the

global infrastructure

for a best-of-breed

solution.

Free trial

Trial licenses to speed

up the sales cycle and

prove value of ISV

solution.

AWS Test Drive &

Technology Partner

GTM Activities.

Software licensing models on AWS

The power of SaaS

By 2017, about 26.2% of all

new business software

purchases will be of service-

enabled software, and SaaS

delivery will constitute about

18% of all software spending

and nearly 20% of

applications spending.”

IDC "Worldwide SaaS and Cloud Software 2013–2017 Forecast and 2012 Vendor Shares" Doc #245084 Dec 2013

The world is moving to SaaS

Why SaaS for ISVs?

• Sell more

• Sell faster

• Improve customer

experience

• Reduce support and

engineering

Why SaaS on AWS?

SaaS characteristics:

Priced based on Value

Self-Service

Multi-tenant, Shared

Infrastructure

Elastic Usage

Global Market

AWS characteristics:

Pay For Use

Resources On-Demand

Highly Scalable and

Durable Services

Auto-Scaled and

Scriptable Resources

Global Reach

Many paths to SaaS

Evolve Extend Innovate Innate

AWS SaaS partner program

Benefits Stage APN tier

SaaS community webinar series

Specialized technical content

Technical and business office hours

Learn

Build

Access to product development funding

SaaS-specific reference architectures

AWS training and certification

Grow

Market development funding

Access to sales alignment initiatives

Investment in lead generation campaigns

Regis

tere

d

Sta

ndard

SaaS Program Benefits Stage APN TierRegistered Standard Advanced

APN Webcast for SaaS Partners Series

LearnSpecialized Technical Content

Technical and Business Office Hours

AWS Training & Certification

BuildSaaS Specific Reference Architectures

Access to Innovation Sandbox (Product

Development Funding) *

AWS Test Drive for SaaS

Grow

Lead Generation Campaigns *

APN SaaS Logo Usage

Access to Sales Alignment Initiatives *

Case Studies *

SaaS Customer Free Trials (Market Development

Funding)*

* Eligibility rules apply.

Learn

Build

Grow

Building SaaS Architectures on AWS

Software delivery is evolving

On-Prem Application

Hosting

AWS SaaS on AWS

Data Access

Layer

Delivery

Authentication &

Authorization

MeteringMonitoring

Ordering

Provisioning

BillingAnalytics

Resource Management SaaS Application(s)

Business Services Core Platform Services

Interaction

Application

Additio

nal A

pplic

ations

Application Lifecycle

Management

SaaS Best Practice

• Separate the platform from the program– SaaS applications will evolve and change over time, but core

services are reusable

– Decoupled services can support a fleet of SaaS applications

– Isolated services can be tuned and scale independently

– Reusable core services combined with application frameworks

can reduce application development time in the long run

SaaS on AWS: architectural approaches

1. Isolated customer stacks– Independent AWS resources per customer

2. Pure SaaS shared architecture– On-demand resource utilization with shared infrastructure, top to

bottom

3. Containerization on shared platform– Provide “slices” of AWS with Amazon EC2 Container Service and

Docker

SaaS on AWS: Isolated customer stacks

Monitoring Analytics

Ordering

Billing

Provisioning

Metering

Customer n

Whole

stack

Auto Scaling

CostCenter

=CustomerN

Tag

CostCenter

=CustomerN

Auto Scaling

CostCenter

=CustomerN

Tag

Tag

Auto Scaling

CostCenter

=Customer1

Tag

CostCenter

=Customer1

Auto Scaling

CostCenter

=Customer1

Tag

Tag

Customer 1 …. SaaS platform

SaaS on AWS: shared

Feature usage

Monitoring Analytics

Ordering

Billing

Provisioning

Metering

SaaS platform

Auto Scaling

Auto Scaling

Customer 1 Customer 2

SaaS on AWS: containerization

Amazon EC2 Container Service Cluster

Monitoring Analytics

Ordering

Billing

Provisioning

Metering

SaaS platform

Customer 1 Customer 2

Amazon EC2 Container Service

Best practices for SaaS solution design

Optimize for cost and performance

• Cost and performance are not at odds but are

types of offerings

• Horizontal scalability at every layer

• Smaller, parallelizable resource units scale more

efficiently

• Leverage scalable services (e.g. Amazon

DynamoDB) where possible

~

Spot

Best practices for SaaS solution design

Design for multi-multi-tenancy

• Many accounts many users many roles

• Provide tiers for request prioritization

• Monitor closely and distribute resources efficiently

Know the lifecycle of your data

• Data value and usage changes over time

• Leverage efficient storage options over time

~

Spot

SaaS best practice

Collect everything and learn from it

• Closely monitor infrastructure and scale on software-

level metrics

• Collect your metrics reliably, store them durably

• Know your customers

• Learn and profit through analytics

– Automatically adjust user experience and underlying

infrastructure in real time

– Evolve your business model through usage analysis

– Monetize the data you collect

Call to Action – What Now?

• Join the SaaS Partner Program

• Watch the APN Webcast for SaaS Partners

series

• Join the bi-monthly Office Hours to connect with

the SaaS Partner team live

• Ask questions through the APN Portal

SAN FRANCISCO