Cloud Computing : Amazon Soars with Partners

Amazon Web Services emerged as the channel’s favorite cloud vendor, thanks to its innovative marketing programs; Microsoft is at #2 despite aggressively pushing Azure and Office 365

This was the second year for cloud computing in the Channel Satisfaction Survey. This category is one where historically online players like Amazon Web Services (AWS) and Google compete against traditional IT players like Microsoft, IBM and Oracle.  AWS is the #1 choice for the SI channel partners upstaging last year’s winner Microsoft.

Marketing support, after sales support, commercial terms and online support are parameters where AWS has scored over its competitors.  Innovative market development programs like Amazon Partner Network (APN), Global Channel Reseller Program, AWS Managed Service Program, APN Competency Program, AWS Test Drive Program, AWS MarketPlace, AWS SaaS Partner Program and AWS Direct Connect Program have found several takers amongst the SI partners. Amazon’s allocation of funds for partner marketing, its localized promotions for India, availability of competent account managers and its technical expertise to resolve problems are also highly appreciated by the channel partners.

AWS channel partners in India are also witnessing accelerated interests and change in the mindset among companies, who are proactively asking channel partners about migrating on-premises workloads and core enterprise applications to AWS.  This presents great business opportunities for the AWS Partner Network; the vendor AWS is helping these partners gain expertise and experience in using the breadth and depth of AWS cloud services to help organizations move their existing workloads to the cloud as well as formulate migration plans.

Microsoft is still the #1 in product quality parameters as well as on relationship management measures. It is the darling of the channel for its training and certification programs for channel partners, its price vs. performance ratio as well as its consistency in effective communication and honoring commitments made to partners. With Microsoft aggressively selling Azure and Office 365, the endorsements from the channel partners and system integrators will be sounding sweet to the ears of the vendors. Though on the flip side, Microsoft lags behind competitors in having competent account managers (a common complaint against Microsoft especially in remote locations). As a corollary, there is often a lack of technical expertise to resolve problems and inability to manage disruption due to change in personnel.

IBM has pipped Google to the #3 slot especially on the commercial terms; how it offers and settles back-end incentives, the promptness with which it communicates its schemes and incentive programs and its reward systems.