eCommerce
CHANNEL OR NOT CHANNEL?
Here, Adam Davison, senior director, AWS EMEA at Westcon-Comstor busts AWS Marketplace myths to enable the channel to seize the opportunity
T
he rise of the cloud hyperscalers has been one of the most impactful and significant technology trends of the past decade. In
a few short years, Amazon Web Services (AWS) and the rest have reshaped the tech ecosystem and transformed the IT infrastructure of businesses globally. Combined, the three titans (AWS, Google Cloud
Platform and Microsoſt Azure) accounted for an estimated 64% of the global cloud infrastructure services market in Q3 2024, which saw significant year-on-year growth to reach a reported value of $84 billion. According to Synergy Research Group, this was the fourth
consecutive quarter in which the overall market’s growth rate has increased, with each of the big three accelerating their expansion over the past year. Tis phenomenal success shows no sign of slowing either, with the rise of generative AI set to fuel growth over the coming years.
Marketplace momentum An important pillar in the cloudifcation of the technology landscape has been the rise of hyperscaler marketplaces, with AWS Marketplace at the forefront as market leader. For the unfamiliar, AWS Marketplace is a digital catalogue
with thousands of listings that makes it easy for end-users from enterprises to SMBs to find, test, buy, and deploy soſtware that runs on AWS, ranging from cybersecurity solutions to artificial intelligence applications and everything in between. In the cloud era, AWS Marketplace has emerged as a pivotal platform, reshaping how businesses procure and deploy soſtware.
38 | January/February 2025
Since its inception, AWS Marketplace has grown exponentially, offering a vast array of soſtware solutions, data products, and professional services. Tis evolution has been driven by the needs of
its growing customer base, which at the last count comprised some 330,000 users globally. Te platform’s success can be attributed to its ability
to streamline the procurement process, consolidate billing, and provide a seamless deployment experience. By integrating third-party soſtware billing with AWS services, AWS Marketplace offers a unified billing experience, which simplifies financial
management for end-users. It’s difficult to overstate the convenience and simplicity on offer,
from shortened procurement cycles to reductions in administration and improved transparency on pricing and spend. In fact, I’d argue that AWS Marketplace has done for soſtware procurement and deployment what its parent company, Amazon, has done for consumer online shopping.
Exception to the rule AWS Marketplace is leading end-users, from enterprises to SMBs, to change their purchasing behaviour as they strive towards the pre- defined budgets and flexible pricing on offer. A major attraction for end-users is the ability to leverage AWS
credits and Private Pricing Agreement (PPA) spend commitments, and this has been a key driver in their shiſt to AWS Marketplace. In fact, the rise of AWS Marketplace is the only recent
phenomenon I can think of during my career in tech that has been driven purely by the needs and demands of the end-user, with the channel having to catch up.
www.pcr-online.biz
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52
