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Apr 2018 - Market Perspective - Doc # EMEA43717718

ISV Participation in Cloud Marketplaces: Lessons from the Trend Micro and AWS Marketplace Partnership

By: Margaret AdamSenior Program Director, IDC’s European Channels and Alliances program, Hannah Stubbings

Abstract

This IDC Market Perspective analyzes the approach adopted by Trend Micro and AWS Marketplace, as highlighted in their joint March 2018 joint analyst briefing — outlining how their relationship has evolved over the years, providing an overview of number of different features and offerings that they have jointly participated in, and offering an update on how they will go to market this year and beyond. They also described how they have evolved Marketplace to ensure Trend Micro's channel partners are able to benefit from the opportunities presented by AWS Marketplace. Trend Micro has been a long-standing and highly engaged partner with AWS Marketplace.

"IDC has long held the opinion that to be effective, partnerships with ISVs need to run a lot deeper than more traditional channel relationships. The partnership between AWS Marketplace and Trend Micro is a prime example of how, when deeply embedded, these partnerships can create significant competitive advantage for both parties and encourage co-innovation. This is not limited to just technological innovation, but also in terms of how customers procure and use the software, how both parties go to market, and how they make marketplace appealing to their sellers — both their own sales people and those of their channel partners," said Margaret Adam, senior program director, IDC Channels and Alliances


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