WORLDWIDE ISV PROGRAM GUIDE - RED HAT CONNECT FOR BUSINESS PARTNERS BROCHURE BUSINESS ADVANCED PARTNER ISVs are central to Red Hat s overall technology, product, and partnership strategy. - John Bleuer, vice president, Global ISV Partners at Red Hat As a successful independent software vendor, you know your company s performance depends on close collaboration with an ecosystem of technology providers and business partners for the benefit of your clients. As Red Hat has grown to a globally recognized brand, with a presence in over 90% of Fortune 500 companies, we continue to expand the technical capabilities and customer reach we provide to our ISV partners. This guide provides you, the ISV, with an overview of our ISV program, so that you may grow your partnership with Red Hat. WORLDWIDE ISV PROGRAM AS PART OF RED HAT CONNECT Red Hat s Worldwide ISV Program, as part of Red Hat Connect, brings together technology and business partnership as a progressive and continuous cycle. Red Hat Connect offers two complementary programs to select ISVs in order to establish both a strong technical and business foundation in the marketplace. This guide provides an overview of the Red Hat Connect for Business Partners program, which is focused on sales and go-to-market. The companion Red Hat Connect for Technology Partners program is focused on technology access and product certification. ISVs purely interested in exploring Red Hat technology, products, and certification should join the Red Hat Connect for Technology Partners program. Red Hat Connect for Business Partners Red Hat Connect for Business Partners is designed to engage and support our ISV partners in their go-to-market and commercial activities. Program benefits include access to relevant resources and materials, opportunities to take advantage of commercial buying programs (e.g. embedded, reseller), and the ability to engage with Red Hat s customer-facing teams. The program includes multiple partnership levels with increasing benefits. As our joint business scales, our opportunity for partnership grows. To learn more, explore each of the program guide s sections below: PROGRAM GUIDE TABLE OF CONTENTS: Why join - The value of partnering with Red Hat... (Page 2) Choose from flexible go-to-market models... (Page 3) The products - Overview of Red Hat s product portfolio... (Page 4) Program membership levels and benefits... (Page 7) How to join...(page 10) Companion Program - Red Hat Connect for Technology Partners - https://connect.redhat.com/about/program-overview All partnerships require a strong technical foundation. To support this, Red Hat offers a complementary program, Red Hat Connect for Technology Partners. Our technology partner program is focused on continually fortifying our joint technical collaboration through education, technology exploration, and certification with Red Hat. ISVs applying for a business partnership here should explore this program as well. 1
1. WHY JOIN - THE VALUE OF PARTNERING WITH RED HAT Tried. Tested. Trusted. For IT, past results are every bit as important as future performance. That s why for more than a decade, Red Hat solutions have been trusted in the world s most rigorous data centers, handling everything from the critical to the routine. In fact, over 90% of the Fortune 500 rely on Red Hat products and services. Partner with the world s leading open source software supplier to: Gain access to a large and robust ecosystem of open applications and services Enjoy highly stable and extensible software with military-grade security Evaluate, contribute to, and shape emerging technologies Take advantage of a massive open source community to accelerate the pace of innovation and contain development costs Access the growing market of enterprises adopting Red Hat open source From IT infrastructure platforms, to IaaS and PaaS solutions, Red Hat offers the open, hybrid technologies along with the services and support you need to accelerate your success. WHAT YOU GET PROGRAM BENEFITS Technology benefits - development RED HAT CONNECT FOR TECHNOLOGY PARTNERS RED HAT CONNECT FOR BUSINESS PARTNERS PARTNER READY ADVANCED PREMIER Early access to evaluate new technologies. Access to NFRs for development, testing and demonstrations With certain commercial partner agreements, additional levels of developer support available Technology benefits - support Free Not-for-Resale (NFR) subscriptions and access to TSANet for certified solutions Focus on joint solution building and commercial bundling with select partners Marketing benefits Event and product release promotional cycle with catalog placement for certified apps Additional levels of joint marketing by level Financial benefits N/A Progressive financial benefits, access to competitive and flexible pricing models Sales benefits N/A Self service content/collateral & opportunistic joint sales Ready benefits plus: Access to Red Hat product demo and training systems Advanced benefits plus: joint sales playbooks and collateral Partner relationship benefits Visibility into Red Hat s product teams and lifecycle Self service content/collateral & opportunistic joint sales Select partners for joint business development Business development and Solutions Engineering 2
2. CHOOSE FROM FLEXIBLE GO-TO-MARKET BUSINESS MODELS As an accredited Red Hat ISV, you can select from a variety of business models to go-to-market. This includes options to sell subscriptions of Red Hat Technology to your customers, either embedded into your application or separately. Red Hat offers options for how we can partner organized by how you, the ISV, choose to bundle and distribute your offering. Choose the go-to-market strategy that best meets your specific business model and market execution plans. How to deliver your solution From enterprise commercial, off-the-shelf (COTS) sellers to public cloud-based API ISVs, Red Hat offers partners a variety of models for bringing solutions to market with our product portfolio: Co-sell or independent sell: Sell together to the client Certify your solution with Red Hat products to create customer affinity and to document supported configurations. The end-customer is responsible for procuring a Red Hat Subscription from Red Hat or from a Red Hat partner. Learn more about certification here: https://connect.redhat.com/activities/ certification Resell with your solution: Red Hat Reseller Program ISVs that join the program (see HOW TO JOIN section) can qualify for Red Hat ISV discounts with Red Hat distributors globally to earn additional margin via reselling Red Hat technology. You, the Red Hat ISV, are able to resell Red Hat technologies, with your application (often as a separate installation). The customer has a direct support relationship with Red Hat for all issues. Where applicable, you may certify your solution on Red Hat products. Appliance and embedding: Red Hat Embedded Program You, the ISV, tightly couple (embed) the Red Hat application with your solution. In most cases the customer does not even know they are using Red Hat technology. In this model you are responsible for first line customer support. You can escalate unresolved issues directly to the Red Hat support team. Additional hosting options for Software as a Service (SaaS) solutions: Purchase Red Hat subscriptions and host in your in-house datacenter: Platform-as-a-Service (PaaS), Infrastructure-as-a-Service (IaaS), virtual, or bare metal environments. Hosted by Red Hat via OpenShift Dedicated - https://enterprise.openshift.com/dedicated/ Hosted on OpenShift Online and offered to developers via OpenShift Hub/Marketplace - https://hub.openshift.com/ (developer toolchain SaaS products only) register as an Add-On provider here: www.openshift.com/partners (look for ISVs/Marketplace) Package your solution in presales Red Hat offers a variety of options for demonstrating solutions and supporting presales evaluations. Not-for-resale (NFR) subscriptions are available for press and analyst purposes, client demonstration, and interoperability testing. Partners participating in our Red Hat Embedded Program have the capability to provide joint evaluations of the embedded solution. ISVs with certified Linux platform container images are provided a dedicated instance in the Red Hat Container Registry, from which containers can be consumed using docker commands. Demonstration solutions can be built on OpenShift Online or hosted by Red Hat via OpenShift Dedicated. Through the Red Hat Online Partner Enablement Network (OPEN) program, Advanced and Premier level partners have access to an online, on-demand demo system featuring Red Hat products and technologies. It is available anytime, anywhere for partners to self-learn and demonstrate the advantages of Red Hat products to customers. 3
Engage Red Hat s partner network: distribution, resellers, OEMs, and SIs: Along with helping you to promote your solution on our website, we can offer you the benefit of our wider partner ecosystem relationships too, including system integrators, hardware original equipment manufacturers (OEMs), cloud providers, solution providers and other ISVs. Since its foundation, Red Hat has collaborated closely with and built an extensive ecosystem of partners around the world. In order to address the specific requirements of a particular market or customer, they look for high-performance solutions from Red Hat ISV partners. Red Hat also proactively promotes its ISVs applications, both on a global and regional level. You benefit by finding a competent partner with an existing Red Hat relationship to help you deliver and implement your solution at a customer site or scale it up for more widespread deployment. 3. THE PRODUCTS - OVERVIEW OF RED HAT S PRODUCT PORTFOLIO RED HAT ENTERPRISE LINUX Red Enterprise Linux is the foundation for next-generation architectures, with support for all major hardware platforms and thousands of commercial and custom applications. CLOUD PRODUCTS OpenShift OpenShift is Red Hat s Platform-as-a-Service (PaaS) that allows developers to quickly develop, host, and scale applications in a cloud environment. With OpenShift you have a choice of offerings, including online, on premise, dedicated hosting and open source project options. With OpenShift Enterprise by Red Hat you can: Accelerate application delivery to meet business needs. Harness the power of a web-scale microservices architecture. Increase operational efficiency while empowering your developers. OpenShift Enterprise OpenShift Enterprise, an award-winning private PaaS, uses containers to help you speed innovation and deliver apps faster. ISVs can accelerate application delivery using the automation technologies and cloud architecture of OpenShift Enterprise to standardize and streamline developer workflows. OpenShift Online OpenShift Online is Red Hat s public cloud application development and hosting platform that automates the provisioning, management, and scaling of applications so that you can focus on writing the code for your business, startup, or next big idea. OpenShift Dedicated OpenShift Dedicated offers a dedicated, customized, and managed application platform in the public cloud - powered by OpenShift 3 and backed by the experience of Red Hat Operations and support. 4
Red Hat Cloud Infrastructure Red Hat Cloud Infrastructure enables you to build and manage a private Infrastructure-as-a-Service (IaaS) cloud based on datacenter virtualization and management technologies for traditional workloads. It also provides an on-ramp to a highly scalable, public cloud-like infrastructure based on OpenStack. Red Hat Enterprise Linux OpenStack Platform Red Hat Enterprise Linux OpenStack Platform is a production-ready OpenStack solution that provides an integrated foundation to create, deploy, and scale a secure and reliable public or private OpenStack cloud. It delivers a managed cloud platform built on Red Hat Enterprise Linux, co-engineered and integrated with Red Hat s OpenStack technologies, giving you the agility to scale and quickly meet customer demands without compromising on availability, security, or performance. Backed by a large certified Open- Stack partner ecosystem, Red Hat simplifies integration with existing datacenter investments through an OpenStack partner certification program for hundreds of software, hardware, and services partners. STORAGE PRODUCTS The Red Hat Storage portfolio of products gives you an open, software-defined storage platform that scales across physical, virtual, and cloud resources. It drastically cuts costs, prevents vendor lock-in, and lets you add infinite capacity without degrading performance. Red Hat Gluster Storage Combines intelligent software with standard x86 hardware and the public cloud to eliminate the need for high-cost, proprietary file storage systems. Red Hat Ceph Storage Provides a robust, highly scalable block and object storage platform for enterprises deploying public or private clouds. It was voted as the Number 1 storage option by OpenStack users. 5
APPLICATION DEVELOPMENT PRODUCTS According to an IDC study 1, customers adopting Red Hat JBoss Middleware reported the following benefits: Time to develop custom applications reduced by 39% Infrastructure costs supporting application development reduced by 65% Costs to manage deployed applications reduced 89% Productivity gains resulting in 51% more applications per year 569% ROI over 3 years and payback in less than 6 months RED HAT JBOSS MIDDLEWARE Red Hat JBoss Middleware integrates software from various open source communities, including the JBoss community, Apache Software Foundation, and Eclipse Foundation into robust, fully tested, integrated platforms available via subscriptions that include support and long-term maintenance. 1. How Red Hat s JBoss Enterprise Application Platform 6 is Extending Business Value. Stephen D. Hendrick and Jeff Silverstein, IDC, January 2013 ACCELERATE APPLICATION DEVELOPMENT, DEPLOYMENT, AND PERFORMANCE Red Hat JBoss Enterprise Application Platform: A fully certified Java EE 6 container that includes everything needed to build, run, and manage Java-based services. Red Hat JBoss Data Grid: An intelligent, distributed data caching solution that elastically scales applications by providing fast and reliable access to frequently used data. INTEGRATE APPLICATIONS, DATA, AND DEVICES Red Hat JBoss Fuse: A small-footprint, flexible enterprise service bus (ESB). Red Hat JBoss A-MQ: A small-footprint, high-performance messaging platform. Red Hat JBoss Data Virtualization: An integration platform that unifies data from disparate sources into a single source and exposes the data as a reusable service. AUTOMATE BUSINESS PROCESSES AND DECISIONS Red Hat JBoss BRMS: A robust business rules management system (BRMS) that gives business decision makers the ability to quickly create and change business rules. Red Hat JBoss BPM Suite: A business process and decision management platform that combines business rules management, business process management (BPM), and complex event processing. RED HAT MOBILE Red Hat Mobile Application Platform Mobilizing business processes and applications can increase your efficiency, help you better engage with customers, and lower costs. Red Hat Mobile Application Platform supports an agile approach to developing, integrating, and deploying enterprise mobile applications whether the apps are native, hybrid, or on the web. Learn more here: http://www.redhat.com/en/technologies/mobile/application-platform OPENSHIFT OpenShift is Red Hat s Platform-as-a-Service (PaaS) that allows developers to quickly develop, host, and scale applications in a cloud environment. With Open- Shift you have choice of offerings, including online, on premise, dedicated hosting and open source project options. Provision quickly, build efficiently, and get apps to market faster. Read more about OpenShift in the CLOUD PRODUCTS section. 6
4. PROGRAM MEMBERSHIP LEVELS AND BENEFITS Red Hat Ready Partner Entry-level membership gives you access to a wide array of marketing materials, sales tools, and online support and training resources. Red Hat Advanced Business Partner Intermediate membership adds pricing discounts, access to product roadmaps and beta software, partner assistance rewards, and additional presales and technical support services. PREMIER BUSINESS PARTNER ADVANCED BUSINESS PARTNER MEMBERSHIP LEVELS Red Hat Premier Business Partner READY PARTNER Advanced ISVs with an increasing strategic technical and partnership will be considered for promotion to the premier business partner level. Our premium membership adds greater attention from global and regional teams, first consideration for new benefits, and the highest level of visibility in the Red Hat ISV web properties. PROGRAM BENEFITS SUMMARY FINANCIAL Special bid pricing* Renewals annuity business* Value-based pricing* Technical training discounts SALES Sales training Demo/Trial subscriptions Joint business development Live sales training Presales solution architect support MARKETING Partner locator listing Software catalog listing - for certified solutions Joint colleratal creation Featured partner success story highlights Marketing plan assistance/resources Red Hat content syndication tool Market/Sales development funds for select partners Use of Red Hat brand and program logos DEVELOPMENT AND SUPPORT Knowledgebase access Technical seminars, forums, networks Beta products Phone support (Standard SLA) PARTNER RELATIONSHIP Partner portal access Partner communications Assigned business development manager Co-operative solution development eligible * - for ISV Business Partners that resell or purchase from Red Hat READY ADVANCED PREMIER 7
PROGRAM BENEFITS GLOSSARY FINANCIAL Special bid pricing: Partners engaging in a sell with approach on large enterprise prospects are eligible for end-user special bid pricing from Red Hat via their Red Hat Channel Account Managers to help close opportunities. It eliminates channel conflicts by ensuring that the partner receives special bid pricing when selected by a specified end customer. Renewals annuity business: Red Hat products are sold on a subscription basis. As a partner, every subscription you sell is eligible for subscription renewal revenue upon expiration. This provides you with an excellent opportunity to engage more deeply with customers on a periodic basis and develop an annuity revenue stream. Value-based pricing: Standard pricing re-seller discounts from Red Hat are available for qualified Advanced and Premier partners. Technical training discounts: Improve the technical knowledge of your staff through discounts off the MSRP price on Red Hat technical training courses. To sign up for these classes, visit www.redhat.com/ training. The discount codes are available in the Partner Center. SALES Sales training: Computer-based training modules review the Red Hat product portfolio, competitive positioning, extension of our value proposition into vertical or domain, and shows how to overcome sales objections. Demo/Trial subscriptions: NFR (Not-for-Resale) demonstration subscriptions to Red Hat products are available for training, testing, and demonstration to potential customers. In conjunction with NFRs, all partners are entitled to unlimited web-based support during standard business hours, with an expected 48-hour response time and following Red Hat s production support scope of coverage. Joint business development: Select partners may develop engagement plans to work with the Red Hat sales teams as part of their business planning process. Live sales training: Partners may attend in-person courses that focus on selling techniques, best practices, and product sales tips from Red Hat experts. Presales solution architect support: Access to Red Hat solution architects for presales technical assistance are available for proofs of concept, lab installations, product roadmaps, and client inquiries. MARKETING Partner locator listing: You can gain exposure through visibility in the redhat.com partner search function. Potential customers looking to engage Red Hat partners may search based on geography or other variables. Software catalog listing: Partners can showcase their certified solutions online in the Red Hat Software Catalog. Joint collateral creation: Red Hat will work with select ISV partners to develop and publish marketing collateral on joint solutions. Partners also have access to Red Hat sales and marketing collateral. 8
Featured partner success story highlights: Partners can submit customer success stories to Red Hat. Select stories will be published and promoted by Red Hat. Red Hat can also help develop a story that will promote the partner s solution and highlight the value it brings to customers (Red Hat Innovation Connection Program). Marketing plan assistance/resources: Tools for developing go-to-market programs and marketing initiatives are available to select Advanced and Premier partners. Red Hat content syndication tool: Automation tools to create and execute ready-made marketing campaigns are available for use. Market/Sales development funds: All partners have the opportunity to request market development funds for activities that drive brand awareness, lead generation, and sales opportunities. Use of Red Hat brand and program logos: Access to Red Hat ISV Partner Logos are available for all partner types. DEVELOPMENT AND SUPPORT Knowledgebase access: Online Red Hat technical support database is a great reference tool. Technical seminars, forums, networks: Partners may participate in Red Hat-sponsored technical events including seminars, forums, and networks. Beta products*: Advanced and Premier partners are entitled to beta software releases to preview and evaluate new features and products. Phone support (Standard SLA): Advanced and Premier partners receive unlimited phone-based support during standard business hours with a four-hour response time adhering to Red Hat s production support scope of coverage. PARTNER RELATIONSHIP Partner portal (Red Hat Connect for Business Partners): Extensive resource for all Red Hat partners that offers on-demand access to tailored sales, marketing, technical, and other information. Partners can also use it to sign up for courses and manage their company profile. Partner communications: Keep up on the latest news from Red Hat through our monthly partnerfocused communications. Receive key information about new products, upcoming campaigns, Red Hat resources, success stories, and more. Assigned business development manager*: Advanced and Premier Partners have access to a named business development manager to support business development activities and assist the partner in how to make the most of the Red Hat s Partner Program. Co-operative solution development eligible: This provides assistance with developing marketing collateral and promoting solutions to the rest of the Red Hat partner ecosystem. *Subject to meeting eligibility criteria 9
5. HOW TO JOIN ABOUT RED HAT Red Hat is the world s leading provider of open source solutions, using a community-powered approach to provide reliable and high-performing cloud, virtualization, storage, Linux, mobile, and middleware technologies. We also offer award-winning support training and consulting services. An S&P company, Red Hat has over 70 offices spanning the globe, empowering its customers businesses. NORTH AMERICA 1 888 REDHAT1 EUROPE, MIDDLE EAST AND AFRICA 00800 7334 2835 europe@redhat.com ASIA PACIFIC +65 6490 4200 apac@redhat.com LATIN AMERICA +54 11 4329 7300 info-latam@redhat.com New partners and new to Red Hat: Are you new to Red Hat and are looking to learn more about Red Hat technology or are you just looking to build and certify joint technology solutions with Red Hat? Apply here (Red Hat Connect for Technology Partners) Are you looking to embed, resell, or co-sell and need to get access to Red Hat technology and certifications? Apply to both (Red Hat Connect for Business Partners) and (Red Hat Connect for Technology Partners) Do you have a joint opportunity you would like to engage with Red Hat? Apply here (Red Hat Connect for Business Partners) Are you looking to learn more about one of our commercial partnership agreements (see section 2, page 3) or are you a current Red Hat Connect for Technology Partner looking to explore joint go-tomarket opportunities? Apply here (Red Hat Connect for Business Partners) Existing Red Hat connect for business partners: Be sure to investigate the growing list of special interest groups (zones) in our tech partner program, Red Hat Connect for Technology Partners Also be sure to log in to the Red Hat Connect for Business Partners portal to learn about new go-tomarket efforts. Contact us: Questions? Contact the Program Desk at ISVProgramDesk@redhat.com EMEA emea-partner-team@redhat.com APAC apac-partner-helpdesk@redhat.com NA na-partner-helpdesk@redhat.com LATAM info-latam@redhat.com Partner support resources: Partner welcome ebook How to guide: navigate Red Hat Connect for Business Partners (infographic) How to guide: access and register for Red Hat OPEN partner training How to guide: Red Hat partnership requalification How to guide: publishing to Partner Locator How to guide: create a new NFR How to guide: join company and portal access How to guide: onboarding application How to guide: login as existing user facebook.com/redhatinc @redhatnews linkedin.com/company/red-hat Copyright 2015 Red Hat, Inc. Red Hat, Red Hat Enterprise Linux, the Shadowman logo, and JBoss are trademarks of Red Hat, Inc., registered in the U.S. and other countries. Linux is the registered trademark of Linus Torvalds in the U.S. and other countries. This Worldwide ISV Program Guide is for informational purposes only, and does not contain legally binding promises or commitments. No party is entitled to any of the benefits set forth in this Program Guide unless such benefit is included in a legally binding agreement executed between said party and Red Hat or any of Red Hat s authorized Business Partners. 10