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Redington Gulf: Scaling Microsoft on Amazon Web Services assessments with distribution
“ We [Redington Gulf] negotiate on behalf of the customer with vendors, such as Microsoft, to achieve cost savings. The experience we have gained over the years working with these vendors has allowed us to help customers at any stage of their cloud journey.”
Q. To begin, will you give us an overview of Redington’s relationship with Amazon Web Services?
We have been a key partner for Amazon Web Services. We have launched an initiative to build an Amazon Web Services practice across different products and businesses at Redington and to lead with a unified Amazon Web Services strategy. Our recent
We have doubled down on investments in personnel, partner enablement, trainings, and cloud-based services to empower our partner channel. We are committed to helping our partners build, market, and sell on Amazon Web Services, and because of this, we have recently been awarded a
Our vision is to continue being a true consultant that helps accelerate our partners’ Amazon Web Services journey across the Middle East, Turkey, and Africa.
Q. What challenges do you see customers experiencing when it comes to kicking off their digital transformation journeys?
Cloud migration is never a straightforward task for enterprises and small medium-size businesses (SMBs) that are running either on a capital expenditure model for on-premises IT or in a private cloud. Customers often think of migrating and modernizing to the public cloud without defining a clear roadmap. They lack visibility of their workloads, associated costs, and different licensing models. This is a big challenge, especially in the case of Microsoft workloads, where licensing models vary between on-premises and the cloud.
They need to assess existing licensing agreements and their usage to justify the business case to migrate to Amazon Web Services. Some of the pain points we have observed working with our customers looking to migrate Microsoft workloads to Amazon Web Services include:
- Recognizing the distinctions between license consumption, usage, and deployment options;
- Software Assurance-related rights such as License Mobility, failover, and disaster recovery;
- End-of-Support for Microsoft products and customer upgrade eligibility; and
- Obtaining a complete purchase history and comprehending current licensing entitlements.
Q. How can customers successfully address these challenges?
Very often, customers’ cloud journeys start based on their existing workload configurations without rightsizing, which leads to higher costs. To take full advantage of migrating to the cloud, customers need to assess and optimize their workload sizes to save costs and reduce license consumption.
For customers, it is important that they have a better understanding of their Microsoft workloads before they migrate to Amazon Web Services. The first step is to evaluate their existing infrastructure and applications and to outline a well-mapped strategy.
This will allow customers to maximize the advantages while they efficiently migrate their Microsoft workloads to Amazon Web Services. The future scope of work also needs to be considered when they are assessing their workloads.
Q. What is Redington’s approach in helping customers overcome this challenge?
Redington’s distribution channel has extensive experience working with their partners in the region to help businesses address their key technology challenges. Together with our partners, we have helped various customers across different industries assess their existing technology needs. We negotiate on behalf of the customer with vendors, such as Microsoft, to achieve cost savings. The experience we have gained over the years working with these vendors has allowed us to help customers at any stage of their cloud journey.
Through our distribution channel reach, we are able to scale this offering within our channel ecosystem of partners. We work closely with our channel partners to help customers get an assessment that will analyze and re-evaluate workloads to rightsize deployments on Amazon Web Services.
We do this by identifying workloads which are unused and underutilized that lead to higher costs for customers. We also provide rightsizing of workloads and license optimization to reduce our customers’ cloud spend.
It is important that customers select the right partner for their cloud adoption journey. The right partner not only increases speed to innovation but also brings operational stability, which is key for all businesses to thrive.
Figure 1- Benefits of Redington Offering
This offering is only the start of the Microsoft workload migration journey to Amazon Web Services. The assessment results feed into other workload migration and modernization offerings that Redington’s distribution channel provides to its customers to accelerate their cloud journey.
Q. Can you dive deep into your offering to highlight its value proposition?
Through its distribution partner channel, Redington helps customers navigate their cloud adoption journey by running an assessment against their current workloads. The process takes about four weeks to complete. The assessment helps customers analyze and optimize their current on-premises and cloud environments, based on actual resource utilization, Microsoft licensing costs, and application dependencies.
Figure 2 – Redington Gulf Assessment & Optimization Process
The assessment also helps customers find the right licensing approach that will fit their use case. We help channel partners model different licensing scenarios to offer their customers the best value when making the move to Amazon Web Services.
We look at three licensing options offered by Amazon Web Services for Microsoft workloads. The first option is to buy license-included instances that move customers’ Windows Server and SQL Server licenses to a pay-as-you-go model. Two other options are available in the Bring Your Own License (BYOL) model, under which customers can either choose from the shared tenancy or dedicated host deployment options.
In addition, we perform a cloud Total Cost of Ownership (TCO) assessment that helps determine the best fit and lowest-cost placement for Microsoft workloads, including
Q. What can the market expect from Redington in 2023?
With the
Redington will continue to invest in building intellectual property and competencies to create an ecosystem that makes it easy for our partners and customers to have access to the latest solutions available from across the globe. We are continuing to develop in-house competencies around the metaverse, Industry 4.0 solutions especially around the Internet of Things, data and analytics, and Microsoft and SAP workloads on Amazon Web Services. Our partners and customers can and will be able to take advantage of these solutions and offerings.
Q. Are there any resources where our readers can find more about Redington’s offerings?
Yes, we run monthly webinars to educate the market about our assess, optimize, and migrate program. Customers can register their interest in our offering
We also have our offerings for
About the Microsoft workloads on Amazon Web Services Partner Spotlight series
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Amazon Web Services can help you assess how your company can get the most out of cloud. Join the millions of Amazon Web Services customers that trust us to migrate and modernize their most important applications in the cloud. To learn more on modernizing Windows Server or SQL Server, visit
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