Prediction: Amazon's AWS re:Invent 2013 conference will emerge as the largest next-generation cloud partner gathering for ISVs (independent software vendors), integrators, aggregators and more. VARs and MSPs that ignore the conference (Nov. 12-15, Las Vegas) could wind up overlooking key trends in the IT industry that can't yet be seen elsewhere. Here's why.

It's roughly a week before the conference and my inbox is overflowing with press meeting invites from dozens of companies -- many of which offer tools for cloud monitoring, storage, disaster recovery, pricing optimization and more. The last time I received this many press meeting requests, I was heading to Comdex in 1998 or so.

Yes, a large number of cloud companies will come and go when the cloud industry shakeout finally arrives. But Amazon's AWS re:Invent conference also seems to be attracting and nurturing a new IT channel partner ecosystem.

AWS re:Invent 2013: ISVs & Partner Moves

Among the companies worth watching at AWS re:Invent 2013: 

  • Attunity, which develops CloudBeam -- a managed data delivery service.
  • Cloud Technology Partners, which is beta testing PaaSLANE. The solution helps customers and partners to assess application readiness for AWS.
  • CliQr, which focuses on cloud mobility.
  • CipherCloud, an encryption company that will make a splash at the event.
  • Eucalyptus, which recently launched version 3.4 of its private cloud platform. 
  • F5 Networks, which continues to build solutions that enhance application performance in AWS.
  • JumpCloud, an AWS Partner Network member that offers an automated server ops, user management and security solution for DevOps and IT professionals.
  • MongoDB, the NoSQL open source database provider. I don't know their plans for the conference but NoSQL is a much-watch market for VAR, MSPs and cloud integrators focused on Big Data and data management.
  • Nasuni, which offers a management console for simple disaster recovery via AWS.
  • RightScale, which is introducing a Cloud Analytics beta program to help customers visualize, optimize and forecast cloud costs.
  • Skytap Inc., which is introducing a self-service application development environment on AWS.
  • Sophos, which will be promoting a range of security solutions related to AWS. 
  • Syncsort, which focuses on Hadoop and big data opportunities.

What companies did Talkin' Cloud overlook? Post a comment or send me email, joe.panettieri@penton.com.

Time to Evolve

Much like the IT channel itself, I also need to evolve. I'm used to attending traditional VAR and MSP events, which remain highly valuable. And some traditional IT channel companies have launched popular, large cloud conferences (Ingram Micro Cloud Summit is one example). But there's also a need for channel partners to invade an inspect conferences like AWS re:Invent, Google I/O, Salesforce DreamForce and more.

Skip those events and you could find yourself leapfrogged by born-in-the-cloud integrators and consultants. Cloud brokerages and integrators like Cloud Sherpas and SADA Systems (two Talkin' Cloud 100 companies) come to mind.

Bottom Line

You already know the cloud is real. You likely know how to resell SMB solutions like Office 365, Google Apps and more. But are you watching the small cloud ISVs growing up on Amazon's platform and elsewhere?

Open your eyes now or the market may pass you by.