A side effect of digital transformation is a resurgence in demand for custom, cloud-friendly software. This comes as businesses realize they need enhanced computing products capable of handling the demands of edge computing, where the internet of things must serve billions of smartphones, tablets, sensors and other end user devices.

“You’ve got to understand that when you go to the cloud, you’re going to redesign a lot of your applications,” said Dave McCann (pictured, right), vice president of the AWS Marketplace, service catalog and migration services, at Amazon Web Services Inc. “It’s not a simple lift and shift.”

McCann was joined by AWS independent service vendor Stefan Sigg (pictured, left), chief research and development officer at Software AG, for an interview with John Furrier (@furrier) and Dave Vellante (@dvellante), co-hosts of theCUBE, SiliconANGLE Media’s mobile livestreaming studio, during AWS re:Invent in Las Vegas. They discussed new developments in the AWS marketplace and how AWS and its independent software vendors are working together to make enhanced software easy to deploy. (* Disclosure below.)

A marketplace for the cloud-based enterprise

Software AG is a grandfather of the enterprise software market, approaching its 50^th anniversary. Close to a million developers know the company’s software, and as they move into the cloud, they are demanding that Software AG moves with them, according to McCann.

“[We are seeing] a rebirth of our core technology. We are taking our customers with us, and they take us with them,” Sigg said, referring to how Software AG is developing for a hybrid cloud market, modernizing and re-architecting its software to deliver via container on the recently announced AWS Marketplace for Containers.

“It’s a new way of packaging your software up in a microservices model, and Software AG has already re-factored 10 of their product lines onto containers. They’re modernizing, our customers are modernizing, and we’re working together,” McCann stated.

One reason for the rising popularity of containers is consistency of deployment, according to McCann. “You can run Kubernetes on your laptop; you can run Kubernetes up on a server; you can run Kubernetes on the cloud. So, you can develop on your laptop, provision up on the server, and then deploy on AWS,” he stated.

The ease of deploying software through the marketplace for containers benefits both independent software vendors, such as Software AG, and developers. “The developer just gets the Software AG software and runs it. And what makes it really easy for Software AG is that developer has a contract with AWS, but they’re now using Software AG’s software,” McCann stated.

Granular pricing is another benefit, with containers metered by the second and vendors choosing to be billed hourly, monthly or annually.

AWS also announced machine learning in the AWS Marketplace during re:Invent. The Marketplace leverages the same capability as the marketplace for containers, McCann explained. The difference is that instead of rendering the container into Amazon Elastic Container Service and Elastic Container Service for Kubernetes, it is deployed directly into the SageMaker console.

The strength of partnership is shown in the independent software vendors who offer their products through the AWS Marketplace, making it “probably the largest live, in-production infrastructure library with third-party software,” McCann said.

Watch the complete video interview below, and be sure to check out more of SiliconANGLE’s and theCUBE’s coverage of AWS re:Invent. (* Disclosure: Amazon Web Services Inc. sponsored this segment of theCUBE. Neither AWS nor other sponsors have editorial control over content on theCUBE or SiliconANGLE.)

Photo: SiliconANGLE