The power of partnership: How WithSecure’s AWS collaboration is opening doors for partners and customers

We sat down with Tero Huostila, WithSecure’s Head of Global Alliances & Marketplaces, to discover what he has learned from WithSecure’s partnership with AWS. He also shares insights from AWS summits, the value of marketplace partnerships, and what’s next for WithSecure’s cloud-first approach.

Where have you been with AWS recently, and how has it been?

Over the past few months, I’ve attended AWS Summits in Amsterdam, Stockholm, and Hamburg. Our local teams have also attended summits in London and Milan, so we have been racking up the air miles!

Each summit offers a slightly different experience, with Hamburg and London being significantly larger—up to 30,000 attendees. These events are incredibly dynamic and give you a snapshot of the scale and energy AWS brings to the table.

What do these summits hope to achieve?

AWS summits serve two key purposes: networking and creating new sales opportunities. There’s the Partner Summit, which focuses on AWS partners and how they can collaborate and grow together, and the main summit, which feels more like a trade show. You’ll find more than 60 vendors showcasing cloud services, hosting demos, running competitions, and engaging with attendees. It’s intense—but rewarding.

What have you learned from the events?

Preparation is everything. If you don’t arrive with a game plan, you’ll be overwhelmed. I always recommend mapping out which vendors to talk to, which talks to attend, and what outcomes you’re aiming for. It’s a one-day event packed with overlapping sessions and opportunities—so structure matters.

From a business perspective, what can WithSecure achieve?

This year, our key message has been centered around European cybersecurity and AI—topics that resonate deeply with AWS audiences. If you’re a sponsor, you have opportunities to be included in keynote speeches or host your own breakout sessions. Even as a participant, a well-prepared presence opens doors to valuable discussions with potential customers and partners.

Have you gained insights from other AWS partners?

Absolutely. The Partner Summits are a great way to swap best practices and learn how others are engaging with AWS. These aren't just passive events—they lead to actionable follow-ups and future collaborations. We've already identified a few strong leads for joint initiatives based on these interactions.

What’s the benefit of this AWS collaboration for our partners?

Becoming an AWS Marketplace reseller is a game-changer. It broadens a partner’s offering and brings them into the AWS ecosystem. Once AWS sees that a partner is active, they’re more likely to recommend them for implementation opportunities. It builds credibility and opens new channels for growth.

And for our customers—what’s in it for them?

For customers already using AWS, buying WithSecure solutions through the Marketplace can unlock financial benefits. They can count those purchases towards their AWS spend commitments, which could mean discounts or other perks. More importantly, the purchasing process becomes faster and more efficient—less paperwork, fewer delays.

What’s next on the AWS journey for WithSecure?

We’re focusing on turning visibility into tangible results. That means joint campaigns with AWS, targeted messaging to key customers, and roundtable events with partners to explore themes like AI in cyber security. The goal is co-selling—not just hoping AWS brings us leads, but actively engaging and providing mutual value.