SoftSummit Archives

SoftSummit 2004 Agenda

The following speakers and topics were presented at SoftSummit 2004:

Keynote Monday:

Is it Time for Change or Just a Change in Time?
Bill Hewitt
VP Global Industry Solutions Group

Enterprise software pricing continues to evolve as vendors and companies alike struggle with the model that will drive the most economic benefit for both sides. This presentation will explore the fundamentals of pricing, terms, and value in the enterprise software industry, and discuss the responsibilities of the participants in the licensing process, what models are working today, and how these models may evolve in the future.

Software Value Management and Key Industry Benchmarks
Dan Stickel
EVP and General Manager

Software Value Management (SVM) is a stage of the software lifecycle focused explicitly on maximizing the value of one’s software. SVM is shared by both software publishers and their enterprise customers as they endeavor to maximize the value of their bits (that they’ve built, or that they’ve purchased). This presentation will present best practices in SVM and share some industry benchmarks based on a research study completed in September in conjunction with the SIIA involving 500 executives from the software and enterprise communities. It will cover the activities that comprise Software Value Management, provide examples of SVM in action, and conclude with key industry benchmarks that attendees can use to compare their own company’s position on the SVM continuum.

Panel Discussion Monday:

Strategic Licensing: Best Practices, Pitfalls and Implementation Challenges
Moderator: Jim Kerstetter, Business Week

This session will explore the following issues: What is “strategic licensing”? How should a software company think about how to price its products? How do customers want to buy their software? What issues should software vendors be aware of before changing their prices? What are the benefits of outsourcing licensing? How do mergers and acquisitions impact a company’s pricing and licensing strategy? How should enterprises best manage their license assets?

Amy Mizoras, Program Director, Software Pricing, Licensing, and Delivery, IDC
Manu Chauhan, Principle Product Manager, Licensing, Citrix
Dan Stickel, EVP & General Manager, Macrovision
Jill Jones, EDA Contract Manager, Freescale Semiconductor Inc.,
Jim Geisman, President,

Keynote Tuesday:

Wave Three—GM's Outsourcing Journey: Implications for Software and IT Service Companies
Anthony Scott
General Motors

Providing a global customer perspective, this presentation will discuss strategic insight fundamental for software companies to consider as they work to remain relevant in today's IT environment. It will discuss GM's move to its next-generation sourcing model and why IT spending at GM is being driven to deliver true value back to the business. It will discuss the significant challenges facing the software industry and will provide insight to the forces that will revolutionize pricing, purchasing, and licensing models in order to deliver significant business value to corporate customers.

Looking Ahead: Variables, Views and Value of Volume Licensing
Cori Hartje
Director, Worldwide Licensing and Pricing
Microsoft Corporation

Emerging technologies, such as multi-core processors, utility computing, and mobile devices, affect current and future licensing strategies. Many vendors face the challenges of managing the complexity produced by the many variables associated with licensing products and programs, and distributing them in a global market with many diverse customer segments. Software licensing needs to be flexible—and yet consistent—to address the variety of unique business issues that face global customer segments. This presentation will describe how Microsoft has approached the diverse needs of the global market and how licensing will need to adapt to future technologies.

Panel Discussion Tuesday

Changing Pricing Models: Moving from Perpetual to Subscription or Utility Pricing
Moderator: Victoria Murphy, Forbes

This session will explore the following issues: Why would a vendor want to move from perpetual to subscription pricing? What are the issues for a software vendor? Revenue recognition? Salesforce compensation? Cash flow issues? What are the issues for enterprise customers? Predictability of expenses? There has been a lot of press about utility computing….what is utility pricing? Is it the same as subscription pricing? Is anyone doing this? Is it driven by the customer or the software vendor? What do customers want? What impact will this have on overall pricing? Will prices most likely go up or down? As an enterprise customer, what types of pricing models would serve you best? What should you ask for during the negotiation?

Erik Larson, Director of Product Management, Macromedia
Dan Griffith, Comprehensive Software Asset Management Team, Freescale Semiconductor
Jason Maynard, Software Analyst, Merrill Lynch
David Rowley, VP Business Development, Macrovision


David Limp, PalmSource, Inc
Vice President of Corporate and Business Development
Software Licensing in a Mobile Environment

This presentation will discuss the effects of software licensing in a world where smart mobile devices are becoming an increasingly important part of the communications infrastructure. It will discuss how these new devices are affecting how data integrity can be preserved across devices, and explore the new DRM schemes for these devices that will enable new types of license models, including subscriptions and time-based usage. As the wireless operators begin to offer more commerce solutions for these devices, over the air (OTA) delivery and installation will become more prevalent, and this presentation will examine how these delivery systems function on today’s software models.

Amy M. Konary, IDC
Program Director of Software Pricing, Licensing, and Delivery
The Recurring Revenue Revolution: How Much, How Fast, and Know-How

This presentation will focus on the software industry's transition toward recurring revenue models, illustrating the independencies between various factors driving for and against this transition and identifying the key milestones that should be observed along the way. It will discuss examples of steps that software companies are taking to build recurring revenue streams, including best practices and pitfalls to avoid when making a transition. Customer and financial community perceptions of annuity-based license models and software maintenance will also be examined.

Paul Wiefels, The Chasm Group
Managing Director
Marketing Matters! The Re-Emergence of Product Marketing

As the world slowly emerges from a global IT and telecommunications recession, one thing is certain: Purveyors of high technology—from the largest to the most promising venture-backed start-up—will have to work harder than ever to build and sustain customer acceptance and preference for their products and services. This presentation will discuss key challenges to effective marketing and market development, including helping you assess how vulnerable is your company to fundamental marketplace change, what is the current health of your product category and those categories related to yours, do you have a winning strategy, and can you execute and sustain your strategy going forward.

Barbara Nelson, Pragmatic Marketing
Product Management Best Practices: Know What You Need to Know to Price Your Products

Product Managers today are plagued with pricing issues, including how much should they charge for their products, what pricing models should they use, and how can they get Sales to stop giving products away. This presentation will explore what Product Managers need to know before they make important pricing decisions. It will introduce the Pragmatic Marketing Framework, a market-driven model for managing and marketing technology products, to help Product Managers become market experts and gain a better understand of their customers. It will also demonstrate how to use the Technology Product Assessment tool to assist Product Managers in making better pricing decisions.

Ken Berryman, McKinsey & Co.
Software Industry Evolution: Pricing and Purchasing Trends

Structural shifts in the software industry—such as consolidation, slower overall growth, and globalization of both demand and delivery—have affected the way software is priced and purchased. More attention to open source and the rise of utility-based models has also increased the complexity of software industry pricing. This presentation will review the likely changes for the buyers and sellers of software and explore how software vendors can maximize the value of their products while still meeting their customers increasing demands. It will also examine how software buyers should navigate through existing pricing models to balance strategic and operational need with cost.

Erik Larson, Macromedia
Director of Product Management
Unifying Pricing across Product Lines

New license models for software are proliferating, and the implications of subscriptions, term licenses, value bundles, and software as a service can be a challenge for vendors and confusing for customers—especially when more than one model is offered. This presentation will detail practical lessons learned and offer real-world solutions for packaging and pricing both enterprise and shrink-wrapped product lines.

Thomas T. Nagle, Strategic Pricing Group
Chairman and CEO
Utility-Based Pricing: How to Make it Profitable in Enterprise Software

While many software companies are looking to implement utility-based pricing models, most lack the critical elements necessary to develop a sound utility-based pricing strategy. This presentation will outline the key ingredients in developing a successful and profitable approach to utility-based pricing. It will highlight the critical elements required for success, including creating a utility-based pricing strategy that tracks to the quantifiable value the product provides customers, recognizing the way value changes across different customer segments and aligning utility-based metrics accordingly, and developing pricing metrics that are measurable, enforceable, and easily understood by customers.

Jason Maynard, Merrill Lynch
Global Software Coordinator and Software Analyst
Software Goes On Demand

The traditional enterprise software model is broken and customers are forcing massive industry change. The software industry is in the early stages of a model transformation where perpetual licenses and customer-managed deployments are moving toward subscription licenses and software as a service. This presentation will discuss how On Demand is changing the way customers buy, vendors sell, and investors invest in software. It will also review the results of a Merrill Lynch baseline study measuring the impact of On Demand business models on the software industry and will present the Merrill Lynch On Demand Index (MLODI), which is designed to help investors better track, measure, and understand the transformation of the software industry via changes in licensing and deployment practices.

André Bakken, Macrovision
Five Best Practices for Streamlined Licensing Operations

Software and hardware publishers who implement electronic licensing to price, package, and protect their products
still face the challenge of how to create seamless licensing processes for themselves, their channel partners, and their
customers. This presentation will introduce the five best practices for streamlining the operations around licensing
processes and will include examples of publishers that have implemented effective electronic licensing.

Tania Goldszmidt, Siebel
Vice President
Enterprise Software Pricing Strategies to Meet Evolving Customer Requirements

Walt Baker, McKinsey & Co.
Associate Principal
Homayoun Hatami, McKinsey & Co.
Software License and Maintenance Pricing Principles—Best Practices and Case Studies

Pricing is the single most important profit lever, and for many companies there is substantial upside to be realized through better pricing practices. Yet most technology companies devote fewer resources to pricing than to cost cutting or growth-related initiatives. This presentation will summarize software license and maintenance pricing best practices. It will present case studies to illustrate real-life approaches to overcoming software pricing challenges, discuss how software companies should price software licenses vs. maintenance services, and explore how to best harmonize software licensing and maintenance pricing policies and practices after a merger.

Ken Wasch, Software & Information Industry Association
The Dynamics of the New Software Industry: What It Means for Software Companies

Understanding license handling in its entirety is the decisive factor for the reduction of license costs. This presentation will put the fundamental ideas behind its individual tasks—including usage evaluation, cost allocation, and demand planning—into a common framework illustrating their relations and interdependencies. It will examine the benefits and opportunities arising from such a unified perspective and describe how to integrate them into one technical infrastructure. It will also describe a method for the distribution of overall license costs among the different user groups that work with these licenses.

Richard Yim, SAP
SAP Case Study: Pricing and Packaging Strategies—Improving Customer TCO by
Moving from Components to Suites

In March 2004, SAP introduced a new licensing and packaging model for its SAP NetWeaver platform that changes it from a component-based to a suite-based product. Previously, users who purchased NetWeaver had to buy components individually. By bringing all its components together into a single package with a simpler pricing model, SAP is bringing clarity to NetWeaver with a platform strategy that is more cost effective and beneficial to its users. This presentation will discuss SAP’s pricing and distribution strategies and how it affects its partner ISVs, especially those that sell into SAP's install base.

Manu Chauhan, Citrix
Principle Product Manager
Rolling Out Licensing: Transitioning from Homegrown Systems

With the introduction of its flagship product, MetaFrame Presentation Server 3.0, Citrix launched a new licensing infrastructure that addresses Citrix licensing needs now and into the future. This presentation will discuss the drivers and justification for license system changes, Citrix’s specific implementation of the Macrovision toolset, and considerations to make prior to transitioning to a new licensing infrastructure.

Robert M. Kruger, Business Software Alliance
Vice President, Enforcement
Inside BSA and the Beltway: What Industry and Congress Are Doing About Piracy

BSA conducts anti-piracy programs around the world on behalf of leading software publishers, including Adobe, Apple, Autodesk, Macromedia, Microsoft and Symantec. This presentation will give an inside view of how BSA’s anti-piracy programs operate, particularly in light of legal, technological, and marketplace developments. It will also discuss recent activity in Congress to combat piracy, including legislation to strengthen the hand of IP owners and one bill which, if enacted, would make it more difficult to rely upon technical protection measures.

David Cole, IBM
Autonomic Computing Relationship Manager
IBM Autonomic Computing Solution Installation

This presentation will provide a brief overview of IBM's Autonomic Computing and the constituent technologies and will discuss in-depth IBM's Solution Installation. It will also provide a summary of IBM's partnership with InstallShield/Macrovision in Solution Installation, describing IBM's plans for reducing IT complexity and InstallShield/Macrovision's plans for providing accompanying solutions.

Ram Appalarju, Hewlett-Packard
Vice President, Adaptive Enterprise Program
What Keeps CIOs Up at Night

The pace of change today is phenomenal, forcing CIOs to try to balance the traditional goals of IT—better return on investment, higher productivity, and minimum risk—with the new metric of agility. An Adaptive Enterprise is one that can help bring balance to this equation, while managing change more effectively by linking business strategy with a company’s IT resources. This presentation will discuss why an Adaptive Enterprise is the right strategy for businesses today, what is driving companies to become more agile and adaptive, and where and how a company can begin to become more adaptive to get a better return on their IT investment.

Dan Griffith, Freescale Semiconductor (a Motorola subsidiary)
Why We Must Move to Utility Pricing

Today’s time-based licenses and subscription-based licensing models are quickly running out of gas. They no longer provide vendors with the opportunity for additional revenue when license requirements increase, and on any given day they leave the customer with either too few software licenses or too many. This presentation will discuss how these license models evolved and why they are no longer effective. It will outline several variations of utility pricing, discuss their pros and cons, and explain how utility software pricing models can be a win-win for both the customer and the software vendor.

Fritz Kink, Infineon Technologies AG
Senior Manager IT
Best Practices in Internal Billbacks and Usage Tracking

To reduce license costs, you must understand license handling in its entirety. This presentation will put the fundamental ideas behind its individual components—such as usage evaluation, cost allocation, and demand planning—into a common framework to illustrate their relationships and interdependencies. It will show the benefits and opportunities arising from a unified perspective and describes how to integrate these elements into one technical infrastructure. The presentations will also describe a method for the distribution of overall license costs among different user groups that allocates these costs in a comprehensible, non-arbitrary way.

Dr. Songnian Zhou, Platform Computing
Software License Management in an On-Demand World

Software licenses are becoming an increasingly critical resource to the enterprise, and their costs are not going down. Supporting all enterprise license requirements is becoming an ever challenging task. This presentation will provide an overview of grid computing solution with regards to software license management. It will discuss the historical evolution of software license management and ways to effectively manage software application/license resources by intelligently sharing, scheduling, and prioritizing license usage across the enterprise. It will also examine how decision makers can gain better visibilities of both assets and business processes to best apply resources.

Jill H. Jones, Freescale Semiconductor (a Motorola subsidiary)
EDA Contract Manager
The Pros and Cons of Various Pricing Models

This presentation will evaluate various software licensing models by comparing and contrasting perpetual, time-based, and subscription licensing arrangements in order to determine when each is appropriate for business needs. It will focus on how software revenue recognition accounting rules drive both pricing and contract terms for both the vendor and the software user.

Lynn Sweetwood, Macrovision
Vice President
Best Practices for Application Preparation and Management

The deployment of applications and patches is one of the most common—and important—functions of any IT department. Yet many IT teams fail to properly prepare their software packages for deployment, resulting in rollouts that crash mission-critical applications and drain IT resources. This presentation will discuss application packaging and management best practices that enable organizations to reduce their software deployment errors and costs. It will explain the value of migrating applications to Windows Installer, highlight the critical steps in creating reliable software packages and deploying tested patches, and explore ways for IT to centrally manage the entire process.

Jay Blair, Computer Sciences Corporation
CSM Applications Engineer
Doing More with Less: A Look into Software Licensing at a DoD Super Computer Center

The Aeronautical Systems Center Major Shared Resource Center (ASC MSRC), one of the four supercomputer centers chartered by the Department of Defense High Performance Modernization Program (DoD HPCMP), has over 3,000 CPUs, 3 terabytes of RAM, and 40 terabytes of disk space, as well as over 150 software packages that encompass a wide variety of computational disciplines. The management of these codes would be a challenge for any organization with a healthy budget, let alone for the government. This presentation will detail some of the strategies that the ASC MSRC has used to enhance efficiencies in a time of dwindling budgets.

Barbara Vervenne, AMD
Manager of EDA Software Business, CAD Systems Engineering
Software Capacity Planning: How to Budget for Future Purchases and Use Your License Usage Information to Make Strategic Business Decisions

This presentation will discuss the centralized license operations at AMD. It will examine how reports and measurements have been used over many years to track actual license usage for contract management, charge back allocations, and forecast future needs and spending, and how the entire process of budget and capacity planning with customers, management, and with vendors is enhanced by the availability of historical data.


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