SoftSummit Archives

SoftSummit 2005 Agenda

The following speakers and topics were presented at SoftSummit 2005:

SoftSummit Keynote Speaker :
Nora Denzel

Senior VP, Software

PPT Title: The Future of Software

Nora Denzel will review a number of important areas influencing how software is being developed and delivered to customers. Denzel's talk will address how innovations like virtualization, grid computing, and service oriented architectures can meet customers needs for agile and adaptive IT systems.

SoftSummit Keynote Speaker :
Dr. Peter Graf


PPT Title: The Price of Value

The core theme of this presentation is on the importance of value generation in determining successful pricing and licensing models. To create value, software vendors must first understand market dynamics and its impact on customer needs and behavior.

This presentation will look at:

  • Current pricing and software market trends
  • Pricing opportunities and challenges software vendors face today
  • The future outlook for software licensing

SoftSummit Keynote Speaker :
Fred Amoroso

President/Chief Executive Officer

PPT Title: Software Value Management & Licensing Study

This presentation will provide a framework for understanding software value management and offer prescriptive ways for software vendors and enterprises alike to improve the way they do business. Select companies will be cited as excellent case studies for how companies are maximizing the value of their software. The presentation will also cover salient findings from the annual SoftSummit Licensing & Pricing study based on a survey of 500 software vendors and their enterprise customers

Dan Griffith
Freescale Semiconductor (a Motorola subsidiary)

PPT Title: Maximizing Software Utilization Across the Enterprise

The presentation will discuss how centralized license management, intelligent purchasing based on usage analysis, and optimizing usage between grids, server farms and interactive uses form the foundation for Maximizing Software Utilization Across the Enterprise. Detail will include 10 analysis points for requirements analysis as well as how this approach lowers software costs and enables Sarbanes-Oxly compliance.

Jason Kap,
Sr. Director of Licensing, Microsoft

PPT Title: Future of Licensing

Global, technical and economical needs affect licensing in so many ways and creating licensing programs and models that reflect organization’s needs becomes increasingly challenging. Learn how Microsoft is addressing some of these challenges.

André Bakken

Software & 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 introduces the five best practices for streamlining the operations around your licensing processes. It includes examples of publishers that Macrovision has worked to implement effective electronic licensing.

Barbara Nelson
Pragmatic Marketing

PPT Title: Product Management Best Practices - Know What You Need to Know to Price Your Products

Are you baffled about how to price your products? Learn a market-driven approach to figure out how to price your products

Jim Geisman
MarketShare, Inc

The presentation will provide software vendors with the information and perspective they need to develop and begin to implement a strategy that distances, as much as possible, the price of their software from the price of the hardware that enables it. Session attendees will leave with a better understanding of the following…

  • The disadvantages and long-term perils of closely linking the price of software with the hardware that enables it,
  • The advantages software vendors and their customers will realize when software pricing is more closely linked to the value it delivers,
  • Software licensing options that can increase the distance from hardware-based metrics and more closely align to value delivered,strategies and tactics that can be deployed to effectively manage the transition from their current licensing model to the model they select for the future.

Margaret Lewis
Commercial Software Strategist
Advanced Micro Devices, Inc.

PPT Title: How virtualization and grid computing affect the new standards of software licensing for multi-core applications


ISVs are ready to harness the extra computing capacity offered with multi-core processor technology. OS vendors, including open source, are already shipping operating systems that take advantage of multi-core processors.
The question of how to license multi-core software has been answered by Microsoft and other leading software vendors like Novell, Red Hat and Sun endorsing AMD’s recommendation to license multi-core server software applications by processor, not core.

The evolution of multi-core technology for virtualization and grid computing is now opening new debates on software licensing. Margaret Lewis, AMD commercial software strategist, will discuss how these developments will affect the new standards of software licensing and what you should do to be prepared.

Steve Huey
General Manager
Aluria Software a EarthLink Company

PPT Title:
Up Date Strategy: Key to Increased Sales, Lower Costs, and Greater Customer Satisfaction – An EarthLink Case Study

Presentation Abstract:
The discussion will provide a walk through of the benefits, costs, and opportunity costs of investing in an update strategy as well as a discussion on common pitfalls. EarthLink’s roll out of an Update service to its 5 million users will provide the back drop for the discussion.

Mark Kvamme
Sequoia Capital

Content Happens

The last 20 years was about data. The next 20 years is about content.

Relational databases have been fantastic when information is predictable, when data fits neatly into rows and columns, where schemas are known and where reports are preplanned. An extraordinary industry filed with world class companies is in existence because of this platform. But, only 10% of all information is in the database. The other 90% is in the file system. That information is comprised of content, better known as documents (.doc, .xls, .ppt, .pdf, email, html, etc.). Unlike data, where these documents are coming from and where they're going is a total unknown. It just happens. What's needed is a new platform that can take unstructured data, an unknown schema and an understanding for the context of the content to find, bind and publish information in a whole new way.

Gareth Noyes
Director Licensing,
Wind River

A traditional perpetual-licensing model fuelled Wind River's growth for nearly 20 years, allowing Wind River to become the market leader in device software optimisation (DSO). As the software market matured this "single-size-fits all" business model alone is no longer sufficient to address maximise opportunities and maintain high rates of growth expected of public software companies. This presentation will review Wind River's experience as they successfully transitioned to a subscription business model and introduced new licensing options, including utility pricing.

David Ritter
VP & Director,
Boston Consulting Group.

PPT Title : Making Connections: Lessons from Open Source on the Power of Networked Communities

The development of Linux has shown that “given enough eyes, all bugs are shallow”. This principle demonstrates the power of networked communities. Can this power be unleashed in an IT organization to transform productivity? Can these community and network concepts be applied more broadly within an enterprise, to attack difficult challenges and create competitive advantage? Understanding the motivations and patterns of interaction in the open source community yields valuable insight into how organizations can become more effective. For the CIO, or any business leader, this discussion will show that “making connections” should be an important part of your strategic thinking.

David Cristini
Mangement Technology Specialist

PPT Title:  Case Studies in Application Management

David Cristini will be discussing application management using Macrovision tools along with Microsoft’s System Management Server 2003.  During this session he will also highlight some lessons learned from companies who have done this integration.

Daniel Greenberg
Vice President of Product Management & WW Marketing
Macrovision Corporation, Software Technologies Group

PPT Title: “3 Practical Strategies for Increase Revenue”

Daniel Greenberg, VP Worldwide Marketing, Software Technology Group of Macrovision will present three specific strategies that software vendors can implement to increase software revenues, focused on how vendors can:

  • Prevent revenue leakage from unlicensed usage
  • Price more intelligently to achieve deeper market penetration
  • Package products more creatively for segmented markets

Birds of a Feather Panel & Discussion: Enterprise License Management

How do enterprise IT do more with less? How do they make sure that a large, globally distributed set of users have access to the software they need when they need it? How do they keep track of licenses and make sure that they're always in compliance? How do enterprises address the three "A's" of software access control: Authentication, Authorization, and Accounting. What are the latest trends in sotware asset management? What tools do they use? How do they remove organizational silos and shift their cultures toward sharing of assets? These questions and more will be explored with a panel of experts and then followed with a lively discussion amongst attendees.

Birds of Feather – License Tracking & Enforcement
Software as a Service, On-Demand, Service-Oriented Architectures and Utility Computing are catching the headlines – but what is fact and what is fiction? End-users love the fast time-to-value and flexibility these models provide and vendors love the ability to target large numbers of small and midsize customers, rapid implementations and the much greater predictability of subscription revenues. IDC forecasts that SaaS will grow to over $10B by 2009, but how is the industry actually adopting these approaches NOW and how is it impacting the vendor/customer relationship? This panel will examine these issues and answer some of the key questions, including:

  • What impact do these models have on pricing and licensing models?
  • How can software companies that are dependent on selling perpetual licenses move their revenue models to subscription without missing a quarter?
  • What metrics should be used as a basis for measuring value?
  • How can software publishers support both deployed and on-demand models in a cost-effective manner?
  • How are these systems integrated into the rest of the corporate environment?
  • How are security, availability, scalability issues addressed?
  • How can effective hybrid models be created?
  • How can these approaches support corporate chargebacks and other cost allocation models?


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