SoftSummit Archives

Download 2005 Conference Proceedings

Download all 2005 SoftSummit Presentations here.

  • Presentations

Keynote Speakers


Building the Foundation for Utility Computing Download Now

Nora Denzel, Senior VP, Software, Hewlett-Packard

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Nora Denzel will discuss emerging trends in utility computing, the role played by service oriented architectures, and the importance of infrastructure in delivering on the utility computing promise. Denzel’s talk will address how innovations like virtualization and management can help IT professionals develop and deploy agile and adaptive environments.


Software Value Management Download Now

Fred Amoroso, CEO, Macrovision

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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


The Price of Value Download Now

Dr. Peter Graf, Sr.VP, SAP

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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


Content Happens Download Now

Mark Kvamme, Partner, Sequoia Capital

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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.


Business Sessions for Software Publishers


The Future of Licensing: Facing Global, Download Now
Programmatic and Technological Challenges

Jason Kap, Sr. Director of, WW Licensing and Pricing, Microsoft

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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.


The Metamorphosis of Enterprise Software: Download Now
How the Internet is Driving the March of Change

Philippe Vincent, Partner, Communications and
High Technology Strategy, Accenture


Next Generation Pricing Strategies: Download Now
Vision, Challenges and Best Practices

Gareth Noyes, Director Licensing, Wind River

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A traditional perpetual-licensing model fueled 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.


Software Best Practices: 3 Practical Strategies Download Now
for Increasing Revenues

Daniel Greenberg, VP of WW Marketing, Macrovision

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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


Autonomic Computing: Addressing Key Challenges Download Now
for IT Operations & Development

David Bartlett, VP, IBM


Global Enterprise Licensing Entitlement - Optimizing Download Now
the Balance Between Revenue and Losing Control

David Wright, Director Licensing, Symantec


Technical Sessions for Software Publishers


Comeback Kid: SaaS Climbs off the Canvas Download Now

Rick Chapman, Editor and Publisher, Softletter


5 Best Practices for Streamlining Download Now
Licensing Operations

André Bakken, Sr. Product Mgr., Macrovision

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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.


UpDate Strategy: Key to Increased Sales, Download Now
Lower Costs, and Greater Customer Satisfaction
– An EarthLink Case Study

Steve Huey, VP & General Manager, Aluria Software
an EarthLink Company

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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.


Can You Build It and Will They Come? Download Now
Technology Partering to Build Deployable Products

Kelly Perdew, Winner of "The Apprentice"


Multicore Processors: The Last Straw for Download Now
Hardware-Based Pricing?

Jim Geisman, CEO,

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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.


Panel Discussion : Software Licensing in Grid
Computing environments

Martin Schneider, Analyst, 451 Group


Improving Time to Revenue Download Now

Marcia Kadanoff, CEO & President, Firewhite


Product Management Best Practices: Know What Download Now
You Need to Know to Price Your Products

Barbara Nelson, Instructor, Pragmatic Marketing

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


IT Sessions for Corporations


Maximizing Software Utilization Across the Enterprise

Dan Griffith, Mgr., Freescale

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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.


Making Connections: Lessons from Open Source Download Now
on the Power of Networked Communities

David Ritter, VP Boston Consulting Group

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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.


Software Packaging Process Best Practices Download Now

Nelson Ruest, Consultant, Resolutions Enterprises


Successful Deployment and Solid Management... Download Now
Close Relatives

Tim Sinclair, General Manager, Windows, Microsoft


How Multi-Core Technology Will Influence Download Now
Traditional Models of Software Licensing

Margaret Lewis, Commercial Software Strategist,
Advanced Micro Devices, Inc.

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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.


Case Studies in Application Management Download Now

Dave Cristini, Management, Technology Specialist, Microsoft

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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.


An Insider's View on Software Licensing Download Now
Trends for Enterprise Applications

R "Ray" Wang, Senior Analyst, Forrester Research, Inc.


Product Showcase


InstallShield Collaboration Edition Download Now

Bob Corrigan, Product Mgr., Macrovision

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