SoftSummit Archives

2006 Conference Abstracts

The following speakers and topics were presented at SoftSummit 2006:

Keynote Lunch Panels

The Software Continuum: SaaP, SaaS, and Everything in Between

The software industry continues to evolve and change, and particularly since SaaS' recent resurgence over the past five years. Many companies will adopt the SaaS model, but in order to address both customer needs and the operational and cultural requirements of evolving business models, will distribute and license their software in several ways: some as a product, some as a service, and some hybrid. The many stages of today's software provider comprise a continuum that this dynamic panel discussion featuring key players in the software space examines and explains in order to clarify how vendors can license and manage their solutions successfully. The session will address the issues associated with migrating to SaaS, and it will also help software producers determine where on the continuum they need to be in order to survive and thrive.

Will virtualization take over the enterprise?

Virtualization is the new technology that is creating waves among both corporations and software vendors. It can change several aspects of how IT infrastructure is managed today and promises to simplify life enormously for an IT administrator. By decoupling the layers of the application, the OS, and the hardware, virtualization can simplify application deployment and reduce the costs involved with large-scale projects like OS migration. However, as with any disruptive new technology, there are new challenges to be faced. In the old days, things were simple: Each program ran once on a computer that had a single user and a single processor. Now, it is not uncommon for a program or operating system to be running multiple times on the same piece of hardware, which may be powered by multiple processors, or a single chip with multiple processing cores. On top of this, the machine in question may not even live in the company's own data center. The company may not even run the software itself, instead buying it or renting it from a third-party hosting service.

This session will address the benefits that virtualization can bring as well as some of the key questions that CIOs need to consider as they consider implementing virtualization – security, resource allocation and tracking and reporting on licensed software in a virtualized environment.

Business Sessions for Software Publishers

Chris Dowse

Growing Importance Of User Adoption On Software Revenues

Regardless of the software vertical, User Adoption is cited as a significant challenge for enterprise software vendors and their customers. This is evidenced in a recent report by the Butler Group which cited that only "50% of paid for and licensed software functionality is actually used" . As the industry and software lifecycle management discipline continue to mature, accountability for effective user adoption will have an even greater impact on revenue streams and the dynamics of vendor competition. This presentation will discuss the practices and disciplines that ISVs will need to reconsider to take advantage of user adoption based competitive strategies. The presentation will discuss impacts that reach across marketing, sales, product development, implementation, and support functions. Learn how industry leaders are expanding their adoption capabilities to increase user adoption rates, secure customer satisfaction and leverage a competitive advantage with effective user adoption strategies and practices.

About Neochange
Neochange is a San Francisco based Management Consulting Company that specializes in Effective User Adoption strategies and best practices.

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Steve Freiling
Senior Consultant

License / Product Activation - How To Do It Right

License activation is a topic of interest for almost all software publishers today. Not only are software publisher concerned about piracy, many are searching for better methods of distribution, improved customer relationship management and increased revenues. In this presentation, Enthiosys proposes to give an overview of activation best-practices. This information was developed through research into the leading practices used by major software publishers in their own successful releases. It also draws from the lessons learned from the problems software publishers have encountered in their activation programs.

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Jim Geisman

The Perfect Storm Hits Software Pricing: Keys to Survival

Several market forces are converging that may wreak havoc on vendors that are unwilling to adopt new business practices. These forces are: Heavily discounted perpetual licenses; SaaS products priced below $100/user-month; Open Source software; and Advertising-supported software offerings. As the software business continues to mature and evolve, these forces will continue to place pressure on industry revenues and profitability. Software vendors will need to respond to these pressures in measured ways to preserve their ability to grow, if not survive, in the future.

Vendors will need to develop appropriate responses as new players move into their traditional market spaces or existing competitors change business strategies and sales tactics. How much will vendors need to change to maintain or improve their competitive position? Can a company continue doing business as usual or will changes have to be made to the business model or the sales process? What is the best way to make these changes without unduly affecting existing customers? How can changes be made without jeopardizing near-term or long-term revenues?

These and other questions will be addressed. In this session the major takeaways include:

  • What are the danger signs that long-term price changes are underway in your markets?
  • How should business models and licensing approaches change in light of these danger signs?
  • What is the right pricing approach and pricing metric that will support a strong value proposition?
  • How can a company shore up current revenues to prepare for change and weather the upcoming storm?

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Tom Lucke
VP and Director
Strategic Pricing Group

Are Your Pricing Metrics an Untapped Opportunity for Profitable Growth? Why Pricing more Profitably Doesn't Mean Having to Raise Prices.

In today's competitive environment, where companies aggressively pursue every opportunity to grow revenue and profit, executives continue to miss a critical insight that could significantly improve their bottom line performance: pricing more profitably doesn't mean having to raise prices. In our experience of working with clients in the software industry, we see that price metrics (the unit of measure for charging prices) represent one of the biggest payback opportunities, yet is most frequently overlooked. On a daily basis, purchases are made based on a predetermined unit of measure, what we call a "price metric". The metric is the means by which a customer is charged for the use, purchase, or consumption of a product or service. Gasoline, milk, and paint are charged by the gallon. Long distance phone service is charged by the minute, concrete by the yard, and seafood by the pound. In identifying a price metric within a well-conceived pricing strategy, six critical elements are required. This presentation will review the critical elements of developing a successful price metric:

  • Track with how customers realize value
  • Delineate between customer segments that receive different levels of value
  • Be both measurable and enforceable
  • Support customer buying habits
  • Leverage channel dynamics
  • Manage the competitive environment

If you can identify a new price metric that can successfully pass through these filters, you have a very good chance of adding significant incremental revenue and profit. What's more, if orchestrated well, the new metric can help you establish a new and defendable leadership position, and you can do it all without actually raising price.

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Amy Horng
Senior Manager

Managing Customer Entitlements Data to Increase Revenue and Preclude Accounting Non-Compliance

Entitlements - detailed data about customer rights to future software upgrades and support - are key to managing software maintenance revenue. Most software companies have a limited view into what upgrades and support they owe their Fortune 1000 customers, which results in lost revenue. To complicate matters, recently some auditing firms have begun to raise revenue and Sarbanes-Oxley compliance issues regarding Entitlements. Find out in this session an approach to increasing revenue and avoid accounting exceptions.

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Technical Sessions for Software Publishers

Gary Albitz
Director, eLicensing

Licensing for Highly Available and Mission Critical Environments

Customers who run Mission Critical, Best Practice, IT Departments have significant requirements for Process, High Availability and Compliance. Delivering a Licensing Solution into those environments requires a thorough knowledge of those target environments, Best Practices and Compliance issues plus a conscience design and possibly special legal wording. This presentation will explore the requirements, solutions and case studies.

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Rick Ingram
License Tracker

Software Usage Analysis - An Enabler for New Licensing Models

Today's competitive environment necessitates that companies maximize the productivity of their employees; denial of access to critical software can severely impact that productivity. However, the high cost of such high value software, as well as changes in needs over time, make it difficult if not impossible for software users to manage their software license counts in a maximally productive yet economic manner with traditional licensing models. The competitive environment also places significant pressures on software vendors who must maximize value for their customers in order to enhance relationships and grow market share.

New software licensing models, such as time-based pay-per-use and product family license remixing, can achieve the business goals of both software vendors and software users alike. Analysis of actual software usage is a key enabler for these newer licensing models. Entering into usage-based licensing models requires accurate usage data, sophisticated tools to analyze the data, contractual terms that reflect the capability of both the data and tools, and a high degree of co-operation between software vendors and their customers.

This presentation will explore the motivation and mechanics of usage analysis enabled licensing models. It will also review some of the contractual and operational considerations of these licensing models as well as some of the limitations imposed by various decisions made when implementing such new vendor/customer relationships.

About License Tracker
License Tracker Inc. was established in 2005 as a vehicle to commercialize a second generation software usage analysis toolset. The License Tracker technology was developed by the team that developed AppTrack, a usage analysis tool first released in the early 1990s. License Tracker software is in use today by both software vendors and end users as an enabler for pay-per-use and remixing.

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Barbara Nelson
Pragmatic Marketing

XPM: Extreme Product Management

Are your developers moving to an agile or iterative form of developing products? Are Requirements Documents declared "old-fashioned"? Are product managers becoming irrelevant in defining technology products? In today's fast-paced technical environment, it is even more crucial to define which market segments to target, identifying what problems are worth solving, and bringing the resulting products and services to market. Focused on the key activities necessary to communicate with and influence Development to choose the right things to build in an agile environment, Extreme Product Management delivers products people want to buy.

About Pragmatic Marketing
The standard for technology product management and marketing education with 35,000 alumni since 1993, we teach a practical, market-driven approach to creating technology products.

Dana Anderson
Product Manager

David Wright
Director, Global Enterprise Licensing Technology

Enterprise Entitlement Frameworks: Symantec's  Philosophy and Licensing Tools

In this follow up session (the 1st one was at Soft summit 2005), Symantec will set the context from last year’s well attended session and take you thru the continuing success of its strategy, direction, accomplishments and lessons. Special emphasis will be placed upon the Symantec Licensing Inventory Manager (SLIM), a self help tool now available from Symantec. SLIM is a free standing, customer resident reporting tool that can help a customer understand their deployment and usage, over time, of Symantec products. It provides no licensing enforcement functionality. Information delivered by SLIM is designed to assist the customer in managing and planning their deployment of Symantec products, as well as with self management of licensing compliance.

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Sessions for Corporate IT

Ashar Baig
Senior Product Manager
Platform Computing

Orchestration and Virtualization of Computer Resources for Agile IT

The most common business challenge faced by enterprises is that of poor resource utilization. According to IDC the average utilization of compute resources in a data center is 15%.

GRID computing introduces the concept of sharing compute resources across the enterprise. Most users are reluctant to share their compute resources, which they paid for, fearing that when they need the compute resources they may not be available. Furthermore, IT resources are often wasted enterprise-wide because typically there is a one-to-one correlation between applications and compute resources in IT data centers i.e. one application for each hardware resource. Resources are not being shared across applications are cluster GRIDs. Each application is trying to maximize available to it and not all the resources enterprise-wide.

Poor IT resource utilization results in delayed time-to-market directly impacting company's bottom-line.

The solution to the above mentioned problems is the orchestration and virtualization of compute resources & across application types to meet workload demands based on business-driven policies allowing compute resources to scale as the business needs grows.

This presentation covers how an enterprise-wide central resource broker can enable resources to be lent and borrowed dynamically across applications to meet the corporate demand driven by business policies resulting in faster time-to-market.

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Dan Griffith
EDA Software Vendor Manager
Freescale Semiconductor

Centralization, Compliance, Partnerships and Metrics for Effective Software Management

Dan will discuss how centralized software asset management is key to both compliance and effective software asset management. He will talk about how centralization was achieved at Freescale and the benefits that were gained from this centralization. Dan will show the continuing evolution of software utilization metrics at Freescale. How these metrics have allowed Freescale to understand accurately determine their true license requirements, resulting in improved productivity and cost savings. Also discussed will be the value of partnerships with our vendors as well as Freescale's implementation of FLEXnet Manager.

About Freescale
Freescale Semiconductor, Inc. (NYSE:FSL - News; NYSE:FSL.B - News) is a global leader in the design and manufacture of embedded semiconductors for the automotive, consumer, industrial, networking and wireless markets. Freescale became a publicly traded company in July 2004 after more than 50 years as part of Motorola, Inc. The company is based in Austin, Texas, and has design, research and development, manufacturing or sales operations in more than 30 countries. Freescale, a member of the S&P 500®, is one of the world's largest semiconductor companies.

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Chad Jones
Group Product Manager, Windows Client Virtualization

Application Virtualization: Transforming the Application Management Life Cycle

Virtualization is currently one of the industries hottest trends and application virtualization is the newest member of this transformative technology family. Many people are already familiar with operating system virtualization and the significant benefits in both ease of administration and reducing TCO, but application virtualization might still be a mystery. This session will cover the Microsoft SoftGrid. We will show how SoftGrid can transform applications from installed entities, prone to conflicts and requiring extensive regression testing; to virtualized software, decoupled from the operating system with the result of eliminating conflicts and time consuming regression testing. The attendee will also learn how the dynamic delivery of these virtual applications results in efficient deployment of the virtual application wherever and whenever a user needs them.

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Sumir Karayi

Faster, Simpler OS Migration

OS migrations traditionally have been seen as costly and time consuming projects. One of the most significant contributors to this is the number of manual steps that need to be performed to ensure a user desktop is successfully migrated. Advances in deployment and migration technologies have meant that we can rethink the way we view these large migration projects. Furthermore there have been some significant developments in the processes used to run large scale migrations.

This session will cover the factors that 1E finds most significant in simplifying desktop migrations. It will include key processes that our consulting team have developed in conjunction with Microsoft’s Desktop Deployment team to automate the entire migration project. It will also briefly introduce some of the technologies you may consider for automation, not only for desktop migrations but also the continuing management of the entire estate. Potentially you could think about migrations as an operational exercise rather than a large and costly project.

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Kent Prows
Corporate Strategist

The Keys to Successful Software Application Deployments

The road to successful application deployment is often fraught with peril. This session will focus on the infrastructure requirement that LANDesk can provide to ensure a successful software deployment.

Topics will include application packaging and preparation, deployment methods (push, pull, and policy), bandwidth optimization, multiple OS application deployment, error handling, infrastructure optimization, device discovery and filtering, and dependency checking.

Ramprabhu Rathnam
Director of Microsoft's Software Protection Platform Team

Engineering Software Protection into Windows Vista

Microsoft Windows has been a prime target by software pirates worldwide. The piracy threat landscape has evolved significantly since the introduction of Windows Product Activation in Windows XP. Enterprise customers are being faced with increased compliance requirements and cost pressures that are causing some frustration from their CEOs. However, the new piracy threats are challenging the security of customers data and systems from malicious software, identity theft and compliance perspective. What started as product activation effort to primarily protect the software against piracy and casual copying has turned into an engineering necessity to protect customer security, effective management of software assets and integrity of the platform.

With the upcoming releases of Windows Vista and Windows Server "Longhorn", Microsoft is introducing the next generation of software protection technologies for the protection and manageability of its customers' software investments with an innovative engineering approach that will:

  • Protect Windows from theft, tampering and reverse engineering
  • Enable easier software asset management
  • Help customers differentiate between genuine and non-genuine installations
  • Improve the activation experience in both managed and un-managed environments

This session will finally delve into how this platform is being extended.

Jikku Venkat
United Devices

A Grid Approach to Application License Monitoring, Virtualization, and Delivery

Many business processes today are tied to applications running on a fixed, static IT infrastructure, which constrains usage of those applications in many ways. IT cannot respond quickly to changing business needs that require adjustments to the infrastructure – in fact, change management is a manual process that can take months to complete. And license management and utilization is built around the static infrastructure which prevents more dynamic, flexible license usage. In addition, the infrastructure itself is being quickly commoditized and very cheap to acquire. However, the management of the infrastructure continues to be very expensive and is a significant contributor to the Total Cost of Ownership (TCO).

In this environment, optimizing application utilization can be difficult and costly.

Grid technologies are being increasingly applied to effectively tackle these challenges. By managing the infrastructure as a Grid service, IT organizations can respond very rapidly to changing business needs. The actual infrastructure becomes completely transparent to the users. License utilization is optimized as the grid dynamically allocates applications to devices based on availability and other parameters. Application characteristics are continually monitored and infrastructure changes are initiated automatically, thereby reducing the TCO and improving service levels. The resulting infrastructure is variable, dynamic and extremely cost-effective for the organization.

This presentation discusses in detail how Grid technology, working in concert with other technologies like server virtualization and consolidation, can enable this transformation.

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New Strategies

Rainier Gawlick
Vice President, Worldwide Marketing
Solidworks Corporation

Online Content is King

For software companies, the Internet has provided a marketing Mecca where the options are infinite. A strong Web site with compelling content is now considered table stakes. If companies want to attract customers, partners and even the media, the site has to be visually appealing, easy to use, and loaded with good information. Technological advances have brought other types of content such as video and podcasts to the fore, giving companies more creative options for conveying important messages about their products, services and customer successes.

There is no question that online content is king. It's just a question of how best to create content that works for your company. SolidWorks Corporation makes 3D computer-aided design software that engineers use to design everything from desk lamps to entire manufacturing facilities. Its Web site is slick, filled with useful information and complete with podcasts and videos. Yet, its most powerful online content is not directly linked to its Web site. Instead, it is a free online directory of 3D CAD parts from leading component manufacturers. This directory helps engineers quickly find the parts they need for their product designs, so they can meet ever-shrinking deadlines. It also increases manufacturers' revenues by greatly expanding their marketing reach.

This directory is a stark example of a growing number of online repositories where engineering communities come together to share design data and collaborate. This session highlights the SolidWorks Web-based product directory as an example of how companies can make online content work for them. As more content becomes available, the SolidWorks community grows, increasing sales.

In this session, attendees will learn how to:

  • Gauge the quality of their online content
  • Identify creative opportunities for improving that content
  • Generate content that benefits their company, their customers and their partners
  • Draw on real-life examples to understand successful approaches
  • Build user/customer communities that support and validate their software products

Cori Hartje
Director of Microsoft's Genuine Software Initiative

Tackling Software Piracy Head On – Microsoft's Bumpy Ride

Last year piracy amounted to 35% of all software used worldwide which translates to about 31 billion (US) dollars. For developed economies, that means workers in the technology industry came to work 5 days a week but were only paid for 3. Beyond industry impact, software piracy has broad reaching impact on economies. Commercial software is more than a $175 Billion industry worldwide that generates jobs for 2.3 million people around the world and piracy thwarts the ability for technology to drive economic growth.

In March of this year, Microsoft launched the Genuine Software Initiative which focuses the company's efforts around three key areas…education, engineering and enforcement. Since that time the company has made some progress against the piracy problem, but has also taken its share of heat around some of its actions and garnered some industry misperceptions. In this session the company will share recent research on the risks of counterfeit for consumers to illustrate where Microsoft is headed in its fight against software piracy and outline what else can and should be done in the industry at large to protect consumers.

Come test your knowledge of the piracy problem, learn how you can contribute to an industry solution, and have a chance to win free Microsoft Software.

Sebastian Holst
Senior Vice President
PreEmptive Solutions

Runtime Intelligence: A New Generation Of Application Security And Performance Controls

Today there is no consistent way to measure suspicious behavior, application stability and environmental hostility across multiple IT, corporate and geographic domains. Runtime intelligence combines application data with business information to enable a new generation of controls. This session will present a simple way to securely aggregate this information and present it safely, cheaply and in a role-specific context improving operational transparency and application management.

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Douglas Levin
President and CEO
Black Duck Software

Challenges In Technology Adoption & License Compliance

This session will explore how today's software development process, which has radically changed over the past few years, is potentially putting companies at risk during M&A events. In the past, software development has been left to the technical staff, but it has quickly become a topic of great concern to executives, venture capitalists with investments in software-driven companies and investment bankers.

The change has occurred because today's developers are members of an active and interconnected global community, combining open source code with their own to make improvements. But this process can easily bypass company policies and procedures on software acquisition and licensing review and approval, and the result often is significantly increased business risk.

By combining external components with their proprietary code, companies create a complex mix of intellectual property that carries licensing obligations with which companies must comply. In a mixed-IP environment, the volume of software licenses to be understood and tracked can quickly become a challenge. Further, those licenses often conflict with one another and can result in software assets with serious intellectual property problems.

To ensure software license compliance, companies need clear visibility into the origins, ownership, and license requirements of each component used. Once companies put in place a system that allows them to know their software code and to remedy any problems with it, they not only reduce their chances of license infringement, which can have business-level implications, they make it possible to increase their use of externally created software in a safe manner.

By gaining control over the intellectual property aspects of software, developers are able to select and use the best externally sourced components knowing they are not infringing on patents, copyrights, or trade secrets, or worrying that they will be forced to publish proprietary software to the open source community.

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Gavriella Schuster
Senior Director

Evolving Software Licensing and Maintenance

Evolving technologies and user demands are changing the way we license software and provide maintenance. What are some of the current and upcoming trends you need to consider as we enter a world where Software as a Service, virtualization, and utility computing disrupt and stretch the limits of our current licensing models? How does software maintenance fit into these current and evolving models, meet diverse customer needs and enhance the user experience? These questions and more will be discussed at SoftSummit.

Birds of a Feather

Moderator: Lee Levenson, Chairman, CELUG
John Harms, Engineering Manager, Licensing/Installation Software, Mentor Graphics Corporation
Rajendra Kundapur, Synopsys
Sashi Subramanian, Architect, Licensing Technology Group, Cadence Design Systems, Inc

CELUG Licensing Challenges and Industry Experiences from an Enterprise Customer Perspective

EDA Vendor licensing roadmaps:
Synopsys, Cadence and Mentor Graphics will be co-presenting on their licensing roadmap updates

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Moderator: Ken Doctor, Affiliate Analyst, Outsell Inc.
Bruce Fortune, Citrix
Bob Corrigan, Macrovision
Christopher Miranda, Macrovision

What can Software Publishers Learn fronm Traditional Publishers?

As the industry continues to move from "physical to digital," new challenges have surfaced, particularly with licensing. Software applications now fall into the "digital asset" category which includes everything from articles to streaming media. This means, ISVs can learn a lot about how to control access and generate revenue from traditional publishers, who encountered digitization challenges more than five years ago.

John Matthesen
Senior Consultant

Innovation Games

Innovation Games are a set of proven market research techniques designed for all types of customer groups that help companies create innovative products and services. They are a means of fueling innovation by understanding what your customers really want. Innovation Games are unique in that:

  • Each game leverages research from cognitive psychology and organizational behavior
  • They utilize verbal, written, visual and nonverbal forms of communication thereby providing greater volumes of information than that obtained by more traditional research methods
  • Games are relaxed (actually fun!) and extremely interactive
  • Improved customer participation yields greater insights into what customers truly want in a product or service

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Brian Lemberger and Chirag Shah

Strategies For Application Server Deployment Using Multiplatform Installers

Industry trends show that software will increasingly be distributed and used following the model of Software as a Service (SAS), whereby software is hosted centrally and accessed by users over a network or internet. The successful deployment of service-based software requires integration into multiple tiers of the hosting enterprise, known as the N-tier architecture. Such complex software systems require support for a variety of operating systems, database servers, and application servers. Software vendors who produce such software require an installation mechanism that handles a wide array of environments yet is easy for their customers to install and configure.

This session will be an overview of best practices involved in such application deployment using industry standard tools such as InstallAnywhere and InstallShield. Topics will specifically include:

  • Deployment of WAR, EAR files into J2EE containers
  • Configuration of web application servers
  • Creation and configuration of database systems
  • Providing a good installation user experience

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Nilofer Merchant, CEO, Rubicon Consulting
Jim Geisman, President, Marketshare

Pricing and Licensing ~ SaaS Business Models and why they may or may not work for traditional software vendors

Software companies rise and fall according to their business model. Even a well-crafted business model will under-perform if pricing and licensing are not done correctly. This Birds of a Feather session will describe how pricing and licensing work together - even in a SaaS environment – to affect a business model. We will discuss what you can do to make sure these elements align with your overall strategy, including ways SaaS and traditional licensing models can coexist. This session will rely heavily on the experiences of the audience but the moderators will set the stage by providing a framework for the discussion including:

  • Make the right decision about choice of licensing structure
  • Develop a what-if model to assess revenue impact
  • Check the overall fit of new licensing and pricing models
  • Involve key players in pricing and licensing teams
  • Build pricing and licensing team momentum for quick approval and implementation
  • Determine the impact on sales method and existing customers

The discussion will cover case studies of pricing objectives and the matching licensing models. Participants will develop a deeper understanding of the mutually dependent relationship between pricing and licensing, how to effectively communicate changes to various stake holders in the organization, and ways to better manage pricing and licensing – especially in the new world of SaaS.












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