SoftSummit Archives

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General Session


2006 Licensing Survey Results Download Now

Buff Jones, Executive Vice President and General Manager, Products, Macrovision


Business Sessions for Software Publishers


License Activation - How To Do It Right Download Now

Steve Freiling, Senior Consultant, Enthiosys

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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.


Software License and Maintenance Download Now
Services Pricing Principles – Best Practices and Case Studies

Homayoun Hatami, Associate Principal, McKinsey & Co.


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

Tom Lucke, VP and Director, Strategic Pricing Group

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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.


Growing importance of User Adoption Download Now
on Software Revenues

Chris Dowse, CEO, Neochange

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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.


The Perfect Storm Hits Software Download Now
Pricing: Keys to Survival

Jim Geisman, Founder and President, Marketshare

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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?


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

Amy Horng, Senior Manager, Accenture

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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.


Opportunities and Challenges of Moving Download Now
to a Subscription Software Model

Aisling MacRunnels, Senior Director, Software Business Strategy & Planning, Sun


Software Licensing Reviews: Adding Download Now
Value to the Business Relationship

Jeff Gustafson, EMC


Technical Sessions for Software Publishers


The Move from Product to Service: Download Now
An Overview of Software's Evolving Landscape

Brian Vile, Macrovision


Planning a Transition from License Download Now
Files to Trusted Storage

Cris Wendt, Principal Consultant, Macrovision


Licensing for Highly Available and Download Now
Mission Critical Environments

Gary Albitz, Director eLicensing, Hyperion


Licensing in Virtualized Environments Download Now
– Disaster or Opportunity?

David Znidarsic, VP Technology, Macrovision


Alternative Licensing Strategies: Download Now
Enabling Growth of the SME Customer Segment

Matt Johnson, Managing Director, Simon-Kucher & Partners


Software Usage Analysis : An Enabler Download Now
for New Licensing Models

Rick Ingram, President, License Tracker

 View Abstract

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.


Enterprise Entitlement Frameworks: Download Now
Symantec's  Philosophy and Licensing Tools

David Wright, Director, Global Enterprise Licensing Technology
Dana Anderson, Product Manager, Symantec

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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.


Sessions for Corporate IT


Application Virtualization: Transforming Download Now
the Application Management Life Cycle

Chad Jones, Group Project Manager, Windows Client Virtualization, Microsoft

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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.


Centralization, Compliance, Partnerships Download Now
and Metrics for Effective Software Management

Dan Griffith, CEO, Freescale

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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.


Faster, Simpler OS Migration Download Now

Sumir Karayi, CEO, 1e

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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.


Orchestration and Virtualization of Download Now
Computer Resources for Agile IT

Ashar Baig, Product Manager, Platform Computing

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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.


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

Dr. Jikku Venkat, CTO, United Devices

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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.


Optimizing Value from your Enterprise Software Download Now

John Smith, Consultant, Macrovision


New Strategies


Challenges In Technology Adoption Download Now
& License Compliance

Douglas Levin, President and CEO, Black Duck Software

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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.


Can Any Software Help The Software Industry? Download Now

Miguel Tam, CA


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

Sebastian Holst, Senior Vice President, PreEmptive Solutions

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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.


The Open Source Revolution Download Now

Dev Mukkerjee, SVP,Business Development and Product Management, Ingres


Birds of a Feather Moderated Discussion


CELUG Licensing Challenges and Download Now
Industry Experiences from an Enterprise Customer Perspective

Lee Levenson, CELUG
John Harms, Mentor Graphics
Sashi Subramanian, Cadence Design
Rajendra Kundapur, Synopsis

 View Abstract

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


Strategies For Application Server Download Now
Deployment Using Multiplatform Installers

Brian Lemberger and Chirag Shah, Macrovision

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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


Innovation Games Download Now

John Matthesen, Senior Consultant, Enthiosys

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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


An Overview of Macrovision's Latest Download Now
Product Offerings

Lynn Sweetwood, Vice President, Product Management, Macrovision with
Steve Schmidt, Sr. Dr. Product Management, Macrovision
Jon Sweet, Sr. Product Manager, RightCommerce, Macrovision
Mark Hollar, Sr. Dr. of Product Management, Macrovision
Eric Jensen, Product Manager, Trymedia Games Division, Macrovision


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