SoftSummit Archives

2007 Conference Abstracts

The following speakers and topics were presented at SoftSummit 2007:

Keynote Speakers

Richard Davis
Managing Director
Needham & Company

Evolution or Extinction?

In 1990, a senior Polaroid executive proclaimed that "By 2010, we believe as much as 15% of photographs will be digital." Polaroid went bankrupt 11 years later and over 75% of photos taken today are digital. Is your company Polaroid or will your firm prosper by selling picks and shovels to your industry's gold rush?

Richard Davis has observed, anticipated and commented on technology trends for over 20 years. He publishes his pointed, often irreverent views in Weekend Musings, a twice monthly email that goes out to 2,000 industry insiders – public and private companies, venture capitalists, private equity partners and money managers.

There is little disagreement that the software industry is undergoing tremendous change. If you listen to industry giants, by decade's end there will be two to four software companies in existence. If you listen to venture capitalists, next generation startups are sure to topple the software super powers. Like most things in life, the reality is somewhere in the middle.

Will today's successful business models work in the future? What is the definition of a success anyway? Why it stinks to be a public company and will this ever change? Who will marry whom and what does this mean for the software industry? Are there new business models on the horizon? How can your company change while it is speeding down the highway at 55 miles per hour? These are some of the topics that will be discussed on Tuesday morning.

Nilofer Merchant - CEO, Rubicon Consulting
Michael Sippey - VP Product Management of Six Apart
Wendy Perilli - Sr. Director, Product Marketing, VMWare

The Freemium Business Models: Different Ways to Amp Revenue

Venture capitalist Fred Wilson described a new business model, then Jarid Lukin of Alacra coined the term "freemium," and now the concept is the basis of companies such as Yahoo, LinkedIn, Skype, Adobe and VMWare.

The new business models
Many companies are using "free" stuff to build a business. Some are selling support as an uplift (a la many open source companies), some are selling services (more hard drive space for Gmail, for example), while others are doing a trade up to a more featured version. And of course there's the one that's so popular today — advertising. Some companies have found a way to do a mix of these models to reach and price to different market segments – a model used by Six Apart. Each strategy has its own tradeoffs and ways to optimize revenues and profits. Do you know what options are available to you?

Nilofer Merchant, CEO, Rubicon Consulting, walks attendees through variations on the theme, discusses what really matters and why, and how you should think about the models for your business.

Wendy Pirelli, Director, VMWare, joins Nilofer to describe her experience with business models: what works, what doesn't and what you need to be aware of to optimize revenues.

Participants will receive a packet of relevant articles selected exclusively for SoftSummit attendees.

Simplifying Your Customer Relationship

Joanne Correia
Managing Vice President

Market Trends: 2007 is a key transitional year for enterprise software markets

Technological, delivery and business forces are changing the way organizations deploy and users access and use software technologies. Software vendors and service providers need to understand the emerging forces that affect their business models and markets they participate in as well as the markets that have the potential to impact theirs.

Key Issues:

  1. What are the key growth markets and regions for enterprise and infrastructure software and why?
  2. What impact will market evolution have on market size, growth and new opportunities?
  3. What new buying behaviors are driving the enterprise software markets and what are the vendor implications?

Mike Dager
Arxan Technologies, Inc.

Software Piracy - How to Protect Your Software Assets

Corporate revenues are at risk as evidenced by the fact that roughly $40 billion of software was globally pirated in 2006 alone. And in today's sophisticated attack landscape, software piracy is a growing problem: according to IDC, businesses will lose $200 billion to software piracy over the next four years. Today's hackers are employing insidious attacks techniques from the binary level up. One look at rampant piracy websites with their thousands of cracked software products clearly suggests that combating software hackers requires broader and deeper fortification of software applications than is typically done today.

Mike Dager, CEO of Arxan Technologies Inc., will discuss the evolution of software protection and security, which can be traced back to using floppy disks, then to implementing comprehensive license management, DRM and other copy protection systems. Dager will provide an overview of the software protection solutions, past and present, and explain the threats, and therefore the protections, required today. Attendees will learn more about the critical security issues software developers and providers face on a daily basis, and the various new lines of defense that are required to keep software–based IP protected from piracy and counterfeit. Dager will also provide attendees with strategies for implementing an anti-piracy solution that won't negatively impact business and development goals.

Aditi Dhagat
IT Strategy & Management
Deloitte Consulting, LLP

Is Licensing Complexity Driving Away your Customers and Overloading your Infrastructure?

An increasingly complex product base, ecosystem changes such as mergers and acquisitions, and diversity in customer channels and customer purchasing relationships have all contributed to a pervasive struggle for software companies: a complex, inflexible licensing capability which leaves enterprise customers in the dark about what products they own, and frustrated in their compliance interactions with software vendors.

We will discuss the key challenges facing software companies in their effort to modernize their licensing capability, and the strategies they can employ to simplify and enhance their customers' licensing experience.

Abhijit Joshi
Director Contract Compliance and eServices

Software License Compliance Survey (2007)

Abhijit Joshi, Director, Advisory Services, KPMG LLP will present the just-released findings of the KPMG 2007 Software License Compliance Survey, fielded among 50 leading companies representing a broad cross-section of the software industry. He'll analyze their responses to questions covering the nature and extent of non-compliance; how companies currently enforce end-user and channel license contracts; the impact of license compliance programs on customers, sales and channel partners; and opportunities for enhanced compliance initiatives. This topic is of vital importance to software industry professionals from companies of all size and is especially appropriate for licensing, business development, channel management and finance professionals.

Doug Levin
President and CEO
Black Duck Software

Know Your Code. How to Ensure License Compliance and Application Security in the World of Mixed-Origin Software

Doug Levin will discuss strategies for mitigating risk, reducing development and maintenance cost, and improving software quality through managed component reuse within the software development lifecycle.

Chuck Schwerin
Senior Product Manager, Licensing Technologies
Pitney Bowes MapInfo

So You Want License Activation? A look at the FULL impact on your business.

Implementation of software licensing is not just a strategic corporate decision nor a straightforward engineering challenge. It represents a profound shift in your entire business and impacts virtually every department within your organization as well as your partners, resellers and, of course, your customers. This case study of the Pitney Bowes MapInfo experience explores the breadth of change involved and helps you to anticipate processes and procedures that must change if the implementation is to be successful.

Manish K Sharma
Program Director

Software Licensing in the Telecom Industry – An Analysis of Demand & Supply

Telecom industry with its sheer size, breadth and nature has unique demands for how software licensing is implemented in products used to deliver services to consumers. Technology transformation and new business models have been driving move to software enabled functionality and capacity control in network equipments. This requires the equipment or solutions provider to put controls in software to protect revenue. In contrast, service providers need flexibility to support dynamic changes in customer demands, traffic, and to ensure uninterrupted service. How do you balance the two? What kind of software licensing architecture is needed to support such dichotomy? Is software licensing industry meeting demands of product and solution providers? Where are the gaps in software licensing solutions? To have insight into these answers, attend this talk on "Software Licensing in Telecom Industry – An Analysis of Demand & Supply"

Laurie Wurster
Research Director

Electronic Software Delivery Industry Outlook, 2008

The session speaks about the current and future dynamics of electronic software delivery, focusing on the value to publishers and end users, best-practices, and business trends in the software industry.

You'll learn:

  • What is driving and inhibiting this market today and in the future?
  • What are the mega-trends that affect this market in relationship to the total software industry?
  • How can software vendors harness the power of the worldwide infrastructure to reduce costs and better meet the demands of the customers?

Best Practices for Software Producers

Jim Geisman
Software Pricing / MarketShare, Inc.

How to Respond to SaaS Competition – Fast!

More and more companies offering traditional, on-premise software are getting hammered by vendors offering SaaS products. This session is intended for those companies that feel the need to respond – particularly those for whom an effective response could be a key to survival..

On-premise vendors looking to "buy time" while they develop their own SaaS offering, will find the session particularly valuable. It will include a discussion of interim product offerings that can be almost fully "SaaS-like" from the customer's perspective, but can be market-ready very rapidly.

There will also be valuable content for those on-premise vendors have made the strategic decision not to pursue SaaS. Even categories where SaaS will not play a long-term role, it can be vital to effectively address the promises and pressures presented by SaaS vendors – regardless of whether they will be long-term players.

A broad range of response strategies will be discussed, along with those tactical moves that will help to increase the likelihood of success. There will be a strong focus on two areas considered to be critical to a successful response 1). pricing and packaging and 2). licensing and billing.

Matt Johnson
Partner and Managing Director
Simon Kucher & Partners

Extract more Value and Expedite the Sales Cycle - Retooling License Models

SKP will present some examples of companies that have restructures their pricing based on a deeper understanding of customer needs, willingness-to-pay and barriers to purchasing. Research and results will be included.

Amy Konary
Director, Software Pricing and Licensing

Licensing in a Virtualized Environment: Realities & Solutions

Given the challenges associated with the use of virtualization technologies and current licensing models, the software industry must respond with a new strategic licensing direction. Indeed, most vendors realize the challenge, but very few software vendors have articulated strategies for licensing in virtualized environments that seem designed to stand the test of time.

This session will provide examples of innovative software models that could become more prevalent as vendors continue to adapt their approach, and also give detail on what makes these models work - and where they fall short- both for customers as well as the vendor community. Software metering and tracking will also be discussed, since these will be important enablers of future software license scenarios. In addition, attendees will find out how to navigate software licensing complexity today as well as key issues to look out for.

Henrik Rosendahl

Application Virtualization in Any Infrastructure: No Strings Attached

Application Virtualization is a technologically elegant solution that isolates applications and reduces conflicts. That's good for IT Management and has the additional virtue of being financially alluring...

Steven Russman
Executive Director
The International Business Software Managers Association

SAM Standards Explained: Overview of ISO/IEC Software Inventory and Licensing Standards

Software license compliance is among the most pervasive challenges facing IT organizations today. CIO's and IT managers are increasingly turning their attention to best practice frameworks to elevate ad hoc practices to comprehensive, process-driven software asset management programs. This session introduces participants to the recently-announced ISO/IEC 19770-1 standard for software asset management processes and reviews standards being develop for inventory and software-use entitlement.

Jan Samzelius
CEO and Founder

Strong Software Anti-Piracy Solution - Know the Components Needed

Global software revenue losses due to piracy exceeded US$40B in 06 and growing 20% annually. This session will discuss cracking of software, outline all aspects of a solid protection process and show the principles of a state of art protection solution.

Chris Swenson
Director, Software Industry Analysis
The NPD Group

Best Practices - Selling Software Products in the Retail Channel

How do consumers acquire their software today, and how will they acquire software in the future? NPD Software Analyst Chris Swenson will use NPD's point-of-sale (POS) data and the results of its survey research to highlight recent software trends.

Mark Yolton
Vice President, Community Network

Opening Platforms for Innovative Solutions

Speaker will share best practices and technology tools used to create online communities facilitating SAP's transition from a developer of business software to a platform company by opening its platform to developers.

Enterprise Software Asset Management

Dan Griffith
EDA Software Asset Manager
Freescale Semiconductor

Best Practices: Keys to Negotiating Great Contracts with Software Producers

Dan Griffith will draw on his 12 years of experience in EDA software contract negotiations at Motorola and Freescale Semiconductor and speak about ten most important keys to great contract negotiations. He will address the important elements required for a negotiation team and a need for well defined detailed negotiation process. Dan will discuss the information you need to know about your vendor and how to leverage it. He will outline the "must have" terms and conditions of any software contract and the need for tight document control. The presentation will include many real world examples of great contract executions as well as the disasters and how to avoid them.

Jeff Gustafson
Global Leader, Software Licensing and Compliance

Software Licensing & Compliance: Challenges and Opportunities

The software industry - and the perpetual/on-site license model - is fraught with complexity, uncertainty, and risk. This muddled reality, and the dynamic challenges associated with assessing the rights and usage of a firm's intellectual property and software assets, complicates the business relationships between software vendors and their customers and/or partners. This presentation will review those challenges and explore opportunities to address the gaps in software licensing and compliance, ideally with the goal of improving the business relationship.

Michael Jee
Business Development Executive, IT Optimization

Optimizing IT

Over the last ten years, enterprises worldwide have transformed the way they do business by investing trillions of dollars in IT. While this investment has repaid itself many times over, the vast proliferation of IT assets has lead to increased cost and complexity in the IT environment. According to recent studies, 70% of the IT budget goes toward operational overhead compared to 40% eight years ago. Energy costs associated with the IT environment have been rising 15% per year over the last five years.

In this presentation, you will learn how IT Optimization can help you reduce the cost and complexity of your IT environment while improving the delivery of IT services. We will highlight opportunities to reduce costs and improve resource utilization through consolidation and virtualization. We will cover IBM's "Five Step Plan for energy efficiency, and we will review techniques to reduce operational expense through operational management. capabilities such as automation. By the end of this presentation, you will understand how IT Optimization can help you build a flexible, highly efficient and dynamic infrastructure that is able to rapidly adapt to changing business priorities.

Barbara Nelson
Pragmatic Marketing

Extreme Product Management: The Role of the PM in an Agile Environment

With dev organizations moving to agile methods, it is even more critical that product managers keep everyone focused on defining profitable products that people want to buy.

Colin O'Malley
Director of Strategic Business

Privacy & Trust Best Practices in Consumer Downloadable Software

Meaningful notice, effective opt-in, easy uninstall, and control of the distribution network are key elements of establishing consumer trust in the downloadable application market.

Lane Shelton
EVP and General Manager

IT Cost Reduction and Avoidance Through Asset Intelligence

No company wants to create a blank check for the acquisition, support and maintenance of software assets. Yet this is exactly what happens to many organizations. Why? Because they lack vital information about how those assets are being used. Working directly with organizations of all sizes to assess their IT environments, Softmart and Scalable Software have ascertained that U.S. businesses over-buy licenses for 60% of their software portfolios, and are non-compliant on another 30% of their software assets. Either scenario represents money wasted for an organization, whether in costly compliance audits or over-bought software that remains unused.

Traditional asset management tools are effective at distributing, configuring and controlling software applications – the day-to-day operations of a networked computing environment that are essential to any organization. Such tools can provide basic data about what software applications are installed and in use within the environment. However, software "usage" is obtained based on the most general information available: the "open/close" status of an application, which comes from the unreliable Microsoft Windows "Add/Remove Programs" registry. This registry is merely a measure of how many times an application is opened or closed. It is not a measure of the true usage of the product, including how the product is used, how often, and for how long.

There is a better, more accurate way to get the information that allows you to make fact-based business decisions about your IT assets and spending. Survey from Softmart and Scalable Software is a cost-management application that provides detailed, comprehensive true usage information for the software, hardware and printers in your organization. With this type of solution you can accurately identify unused and under-utilized software assets, and reduce your IT spending by eliminating unnecessary maintenance obligations, reclaiming and recycling unused licenses instead of new purchases, and re-negotiating software contracts.

Come hear how forward-thinking organizations are using class-leading usage tracking technology that detects and analyzes user keystrokes and mouse movements to ascertain actual user interaction with an application versus simple "open/close" status. What's more, is the ability to determine the difference between a "reader" and a "writer" application based on actual usage.

Unlike ITAM tools that configure and manage PCs and software, an asset intelligence solution gives you a business view of the computer systems and software you have installed. The asset usage reports give you the insight you need to:

  • Stop overbuying software licenses
  • Remove the cost burden of supporting and maintaining underutilized software and hardware
  • Gain fair value from annual software license reviews and "true-up" negotiations
  • Accurately plan your IT budget for the next year and forecast future budget needs
  • Achieve accurate compliance with vendor licensing

Paul Valcheff - VP of Business Development and
Brian Duckering - Senior Director of Products and Alliances, Appstream, Inc.

Zero Recode SaaS Alternative

The traditional definition of a SaaS application as being web native left many software developers with no practical options to participate, as the cost of recoding can be very high and the end result may still compromise functionality or end-user experience. Fortunately, new technologies are bringing very practical implementation options to the SaaS business model and expanding the revenue opportunities for both new and aging titles. Join Paul Valcheff and Brian Duckering of AppStream to hear how and why more software companies are opting to "SaaSify" their existing fat-client applications to enter this market today.

Srini Venugopa
Group Product Manager Software Licensing & Protection Services

Challenges and Opportunities for Software Companies - A Licensing and Protection Vision

All software publishers today serve two major segments - customers and pirates! Balancing the challenge of reducing piracy with the opportunity to better serve customers is difficult, but can be achieved. For the software business, licensing and protection technologies for software products are vital - they protect sensitive IP, they enforce and enable the rules of business models, and they directly influence the customer experience. This keynote will describe a not too distant future where releasing products doesn't mean releasing IP, where using strong licensing actually provides more options for customers rather than fewer, and where internet delivery of products is no longer a threat but a means to grow opportunities.

Industry Experts Perspective on the Software Industry

Michael Albrecht - NAM Practice Director, Global Consulting Services, Macrovision Corporation
Victor Hoisington - Sr. Project Manager, Macrovision Corporation

Operational Transformation – Effecting Change within the Enterprise

Given the tremendous positive impact that licensing and related technologies can have on a company's business, infrastructure and customers, it's no surprise that successful implementations can be complex and often uniquely challenging. Many companies have noted similar challenges in terms of developing a plan, driving consensus and maintaining initial momentum and focus. Other companies have successfully implemented only to find themselves realizing less value as the final system deviated significantly from the original vision.

This presentation is focused on helping the audience develop an appreciation for the cross-functional challenges this type of "Operational Transformation" can create. It will describe challenges you will face – both those you may be expecting and those some you may not anticipate. In addition we will discuss high level approaches, how to best "boil the ocean" without losing site of the strategic objectives, and present a proven high level program methodology including some practical examples of proven techniques and how they work.

Ryan Lambert
Technical Architect
Macrovision Corporation

FLEXnet Operations: Best Practices

Macrovision's global consulting services present an open look at past & current implementations of the latest release of FLEXnet Operations. This session will cover general pitfalls, migration of data and portal implementation, integration between FNO and ERP/CRM systems and Customizations to the FNO product. The intent is to provide all current and future FNO customers with a high level summary of the recommendations that we have collected that help to ensure a successful implementation.

Richard Northing
Senior Vice President, Global Services
Macrovision Corporation

Improving your customer's experience - Electronic Software Delivery and Updating

In today's digital world we all demand the instant gratification that comes from immediate access to online content and web-based downloads. Enterprise customers are no different, and they expect their vendors to provide a premier customer experience through internet tools, knowledgebases and support portals. This trend is forcing software publishers to provide their customers with a unified online experience that gives managed access to purchased software, new releases, patches and bug fixes, licenses, documentation, and even services and support.

In this session you will learn about the best practices for exploiting customer entitlements to provide end users with a single web destination to access their software, licenses, and other valuable content. You will also hear about the technologies that are available to automate the download and installation experience. But this isn't just about customer satisfaction – you will also hear how these tools support the software publisher's compliance goals, reduce operational costs, and provide critical business intelligence data about customer usage patterns.

John Smith
Senior Consultant
Macrovision Corporation

Show Software Who's the Boss

An executive seminar focused on software license management that will reveal methods allowing software customers to:

  • Reduce costs,
  • Increase Revenues
  • and Develop a Competitive Advantage

by providing a structured approach to address the solution.

Enterprise executives controlling significant budgets for FLEXlm and LUM-served software will particularly benefit from this briefing.

Attendees can take away a high level action plan for a project with a very significant ROI.

Francois Vorster
Senior Practice Manager
Macrovision Corporation

Licensing Implementation Methodology - Macrovision Expertise

This session is targeted towards customers currently using Macrovision products as well as customers new to licensing or who has developed their own licensing solutions discussing the role of Macrovision Consulting and Methodology used during implementation.

A tried and proven methodology will be discussed during this session supporting approaches for new licensing implementations, expanding existing implementations and assisting customers with their own licensing solutions.

During the discussion, focus will be placed on:
What business and infrastructure challenges you may be facing today and how to deal with them?
Best practices / leading practices approach to setting up a licensing project engagement
Who needs to be involved and be your core team during a licensing implementation?

The Macrovision GCS team and implementation approach will be discussed providing detail with regards to resource assignments and requirements during each of the implementation phases. Each implementation phase has a set of prerequisites and deliverables that forms part of the entire implementation project. Understanding these different phases, their roles and their importance in the project greatly benefits all team members involved, reduces risk and ultimately supports a successful project.

Macrovision GCS has many years of Licensing Implementation experience at various customers, following an approach that brings industry best practices to the table, cuts down on implementation time and cost, but most importantly supports a successful implementation while transferring knowledge to our customers making them more self sufficient for future releases and / or implementation changes.

Cris Wendt
Principal Consultant
Macrovision Corporation

The Crisis in Entitlement Management

As markets mature, competition strengthens, and the balance of power shifts to the buyer, it's becoming more difficult for software and hardware vendors to make money "the old fashioned way" by offering a simple portfolio of products to their customers. Software and hardware vendors are rapidly creating ever more customized license models, flexible access methods to new technology, and rapid changes to their product offerings to increase market share, retain customers, and increase account penetration. It's getting to the point where each customer has a custom contract.

This trend, combined with constant M&A activity, is creating a situation where it's becoming increasingly difficult for vendors and their customers to accurately track what rights have been purchased and what the customer is entitled to access and use. The entire distribution chain, from product design approaches through infrastructure ERP and CRM systems and the underlying business processes that have been designed with a mostly physical product delivery paradigm, struggle in a world of flexible access to digital content. This in turn, makes it increasingly difficult to define and enforce product compliance.

This session discusses the underlying issues and problems, and charts a roadmap to a successful entitlement management system.

Elizabeth Williams
Pricing Director
Macrovision Corporation

Software Licensing Metrics: The challenge in a Multi-Core Environment

Multicore processors present a number of challenges for ISVs who tie licensing metrics to a "CPU." The definition of a CPU continues to evolve with multicore processors, virtualization and grid computing. This presentation will identify some of the challenges and offer alternatives for ISVs with software licensing in a multicore environment.

Birds of a Feather Session Moderated Discussion

Marcellus Buchheit

The "Cloaked Coder" in the 21st Century

A panel consisting of experts in software security and anti-piracy technology will discuss the extent of software piracy in the 21st century. By attending this session, participants will gain an understanding of the depth of the counterfeit software problem and of reengineering software – imitating competitor's algorithms, formats etc.; will learn to appreciate that these problems are not limited to lost revenue; will learn about modern cracker tools and methods and will be exposed to some simple coding tricks that will make it more difficult for a cracker to easily remove anti-piracy systems. Some of the questions that will be addressed include:

  • What motivates the cracker in the 21st century?
  • How pervasive is counterfeit software?
  • How connected is the cracker under-world?
  • How do modern cracker tools work?
  • Are there some simple "best practices" that should be employed to mitigate cracker attacks?

Micheal Buchheim, EVP & GM Distribution & Commerce, Macrovision
Steve Crawford, VP, Jamcracker
Treb Ryan, CEO, OpSource

SaaS Panel Discussion: Exploring the Opportunities and Challenges of SaaS Implementations

SaaS Panel

Old World vs New World: Are You Prepared for Saas?

This session will explore the threats, opportunities, and pitfalls facing software vendors as they navigate from the Old World of traditional packaged software to the New World of software as a service.

Successful Saas Companies Think Like Web Companies

Successful SaaS companies act more like consumer-based web companies than traditional enterprise software companies. Learn how to lead the market by developing, selling and delivering in a Web 2.0 world.

John Frame
Director of Product Management
Macrovision Corporation

FLEXnet Product Line - What's Next?

Roadmap for the FLEXnet product line.

Moderator: Lee Levenson, CELUG Chairman, Centralized Enterprise Licensing Users Group
Rajendra Kundapur, Sr. R&D Manager for Licensing Technologies, Synopsys
Sashi Subramanian, Architect, Licensing Technology Group, Cadence Design Systems, Inc.
John Harms, Manager, Licensing/Installation Software, Mentor Graphics Corporation

CELUG Licensing Challenges and Industry Experiences from an Enterprise Customer Perspective


Moderator: Laurie Wilk, Founder, L.Wilk Associates
Bruce Lichorowic, Blue Fire Capital Partners
Dick O'Connor and Phil Trudeau, Incentive Technology Corp
Doug Wetzel, IntelliCap

"How to Have the ROI Conversation With Your Customer"

IntelliCap Panel



















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