You write software, you market software, you sell software. Simple right? Not necessarily. In his keynote address at LicensingLive!, technology analyst Alan Zeichick explores new ways to grow your software business in ways that not only benefit your bottom line - but also match better with what your customers are looking for in terms of flexibility, cost containment, long-term stability and simpler administration. You'll take away three concrete opportunities that can align your business model more closely with your customer's enterprise IT requirements, and can offer new possibilities for revenue growth in today's uncertain market conditions.

If innovation is the door to success, monetizing innovation is the key. For some time, the software industry has been at the forefront of IT innovation, developing software solutions that are revolutionizing every segment of business and consumer life. However, software providers have spent far less time and effort in support of their monetization strategies than they have on research and development. In today's dynamic and competitive software industry, it is critical that providers of software solutions have a clear strategy for maximizing the value of their software intellectual property that takes into consideration every aspect of monetization from both a policy and technology perspective. This session will highlight the ways in which software monetization strategies are changing, and the elements that need to be included for an effective, scalable, and sustainable software monetization strategy.

Software companies are all in business for one reason – to make money. That process, the monetization of software, used to be a lot simpler. Thanks to the advancement of technology and the evolution of customer experience demands this process requires involvement across numerous functions and requires ongoing management. This session will identify the four key aspects of software monetization and demonstrate the value that can be derived, financially and operationally, from each when properly addressed. You will walk away from this session with a clear understanding of how to tackle improvement of your own software monetization strategy and will have a checklist of actions you can take for immediate ROI both short and long term.

Additional presenters – SafeNet Sr. Director of Client Service Jam Khan, SafeNet Principle Consultant Dave DiMillo, and SafeNet Product Managers Darim Rahmatallah and Julie Armstrong

Networking Lunch

During this session Rob will describe the software monetization journey that has taken Opsview from a purely trust based license model with cumbersome product fulfilment processes through to a flexible, enforceable license model supported by efficient and integrated business processes. Under Rob’s leadership during this journey, Opsview has realised numerous benefits including flexible product packaging and pricing enabling new market segments to be addressed, compelling license driven events ensuring timely upgrades and renewals and therefore revenue and increased visibility of product usage.

Rob will also discuss the benefits Opsview derived from focusing on end to end business processes and maintaining a single view of customers across the organisation. Benefits to be discussed include rich visibility into license entitlement and consumption details and fully automated end to end fulfilment for products purchased online.

Contrary to popular belief, software pricing and packaging is not a onetime event and despite the hopes of product managers around the world, ‘one size’ is never going to ‘fit all’. You can have the most sophisticated, feature-rich offering on the market, but if you can’t offer flexible pricing and licensing models you will never reach your maximum potential. And just when you though the work was done you are going to need the ability to change all of your pricing and packaging schemes on the fly to satisfy the constantly evolving demands of enterprise and consumer end-users alike.

For an organization like Varian Medical Systems, software is at the heart of everything they do and successful packaging means not only being able to easily bundle and control their software offerings, but also being able to control the functionality of the intelligent devices they ship through software licensing. For Varian, licensing is about getting the perfect product package to every customer every time. In this session Thorsten Gerdes will discuss the challenges faced by Varian prior to introduction of a flexible hardware and software packaging strategy. He will then walk us through the trials and tribulations of perfecting the company’s packaging strategies, and then conclude the session by highlighting the specific ROI the company has seen as result of their innovative approach to software and intelligent device packaging.

Software audit and licensing compliance assessment programs drive controversy, but important to an IP publisher to properly manage entitlement usage in the installed base. Audit programs tend to inherit the personality of the licensor and are met with varying levels of fear and loathing for both account teams and customers.

Learn how to effectively create or improve your company’s compliance program; while establishing the right level relationship of the program to your customers, channel partners, and account teams. Determine the right level of investment against anticipated risk models verses audit models, and perform with the right program personality for your company.
• Common program opportunities that are frequently missed or overlooked
• Why it’s important to have at least one “cop on the walk”
• Definitions of “overuse” and the variances by stakeholder perspective to consider
• How to best mitigate overuse through alignment of license models to actual use cases
• Path to true-up; Best practices for auctioning results
• How implementation of a licensing/entitlement management systems can prevent overuse and help manage it moving forward
• Inclusion of real life examples and stories

The mounting number of benefits promised by cloud-based software, for both ISVs and their end-users, has many software executives contemplating the introduction of a SaaS offering to their product portfolio. Whether your cloud strategy focuses on supplementing, replacing, or complimenting your on-premise solutions one thing is certain – licensing and entitlement management does not get any easier in the cloud. In this session Chris will discuss why Aspera, Inc. -- a leading provider of high-speed file transfer solutions -- made the move to the cloud 2 years ago. Chris will outline what they hoped to achieve when moving to the cloud and how operational challenges around access control, packaging processes, and usage tracking slowed down their software monetization potential. He will then discuss how Aspera leveraged a cloud-based software licensing and entitlement management solution to help improve the organization’s ability to quickly define new service packages, offer flexible access and billing models, manage customer entitlements on an ongoing basis, and track all product and feature usage in order to gain more flexibility over how they monetized their offering. Chris will outline the steps that Aspera went through during this implementation and will discuss some of the lessons learned – the good, the bad, and the ugly.

- Alan Zeichick - Editorial Director, SD Times
- Amy Konary - Research Vice President, Software Licensing and Provisioning, IDC
- Robert May, Head of Service Delivery & Product Engineering, Opsview
- David DiMillo – Principle Consultant, SafeNet
- Thorsten Gerdes -- Business Project Leader, Varian
- Chris Markle – VP of Engineering, Aspera
- David Welch - Licensing Czar, NetApp

Join Prakash as he breaks down the drivers behind the always evolving Sentinel vision. This session will provide insight into where SafeNet is today, where we are headed for tomorrow and what we are aiming to achieve long term.

This session will provide an in-depth look at the various product roadmaps heading into the next 12 months.

During this interactive portion of the day, customers will be given a list of features currently in the Sentinel roadmap along with several ‘wild cards’. Customers will be broken into groups and asked to prioritize the features they would most like to see make into the product as soon as possible. The wild cards provide groups with the option to ‘write-in’ features that may not already be in the roadmap today. At the end of this timeslot the feature rankings will be collected and used in the closing session.

The SafeNet management team will share the result of the feature prioritization game and comment on how feedback provided by the customers in that session will be applied to the roadmap moving forward. This session will also provide and opportunity for customers to directly voice more information on why they ranked certain features higher than others while also giving the management team the ability to ask the audience to elaborate on feature write-ins and other comments.

This time has been set aside to provide customers with direct access to our product management, sales, marketing, and executive management teams to discuss anything from implementation best practices, desired product enhancements, troubleshooting tips, etc. Beverages and light snacks will be provided during this time.