Embedded Licensing

Today begins one of software monetization’s most prestigious events, LicensingLive 2014!. Held in Cupertino, California, LicensingLive 2014! will feature several industry leaders including Amy Konary, Rhianna Collier, Ray Wang and Jeff Kaplan, discussing the opportunities that exist in the software licensing space.

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The embedded market is currently in a state of change. In the past, embedded system vendors sold systems based on a hardware sales approach with a simple one time sale for the product. IP protection was seldom required as the systems were hard to copy and hack.  Today, the various functionalities in embedded systems are more and more realized in software. There are many reasons for this movement toward software driven features which result in reduced time to market, production outsourcing, dealing with the lack of engineering resources, handling connected devices, preparing for the Internet of Things ( IoT) to name just a few.

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One of the biggest challenges being faced by embedded device manufacturers is how to monetize the software component within their product offerings.

Historically, embedded end customers struggled with the idea that they were purchasing any ‘software’ when buying embedded equipment, even if it’s actually the embedded software that provides almost all of the great capability the end customer enjoys. They were simply buying a ‘box’ and that box did what they expected it to. Read More

SafeNet just announced that their Sentinel LDK software protection solution is now the most secure software licensing implementation available with the launch of AppOnChip functionality.  Part of the Sentinel® Envelope …
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SafeNet announced today that they are now securing the fast-growing Android mobile device market with its new product, Sentinel RMS Embedded.  This announcement is best summarized by SafeNet’s VP of Marketing, Michelle Nerlinger:

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If you’re attending Design West this week, you’re invited to stop by SafeNet’s booth 2331 – we’ve got a lot of great activities and prizes, and also the best embedded licensing demo on the block!

• Get your heart pumping with our live interactive race car demo, and you can see how embedded licensing is made simple when you have SafeNet in your pit crew.
• Fill your tank on us! The first 20 visitors to our booth who view the demo will receive a $25 gas gift card to keep your own race car fueled.
• On Wednesday at 2PM in Room 230A, hear SafeNet’s own Michael “MiZu” Zunke, CTO, Software Monetization, present “The Evolution of Software-Driven Hardware: Best Practices for Efficient, Secure and Profitable Management of Embedded Systems.”
• Become a kid again – all attendees can enter at the booth to win a great remote control Porche 911 car.
• From 4-5 PM, cool down with our in-booth “Pit Stop” – come have a drink with us! Read More

The international Embedded World conference, which took place at the end of February 2013 in Germany, provided a strong indication that the traditional embedded market is changing. One theme run like a red thread through the show activities of many exhibitors: software monetization.

What is the reason behind this new focus? Vendors no longer concentrate on hardware development only; instead, the application feature side comes to the fore. With devices becoming more intelligent and connected through the Internet, the software required to enable a single device as well as a combination of devices is becoming quite complex.. For example in the automation space “intelligence” is becoming even more important, as it is “connectivity”. Both requirements are currently driving the demand of embedded software. Considering the fact that there are many more devices out there than people, the market potential is huge.

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In the last 10 years we have witnessed a shift from hardware-driven (60-70%) sales cycle where software was provided for free, to manufacturers seeking to leverage the software assets embedded within their devices in various ways, including monetization as well as using software to protect and control the feature set delivered to their customers. Read More