Softsummit 2011 Conference Abstracts

Track Session Abstracts

General Session

Tuesday, October 25, 2011

Opening Remarks

Mark Bishof, Chief Executive Officer, Flexera Software

Mr. Bishof has served as President and Chief Executive Officer since Flexera Software’s inception (April 2008). Most recently, Mr. Bishof served as General Manager and Executive Vice President of Macrovision's (now Rovi) Software Business Unit. Prior to that, he led worldwide sales, services, channels and alliances for Macrovision.

Before joining Macrovision, Mr. Bishof held executive positions at IBM, including Vice President of worldwide industry solutions sales and Vice President of worldwide sales for WebSphere Business Integration. Mr. Bishof was brought into IBM as part of the company's acquisition of CrossWorlds Software, where he was Senior Vice President of global sales and services.

Prior to CrossWorlds, Mr. Bishof was a Partner at Deloitte Consulting in the Global Telecommunications & Media practice. He has also worked as an Associate with Booz-Allen Hamilton and as a consultant to Warburg Pincus in their Information Technology and Communications practice. Bishof serves on the board of directors for Solstice Software and holds a bachelor's degree in computer science from the University of Maryland.

Keynote Presentation

Chris Gahagan, Senior Vice President, Products, Avid

From the most prestigious, award-winning productions, to music and movies made at home, Avid creates the technology that people use to make the most listened to, most watched and most loved media in the world. Avid’s innovative digital audio and video solutions continue to revolutionize the art of creative storytelling, and have earned hundreds of awards, including 2 Oscar® statuettes, a Grammy®, and 14 Emmys®.

Avid has 35 product lines over 6 key market segments, solutions that encompass both hardware and software. Faced with increasing competition, piracy of products and rising internal costs to support a homegrown licensing solution, Avid set out to implement a single licensing platform that supports the universal requirements of our customers & products, provides multi-product users with a single license mgmt experience and provides each business unit a variety of options.

After evaluating all of the commercially viable solutions, Avid selected Flexera Software. In his presentation, Chris Gahagan, Senior Vice President of Products, will explain the business challenges and strategies they employed to remain the global leader in their market.

As Senior Vice President of Products, Mr. Gahagan leads the company's audio and video engineering, program and product management functions as well as the company's market solutions team.

Prior to joining Avid in July 2009, Mr. Gahagan was Senior Vice President and General Manager of the Resource Management Software Group at EMC Corporation, where he and his team were responsible for providing customers with products and services that delivered best-in-class operational efficiency for IT businesses. Chris enjoyed over seven years at EMC. Most recently, Chris drove the formulation and the continued evolution of the Business Unit strategy including product development, strategic partnering and acquisition activities for all M&A phases as well as successful integration into EMC. His extensive background includes deep knowledge of software and product development, engineering, sales, marketing, and customer service.

Before EMC, Mr. Gahagan held positions as Vice President and General Manager of the Enterprise Systems Management Group at BMC and Vice President and Chief Technology Officer at Sterling Software, previously Spectra Logic Corporation. Mr. Gahagan began his career as a member of the technical staff at Hewlett-Packard Company.

Mr. Gahagan holds a Bachelor of Science in Computer Sciences from Colorado State University.

Wednesday, October 26, 2011

Software Pricing and Licensing Survey Results and 2012 Predictions

Amy Konary, Research Director, IDC

Amy Mizoras Konary is a Research Director with IDC focusing on software pricing, licensing, and delivery research. In this role, Ms. Konary is responsible for providing coverage of software go-to-market trends including volume license programs, evolving license models, global price management, and licensing technologies through market analysis, research and consulting. In her coverage of software maintenance, subscription, electronic software distribution and licensing technologies, Ms. Konary has been instrumental in forecasting future market size and growth. Ms. Konary was also the lead analyst for IDC's coverage of software as a service (SaaS) for eight years prior to focusing exclusively on pricing, licensing, and delivery.

Since Joining IDC in 1998, Ms. Konary has received a number of honors and awards, including IDC Research Quality Awards in 2000, 2001, 2002, and 2004, as well as IDC’s 2002 Analyst-of-the-Year. In 2005, Ms. Konary was honored with IDC’s James Peacock award for research excellence, IDC’s highest honor.

Prior to joining IDC, Ms. Konary worked in marketing at a mid-tier software provider. Ms. Konary holds a B.A. from Lehigh University, where she majored in Science and Technical Writing and minored in Environmental Science.

Business Track

Tuesday, October 25, 2011

Evolution of the Cloud: Insights from Pros

Jeanne Morain, Director, Alliances, Flexera Software and Andi Mann, Vice President, Cloud Strategy, CA Technologies

ISVs have been deploying solutions in Cloud settings for decades. What sets this “new Cloud paradigm” apart and fuels the shift are the services and workflows that are now more easily available in a Cloud (Private or Public) environment. Join Andi Mann, VP Cloud Strategy for CA and Jeanne Morain, Director Alliances for Flexera Software as they provide prescriptive guidance for ISVs and Intelligent Device Manufacturers for cutting through the Cloud clutter. They will identify, dissect and discuss some of the key Cloud challenges as well as share best practices for licensing and porting applications to the Cloud (Private or Public). In addition, the will provide insights from key customer and consultant interviews (conducted for their recent book, Visible Ops Private Cloud) on Cloud bursting, licensing implications and regulation hurdles facing ISVs and their customer.

Jeanne Morain is Director of Strategic Alliances for Flexera Software. Prior to joining Flexera Software, Jeanne held various marketing, strategic alliance and product management positions with VMware and BMC (Marimba). She has over 15 years experience in Systems Management, Virtualization and Cloud Computing implementing solutions for millions of users across fortune 2000 companies (Enterprise and ISVs). Jeanne has won numerous awards for her work in the areas of Business Service Management (BSM), Software as a Service (SaaS), Dynamic Datacenter and Virtualization and is a contributing author and co-author of books on BSM, Virtualization and Cloud computing. Jeanne is best known for her customer/partner centric approach to research and solutions. She is a noted industry speaker (VMworld, InterOp, CloudSlam, User Conferences, SoftSummit, Trade Magazines, and Blogs) on BSM, Virtualization, and Cloud Computing. Jeanne holds a Masters from Southern Illinois University and certification in IT Infrastructure Library.

Andi Mann is vice president of Strategic Solutions at CA Technologies. With over 20 years’ experience across four continents, Andi has deep expertise of enterprise software on cloud, mainframe, midrange, server and desktop systems. Andi has worked within IT for global corporations, with software vendors, and as a leading industry analyst. He has been published in the New York Times, USA Today, CIO, ComputerWorld, InformationWeek, TechTarget, and more, and has presented worldwide on virtualization, cloud, automation, and IT management. Andi is a co-author of the popular handbook, ‘Visible Ops – Private Cloud’; he blogs at http://pleasediscuss.com/andimann and tweets as @AndiMann

Leading Licensing Practices for Technology Solutions

Jenny Bhatt, Senior Manager, Accenture Management Consulting

Licensing for technology products and services has been evolving rapidly with emerging disruptive trends in enterprise and consumer needs. The need for innovative business models is also creating new requirements for licensing models to be flexible and scalable to ensure effective monetization.

However, there are strategic and operational challenges with executing these new licensing models for technology solutions – both internally and across channel ecosystems. For many companies offering these technology solutions, these result in ongoing revenue leakage, increasing operational costs and increasing customer dissatisfaction.

Without careful attention to building the right operational infrastructure (both internally and across the channel / customer ecosystem), these licensing innovations will be impossible to execute. The value growth prize will go to those who build the right operational capabilities at the same time that they build out new ways to capture value for their products and services.

Attendees will learn:

The key, specific challenges that need to be addressed for effective monetization of technology solutions – from strategy through to execution
The critical success factors that need to be prioritized across both strategic and operational capabilities
Industry leading practices across the lead-to-cash commerce life-cycle

Jenny Bhatt is an Executive with Accenture’s Communications, Media & Technology (CMT) Strategy Practice. She has 12+ years’ of transformation experience across global Fortune 100 organizations with diverse technology product and service portfolios. She has lived and worked across Europe, Asia and North America. Jenny has managed various business transformations to drive profitability improvements – from strategy through to execution and governance, with leading industry practices benchmarking. Recently, she co-authored a white paper on “Technology Solutions Pricing & Licensing: Optimizing Operational Capabilities for Growth”.

Prior to joining Accenture, she was the Director of Global Pricing at a technology company, responsible for global strategic pricing leadership across Distribution, Retail, OEM channels and a team of 20+ Managers and Analysts for annual revenues of $12Bn.

Jenny holds a Bachelor’s in Manufacturing Systems Engineering from the University of Hertfordshire, United Kingdom. She is a regular speaker at various industry conferences - particularly on the topics of technology pricing and licensing.

The Enterprise Perspective—Tell Me What You Really Think!

Panel discussion moderated by Amy Konary, Research Director, IDC

Join us for a moderated panel discussion where leading enterprise organizations discuss their view on how Software Vendors and Intelligent Device Manufacturers license, price and enforce compliance today. Hear first hand how to make it easier to do business with enterprises.

How to Leverage the Value of Your Application

Jim Geisman, Founder and Partner, Software Pricing Partners

This presentation describes what ISVs can do to generate new revenues with little modification to the applications they now offer. The impact of virtualization is also discussed.

Some ISVs offer deployment choices (On-Premise vs. Hosted) to meet the needs of different customer groups. By doing so, they will also need to adapt to the new “virtualized reality” – where the location of the application may be in a data center or somewhere “out there” (i.e. in the cloud).

Multiple deployment options are just one way to exploit different elements of customer value. Understanding customer value, when used with a pricing framework, can give ISVs new insights that can generate new revenues from new customers as well as more revenues from existing customers – with only minor modifications to an existing application.

Jim Geisman is Founder and Principal of Software Pricing Partners. The firm was started in 1982 and, since 1987, has focused solely on software pricing. (More information can be found at the firm’s website, www.SoftwarePricing.com.)

Since then, Jim has worked with many emerging and established software companies by helping them solve some of their toughest pricing problems. His company is helping a number of established and emerging software companies make the transition to the on-demand (SaaS) pricing model. He has also helped a number of companies price, structure and negotiate “their big deals”.

He has written extensively on software pricing and is widely quoted in the trade press. He is a frequent speaker at SoftSummit and other trade conferences and has consulted internationally on issues of software pricing and deal structuring.

Jim has been a co-founder, director, advisor or mentor to early stage companies. He sits on the Board of the Professional Pricing Society. He holds degrees in electrical engineering and business from Tufts and Harvard, respectively.

Software Tagging—The ISO 19770-2 Standard Panel Discussion

Panel discussion moderated by Jill Powell, Global Content Manager, Flexera Software, with David Wright, VeriTag; Steve Klos, TagVault; John Richardson, Symantec; and TBD Flexera Software

Join us for a moderated panel discussion on the ISO 19770-2 software tagging initiative to hear how leading vendors from the software community are adopting the standard to provide accurately methods for tracking and reporting on software deployements in the enterprise comuunity.

Jill Powell is the Global Content Manager for Flexera Software and has over 12 years experience working in the software industry as an Asset Management and Software Licensing specialist.

Jill works with Enterprise organizations to establish best practices and align business processes to formulate Best Practice solutions. In 2010 Jill won an international award as SAM consultant of the year and authored a book on SAM Best Practices.

Prior to joining Flexera, Jill was ‘UK Manager’ for a leading software reseller and also ran her own consultancy practice. She has a degree in Information Systems and Masters in Change Management. She also lectured in Statistical Systems at City University in London.

Steve Klos led the team that developed the 19770-2 standard and is a member of the US Technical Advisory Group (TAG). He is also the executive director of the non-profit - TagVault.org, a program of IEEE-ISTO. TagVault.org is a registration and certification authority for ISO/IEC 19770-2:2009 software identification tags. TagVault.org also provides tools and services for software identification tags to the software ecosystem. Steve is the Managing Partner of Agnitio Advisors; a consulting company focused on improving SAM policies, processes and procedures and was a co-founder of ManageSoft Corporation (acquired by Flexera Software in 2010). Steve speaks at many IT Asset Management and SAM conferences and is the recipient of multiple industry awards and certifications in Software Asset Management. He is also an IAITAM Fellow.

John Richardson’s background is in software engineering as both an engineering manager, and as a software engineer. He has been involved with licensing, and licensing technology since 2000. He was responsible for standardizing the license key technology across Veritas Software products. As part of Symantec, he has managed the development of various SAM tools to identify Symantec products, and to report on their deployment and license usage. He is currently focused on developing standard deployment and license usage requirements, processes, and tools for Symantec product teams to add standard deployment and license usage reporting capabilities to Symantec products. The goal is to enable Symantec customers to better manage their Symantec assets using their own asset management tools using standard, certified ISO 19770-2 Software Asset Tags.

David Wright grew up and studied in the UK and the Sudan. Having shed his youthful dreams of a future as a rock star, he embarked on a career in software engineering and IT systems, where he found what he calls his ‘intellectual niche’. In 1981, he went to California on a 90-day project and loved it so much he stayed. He has worked on many different projects all over the world, while remaining based in Santa Cruz with his wife and four children.

Wednesday, October 26, 2011

Industry Experts Share Thoughts on Latest Technology Trends-Virtualization, SaaS, IaaS, PaaS & the Cloud

Panel discussion moderated by Brent Pietrzak, Vice President, Client Services, Flexera Software, with Jim Ensell, Chief Marketing and Strategy Officer, Collabnet; Andi Mann, Vice President, Cloud Strategy, CA; and Manish Sharma, Alcatel-Lucent

Technology continues to play a disruptive role in the ISV and enterprise world. Join us for a moderated panel discussion where leading indurstry experts share their views on game changing technologies--Saas, the Cloud, Virtualization and Mobile Computing--and the impact of these technoogies on how they license, price and package their products.

Brent Pietrzak has 12 years of experience in the technology industry, with a focus on the delivery of software and services to Fortune 1000 companies. As Vice President of Client Services for Flexera, Brent has responsibility for all pre-sales consulting, license optimization services and technical account management in North America and Asia Pacific. He has held similar roles with Aravo Solutions and Intraware where he established world class SaaS delivery and customer care models. Prior to fulfilling these service focused roles, Brent held various engineering and pre-sales management roles at these companies and Visa International.

Jim Ensell leads Marketing, Strategy, Business Development, and Online/Cloud Services at CollabNet. In this role, Jim is responsible for driving growth, raising awareness of CollabNet among global business leaders, and building its role as a strategic partner to companies looking to gain global market value from product innovation, sustainability, and excellence in the cloud. He brings more than 20 years of experience in engineering, technology, business, and executive management, with a proven track record of fueling substantial growth in both large and small enterprises. Jim joined CollabNet from rfXcel, a SaaS provider of track and trace supply chain applications, where he was President and COO. Prior to rfXcel, Jim was Senior VP of Marketing and Business Development at Virage Logic, where he ran worldwide marketing, business and corporate development. Before that Jim served in various executive-level business and technology roles at eSilicon Corporation and Cadence Design Systems during their rapid growth periods. Jim is an industry leading speaker and thought leader on software development in private and public clouds, and the strategic implementation of new business models enabled by cloud-based collaborative development and open source. He focuses his attention on providing executive leadership and management of the Company’s marketing organization including in-bound and out-bound marketing activities worldwide, and in developing synergistic partnerships that can both organically and inorganically accelerate CollabNet’s footprint in the market. Jim holds an MSEE from the University of Pennsylvania and a BSEE from Villanova University.

As End-to-End Capability Management leader, Manish is accountable for strategy and delivery plan for evolution of Alcatel-Lucent’s Global Software Supply Chain. In this role, Manish is responsible for finding innovative and pragmatic solutions to align software supply chain operations with Alcatel-Lucent product and market strategy – ensuring compliance with global tax and trade regulations; reducing costs through process optimization and automation; protecting revenue by augmenting product business models through licensing; and improving key business indicators like customer satisfaction and order to delivery lead times.

Just-in-Time Licensing: How the Shift to Usage-Centric Business Models is Causing Challenges for the Perpetually Licensed Software Market

Timothy Willey, Symantec

SaaS, Cloud Services, Virtualization, Subscription, Freemium – these are all new business models which cause headaches for those working in Pricing and Licensing today. On the one hand they represent excellent new growth opportunities, with flexible customer-focused billing models, and ease of use benefits and cost savings. On the other hand, they require fundamentally new approaches to defining prices, managing licensing and delivering customers a seamless experience across the entitlement lifecycle. We are entering a new paradigm for licensing, in the same way that Just-in-Time (JIT) manufacturing caused a shift in production strategies to drive ROI, reduce inventory and associated carrying costs, Just-in-Time licensing will cause customers, vendors and channel partners to re-think and in some ways make redundant, their current approaches and solutions. At this presentation you will hear about some of the solutions being adopted at Symantec, to drive growth under these new and emerging business models.

Tim Willey is responsible for managing Pricing and Licensing Strategy, Policy and Programs at Symantec. This includes developing Symantec’s In-product Licensing strategy, as well as Software Asset Tagging strategy.

Most recently, Tim has developed a simplified approach to Pricing and Licensing for Symantec, which is designed to significantly reduce the volume of SKUs and price-points which are published through the sales channels. Prior to this, Tim helped to set-up and establish the global Office of Pricing and Licensing, to co-ordinate and drive new Pricing and Licensing approaches, designed to improve ease of doing business for Customers and Partners.

Before joining Symantec, Tim was a Director in the Corporate Strategy practice at Deloitte in London, where he worked with leading Technology, Telecoms and Media companies to drive profitable growth strategies. This included helping global organizations tackle strategic challenges across Europe, Asia and the US.

Tim graduated top in his year with a B.Sc. in Economics from Nottingham University (one of the top 3 Universities for Economics in the UK).

Solutions Track – Licensing

Tuesday, October 25, 2011

FlexNet Licensing—Adapting to Meet Today's Trends and Technologies—Compliance vs Enforcement

Mathieu Baissac, Vice President, Product Management, Flexera Software

SaaS, Cloud and virtualization technologies continue to drive complexity. To survive software vendors and intelligent device manufacturers must adopt new ways to license, price, package and track software compliance. Join us during this session to learn how FlexNet Licensing is adapting to help application producers address today's trends and technology innovations.

Mathieu is the Vice President of Product Management at Flexera Software and is responsible for products sold to software publishers and high-tech manufacturers. He gets energized talking about licensing, entitlements and best business practices. He has worked with hundreds of software publishers and hardware manufacturers – starting in 1994 when he wrote an entitlement management system for one of the largest publishers in the world. His background includes implementing SAP, for the then largest software reseller in the world, manufacturing software package boxes, running licensing call centers, CIO for international companies, and co-founding of an entitlement management solution sold to large and small software/hardware suppliers.

Zero to Sixty—From Startup to Acquisition in Under a Year

Bruce Clarke, VP of Technical Marketing and Support, IO Turbine

Join IO Turbine’s Bruce Clarke, VP of Technical Marketing, as he shares how just a few short months ago IO Turbine went from a “pure-play” software startup to being acquired by Fusion-io. Bruce will share the journey they took, including business drivers and their decision to come out of the gate with license management to monetize and protect their IP. In addition, Bruce will share the decision to deliver their solution using virtual appliances and how licensing management will help IO Turbine grow revenue and succeed in today’s competitive marketplace.

Bruce Clarke has been in Silicon Valley for over 30 years and has been instrumental at early stage startups including Sun Microsystems, Network Appliance, and Data Domain. As a software engineer, he has provided significant contributions as a sales engineer / manager, customer support leader, and technical marketing. After nearly 20 years in the storage industry. He he joined IO Turbine (recently acquired by Fusion-io) a year ago where he has been involved in many decisions including license and support architectural decisions.

Implementing Licensing - Land Mines and Lessons Learned

Andy Roth, Director, Engineering Services, Tekelec

In this presentation, we will visit the journey of a Telecommunications Systems Provider moving from a hardware to a software centric business and what they encountered while implementing licensing.

Learn the personas you will meet on the way—Those who will lead and those who will challenge including the Cruise Director, the Recalcitrant Teenager, the Wallflower, the Adventurer
Stop by the emotional baggage claim area to see what gets packed for the voyage
See the landmarks along the way that help you know whether you are on or off course
Come away with your own trip checklist to make your expedition more risk safe

Andy Roth is Director of Engineering Services at Tekelec. He has had an extensive career in software and systems development and design including combat systems, sonar, battlefield communications, telecommunications and information technology. In his almost 15 years at Tekelec, Andy has been responsible for development tools, configuration management, engineering infrastructure for a globally distributed R&D organization, and Customer facing documentation. He has been a key contributor to numerous enterprise-wide business process initiatives including the current transition to a software-centric model. Andy lives in rural North Carolina with his wife, Karen.

Compliance & Piracy Panel Discussion

Panel discussion moderated by Mike Costa, Flexera Software with Dave Graubart, Synopsys and Piracy Chair at EDAC; Dane Collins, Applied Wave Systems

Join us as key industry players share their perspectives on the challenge of balancing compliance, piracy, usability, and customer satisfaction. During this panel discussion, you will hear how vendors tackle compliance, license enforcement, audits, true-ups, pay-as-you go and more.

Michael Costa is a Principal Solution Architect with Flexera Software. Michael focuses on helping customers improve their near-term and strategic business results using innovative pricing & licensing models with electronic licensing & entitlement management. Michael has many years of experience defining, implementing & optimizing software pricing & licensing models, including the customer- and vendor-side processes & infrastructures required to realize substantial and continuous business results.

Dave Graubart is the Director of Product Engineering in the FPGA Products Group at Synopsys where he manages software test and release, plus licensing and security of both code and IP. Prior to the acquisition by Synopsys, he was responsible for all aspects of licensing and security at Synplicity. Dave has also held various engineering and management positions at Actel, Mentor Graphics, and Hewlett-Packard, with over 20 years of experience in EDA. He has been active in industry groups including being a charter member and current chairman of the EDA Consortium Anti-Piracy Committee.

Suresh is responsible for Adobe’s anti-piracy efforts driving a global cross-functional team that balances revenue recovery efforts with customer satisfaction and Adobe’s overall brand image in the industry.

Suresh is a 20 year software industry veteran with a rich portfolio of strategic and operating roles in the software and hardware industry. Prior to Adobe, Suresh worked at companies like Everdream, Macrovision, Silicon Graphics and AMD.. Suresh is a frequent speaker at industry conferences and panel discussions focused on issues in the software industry, compliance and piracy. Suresh serves on the Board of Directors of the Software & Information Industry Association (SIIA) and also Chairs the Americas Committee of the Business Software Alliance (BSA).

Suresh graduated with honors from the Wharton Business School with an MBA focused on finance and strategic management. He earned a BS in Computer Science from the National Institute of Technology, India and Masters in Computer Science from The Ohio State University.

Cloud Requires Change from Collaboration to Licensing for True Agile DevOps

Paul Peissner, Director of Business Development, CollabNet

The adoption of Cloud Computing models highlights need for a more dynamic development processes for automating the delivery of applications across environments. The manual processes that have existed between development and operations need to be re-evaluated to include more collaborative workflow, tighter integration with licensing and controls, and more seemless hand-off. Please join Paul Peissner – Director of Collab.Net as he provides keen insights on extending licensing and collaboration to enable true agile development from current to Cloud. By the end of this session you will have insights on how the Cloud changes traditional agile development models, why licensing technologies will be even more critical earlier in the development cycle, and pitfalls to avoid from real world customer examples.

Paul has spent more than a decade in promoting business and IT productivity in the enterprise software space, leveraging platform strategies with innovative partner offerings to create best-in-class solutions. More recently he has been involved in BSM and ITIL initiatives, managing the partner eco-systems for BMC and enabling partner products to create innovative solutions. Since 2005 he has managed 100’s of partners, promoted many into various resale agreements and actively managed 4 partnerships though the M&A process. In 2010, Paul co-author to a BSM methodology patented in the IT Systems Management market that leveraged his knowledge of market trends and the use of multiple BMC technologies. Today, Paul is managing CollabNet partners as Director of Business Development and is an advocate for DevOps.

Wednesday, October 26, 2011

Licensing (Enforcement & Compliance)—A Roadmap Discussion

Tue Le, Senior Product Manager and Sai Vedantam, Flexera Software

Flexera Software product and engineering management invite you to attend an interactive session showcasing the future direction of FlexNet licensing and enforcement solutions, including discussions on: product and solution roadmaps, end-of-life/version and more.

Tu Le joined Flexera Software in 2010 as a Sr. Product Manager. Tu is responsible for product positioning, identifying market trends to identify product enhancement and development opportunities and roadmap. Tu has more than 13 years of experience in the software industry with roles in technical sales, engineering and product management. Prior to Flexera Software, Tu was a Technical Product Manager, Sr. Sales Engineering, and Principle Sr. Software Engineer at Safenet Inc. for 12 years developing and driving innovation in the security and software licensing industry. Tu holds a Bachelor of Science in Computer Science at the University of California, Irvine. This unique breadth of experience enables Tu to provide leadership in all aspects of the product life cycle including defining market requirements, launching products and driving innovation and vision.

Sai Vedantam is a Director of Software Development at Flexera Software. For the past 4.5 years with Flexera Software, Sai has been responsible for the development of the FlexNet Publisher product. Sai’s association with FlexNet Publisher goes back almost 20 years in his role first as a developer and then as a manager responsible for integrating licensing into the software products. Prior to Flexera Software, Sai was a Senior Director of Software Development at LogicVision overseeing all aspects of software development and delivery. Before that, he was a senior development engineer at Synopsys, Inc working on the VHDL simulator product. Sai holds a Masters degree in Electrical Engineering.

Why We Chose to Implement a Pay-Per-Use Business Model for Our High-End Medical Device

Alan Czeszynski, Director of Marketing, Oraya Therapeutics

During this session, Alan Czeszynski, Director of Marketing for Oraya Therapeutics, shares his company’s strategy and plans for monetizing a very high-end medical device. Alan will share industry trends, key business drivers and challenges his company was facing and the decisions they made when implementing embedded licensing and entitlement management…including lessons learned, best practices and future plans.

Alan Czeszynski has over 15 years of leadership experience in product marketing and product development. Prior to Oraya, Alan led a number of ophthalmology diagnostics product lines at Carl Zeiss Meditec, Inc., including their market-leading optical coherence tomography products that grew in global sales by 240% to $170 million during his tenure. He has experience bringing a broad array of products to market, including industrial x-ray imaging equipment, consumer electronics, internet infrastructure equipment, and satellite components. Alan earned a Bachelor of Science in engineering with honors from the United States Naval Academy, a Master of Science in engineering from the University of New Hampshire, and an MBA with honors from Santa Clara University.

Solutions Track – Entitlement Management

Tuesday, October 25, 2011

Monetizing Software in a World Shopping for Hardware

Kelly Vincent, Director of Product Operations, NetApp

Join Kelly Vincent – Director of Product Operations at NetApp – to discuss NetApp’s journey through rapidly expanding product lines and new routes-to-market that required a fresh look at pricing, packaging, and licensing.

Kelly Vincent has over 15 years of product operations and product management experience. She has spent her career coalescing product positioning, market segmentation, business analytics, and route to market experience to package and price multi-billion dollar product portfolios for companies including NetApp, Cisco, and Juniper Networks. She has an MBA from Santa Clara University and a Bachelor of Science degree in Management Science and Mathematics from MIT. She enjoys playing the piano, painting, playing sports, and drinking great wine.

Entitlement Management (Managing, Provisioning, Updating and Delivering) - A Roadmap Discussion

Bashyam Anant, Director of Product Management, and Ramani Mathrubutham, Director of Engineering, Flexera Software

Flexera Software product and engineering management invite you to attend an interactive session showcasing the future direction of FlexNet entitlement and device lifecycle management, as well as software delivery and updating solutions, including discussions on: product and solution roadmaps, end-of-life/version and more.

Bashyam Anant is a seasoned product leader and general manager. He leads product management for Flexera’s backoffice solutions for software producers and high tech device manufacturers. Previously, Bashyam was Director of Product Management for Yahoo!'s Audience Products Platform. Over the past decade, he has managed and grown five "mini businesses" based on a dozen award winning infrastructure and application software products to over $100M in combined annual revenues. In his prior career in management consulting, he advised leadership teams at companies such as Hewlett-Packard, Boeing, Motorola, 3Com, Qwest and Hughes. His business and product strategy articles have appeared in many professional publications.

Ramani Mathrubutham is the Director of Engineering for FlexNet Operations. He leads the software development effort for FNO. He has 17 years of software development and customer enablement experience in middleware and distributed software applications. Previously, Ramani was leading software development teams in IBM developing Business Process Management and Enterprise Application Integration platforms. Prior to that, he held senior technical roles in startups focusing on CAD/CAM and automation software.

Creating a Bulletproof, Customer Centric & High-Performance Entitlement Management System in 8 Months

Cris Wendt, Principal Consultant of Strategy, and Michael Smith, Flexera Software

Creating a high performance entitlement management system for the deployment of digital goods can be a challenge, much less doing it in 8 months. During this session, Flexera Software’s Global Consulting Services showcases a methodology that consists of an entitlement and licensing management framework, standard reference architecture, a proven methodology for requirements gathering, and an entitlement hub technology that facilitates rapid integration and an end-to-end project that is 8 months or less in duration. This session outlines a process that begins with best practices education for licensing and entitlement management. From there the methodology captures all key business requirements into a standard license policy and use-case catalog that will vary to accommodate different market segments and channel models. With crisply defined policies and use-cases, the design and integration of the system is captured into the entitlement hub integration fabric that yields a high performance, adaptable entitlement management system for software publishers, or intelligent device manufacturers.

Cris Wendt is a Principal Consultant with focus on strategic business model issues relating to implementing electronic licensing, as well as the internal change management aspects of undertaking this business transformation. Cris brings extensive enterprise software licensing, compliance, pricing and entitlement management experience to Flexera Software and focuses on defining and deploying software licensing and pricing models for domestic and international enterprise software vendors. Cris has worked with a broad range of technology vendors, enterprise software users and software publishers, and has deep operational experience.

Cris has developed deep experience in software pricing, licensing models and enforcement working as a strategy consultant working for Macrovision, BearingPoint (formerly KPMG Consulting), and as an independent consultant. Cris received his degree from the University of California, Berkeley with a Bachelor of Science, in Electrical Engineering & Computer Sciences.

Michael is a Solutions Architect who has spent the last five years working with Flexera Software’s diverse software licensing, entitlement management and compliance solutions. As a principal solutions consultant he provides clients the best practices and strategies for assessing, designing and implementing business solutions for entitlement and license management systems. Michael has evaluated and executed entitlement management and compliance solutions for such clients as Emerson, Cisco Systems, Texas Instruments and Hitachi Data Systems. As a solutions architect he provides clients with effective methodologies and best practices for assessment, discovery, design, build, test and deployment.

Driving Competitive Advantage through Customer-Focused Solution Selling

Wajahat Wajahat, Wipro

Electronic Software Delivery and enabling integrated supply chain is one of the growing revenue opportunities for OEM’s. High-Tech industries are challenged with enabling these capabilities to support software subscription, renewals and software delivery. Disconnected and overlapping systems as well as a lack of a common software application strategy can lead to a disjointed and poor customer experience. Establishing a digital supply chain and framework enables clients to drive competitive advantage through customer-focused solution selling.

Wajahat is a business strategy and operations leader with a successful track record of delivering business results to clients across North America. His focused area has been customer operation management, digital supply chain, hands on experience in supply chain strategies, channel management, sales and strategic outsourcing.

Wajahat has worked with Sun Microsystems (now Oracle) on various business transformational roles within worldwide operations. He architected the Customer Ready Computing Solution program and developed its entire value chain for bundled solutions, enabling Sun to sell solutions (Hardware, Software and Services) to enterprise customers and channel market.

As senior principal at Wipro providing thought leadership in client engagements; digital supply chain business transformation initiatives, unlocking hidden business value in customer facing problems. He established and leveraged executive client relationships while driving complex business transformation programs within the leading industry companies such as Cisco, Hitachi, Sun Microsystems/Oracle, Google, and Microsoft.

Wednesday, October 26, 2011

The Functional Convergence of Devices—Intelligent Device Panel Discussion

Panel discussion moderated by Flexera Software, with John Williams, Harmonic; David Welch, NetApp; and Jim Peterman, Tekelec

This moderated panel discusssion brings together key leaders from intelligent device manufacturers, including NetApp, Harmonic and Tekelec to discuss how they are becoming more software-centric, how they need to adopt new processes to support new pricing and licensing models and more.

Currently a Senior Product Manager for the Broadband Network Solutions group of Tekelec, Jim has worked in a variety of Government and Industry positions dealing with numerous telecommunications, networking, digital electronics, software engineering, and signal processing topics. In addition to research and development, Jim has also been involved with engineering process improvement and quality initiatives serving as an ISO-9001 Internal Auditor and Team Leader. Jim is active in the Institute of Electrical and Electronics Engineers (IEEE) having served as Region 3 Student Professional Awareness Conference coordinator and enjoys speaking to student branches about career and professional issues and continuing education. Jim’s current responsibilities at Tekelec include Business Strategy and Transformation and Network Security. Jim and his family live in Raleigh, NC. He holds BSEE and MSEE degrees from Tennessee Tech and an MBA from Regis University in Denver.

David Welch has lead several aspects of integration for high profile acquisition programs for Hewlett-Packard, Cisco, and NetApp, and is currently the Software Licensing Czar at NetApp.

John Williams has been with Harmonic Inc for the last four years. He has served as an Operations Program Manager, an Engineering Program Manager and is now in Marketing. He is currently the Licensing Product Manager for Harmonic. Prior to this he filled several roles during his 19 year tenure with Sun Microsystems. Primarily he was in Operations and before that, Finance. Mr. Williams holds a MBA from the University of San Francisco and an undergraduate degree in Economics from UCLA.

Integrating Disparate Licensing Models, Aggregating Technology after a M&A

David Welch, NetApp

New license model integration resulting from mergers and acquisitions is a continuous challenge, and frequently driven on a project schedule dictated by other business factors. Join the discussion for how to accelerate license model integration, and divergent policies widely impacting entitlement management, license key creation and distribution, and compliance management. What are the common licensing mistakes and miss-opportunities made during major phases of acquisition like pre-announce, pre-close, and post close; and how to avoid them.

David Welch has lead several aspects of integration for high profile acquisition programs for Hewlett-Packard, Cisco, and NetApp, and is currently the Software Licensing Czar at NetApp.

FlexNet Producer Suite On-Demand

Tuesday, October 25, 2011

Managing a World Class On-Demand Infrastructure: Insights and Outlook

Elya Kurktchi, Senior Director, SaaS Operations, Flexera Software

While building a SaaS-infrastructure and operations can improve TCO and streamline IT management, challenges present itself that must be addressed. How do you ensure your data is secure and available when you need it? How do you monitor the level and quality of your service and enable disaster recovery? And, how do you continue to operate your SaaS infrastructure while building for a bigger and better future? Join Flexera Software as they share their experience and insights in building and managing their SaaS infrastructure.

Elya joined Flexera Software as Senior Director of SaaS Operations, overseeing their Production Operation environment ensuring that Flexera Software continues to deliver its superior value and service to its customers.

Elya has over 20 years of global operations and executive experience, ranging from Fortune 30 to successful startups, which resulted in the creation of 3 Fortune 500-level company’s global infrastructures and operations in less than 4 years. Recently he won the CIO Magazine and Intel PremierIT awards for architecting and supporting an infrastructure that supported over 20% of ecommerce traffic with 100% uptime and pioneered SSD usage in enterprise servers. He's held various senior management roles at Microsoft, Jenny Craig/Nestlé, ProfitLine and WebSideStory (now Omniture) and was instrumental in developing new hardware and software technologies and concepts in use today by global corporations.

FlexNet Producer Suite On-Demand 2011 Accomplishments

Don Turtle, Engineering Manager, Flexera Software

Join us for a review of what Flexera Software has accomplished with the FlexNet Producer Suite On-Demand service over the past year including improvements and enhancements made in response to attendees’ suggestions from past years’ meetings.

Donald Turtle is Director, Product Development for the FlexNet Producer Suite On-Demand product. Throughout his tenure as a member of the Engineering team, Don’s contributions have included the implementation of a wide variety of custom software delivery and license management solutions as well as the day-to-day management of Flexera Software’s premier Software as a Service (SaaS) application.

FlexNet Producer Suite On-Demand Licensing Demonstration

Jim Berthold, Pre-Sales Engineer, Flexera Software

A discussion and demonstration of the various licensing techniques available with the FlexNet Operations On-Demand service.

Jim Berthold is a Senior Pre-Sales Engineer for Flexera Software’s hosted solutions. He has worked closely with the FlexNet Operations On-Demand platform for the past 4 years and has been active in the licensing and entitlement management space for over 10 years. Prior to Flexera Software he held engineering positions and Texas Instruments, Electro Scientific Industries and a variety of start-up companies. Mr. Berthold holds a degree in Electrical Engineering from Boston University.

FlexNet Connect Demonstration

Rich Aquino, Senior Engineering Manager, Flexera Software

A demonstration of Flexera Software’s FlexNet Connect product and how it relates to FlexNet Producer Suite On-Demand.

Rich Aquino is a Senior Engineering Manager at Flexera Software, responsible for ensuring that FlexNet Connect helps Software Producers, Intelligent Device Manufacturers, and Enterprise customers connect with their combined 100 million end-points. Prior to joining the FlexNet Connect team, Rich led projects for the FlexNet Producer Suite, InstallAnywhere, and InstallShield product lines; worked as a developer on several InstallShield projects; and in product support dating back to InstallShield 3.0. He graduated with a Bachelor’s degree in Computer Engineering from the University of Michigan in 1997, and has been with the company since.

FlexNet Producer Suite On-Demand Product Roadmap

Bashyam Anant, Director, Product Management, Flexera Software and Mathieu Baissac, Vice President, Product Management, Flexera Software

Flexera Software product and engineering management invite you to attend an interactive session showcasing the future direction of FlexNet Operations/Delivery On-Demand, our SaaS-based solution for software delivery, entitlement management and device lifecycle management, including discussions on: product and solution roadmaps, recent releases and more.

FlexNet Producer Suite On-Demand Enhancement Requests Review: Part 1

Toby Pieper, Vice President, Engineering, Flexera Software

Share your insights and provide input on the FlexNet Producer Suite On-Demand roadmap priorities for the next year in this highly interactive session. A few weeks prior to SoftSummit, Flexera Software Client Relations Managers will provide attendees with a list of items that will be discussed during the session. Be prepared to vote afterwards on the items that you would like to see incorporated into the service in the future. Five votes are granted per attendee.

Toby Pieper is Vice President of Engineering for Flexera Software with responsibility for FlexNet Producer Suite On-Demand product. Mr. Pieper has played a lead role in the development of this product since its inception in 1996. Prior to this, he held technical positions at SBE Inc. and NCR. Mr. Pieper holds a degree in Computer Science from the University of California, San Diego - Revelle College.

FlexNet Producer Suite On-Demand Enhancement Requests Review and Voting: Part 2

Toby Pieper, Vice President, Engineering, Flexera Software

ECM Trends and 2012 Vision

Mathieu Baissac, Vice President of Product Management, Flexera Software

2011 Audit Report Changes: SAS70 vs SSAE16

Vince Hayes, Director, Flexera Engagement Lead, Deloitte & Touche

As a result of recent AICPA guidance, there have been several changes to the SAS70 report (now called SSAE16 SOC1) issued by Deloitte. In this session we will discuss those differences, the reasons for the changes and how they relate specifically to the Flexera Software report.

Vince is the engagement leader for the Flexera SAS70 and SSAE16 Reporting Attestation. He has served as the engagement leader for Intraware / Flexera since 2005 and currently leads several SSAE 16 Readiness and Type II engagements in the Bay Area. In addition, he serves as the lead Director for security and control-related assessment and implementation projects, and as the Information Technology (IT) Risk and Control lead for several of Deloitte’s audit clients. Vince is a CPA and Certified Information System Auditor.

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