Marketing SIG: Marketing and License management - so what can we do, and what should we do?






    Marketing and License management - so what can we do, and what should we do?

    This presentation aims to answer the first question, and review the factors that go into developing the best answer for your company to the second question. Modern licensing technology offers software vendors a myriad secure ways to manage and price their products: packaged, SaaS, perpetual, subscription, feature-based, floating, usage-based, custom … and combinations of all these. Beyond enabling downloads and automated activation the internet also offers new ways to secure your applications and add flexibility to your licensing.

    However the right approach for you will depend on many considerations, and involves many departments across your company:

    -The volume of licenses to manage and the required level of automation: manual, semi-automated, or automated license generation. How will your licensing system be integrated into your order-processing or CRM system, and what are the workflows.

    -License lifecycle management, and how licenses will be delivered and upgraded

    -The customer environment: the internet may be near-ubiquitous, but you do need to plan for those customers without connectivity. If you serve the finance or defense sectors this may be the majority of your customers.

    -The level of security required: this might range from being a minimal concern in an environment where you have continuing interaction with a few major customers, to the overwhelming issue in a consumer application distributed globally.

    -Selling via resellers, OEMs, or a multi-tiered distribution channel: the issue becomes one of determining how much control you delegate to your channel, where licenses are configured, and …

    -Management and reporting: defining levels of licensing authority, and required reporting, alert and monitoring facilities.

    -Timing, budget and infrastructure. You might want a V8 in your Beetle by Saturday, but…

    This presentation will also describe actual customer implementations across several industries. It is intended for product and marketing managers at software vendors (ISVs) and hardware/software systems vendors who would like to be aware of all their licensing options, with an insight into what leading ISVs are doing today.

    Speaker background:

    Dominic Haigh is VP, Business Development of Agilis Software, a software license management company based in Santa Clara. He has been deeply involved with the selection and deployment at all Agilis’s major customers, including Fair Isaac, Level 3 Communications, Harris, the US Navy, Orc Software, Fujitsu, SDL-Tridion, and many other software and systems vendors worldwide across the networking, engineering, finance, semiconductor, business automation, defense, telecom and consumer sectors.

    Prior to joining Agilis Dominic was a Business Unit Manager and Product Manager at Teradyne Inc., with a range of responsibilities in their test systems business. He also has sales and marketing experience at several technology companies in the UK.

    His speaking experience includes many webinars, conference papers, and major customer presentations around the world. Dominic has also published numerous technical articles and white papers.

    Dominic has an MA from Cambridge University in Physics and Theoretical Physics, and an MBA from INSEAD.

    Event Logistics


    DLA Piper Rudnick Gray Cary LLP
    2000 University Ave.(University Circle)
    East Palo Alto, CA 94303
    Tel: 650.833.2000
    Note: These are the tall buildings on the corner of University Avenue and Woodland Avenue on the west side of Hwy. 101. They are in the University Circle complex.






    6:30 - 7:00 p.m. Registration / Networking / Refreshments
    7:00 - 7:15 p.m. Announcements and Introductions
    7:15 - 8:30 p.m. Presentation and Discussion
    8:30 - 8:45 p.m. Wrap-up / Networking


    $15 at the door for non-SDForum members
    No charge for SDForum members
    No registration required

    For more information about the SIG