turning technology threats into opportunities – the licensing view
TRANSCRIPT
© SafeNet Confidential and Proprietary
Turning Technology Threats
into Opportunities –
The Licensing View
March 20th, 2012
Ansgar Dodt
Vice President SRM EMEA
SafeNet Inc.
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Licensing
Technology Challenges and Countermeasures
The Opportunity
Agenda
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Primary Licensing Goals
Licensing
Preventlicense abuse
Unintentional overuse
Intentional abuse
Tailor licensingto marketsegments
High- and low-valuesegments
Different use cases and billing methods
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Maximizing Revenues
Volume
Price
Revenue
Higher Price
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Segmented Offering
Volume
Price
+ Value A, B or C
Standard Package
Light Version
+ Value A, B and C
• Packages with
different values,
where values can be
• Features
• Ressources
• Service Levels
• Frequency/
duration of use
• …
• Price differentiation if
additional revenues
exceed cost of
pricing complexity
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Licensing
Technology Challenges and Countermeasures
The Opportunity
Agenda
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Technology Threats
Cloud
1 2
3
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Your
Cloud
Service
On-Prem
License
Server
1 Licensing Cloud Services -
Traditional Licensing not Usable
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1 Licensing Cloud Services
Licensing for the Cloud from the Cloud
Your
Cloud
Service
Cloud-
based
License
Server
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1 b Licensing On-Prem ―as if‖ Cloud Service
Subscription or Usage-Based
Your On-
Premise
Appl.
Cloud-
based
License
Server
On-Prem
License
Server
or
Time-based license/ usage data
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Source: Asymco
2 Licensing on Mobile Platforms -
Issue #1: Variety of Platforms
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2 Licensing on Mobile Platforms -
Issue #2: Appstore Restrictions
For each sale of an App, we will pay you a royalty equal to the greater of 70% of the purchase price or 20% of the List Price as of the purchase date (70/30 is standard, this 20/80 split is somewhat odd
and confusing)
If your app is available on other platforms, you have to make sure to update it at the same time on Amazon’s store that you do in any other store
Apps will have to use Amazon DRM — meaning they will only
work on devices they approve
Amazon has the right to pull any app for any reason
―We have sole discretion to determine all features and operations of this program and to set the retail price and other terms on which we sell Apps.‖
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Source: Keyeslabs.com, Network World September 30th, 2010
2 Licensing on Mobile Platforms -
Issue #3: Piracy (Example Android App)
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Your
Cloud
Service
Cloud-
based
License
Server
2 Licensing on Mobile Platforms -
Deliver Service and License From Cloud
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Your
On-
Prem
Appl.
On-Prem
License
Server
3 Licensing on Virtualized Infrastructure -
License locking can become very difficult
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Your
On-
Prem
Appl.
Cloud-
based
License
Server
3 Licensing on Virtualized Infrastructure -
License Delivery From Cloud
Does not have to be
always connected
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Licensing
Technology Challenges and Countermeasures
The Opportunity
Agenda
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Primary Benefits of the Internet
Internet
Efficient accessand delivery
Two-way-communications
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Capturing Value from Two-Way-
Communications
Track usage
Process dataProviderecommen-
dations/ improveoffering
Many users appreciate usage data collection if a) ethical,
b) outcome is helpful and c) not aggressive
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Business Intelligence
Fine-grainusage
Usage ofentitlements
Entitlements• Who has the right to use what
service/appl., what features, what SLA, at
what time, how often/ how much etc.*
* For on-premise applications also versioning
• Who is actually using what they have paid
for?
• Who is likely to need more ―capacity‖?
• What is the detailed usage of features,
functionality within features?
• What are the typical workflows?
• What functionality is being re-used/
appreciated, what only once/disregarded?
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Product Management/ Marketing IntelligenceU
sage
TimeTime
Usage
Relevant FeatureFeature experience
does not meet
expectations
Feature relevant, but
not well advertised/
easily accessible
Feature not relevant,
not advertised or not
easily accessible
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Sales IntelligenceLic
ense
Usage
TimeTime
Tria
l U
sage
Need for more capacity
Probably not a good
trial experienceProspect not trialling
Max
Unhappy customer, or
alternative solution
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Your
Cloud
Service
Cloud-
based
License
Server
The Management/BI Layer
Manage-
ment
Platform
ERP
CRM
Product
Catalogue
Billing
Engine
© SafeNet Confidential and Proprietary
Turning Technology Threats
into Opportunities –
The Licensing View
March 20th, 2012
Ansgar Dodt
Vice President SRM EMEA
SafeNet Inc.