Turning Technology Threats into Opportunities – The Licensing View

588
-1

Published on

Published in: Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
588
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
11
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Turning Technology Threats into Opportunities – The Licensing View

  1. 1. Turning Technology Threats into Opportunities – The Licensing View March 20th, 2012 Ansgar Dodt Vice President SRM EMEA SafeNet Inc.© SafeNet Confidential and Proprietary
  2. 2. Agenda  Licensing  Technology Challenges and Countermeasures  The Opportunity© SafeNet Confidential and Proprietary 2
  3. 3. Primary Licensing Goals Unintentional overuse Prevent license abuse Intentional abuse Licensing High- and low-value Tailor licensing segments to market segments Different use cases and billing methods© SafeNet Confidential and Proprietary 3
  4. 4. Maximizing RevenuesPrice Higher Price Revenue Volume© SafeNet Confidential and Proprietary 4 4
  5. 5. Segmented Offering • Packages with different values, where values can be • Features + Value A, B and C • RessourcesPrice • Service Levels + Value A, B or C • Frequency/ Standard Package duration of use Light Version • … Volume • Price differentiation if additional revenues exceed cost of pricing complexity© SafeNet Confidential and Proprietary 5 5
  6. 6. Agenda  Licensing  Technology Challenges and Countermeasures  The Opportunity© SafeNet Confidential and Proprietary 6
  7. 7. Technology Threats Cloud 2 1 3© SafeNet Confidential and Proprietary 7
  8. 8. 1 Licensing Cloud Services - Traditional Licensing not Usable Your Cloud Service On-Prem License Server© SafeNet Confidential and Proprietary 8
  9. 9. 1 Licensing Cloud Services Licensing for the Cloud from the Cloud Your Cloud Service Cloud- based License Server© SafeNet Confidential and Proprietary 9
  10. 10. 1 b Licensing On-Prem ―as if‖ Cloud Service Subscription or Usage-Based Your On- Premise Appl. Time-based license/ usage data Cloud- based or On-Prem License License Server Server© SafeNet Confidential and Proprietary 10
  11. 11. 2 Licensing on Mobile Platforms - Issue #1: Variety of Platforms Source: Asymco© SafeNet Confidential and Proprietary 11
  12. 12. 2 Licensing on Mobile Platforms - Issue #2: Appstore Restrictions we will pay you a royalty equal to the For each sale of an App, 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 right to pull any app for any reason Amazon has the ―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.‖© SafeNet Confidential and Proprietary 12
  13. 13. 2 Licensing on Mobile Platforms - Issue #3: Piracy (Example Android App) Source: Keyeslabs.com, Network World September 30th, 2010© SafeNet Confidential and Proprietary 13
  14. 14. 2 Licensing on Mobile Platforms - Deliver Service and License From Cloud Your Cloud Service Cloud- based License Server© SafeNet Confidential and Proprietary 14
  15. 15. 3 Licensing on Virtualized Infrastructure - License locking can become very difficult Your On- Prem Appl. On-Prem License Server© SafeNet Confidential and Proprietary 15
  16. 16. 3 Licensing on Virtualized Infrastructure - License Delivery From Cloud Your On- Prem Appl. Does not have to be always connected Cloud- based License Server© SafeNet Confidential and Proprietary 16
  17. 17. Agenda  Licensing  Technology Challenges and Countermeasures  The Opportunity© SafeNet Confidential and Proprietary 17
  18. 18. Primary Benefits of the Internet Efficient access and delivery Internet Two-way- communications© SafeNet Confidential and Proprietary 18
  19. 19. Capturing Value from Two-Way- Communications Track usage Provide Process data recommen- dations/ improve offering Many users appreciate usage data collection if a) ethical, b) outcome is helpful and c) not aggressive© SafeNet Confidential and Proprietary 19
  20. 20. Business Intelligence • What is the detailed usage of features, Fine- functionality within features? grain • What are the typical workflows? usage • What functionality is being re-used/ appreciated, what only once/disregarded? • Who is actually using what they have paid Usage of for? entitlements • Who is likely to need more ―capacity‖? • Who has the right to use what Entitlements service/appl., what features, what SLA, at what time, how often/ how much etc.** For on-premise applications also versioning© SafeNet Confidential and Proprietary 20
  21. 21. Product Management/ Marketing IntelligenceUsage Feature experience Relevant Feature does not meet expectationsUsage Feature relevant, but Feature not relevant, not well advertised/ not advertised or not easily accessible easily accessible Time© SafeNet Confidential and Proprietary Time 21
  22. 22. Sales IntelligenceLicense Usage Max Need for more capacity Unhappy customer, or alternative solutionTrial Usage Probably not a good Prospect not trialling trial experience Time© SafeNet Confidential and Proprietary Time 22
  23. 23. The Management/BI Layer ERP Manage- Your ment Cloud Platform CRM Service Product Catalogue Cloud- based Billing License Engine Server© SafeNet Confidential and Proprietary 23
  24. 24. Turning Technology Threats into Opportunities – The Licensing View March 20th, 2012 Ansgar Dodt Vice President SRM EMEA SafeNet Inc.© SafeNet Confidential and Proprietary

×