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2010 Software Licensing and Pricing
Survey Results and 2011 Predictions



                                                                              Amy Konary
                                                  Director, Software Pricing and Licensing
                                                                                       IDC
Copyright 2007 IDC. Reproduction is forbidden unless authorized. All rights reserved.
Resources

    Lead Vocals
  • Summer 2010 WW survey of 77 Enterprises. Primarily North
    American (NA) firms
  • Summer 2010 WW survey of 156 Software Publishers. Split
    70/30 software firms/high tech manufacturers


    Backup
   • Winter and Spring 2010 surveys of 1500 NA Enterprises
   • IDC Enterprise Panel, Quarterly, ~250 NA Enterprises
   • My iPod, iTunes, eLyrics and Google Images


© 2008 IDC                                               Oct-10   2
Agenda




© 2008 IDC   Oct-10   3
There’s Traffic in the Sky

         Cloud Adoption by Application                              “There’s traffic in the sky,
Q: Rate your likelihood to pursue the cloud model for the following
                                                                    and it doesn’t seem to be
              Collaboration Apps
                                                                      getting much better”
                         Web Apps

            Data Backup/Archive
                                                                                                                                      -Jack Johnson
                   Business Apps

                   Personal Apps
                                                                                                                      Public
              Storage on demand
                                                                                                                      Private
                   IT Management

               Server on demand

                       BI/Analytics

            App Dev/Test/Deploy

                  Technical Apps

                                    0%     10%    20%      30%       40%      50%      60%         70%   80%   90%
                                                             % rating 3, 4 or 5
Source: IDC Enterprise Panel –                   (scale: 1 = not at all likely, 5 = very likely)
public: 3Q09, n = 263; private: 4Q09, n = 240                                                                        ©2010 IDC | 13



        Research Notes:
        Most ISVs(60%) believe that their licensing will need to
         change in some way in the next 24 months to adapt to cloud
         computing, with around 30% expecting significant change
       © 2008 IDC                                                                                                                                     Oct-10   4
Key Characteristics of Cloud

                                 Business Processes
                                                                                     Consolidate:
                                                                                         Reduce Costs
                         Interface & Access                                           & Improve Quality

         System A         Virtualized      System C
                                                                                      Virtualize:



                                                          Service/Resource Mgmt
                                   Applications
              Key Cloud Characteristics                                               Simplify Access,
                   • Highly-scalable (up/down)      System E                      Improve End-to-End Mgmt
                    • Self-service provisioning

                                                                 & Security
                            Virtualized
                 • Metering, pay-per-use options
                                                                                      & Maximize Use
                               Information
               • Integrated design, simple adoption
                                           System D
                                                                                      Automate:
              System B
                         Virtualized
                                  Infrastructure
                                                                                  Add Speed, Predictability
                                                                                      & Reduce Labor
                          Virtualized       Virtualized
                           Storage          Processing


 © 2008 IDC                                                                                          Oct-10
Most Customers Have Mix of Public and Private
Clouds

                     Business Processes
                                                                            Cloud
                                                                        Collaboration         Cloud
              Interface & Access                                                            Applications
                                                                                 Cloud

               Virtualized                                             (Application)



                                               Serv
                                               Service/Resource Mgmt
                                               Service/Resource Mgmt
                        Applications                                          Platforms
                                                                         (“Platform-as-a-Service”)
                                                                                        Cloud
                Virtualiz
                                                      & Security
              Virtualized                                                        Systems
                 ed      Information
                              Information
                                                      & Security              Infrastructure
                                                                                     Software
              Virtualized
                       Infrastructure
                                                                          Cloud              Cloud
                                                                         Storage            Servers/
               Virtualized       Virtualized                                               Processing
                Storage          Processing


 © 2008 IDC                                                                                          Oct-10
It’s In the Way that You Use It
                                             “It’s in the way that you use it-
                                                   It comes and it goes.”
                                                                -Eric Clapton




   Research Notes
   Around 20% of software publishers offer usage-based
    pricing today, and 20% more expect to offer it in two years
   70% of enterprises indicated that tracking usage is either
    important or very important
© 2008 IDC   Source: IDC Q1 2009 Worldwide Black Book                   Oct-10   77
“So don’t you ever abuse it…”
                                 “So don’t you ever abuse it,
                                       Don’t let it go”
                                                -Eric Clapton




  Research Notes
  One-third of ISVs that have or plan on implementing
   usage-based pricing do not track usage at all today
   (not even manually).
  Just over 50% that have or plan a usage-based pricing
   model in the next two years are offering tools
© 2008 IDC                                                 Oct-10   8
Show Me What I’m Looking For
Why is Compliance Difficult?                “Save me, I’m lost…I’ll pay
                                              any cost, save me from
                                             being confused. Show me
                IT too
             decentralized
                                               what I’m looking for!”
                             No automated          -Carolina Liar
                               tracking


             Licensing too
                complex




Research Notes:
Most enterprises have difficulty tracking usage for the
 purposes of software license compliance.
12% of publishers have no enforcement today, compared to
 28% in last year’s survey
© 2008 IDC                                                          Oct-10   9
“Please, show me what I’m looking for…”
                   ISVs- What kind of enforcement do you provide?
                   Enterprises- What kind of enforcement do you prefer?

             Physical Audit


 Network Licensing (LAN)


         Product Activation
                                                                                  ISVs
               Dongle/USB                                                         Enterprises


     Serial # check locally


                      None

                              0%   10%   20%    30%    40%    50%     60%   70%

 Source: Summer 2010 Survey of ISVs and Enterprises, n=156 and n=77
© 2008 IDC                                                                             Oct-10   10
You Know That I’m No Good
                                     “I cheated myself. Like I
                                    knew, I would. I told you, I
                                      was trouble. You know
                                         that I’m no good.”
                                           -Amy Winehouse




Research Notes:
According to the 2010 survey, 13% of publishers conduct
 physical license audits. This compares to 3% of publishers
 in last year's survey.
The audit activity is expected to either stay the same or
 increase slightly in the next two years.
© 2008 IDC                                                  Oct-10   11
Good Enough
                                     “Don’t tell me I haven’t
         Satisfaction with Value
                                   been good to you, don’t tell
60%
                                    me I have never been there
40%
                                    for you, don’t tell me why
20%
                                     nothing is good enough”
 0%
                                              -Sarah McLachlan




   Research Notes
   Most ISVs think current pricing and licensing strategies are
    effective in capturing the value of their software
   Most ISVs are increasing the flexibility of licensing by
    adding more choice, in order to generate more revenue
    (72%) and improve customer relations (69%)
© 2008 IDC                                                  Oct-10   12
It Was a Very Good Year

“But now the days grow short, I’m in the autumn of the year
          And now I think of my life as vintage wine
                      from fine old kegs
                 from the brim to the dregs
   And it poured sweet and clear. It was a very good year.
                It was a mess of good years”

                       -Frank Sinatra




© 2008 IDC                                              Oct-10   13
“It was a mess of good years”
                                    Worldwide Software Revenues ($)                                          Complexity
                                                                                                               Crisis
2.6                                              Global
2.4
                                                Software
     Individual systems                         Market
2.2  Technology solution
     Vertical integration
2.0

1.8
                                                                                             Granular apps to
1.6                                                                                           solve business
                                                                                              process problems
1.4                                                                                          Process solution
                                                 Software suites
                                                 Business solution                          Complexity crisis
1.2                                                                                           and software sprawl
                                                 Bi-polar approach
1.0
      1983 1984 1985 1986 1987 1988 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007



                   Source: IDC Beacon III Software Forecastertm
 © 2008 IDC                                                                                                                Oct-10
Night and Day
                                          Licensing Implications           Technology
             Cloud Computing                  • Machine layer            • Metering/tracking
             • Usage-Based Metrics              abstracted/irrelevant    • Same technology
             • Metered Usage                  • More dynamic               as On Demand and
                                                licensing/pricing          Distributed

             On-Demand Computing              • Business transition to   • Authentication and
             • User-Based Metrics               subscription               authorization
             • Subscription                   • Balancing simplicity     • Usage-tracking
                                                and flexibility          • SLA monitoring

             Distributed Computing            • Value disconnect         • License and
             • Machine-Based Metrics          • System changes             entitlement
             • Perpetual License +              impact licensing           management
               Maintenance                    • Complexity crisis




© 2008 IDC                           Source: IDC, 2010                                   Oct-10
Questions/Feedback




                     Please email me at
                     akonary@idc.com




© 2008 IDC                                Oct-10   16

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2010 Software Licensing and Pricing Survey Results and 2011 Predictions

  • 1. 2010 Software Licensing and Pricing Survey Results and 2011 Predictions Amy Konary Director, Software Pricing and Licensing IDC Copyright 2007 IDC. Reproduction is forbidden unless authorized. All rights reserved.
  • 2. Resources Lead Vocals • Summer 2010 WW survey of 77 Enterprises. Primarily North American (NA) firms • Summer 2010 WW survey of 156 Software Publishers. Split 70/30 software firms/high tech manufacturers Backup • Winter and Spring 2010 surveys of 1500 NA Enterprises • IDC Enterprise Panel, Quarterly, ~250 NA Enterprises • My iPod, iTunes, eLyrics and Google Images © 2008 IDC Oct-10 2
  • 4. There’s Traffic in the Sky Cloud Adoption by Application “There’s traffic in the sky, Q: Rate your likelihood to pursue the cloud model for the following and it doesn’t seem to be Collaboration Apps getting much better” Web Apps Data Backup/Archive -Jack Johnson Business Apps Personal Apps Public Storage on demand Private IT Management Server on demand BI/Analytics App Dev/Test/Deploy Technical Apps 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% % rating 3, 4 or 5 Source: IDC Enterprise Panel – (scale: 1 = not at all likely, 5 = very likely) public: 3Q09, n = 263; private: 4Q09, n = 240 ©2010 IDC | 13 Research Notes: Most ISVs(60%) believe that their licensing will need to change in some way in the next 24 months to adapt to cloud computing, with around 30% expecting significant change © 2008 IDC Oct-10 4
  • 5. Key Characteristics of Cloud Business Processes Consolidate: Reduce Costs Interface & Access & Improve Quality System A Virtualized System C Virtualize: Service/Resource Mgmt Applications Key Cloud Characteristics Simplify Access, • Highly-scalable (up/down) System E Improve End-to-End Mgmt • Self-service provisioning & Security Virtualized • Metering, pay-per-use options & Maximize Use Information • Integrated design, simple adoption System D Automate: System B Virtualized Infrastructure Add Speed, Predictability & Reduce Labor Virtualized Virtualized Storage Processing © 2008 IDC Oct-10
  • 6. Most Customers Have Mix of Public and Private Clouds Business Processes Cloud Collaboration Cloud Interface & Access Applications Cloud Virtualized (Application) Serv Service/Resource Mgmt Service/Resource Mgmt Applications Platforms (“Platform-as-a-Service”) Cloud Virtualiz & Security Virtualized Systems ed Information Information & Security Infrastructure Software Virtualized Infrastructure Cloud Cloud Storage Servers/ Virtualized Virtualized Processing Storage Processing © 2008 IDC Oct-10
  • 7. It’s In the Way that You Use It “It’s in the way that you use it- It comes and it goes.” -Eric Clapton Research Notes Around 20% of software publishers offer usage-based pricing today, and 20% more expect to offer it in two years 70% of enterprises indicated that tracking usage is either important or very important © 2008 IDC Source: IDC Q1 2009 Worldwide Black Book Oct-10 77
  • 8. “So don’t you ever abuse it…” “So don’t you ever abuse it, Don’t let it go” -Eric Clapton Research Notes One-third of ISVs that have or plan on implementing usage-based pricing do not track usage at all today (not even manually). Just over 50% that have or plan a usage-based pricing model in the next two years are offering tools © 2008 IDC Oct-10 8
  • 9. Show Me What I’m Looking For Why is Compliance Difficult? “Save me, I’m lost…I’ll pay any cost, save me from being confused. Show me IT too decentralized what I’m looking for!” No automated -Carolina Liar tracking Licensing too complex Research Notes: Most enterprises have difficulty tracking usage for the purposes of software license compliance. 12% of publishers have no enforcement today, compared to 28% in last year’s survey © 2008 IDC Oct-10 9
  • 10. “Please, show me what I’m looking for…” ISVs- What kind of enforcement do you provide? Enterprises- What kind of enforcement do you prefer? Physical Audit Network Licensing (LAN) Product Activation ISVs Dongle/USB Enterprises Serial # check locally None 0% 10% 20% 30% 40% 50% 60% 70% Source: Summer 2010 Survey of ISVs and Enterprises, n=156 and n=77 © 2008 IDC Oct-10 10
  • 11. You Know That I’m No Good “I cheated myself. Like I knew, I would. I told you, I was trouble. You know that I’m no good.” -Amy Winehouse Research Notes: According to the 2010 survey, 13% of publishers conduct physical license audits. This compares to 3% of publishers in last year's survey. The audit activity is expected to either stay the same or increase slightly in the next two years. © 2008 IDC Oct-10 11
  • 12. Good Enough “Don’t tell me I haven’t Satisfaction with Value been good to you, don’t tell 60% me I have never been there 40% for you, don’t tell me why 20% nothing is good enough” 0% -Sarah McLachlan Research Notes Most ISVs think current pricing and licensing strategies are effective in capturing the value of their software Most ISVs are increasing the flexibility of licensing by adding more choice, in order to generate more revenue (72%) and improve customer relations (69%) © 2008 IDC Oct-10 12
  • 13. It Was a Very Good Year “But now the days grow short, I’m in the autumn of the year And now I think of my life as vintage wine from fine old kegs from the brim to the dregs And it poured sweet and clear. It was a very good year. It was a mess of good years” -Frank Sinatra © 2008 IDC Oct-10 13
  • 14. “It was a mess of good years” Worldwide Software Revenues ($) Complexity Crisis 2.6 Global 2.4 Software  Individual systems Market 2.2  Technology solution  Vertical integration 2.0 1.8  Granular apps to 1.6 solve business process problems 1.4  Process solution  Software suites  Business solution  Complexity crisis 1.2 and software sprawl  Bi-polar approach 1.0 1983 1984 1985 1986 1987 1988 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 Source: IDC Beacon III Software Forecastertm © 2008 IDC Oct-10
  • 15. Night and Day Licensing Implications Technology Cloud Computing • Machine layer • Metering/tracking • Usage-Based Metrics abstracted/irrelevant • Same technology • Metered Usage • More dynamic as On Demand and licensing/pricing Distributed On-Demand Computing • Business transition to • Authentication and • User-Based Metrics subscription authorization • Subscription • Balancing simplicity • Usage-tracking and flexibility • SLA monitoring Distributed Computing • Value disconnect • License and • Machine-Based Metrics • System changes entitlement • Perpetual License + impact licensing management Maintenance • Complexity crisis © 2008 IDC Source: IDC, 2010 Oct-10
  • 16. Questions/Feedback Please email me at akonary@idc.com © 2008 IDC Oct-10 16