This presentation facilitated the discussion at the first Campaign for Clear Licensing Roundtable in Canary Wharf in September.

1. Campaign for Clear Licensing
Roundtable 23rd September
Martin Thompson
www.ClearLicensing.org

2. Introductions
• Apologies
• Housekeeping
• Chatham House Rule (Free
discussion, Anonymity)
• Roundtable
“When a meeting, or part thereof, is held under the Chatham House
Rule, participants are free to use the information received, but neither the
identity nor the affiliation of the speaker(s), nor that of any other
participant, may be revealed.”

3. Agenda
•
•
•
•
Introductions
Campaign (CCL) Progress Report
Discussion
Software Audit Code of Conduct

4. Why CCL?
• BSA, SIIA, FAST
• Providing a voice for licensing buyers
• Licensing is complicated:
– Absurd License metrics
– Dubious selling tactics
– Confusing terms that change too quickly

5. What is CCL?
• Deliverables – What will CCL do?
–
–
–
–
Code of conduct
Highlight bad practice
Lobby
Reward
• Guiding Principles
– Publisher Independent
– Not for profit
– Constructive and positive – Vendor Management

6. Industry
Feedback
• Industry Feedback June-August 2013
– 28 key points raised
– Distilled into 8 core principles
– Distilled into 4 Core Primary Objectives / Mission

7. The business model
Core Principle
Feedback commentary
Business model
1. Fees for being part of CCL, what are they, how do they work?
Scope of CCL
Target audiences
Audit processes
2. How will CCL make money? Will it be interested in partnering with the
intermediaries
3. There is interest in a subscription based approach
Standards
Licence models
Improving relationships
Intermediaries and
resellers
* Feedback commentary sourced
from responses to publication of
Barium manifesto

8. What is the scope of CCL?
Core Principle
Business model
Feedback commentary
4. Is there a line in the sand after which CCL acts, or will focus on retrospective
agreements?
Scope of CCL
5. Needs to be independent of ITAM Review
Target audiences
Audit processes
Standards
Licence models
Improving relationships
Intermediaries and
resellers
6. How will CCL bridge the gap between countries / continents / industries
7. Will CCL regulate selling practices, misselling and misrepresentation

9. So exactly who are the target audiences?
Core Principle
Feedback commentary
Business model
8. Impact on end-customer service and risk to existing business model
Scope of CCL
9. Which vendors should be focussed on first?
Target audiences
Audit processes
Standards
Licence models
Improving relationships
Intermediaries and
resellers
10. What are we trying to protect, who is the target audience

10. There must be recognition that audit
processes need to be addressed
Core Principle
Feedback commentary
Business model
Scope of CCL
Target audiences
11. Affect on audit and discovery tools
Audit processes
Standards
Licence models
Improving relationships
Intermediaries and
resellers
12. Agreement on audit processes. Auditors may not use incumbent SAM
tools and use their own instead. What benefit therefore of discovery tools?
13. The vendor stacks the deck in their favour by forcing their audit
processes.

11. What standards exist and which
should CCL help champion?
Core Principle
Feedback commentary
Business model
Scope of CCL
Target audiences
Audit processes
Standards
14. How do you count certain software types, old software, upgrades,
discount programs
15. There are no common standards across the industry, its a one sided
game at the moment
Licence models
16. Alignment to standards - ISO 19770-3
Improving relationships
Intermediaries and
resellers

12. Licence models must be clear,
transparent and efficient in their
deliveryPrinciple
Feedback commentary
Core
Business model
Scope of CCL
Target audiences
17. Big publishers like complicated licencing models
Audit processes
18. Clear licence paths and roadmaps are a requirement, especially if split or
amalgamating products
Standards
19. Licencing needs to be transparent if not simple
Licence models
Improving relationships
Intermediaries and
resellers
20. Lack of direction and guidelines to track software compliance
21. There has to be an agreement among users and manufacturers on what
licence type is measured and how

13. CCL will support the development of
better relationships between
customer, vendor and reseller
Core Principle
Feedback commentary
Business model
Scope of CCL
Target audiences
Audit processes
Standards
22. Development of strategic relationships with vendors
Licence models
Improving relationships
Intermediaries and
resellers
23 Annual awards for vendors, nominated by and voted on by customers
24. What can software publishers do to improve licencing terms, discovery,
purchase records

14. Resellers and intermediaries must
define their role in licence
management
Core Principle
Feedback commentary
Business model
Scope of CCL
Target audiences
Audit processes
Standards
25. What is the interest of the resellers and secondary suppliers? Do they
have loyalty to vendor or customer?
26. Resellers may not have your interests at heart or be in league with the
vendors
Licence models
Improving relationships
Intermediaries and
resellers
27. Deliver the ability to meet the requirement to e-enable all services where
appropriate
28. Partner status with vendor of resellers needs to be audited by CCL and
linked specifically to SAM

15. Objectives, principles
and outcomes for CCL
Primary Objectives
Core Principle
Business model
Clarity of CCL's
role
Drive common
industry
processes
Scope of CCL
Principle
Description
Maintain independence and create a uniform approach
Extent of role of CCL in driving change into the software industry
Target audiences
Clarity about customers, vendors and resellers to be
approached. E.g. Business not consumer, top 25 major
vendors, SMEs included?
Audit processes
Drive conformity and transparency into vendor audit practices
Standards
Support development of standards
Licence models
Licence models
Propagating
responsible
vendors and
informed
customers
Drive transparency and simplicity into licence models
Improving relationships
Minimise the “us and them” approach that currently exists
across much of the market
Intermediaries and
resellers
Help identify the role of intermediaries and clarity into any
partner programs.

16. Discussion
Points
From what we will do…. To how will we do it?
1. What will CCL do for you?
2. How should key industry stakeholders
participate (Software Publishers, Software
Resellers, Customers / End Users, SAM
Consultants, Tool Manufacturers / Service
Providers)
3. How should it be financed?
4. How should it be governed?

17. Software Audit
Code of Conduct
“The Campaign for Clear Licensing will consider all complaints
against organizations that have not followed the code with a
view to stamping out unprofessional behaviour and raising
standards. Contact us in confidence to discuss breaches of
this code.”
1.
2.
3.
4.
Terminology / Types of Audit
Audit Engagement
Data and Working with Third Parties
Audit Results

18. Software Audit
Code of Conduct
1.
Terminology / Types of Audit
– Friendly audit / self-audit / sales led
– Contractual audit
– Legal audit
2.
Audit Engagement
–
–
–
–
–
3.
Scope – Products / Geographies
Agreement on what constitutes entitlement, install / usage
Audit reconciliation process / transparency over calculations
Client Expectations / resources required
Timescales / use of pressure / aggression
Data and Working with Third Parties
– Working with partners and third parties
– Conflicts of interest / commercial transparency
– Data protection / Privacy
4.
Audit Results
– Dispute resolution
– Audit results / closure / recommendations