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SOFTWARE VALUE MANAGEMENT

SOFTWARE VALUE MANAGEMENT. Dan Stickel EVP & General Manager Software Technologies Group Macrovision. AGENDA. Software Pricing & Licensing Study Software Value Management Case Studies How Do You Rate?. MACROVISION BACKGROUND. Digital product value management (software, movies, music)

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SOFTWARE VALUE MANAGEMENT

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  1. SOFTWARE VALUE MANAGEMENT Dan Stickel EVP & General Manager Software Technologies Group Macrovision

  2. AGENDA • Software Pricing & Licensing Study • Software Value Management • Case Studies • How Do You Rate? The Standard in Software Licensing & Installation

  3. MACROVISION BACKGROUND • Digital product value management (software, movies, music) • NASDAQ: MVSN; $170M+ estimated 2004 revenues • 500 million desktops; 70,000 customers; $85B+ software protected • 700+ patents worldwide in licensing & DRM • IDC names Macrovision “clearly the leader” in licensing • Worldwide support & professional services The Standard in Software Licensing & Installation

  4. The Software & Information Industry Association (SIIA) Principal trade association for software and digital content industry Global services in government relations, business development, corporate education and intellectual property protection More than 600 leading software and information companies SIIA BACKGROUND The Standard in Software Licensing & Installation

  5. METHODOLOGY & SAMPLE Email Survey in September 2004 • 396 Software Vendors • Typical titles were CEO, CMO, VP Product Marketing, and VP Product Management • SIIA, 3rd party databases • 100 Enterprises • Typical titles were CTO, VP Development, and IT Director • InformationWeek, 3rd party databases The Standard in Software Licensing & Installation

  6. Perpetual versus Subscription: Today Two-thirds of publishers focus on perpetuals The Standard in Software Licensing & Installation

  7. Perpetual versus Subscription: Tomorrow? Publishers planning to increase subscriptions The Standard in Software Licensing & Installation

  8. Perpetual versus Subscription: Enterprise View But enterprises prefer perpetuals… The Standard in Software Licensing & Installation

  9. Publisher License Metrics: Today Diverse mix reaches diverse buyers The Standard in Software Licensing & Installation

  10. Publisher Licensing Metrics: Tomorrow? New metrics gaining ground The Standard in Software Licensing & Installation

  11. Publisher License Metrics: Enterprise View But enterprises still prefer concurrent user… The Standard in Software Licensing & Installation

  12. License Compliance: Today Mix of techniques The Standard in Software Licensing & Installation

  13. License Compliance: Tomorrow? Migration to automated software compliance The Standard in Software Licensing & Installation

  14. License Compliance: Enterprise View Enterprises prefer centralized licensing The Standard in Software Licensing & Installation

  15. Software Maintenance by Customer Type Average 21% maintenance Consumers pay less … and get less. The Standard in Software Licensing & Installation

  16. Software Maintenance by Publisher Size Average 21% maintenance Fairly uniform across publishers The Standard in Software Licensing & Installation

  17. Study Key Findings • Perpetual versus subscription • Software publishers moving strongly to subscription • Enterprise respondents prefer perpetual to subscription 2:1 • Licensing enforcement going digital • New licensing models based on metrics gaining popularity • Concurrent and per user pricing models still preferred • Buyers still comfortable with no (paper) compliance, but prefer network licensing and product activation to audit teams or hardware dongles • Maintenance fees • Overall average 21% • Enterprises demand more, and pay more The Standard in Software Licensing & Installation

  18. AGENDA • Software Pricing & Licensing Study • Software Value Management • Case Studies • How Do You Rate? The Standard in Software Licensing & Installation

  19. Define Build Market Sell Distribute Service Renew Retire SOFTWARE VALUE MANAGEMENT Software Value Management is a set of activities during the software lifecycle that are focused explicitly on maximizing the value of one’s software. It begins once engineering is ready to release the software that they have built. It ends when a customer retires the application. The Standard in Software Licensing & Installation

  20. Prepare & Deploy Buy Maintain SOFTWARE VALUE MANAGEMENT (SVM) SVM activities are undertaken by BOTH software publishers AND their customers. Software Publisher Define Build Market Sell Distribute Service Retire Renew Software Customer The Standard in Software Licensing & Installation

  21. AGENDA • Software Pricing & Licensing Study • Software Value Management • Case Studies • How Do You Rate? The Standard in Software Licensing & Installation

  22. SOFTWARE VALUE MANAGEMENTVENDOR CASE STUDIES Price & License Productize Distribute Evaluate Purchase Prepare Deploy Maintain Re-Purchase “Market segmentation and better enforcement with licensing technology helped us create a substantial new revenue stream.” The Standard in Software Licensing & Installation

  23. SOFTWARE VALUE MANAGEMENTVENDOR CASE STUDIES Price & License Productize Distribute Evaluate Purchase Prepare Deploy Maintain Re-Purchase “Customers had to guess how many seats they needed…” “It really comes down to making sure that [customers] have access to our software.” The Standard in Software Licensing & Installation

  24. SOFTWARE VALUE MANAGEMENTVENDOR CASE STUDIES Price & License Productize Distribute Evaluate Purchase Prepare Deploy Maintain Re-Purchase “Sometimes we do business with companies we don’t know well, in other parts of the world. It’s nice to be confident that after the evaluation they really do have to pay us to continue using the software.” The Standard in Software Licensing & Installation

  25. MOST ENTERPRISES ARE NOT TRACKING LICENSE COMPLIANCE “What types of software license information do you track?” The Standard in Software Licensing & Installation

  26. SOFTWARE VALUE MANAGEMENTENTERPRISE CASE STUDIES Price & License Productize Distribute Evaluate Purchase Prepare Deploy Maintain Re-Purchase “Before we had problems with conflicting installs, which we had to resolve through a lengthy trial & error approach.” “Now we proactively identify those problems upfront before we deploy our applications.” The Standard in Software Licensing & Installation

  27. SOFTWARE VALUE MANAGEMENTVENDOR CASE STUDIES Price & License Productize Distribute Evaluate Purchase Prepare Deploy Maintain Re-Purchase 5.3 million customers needed to have the most up-to-date software “Today it is easy for us to deliver software and data updates to all our users thereby increasing customer satisfaction and eliminating costly support calls.” The Standard in Software Licensing & Installation

  28. SOFTWARE VALUE MANAGEMENTENTERPRISE CASE STUDIES Price & License Productize Distribute Evaluate Purchase Prepare Deploy Maintain Re-Purchase Software from 32 vendors supporting 18,000 people globally “We now understand exactly what our license requirements are for the whole corporation. With that information we can make better, more informed and more strategic decisions.” The Standard in Software Licensing & Installation

  29. SVM – THE BOTTOM LINE FOR THE SOFTWARE VENDOR • Increased Revenues through… • Better Pricing • Differentiated Products • Broader market penetration • Deeper account penetration • Greater customer service…and satisfaction The Standard in Software Licensing & Installation

  30. SVM – THE BOTTOM LINE FOR THE ENTERPRISE • Increased Productivity with… • Broader software distribution rights • Greater uptime • Optimized license purchasing • Reduced Support Costs through • Easier software deployment • Easier license support • Reduced crashes The Standard in Software Licensing & Installation

  31. AGENDA • Software Pricing & Licensing Study • Software Value Management • Case Studies • How Do You Rate? The Standard in Software Licensing & Installation

  32. SVM: HOW DOES YOUR COMPANY RATE? ? ? ? ? ? ? ? ? ? Vendors: • Are you maximizing your revenue potential? • Are you able to reach every potential user of your application? • Are end-users instantly aware of new releases? Enterprise: • Are you maximizing your organization’s productivity? • Are you buying too much capacity? Too little? • Can you quickly deploy new software with little effort or conflict concerns? Price & License Productize Distribute Evaluate Purchase Prepare Deploy Maintain Re-Purchase The Standard in Software Licensing & Installation

  33. Software Vendor Scorecard SVM Stage: DISTRIBUTE Price & License Productize Distribute Evaluate Purchase Prepare Deploy Maintain Re-Purchase TOTAL The Standard in Software Licensing & Installation

  34. Software Vendor Scorecard SVM Stage: PURCHASE Price & License Productize Distribute Evaluate Purchase Prepare Deploy Maintain Re-Purchase TOTAL The Standard in Software Licensing & Installation

  35. Enterprise Scorecard SVM Stage: PURCHASE Price & License Productize Distribute Evaluate Purchase Prepare Deploy Maintain Re-Purchase The Standard in Software Licensing & Installation

  36. Enterprise Scorecard SVM Stage: MAINTAIN Price & License Productize Distribute Evaluate Purchase Prepare Deploy Maintain Re-Purchase The Standard in Software Licensing & Installation

  37. Define Build Market Sell Distribute Service Renew Retire SOFTWARE VALUE MANAGEMENT SVM is a set of activities during the software lifecycle that are focused explicitly on maximizing the value of one’s software. Is your company extracting the maximum value from its software? The Standard in Software Licensing & Installation

  38. FOLLOW-UP SVM Scorecards? • Send email to cbuk@macrovision.com Pricing & Licensing report? • Download at www.SoftSummit.com Sell SVM software? • If your company contributes to the Software Value Management chain, we'd like to invite you to a special consortium on Jan 25. Please contact David Rowley at drowley@macrovision.com. The Standard in Software Licensing & Installation

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