Brief presentation on Software Licencing and how smart licensing can be used to optimise monetization of SaaS applications running on Windows Azure

1. Monetizing the Cloud
Software Licensing for SaaS Applications

2. What does InishTech do?
• Licensing technology for .NET applications
• Software Potential - Platform as a Service (PaaS)
– We help software companies make money from their software
• Founded in 2009
– spin out of the Software Potential division from Microsoft Corporation
– Mature, stable, proven technology platform
• Plumbing

3. What does licensing provide for the
ISV?
• Software Entitlement Management
– Create, assign, distribute & maintain license entitlements to
your software in the market
– Why?
• Customer management
• Software monetization
• Customer satisfaction

4. What does licensing provide for the
ISV?
• Agile Software Packaging
– The ability to separate development (engineering task) from
product configuration & packaging (non engineering task)
– Build once / configure
∞
– Why?
• Reduced dev costs
• Customer choice
• Product differentiation

5. What does licensing provide for the
ISV?
• Software Protection
– The ability to protect your code from unauthorised and illegal
misuse
• Piracy
• Tampering / Reverse Engineering
• Casual misuse
– Why?
• Compliance = monetization
• Software fidelity & reputation
• Malware

6. What does licensing provide for the
ISV?
• Sales Model Versatility
–
–
–
–
Price based on SKU
Time- and / or usage-based pricing
Pay as you Go models
Why?
•
•
•
•
Customer choice
Price versatility
Market reach
Up-selling, renewals & upgrades

7. What does licensing provide for the
ISV?
• Analytics / Feedback
–
–
–
–
Who are my customers?
SKU / feature popularity
License compliance
Why?
• Customer info for CRM
• Usage info for tech / marketing
• Licensing info for finance / sales

8. What does it do on Azure?

9. Software Licensing for Azure Applications
How it works
2. Input
Features
Product Manager
3. Define
SKU’s
InishTech
Software
Potential
Portal
4. Create
Key
ISV Sales / SaaS
Registration
7. Activate
Key
1. Agree
Features
InishTech SaaS SDK
Azure
Application
5. Distribute
Key
6. Redeem
Key
2. Decorate
with Attributes
Engineering Team
9. Retrieve
at Runtime
Azure
Storage
8. Save to
Storage
Customer

10. InishTech Software Potential
Complete Software Licensing Lifecycle Management

11. Which aspects of your business are
affected by Software Potential?
Product Managers
define products,
features, Editions etc.
Developer protects
code & assign
attributes to license
features (i.e. hooks to
Software Potential)
Develop
Operate
License validated at
runtime, automated
entitlement
decisioning
Package
Deploy
Install / provisioning –
activation of software
for customer – often
automated

12. Software Licensing for Azure Applications
Closing the Monetization Loop
Usage
Payment
Entitlement

13. Agile Product Management
Decoupling Features and Entitlements from the Application
Limitations
Usage
Entitlements
Features
Features
Features
Features
Azure Application
Features

14. Agile Software Packaging:
Total SKU Versatility

15. Key Value Proposition on Azure
• InishTech Software Potential for Azure Applications
– InishTech SaaS SDK
– Software Potential Online portal
– Software Potential Runtime
Manage tenant entitlements
Package based on demand
Adopt diverse business models
Learn about your customers

16. End