Timothy Willey, Senior Director, Pricing and Licensing, Symantec and Rene Kolga, Senior Product Manager, Security and Endpoint Management, Symantec Presented at SoftSummit 2010

1. Enabling SAM through Software
ID Tagging
The value case for Publishers,
Tool Providers and Customers
Timothy Willey
Senior Director
Pricing and Licensing
Symantec
Rene Kolgag
Senior Product Manager
Security and Endpoint Management
Symantec

2. 80/20 Cost Rule Of Management
80/20 Cost Rule Of Management
22%
Hardware and
Software
78%
Support and
Maintenance
Source: Gartner, 2008
Enabling SAM through Software ID Tagging 2

3. But managing assets is more than just saving costs
But managing assets is more than just saving costs…
License Configuration
Management Budgeting Security Management
• Compliance • Charge Back • Authorizations • Optimize IT
• Re‐use
Re use • Procurement • Patches installed
Patches installed • Business Value
Business Value
• Transfer • Minimize TCO • Policies followed • Automation
• Retirement • Maximize ROI • Policy based
• Tracking • Optimize Spend
Optimize Spend • Productivity
Building the Foundation for Effective SAM Software
Tagging
Accurate Entitlement Information Accurate Inventory Information
Enabling SAM through Software ID Tagging 3

4. Managing inventory information today is hard…
Managing inventory information today is hard
Requirements Status Comments
Standard discovery Multiple tools & platforms = multiple answers
Single collection tool
collection tool Vendors require specific tools
require specific tools high support costs
high support costs
Centralized reporting Limited Multiple business units / tools = lengthy reporting cycle
Normalized data Accuracy is critical, typically needs vendor signoff
Automation Limited Requires normalized and authoritative data
Entitlement aligned Difficult to align
to align easy to over‐deploy
easy to over deploy
IT Process Limited To align with Config systems and Budgeting process
Integration
Enabling SAM through Software ID Tagging 4

5. Software ID Tags can make this much easier
Software ID Tags can make this much easier
Requirements Status Comments
Standard discovery Standard XML files for all publishers and platforms
Single collection tool
collection tool Same answer for all tools on all platforms
Same answer for all tools on all platforms
Centralized reporting Enabled through consistent data for all tools
Normalized data All common data values are normalized
Automation Enabled through consistent and normalized data
Entitlement aligned Software ID Tags can be mapped to Entitlements
Software ID Tags can be mapped to Entitlements
IT Process
Definitive ID file allows easier integration
Integration
Enabling SAM through Software ID Tagging 5

6. Everything needed to manage software is in the tag …
Everything needed to manage software is in the tag
Company X BackItUp 2012
Media Server
Media Server
Entitlement_Required: True • Designed for SAM
Product:_Title: BackItUp 2012 Media Server • Standard, open XML format
Product_Version: “2012”, v 3.0.1.2
P d V i “2012” 3 0 1 2 • Simplifies discovery
Software_Licensor: Company X • Signed, definitive, authoritative
Software_id: BackItUp‐2012‐Media‐Server • Unique identifier for component
Unique identifier for component
Abstract: The BackItUp Media Server is ….. • Clear mapping to entitlement records
Installation_Details: location, locales, … • Facilitates security – patches clear, signed
Activation_Status:
Activation Status: Activated file manifest
file manifest
Package_Footprint: software DNA .. signed • Can identify specific product offering for
file manifest, install packages, etc. support calls / self‐service support
Product Family: BackItUp
P d t F il B kItU • Facilitates license “true‐up” process
Upgrade_For: BackupItUp 2011 & 2010 • End‐user can augment tags – BU, etc.
Usage_identifier: List of running processes
Enabling SAM through Software ID Tagging 6

7. With tags … It s as easy as 1, 2, 3!
With tags It’s as easy as 1 2 3!
Tag Storage Manager 2.0 Advanced 3
Tag BackItUp 3.0 Shared Storage Option, 529 drives License manager
Li
Tag BackItUp 3.0 Media Server generates
2 consolidated
CMDB
inventory report
y p
Updated
U d t d
1
Tags harvested,
sent to CMDB
Server
Consolidated Software Asset Report
Publisher Product Title Count
Symantec Storage Manager 2.0 Advanced
Storage Manager 2 0 Advanced 1
Tag Storage Manager 2.0 Standard Symantec Storage Manager 2.0 Standard 1
Tag BackItUp 3.0 Shared Storage Option, 348 drives BackItUp 3.0 Shared Storage
Tag BackItUp 3.0 Media Server Symantec Option 877
Tag BackItUp 3.0 Agent For Windows, 122 servers
T
Symantec BackItUp 3.0 Media Server 2
Tag WebsApp 9.0, 2234 active users
Tag EnterpriseDB 9.0 Professional 1934 active users Symantec BackItUp 3.0 Agent for Windows 122
WebIT WebApp 9.0 2234
Acme EnterpriseDB 9 0 Professional
9.0 Professional 1934
Note: All products shown are fictional and are for example purposes
only.
Enabling SAM through Software ID Tagging 7

8. Standard, scalable, repeatable = faster, cheaper,
better
Inventory reporting without Tags
SW artifacts gleaned Proprietary ID Inventory End‐user
Updates made
(files, Add/Remove, PKG/RPM, engine report manually fixes
etc.) to CMDB
analyzes data generated report
• Not designed • Not definitive, • Lacks feature detail
for SAM or authoritative • False positives
• Not standard • Not aligned with
entitlement
Inventory reporting with Tags
Updates Inventory Reduce time by 60%+
Reduce time by 60%+
Tags harvested made to report No recurring data fix‐up
CMDB generated Reduces false positives
•D i df
Designed for •FFaster generation
i OEM SW ID simplified
OEM SW ID simplified
SAM • Supports more Support across vendors
• Std, definitive, accurate license Aligned with entitlements
authoritative true‐ups
p
Enabling SAM through Software ID Tagging 8
8

9. There has been great progress .. but challenges
remain
Progress Challenges
• ISO 19970‐2 published Oct‐2009 • Software Publishers and Tool
Providers waiting for demand
• TagVault.org non‐profit set‐up
• Certification guidelines published • End users just beginning to see
End users just beginning to see
potential
• Validation and tag creation tools
available to members
available to members • Consistency of implementation
across publishers
• Current members include CA,
Symantec, ModusLink, GSA, DoD,… • All agree tags are good, will help, but
no compelling event driving adoption
no compelling event driving adoption
• Adobe and Symantec have tags in
some products today
• Support emerging from SAM tool
Support emerging from SAM tool However,
However there is one
vendors – Symantec, CA, Aspera, event on the horizon …
and Sassafras
Enabling SAM through Software ID Tagging 9

10. Uncle SAM soon to say No tags .. No dice!
Uncle SAM soon to say “No tags No dice!”
Fed ITAM Challenges Tags are critical Path Forward
• $82B IT spend in 2010 “Requiring software identification tags
q g g • GSA has joined
j
• 5.4M+ devices in all procurements is critical to TagVault.org
eliminating the overall complexity of
• Recurring inventory data ITAM issues” Fed ITAM Program
• Helped develop
Manager
calls expensive
p certification guidelines
certification guidelines
• Executive Order – “Unless modified by delivery order,
commercial-off-the-shelf software • GSA to add standard
Comply with all license products released for production after tagging requirements to
agreements
g January 1, 2011 shall include a
software identification tag ” SmartBuy
• Monitoring compliance GSA SmartBuy (draft)
• USAF has already adding
with security policies “2.3.8 Software Tagging - Unless requirements for tags
modified by delivery order, After 1 Jan
Optimizing HW & SW
• Optimizing HW & SW 2010, commercial off-the-shelf
purchasing software items shall support
International Standard for Software
Tagging ”
USAF NetCents 2 RFP
Enabling SAM through Software ID Tagging 10

11. Software ID Tags are “Win‐Win” for
everyone!
Publishers
• Reduce customer TCO
• Reduce revenue leakageg
• Reduce support costs
• Enable utility‐based and virtual
licensing models
Tool Customers
Providers Software
ID Tags
•R d
Reduce signature library
i t lib • Reduce compliance risk
Reduce compliance risk
costs • Maximize software ROI
• Differentiate SAM tools • Optimize deployments
• Allow integration with • Reduce reporting time
other tools • Improve security
Enabling SAM through Software ID Tagging 11

12. Software ID Tags are “Win‐Win” for
everyone!
Vendor Call to Action Customers Demand change
Publishers
• Be part of the solution • Reduce customer TCO
• Require vendors
• Reduce revenue leakageg
• Join TagVault.org • Reduce support costs to support
• Enable utility‐based and virtual tagging
• Shape the licensing models
implementation • Join TagVault.org
• Stay ahead of the
Tool • Develop end‐
Customers
GSA Providers Software
ID Tags
user tags
• Avoid having to
Avoid having to •R d
Reduce signature library
i t lib • Reduce compliance risk
Reduce compliance risk • Tag internally
ag te a y
costs
implement • Maximize software ROI developed apps
• Differentiate SAM tools • Optimize deployments
norms set by
• Allow integration with • Reduce reporting time
other tools • Improve security
others
Enabling SAM through Software ID Tagging 12

13. Web Resources
Web Resources
• Join TagVault.org
http://www.tagvault.org/member_landing
p // g g/ g
Contact Steve Klos, Exec. Director, stevek@tagvault.org
• Fed ITAM Program
http://www.gsa.gov/portal/content/103237
htt // / t l/ t t/103237
http://www.gsa.gov/feditam
• OSD ESI Program: http://www.esi.mil/contentview.aspx?id=227&type=1
• Whitepapers on software identification : http://www.tagvault.org/white‐papers
• Executive Order #13103: http://frwebgate.access.gpo.gov/cgi‐
bin/getdoc.cgi?dbname 1998_register&docid fr05oc98 130.pdf
bin/getdoc cgi?dbname=1998 register&docid=fr05oc98‐130 pdf
• IDC Analyst support for SWID Tagging ‐ “ISO 19770 Software Tagging Standard — All
Eyes on GSA”
http://www.idc.com/getdoc.jsp?sessionId=&containerId=lcUS22474310
• Certification Documentation for SWID Tags
http://www.tagvault.org/GSA_Working_Group_Certification_Document
http://www tagvault org/GSA Working Group Certification Document
Enabling SAM through Software ID Tagging 13

14. Thank you!
Any questions – please contact
Timothy_willey@symantec.com
Rene_Kolga@symantec.com
Rene Kolga@symantec com
Forward-looking Statements: Any forward-looking indication of plans for
products or programs is preliminary and all future release or delivery dates are
tentative and are subject to change. Any future program plans, or release of a
product or planned modifications to product capability, functionality, or f t
d t l d difi ti t d t bilit f ti lit feature are
subject to ongoing evaluation by Symantec, and may or may not be implemented
and should not be considered firm commitments by Symantec and should not be
relied upon in making program participation or product purchasing decisions.