The document summarizes the agenda for the "Software Asset Management Strategies Europe 2012" conference being held on September 17-18, 2012 in Berlin, Germany. The conference will feature presentations and case studies on topics related to software asset management, including implementation of tools, managing licenses in cloud/SaaS environments, standardization, and challenges of virtualization. Speakers will represent major companies and there will be opportunities for networking and discussion through round tables and a world cafe session.

1. Soft ware Asset Management Str ategies Europe 2012
17 th – 18 th September 2012 | Pullman Berlin Schweizerhof, Germany
Implementation of enterprise-wide SLM and SAM tools
| Cost-saving, risk-reducing and demand oriented
SAM in practice | Cloud Computing and SaaS |
License models and strategies under scrutiny |
SLM and SAM in dynamic business environments
17 th – 18 th September 2012 | Pullman Berlin Schweizerhof
More than 15 Case Studies | IceBreaker Session |
World CafÉ sEssion | Challenge your Peers
http://sams-europe.we-conect.com
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2. Soft ware Asset Management Str ategies Europe 2012
17 th – 18 th September 2012 | Pullman Berlin Schweizerhof, Germany
OVerview
Software Asset Management Strategies Europe 2012
SPeakers Main Topics
Jim Heaton > Structuring license agreements and company-wide
CIOO, Senior Director coordination of software procurement processes to fulfill
Baker Hughes Inc. / USA specific requirements
Toni Velamazán > Efficient management and reporting of software licenses
CIO South Western Europe > Legal background, recent court decisions, national and
Danone SA / Spain international trends and tendencies
Nabil Batlouni > IT-based enterprise SLM: From theory to working
CIO Europe practice
NYSE Euronext / France
> Tools, reporting solutions and licensing models under
Prentice Dees scrutiny
Senior Vice President, Information Technology > Benefits and risks of using open source and used
Bank of America Corp. / USA
software
Daniel Lebeau > Balancing over and under licensing
CIO > Management of server licenses – Challenges and
GlaxoSmithKline Biologicals / UK
solutions
Dieter T. Beckers > Virtualization and software as a service – simplification
Assistant Vice President
or even more complexity?
Allianz AG (AMOS SE) / Germany
> Impact of cloud computing in licensing
Diane Tea > Software asset and license management in dynamic and
Principal Category Manager - IT SCM
distributed enterprise environments
Vodafone Sarl / Luxembourg
> Authorization and software metering in virtualized
Lene Bader environments
Director, Supplier Relationship Management
Danfoss A/S / Denmark
Raphael Viard
Director IS&T Security & Compliance
Alstom Grid SAS / France Business PartnerS
Estella Huang
Global IT&T Category Manager, Global Procurement Indirect
Sabic B.V. / The Netherlands
Adrian Seiler
Head of IS Services & Systems
ABB Ltd. / Switzerland
Alvaro Perez
Global Software Asset Manager
F. Hoffmann-La Roche Ltd / Spain
Hans Winckens
Global Software Asset Manager
Philips International B.V. / The Netherlands
Rachel Dean
Global Software Asset Manager
AstraZeneca Plc. / UK
Jörg Stehlin
Global Project Lead IT Procurement
Zurich Insurance Company Ltd. / Switzerland
Inka Vilpola
Manager, IM Technology Office, Enterprise Architect
Wärtsilä Oyj Abp / Finland
Joachim Haas MEDIA Partners
Major Account Manager DACH
FLEXERA Software GmbH / Germany
Nicola Aliperti
Global IT Project Manager Marketing Europe
The Coca-Cola Company / Italy
Bernhard Böhler
Managing Director
Aspera GmbH / Germany Travel Partner
Jason Keogh
CTO and Co-Founder
iQuate / Ireland
Tba
Dell KACE Inc. / USA
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3. Soft ware Asset Management Str ategies Europe 2012
17 th – 18 th September 2012 | Pullman Berlin Schweizerhof, Germany
aGENDA
Contents ICEBREAKER Session | Sunday, 16th September 2012
P. 2 | Overview
Speakers we.CONECT ICEBREAKER
Main Topics
P. 3 | Overview + Icebreaker Our Icebreaker Session consists of small Round Tables with speakers, business partners
Icebreaker Session and attendees where the audience will discuss the main challenges and cutting edge
Business Partners topics of the conference in a relaxed atmosphere. Glass in hand, make your way around
our Round Tables and get to know each other. Enjoy food and drinks at the opening of the
P. 4-5 | Conference Day 1
conference, break the ice and get the show on the road.
Challenge your Peers
Day One Dinner
P. 6-7 | Conference Day 2
World Café Session
20.00 | we.CONECT ask the leaders
Pre-conference drinks and Icebreaker Round Tables with speakers, business partners & participants
ICEBREAKER Round Table 1
More transparency and less complexity – why the handling of software licenses will concern us in the future
Dieter T. Beckers, Assistant Vice President, Allianz SE / Germany
ICEBREAKER Round Table 2
100% compliant and efficient? Halfway across the line between under- and over-licensing
ICEBREAKER Round Table 3
Can’t see the wood for the trees? The variety of licensing models: Strategies for selection and negotiation from the
practice
Business Partners
FLEXERA Software GmbH
Hans-Henny-Jahnn-Weg 51 | 22085 Hamburg, Germany
Phone: +49 (0)40 411 88 01-00
Fax: +49 (0)40 411 88 01-05
www.flexerasoftware.com
Aspera GmbH
Dennewartstraße 25 - 27 | 52068 Aachen, Germany
Phone: +49 (0)2 41 9 63-12 20 | Fax: +49 (0)2 41 9 63-12 29
Email: sales@aspera.com
www.aspera.com
Dell Corporation Limited
Dell House, The Boulevard, Cain Road, Bracknell | RG12 1LF
Berkshire, UK
Phone: +44 (0) 8444443367 | Email: emea@kace.com
www.kace.com
iQuate
4044 Kingswood Avenue City West | 24 Dublin, Ireland
Phone: +353 1 630 2223 | Fax: +353 1 642 3454
Email: info@iquate.com
www.iquate.com
we.CONECT business peers
Take advantage of solution-oriented individual meetings that we can arrange with these partners before and during the conference.
MEdia Partners
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4. Soft ware Asset Management Str ategies Europe 2012
17 th – 18 th September 2012 | Pullman Berlin Schweizerhof, Germany
aGENDA
Conference Day 1 | Monday, 17 th September 2012
8.30 | Registration with coffee and tea
8.45 | Welcome and introduction by we.CONECT, the Chair and the Advisory Board
we.CONECT Strategy Track (1)
Building an Effective and Transparent SAM & SLM Structure and Save Money through
Monitoring and Controlling
9.00 | Keynote
Simplification is the ultimate sophistication” (Da Vinci) – How to reduce the number of IT assets and licenses? –
A case study from GlaxoSmithKline Biologicals
> The Confusion between “simplicity” and “simplification”
> Why our IT is so complex
> New challenges and possibilities through cloud computing
> Simplification: The cross-road between vision and discipline
Daniel Lebeau, CIO, GlaxoSmithKline Biologicals / UK
9.40 | Case Study
Are you compatible with the future? How to drive the change with application portfolio for SAM and SLM
> Application portfolio, application strategies and web+mobile compliance at Wärtsilä
> Managing Software Assets and Licences with success through portfolio management strategies
> Align the ICT strategy and application portfolio
> Drive the change with application portfolio
Inka Vilpola, Manager, IM Technology Office, Enterprise Architect, Wärtsilä Oyj Abp / Finland
10.20 | Case Study
Challenges for Outsourcing / Outtasking within the License management
> Software license management as an external service
> Case Study: Implementation of an enterprise wide licence management project
> Challenges, Solutions and possibilities of outsourcing of SAM and SLM
Bernhard Böhler, Managing Director, Aspera GmbH / Germany
11.00 | Refreshment break with Networking Zone
11.30 | Case Study
Aligning strategic business planning, business integration and IT process engineering with a global SAM, SLM
and ITAM approach to create a competitive IT governance framework
> Identifying Opportunities for Software Risk Management and Cost Reduction
> Coordination of relevant core processes as the basis of an effective software license management
> Strategies for efficient and transparent software license management
Nabil Batlouni, CIO Europe, NYSE Euronext / France
we.CONECT SOLUTION Track (1)
Cloud Computing, SaaS, IT Virtualization, Mobile Apps and Tablets – New IT-Trends,
Tools, Terminals and their impact on SAM & SLM
12.10 | Case Study
Future Trends in Software Licensing and Software Asset Management – Factors that will change the face of IT
> License Management in the Cloud: Opportunities and Limitations
> The Impact of PC Virtualization and Cloud Computing on Management and Deployment
> Flexibility in software asset management – adaptation of standard processes in dynamic business environments
Tba, Dell KACE Inc. / USA
12.50 | Lunch with Networking Zone
14.00 | Case Study
Optimizing process costs when dealing with licenses through consolidated processes
Jim Heaton, CIOO, Senior Director, Baker Hughes Inc. / USA
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5. Soft ware Asset Management Str ategies Europe 2012
17 th – 18 th September 2012 | Pullman Berlin Schweizerhof, Germany
aGENDA
Conference Day 1 | Monday, 17 th September 2012
14.40 | Case Study
Global Software Monitoring for the Optimal Use of Software Licenses – the Software Metering System at Roche
Holding
> The real benefits of SAM: Optimization
> Implementation of software metering globally: Legal restrictions
> Expectations vs. reality of working with enterprise wide controlling of software licenses
Alvaro Perez, Global Software Asset Manager, F. Hoffmann-La Roche Ltd / Spain
15.20 | Refreshment break with Networking Zone
we.CONECT Challenge your peers –
What would you do?
In up to six round tables, each with six moderators, the participants interact, describe & discuss
their specific issues, approaches and solutions regarding the conference topic. we.CONECT finds
out in advance with a special inquiry approach the most important issues facing the participants.
15.50 | Parallel Round Tables
Based on your input from the delegate checklist, we will create a round table session involving an interactive discussion
with your peers. The topics that will be discussed on-site will be announced 3 weeks before the event begins.
we.CONECT Strategy Track (2)
Structures and Strategies in different Corporate Environments and their impact on
SAM & SLM
16.50 | Case Study
Going from reactive compliance management to proactive software asset management
> How do you move from a SAM team making compliance management to anchoring software asset management in
the entire organization?
> Challenges in integrating SAM with supplier and contract management, internal governance and life-cycle
management
> Looking at issues in a global technology-oriented organization, e.g. legal and cultural differences
Lene Bader, Director, Supplier Relationship Management, Danfoss A/S / Denmark
we.CONECT SOLUTION Track (2)
Implementation, Synchronization, Standardization and Optimization of SAM & SLM
Processes
17.30 | Case Study
Standardization of IT assets with the needs and its influences on the internal costs
> Enterprise License Optimization through Standardization
> Assessing the need of Software Assets and Licenses through strategic controlling and metering
> Using the data for strategic planning and save costs
Diane Tea, Principal Category Manager - IT SCM, Vodafone Sarl / Luxembourg
18.10 | Case Study
Software Licensing Metrics – how to make them work for you
> Software Licensing Metrics explained
> Problems in licensing (Virtualization, Processor definition)
> Non-standard licensing (customized definitions)
> Licensing for backup and non productive environments
Jörg Stehlin, Global Project Lead IT Procurement, Zurich Insurance Company Ltd. / Switzerland
DINNER in a relaxed atmosphere to conclude
the first conference day
20.00 | Networking Dinner
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6. Soft ware Asset Management Str ategies Europe 2012
17 th – 18 th September 2012 | Pullman Berlin Schweizerhof, Germany
aGENDA
Conference Day 2 | Tuesday, 18th September 2012
8.20 | Welcome and introduction by we.CONECT, the Chair and the Advisory Board
we.CONECT World Café
The World Café will be initiated with lectures lasting 10 minutes
8.30 | Lecture SAM Governance Café
Aligning strategic business planning, business integration and IT process
engineering with a global SAM, SLM and ITAM approach to create a competitive IT
governance framework
Hans Winckens, Global Software Asset Manager, Philips International B.V. / The Netherlands
8.40 | Lecture SAM Methods & Strategies Café
IT procurement dilemma: One global ERP instance / 10 global enterprise transformation programs starting up at the
same time: The Do & Not-To-Do list
> What is the benefit of 1 global ERP system for SAM and SLM?
> Is 1 global ERP system achievable?
> What are the best practices when implementing a global enterprise transformation program?
> How IT procurement shall do to turn dilemma to success?
Estella Huang, Global IT&T Category Manager, Global Procurement Indirect, Sabic B.V. / The Netherlands
8.50 | Lecture SAM Game Changer Café
How Mobility and new technological trends are changing the face of SAM and SLM
Toni Velamazán, CIO South Western Europe, Danone SA / Spain
9.00 | Lecture SAM Compliance Café
Creation and use of ISO 19770-2-compliant software tags
Joachim Haas, Major Account Manager DACH, FLEXERA Software GmbH / Germany
9.10 | START WORLD CAFÉ | EACH SESSION LASTS 40 MINUTES
we.CONECT and the chair open the World Café, explaining the principles and set the World Café etiquette.
SAM Governance SAM Methods & SAM Game Changer SAM Compliance
Café Strategies Café Café Café
11.50 | World Café Panel Discussion
Presentation of the key results of the World Café and the individual interviews
12.20 | Lunch with Networking Zone
we.CONECT Strategy Track (3)
Challenges in purchasing and procurement of Software Assets and Licenses to
Meet Requirements
13.40 | Case Study
Challenges for the software asset management in virtualized IT environments
> Identification of Challenges, Opportunities and Possibilities of IT-Virtualization
> Virtualization in Client and server environments: Cost savings vs. greater complexity and obscurity?
> Strategies for efficient and transparent software license management
Rachel Dean, Global Software Asset Manager, AstraZeneca Plc. / UK
14.20 | Case Study
Virtualization and Cloud – counting the costs
> Virtualization has made software licensing more complex and, in many cases, led to costly licensing errors
> Oracle has gained a reputation as being a technology that is expensive to virtualize on platforms such as VMware
> As a consequence, people avoid virtualizing Oracle and miss out on the significant benefits this can bring
> Accurate inventory data is the key to successful cloud and virtualization projects for all types of software –
even Oracle!
Jason Keogh, CTO and Co-Founder, iQuate / Ireland
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7. Soft ware Asset Management Str ategies Europe 2012
17 th – 18 th September 2012 | Pullman Berlin Schweizerhof, Germany
aGENDA
Conference Day 2 | Tuesday, 18th September 2012
15.00 | Refreshment break with Networking Zone
we.CONECT TOOLS & SYSTEMS Track
Business Intelligence Technologies, Tools and Systems for Controlling and Monitoring
of Software Assets and Licenses
15.30 | Case Study
A consistent approach of Asset Management lifecycle between Sourcing, IT Operations, Internal Control and
Internal Audit
> SAM complexity is due to multiple factors: Geographical coverage, organizational structure, historical miss
managements
> All involved parties from purchasing to decommissioning must be part of the SAM process
> Internal Control team can help in introducing best practices and adequate controls to
mitigate company risk
Raphael Viard, Director IS&T Security & Compliance, Alstom Grid SAS / France
16.10 | Case Study
Virtualization, Cloud Computing, SaaS: Integration and impact
> License Management in the Cloud: Opportunities and Limitations
> The Impact of PC Virtualization and Cloud Computing on Management and Deployment
> Building a Cloud Investment Management Team
Prentice Dees, Senior Vice President, Information Technology, Bank of America Corp. / USA
16.50 | Case Study
Digital Asset Management solution in B2C & Mobile Business Environments
> Requirements for Digital Asset and license Management in communicating with customers & consumers in world
becoming more social
> CRM 3.0 – Challenges and Opportunities to connect to our customers & consumers through different channels
(i.e. mobile, social, web)
> Coca Cola Pilot Case: Building a digital asset and license management system in a new mobile environment
Nicola Aliperti, Global IT Project Manager Marketing Europe, The Coca-Cola Company / Italy
17.30 | Case Study
Software asset management processes and tools in the virtual data centre
Adrian Seiler, Head of IS Services & Systems, ABB Ltd. / Switzerland
18.10 | Closing words from the chair and end of the conference
REFERENCES OF OUR PAST conferences
“One of the best conferences I have attended so far. Congratulations to the
organizer!“
Axel Esser, Diehl Stiftung & Co. KG
“You guys did a wonderful job.“
Kevin Jones, NASA
“We very much appreciated and enjoyed the opportunity to present to the terrific
audience you assembled and were honored to be part of such an outstanding
agenda.“
Robert Libbey, Pfizer Inc.
“Sensational, top insight ‒ Best audience / speaker combination I‘have ever seen!“
Simon Scott-Kemball, Eurocontrol
“Great learning, great networking, mindexpanding!“
Christina Rahtgens, Roland Berger Strategy Consultants Holding GmbH
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8. For more detailed information
about Our speakers and interactive segments
please visit
http://sams-europe.we-conect.com
We are looking forward to welcoming you!
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