1. Turning Technology Threats
into Opportunities –
The Licensing View
March 20th, 2012
Ansgar Dodt
Vice President SRM EMEA
SafeNet Inc.
© SafeNet Confidential and Proprietary

2. Agenda
 Licensing
 Technology Challenges and Countermeasures
 The Opportunity
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3. Primary Licensing Goals
Unintentional overuse
Prevent
license abuse
Intentional abuse
Licensing
High- and low-value
Tailor licensing segments
to market
segments Different use cases and
billing methods
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4. Maximizing Revenues
Price
Higher Price
Revenue
Volume
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4

5. Segmented Offering
• Packages with
different values,
where values can be
• Features
+ Value A, B and C • Ressources
Price
• Service Levels
+ Value A, B or C
• Frequency/
Standard Package duration of use
Light Version • …
Volume • Price differentiation if
additional revenues
exceed cost of
pricing complexity
© SafeNet Confidential and Proprietary
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5

6. Agenda
 Licensing
 Technology Challenges and Countermeasures
 The Opportunity
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7. Technology Threats
Cloud
2
1
3
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8. 1 Licensing Cloud Services -
Traditional Licensing not Usable
Your
Cloud
Service
On-Prem
License
Server
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9. 1 Licensing Cloud Services
Licensing for the Cloud from the Cloud
Your
Cloud
Service
Cloud-
based
License
Server
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10. 1 b Licensing On-Prem ―as if‖ Cloud Service
Subscription or Usage-Based
Your On-
Premise
Appl.
Time-based license/ usage data
Cloud-
based or On-Prem
License License
Server Server
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11. 2 Licensing on Mobile Platforms -
Issue #1: Variety of Platforms
Source: Asymco
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12. 2 Licensing on Mobile Platforms -
Issue #2: Appstore Restrictions
we will pay you a royalty equal to the
For each sale of an App,
greater of 70% of the purchase price or 20% of
the List Price as of the purchase date (70/30 is standard, this 20/80 split is somewhat odd
and confusing)
If your app is available on other platforms, you have to make sure to update it at the same time on
Amazon’s store that you do in any other store
Apps will have to use Amazon DRM — meaning they will only
work on devices they approve
right to pull any app for any reason
Amazon has the
―We have sole discretion to determine all features
and operations of this program and to set the
retail price and other terms on which we sell Apps.‖
© SafeNet Confidential and Proprietary
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13. 2 Licensing on Mobile Platforms -
Issue #3: Piracy (Example Android App)
Source: Keyeslabs.com, Network World September 30th, 2010
© SafeNet Confidential and Proprietary
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14. 2 Licensing on Mobile Platforms -
Deliver Service and License From Cloud
Your
Cloud
Service
Cloud-
based
License
Server
© SafeNet Confidential and Proprietary
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15. 3 Licensing on Virtualized Infrastructure -
License locking can become very difficult
Your
On-
Prem
Appl.
On-Prem
License
Server
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16. 3 Licensing on Virtualized Infrastructure -
License Delivery From Cloud
Your
On-
Prem
Appl.
Does not have to be
always connected
Cloud-
based
License
Server
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17. Agenda
 Licensing
 Technology Challenges and Countermeasures
 The Opportunity
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18. Primary Benefits of the Internet
Efficient access
and delivery
Internet
Two-way-
communications
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19. Capturing Value from Two-Way-
Communications
Track usage
Provide Process data
recommen-
dations/
improve
offering
Many users appreciate usage data collection if a) ethical,
b) outcome is helpful and c) not aggressive
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20. Business Intelligence
• What is the detailed usage of features,
Fine- functionality within features?
grain • What are the typical workflows?
usage • What functionality is being re-used/
appreciated, what only once/disregarded?
• Who is actually using what they have paid
Usage of for?
entitlements • Who is likely to need more ―capacity‖?
• Who has the right to use what
Entitlements service/appl., what features, what SLA, at
what time, how often/ how much etc.*
* For on-premise applications also versioning
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21. Product Management/ Marketing Intelligence
Usage
Feature experience
Relevant Feature does not meet
expectations
Usage
Feature relevant, but Feature not relevant,
not well advertised/ not advertised or not
easily accessible easily accessible
Time
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Time
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22. Sales Intelligence
License Usage
Max
Need for more capacity Unhappy customer, or
alternative solution
Trial Usage
Probably not a good
Prospect not trialling
trial experience
Time
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Time
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23. The Management/BI Layer
ERP
Manage-
Your
ment
Cloud
Platform CRM
Service
Product
Catalogue
Cloud-
based
Billing
License
Engine
Server
© SafeNet Confidential and Proprietary
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24. Turning Technology Threats
into Opportunities –
The Licensing View
March 20th, 2012
Ansgar Dodt
Vice President SRM EMEA
SafeNet Inc.
© SafeNet Confidential and Proprietary