10:00 Keynote: Understanding Attitudes – UK Research on SAM and IT Maturity

Andy Burton, Chairman of Software Industry Research Board (SIRB)

Andy joined The Federation as a Board Director in 2006 to bring his wealth of commercial experience and knowledge of Software Asset Management to the team. As Chief Executive of Centennial Software from 2004 to 2008, Andy headed up the market leader in provision of IT asset discovery and License Management solutions that many FAST members already rely upon to manage their IT infrastructure from a cost, compliance and risk perspective. In May of 2008 Centennial was acquired by FrontRange Solutions and Andy was subsequently appointed an Executive of the parent company heading up their go-to-market strategy for Infrastructure Management solutions (Centennial and Client Lifecycle Management). Prior to this his career in Software was in the Security market with four years as Chief Operating Officer of leading content management vendor, Clearswift; Chief Executive of the Content Management division of Baltimore Technologies and Chief Executive of Chubb Information Security. In his earlier career Andy held Managing Director roles for subsidiaries within the publicly traded Chubb Security Group (now UTC) and Securicor Group (now G4S).

With over 20 years in helping businesses protect their commercial assets (from physical to electronic) Andy is ideally placed to advise the Board on a broad range of commercial matters. Andy holds an MBA and Diploma in Company Direction

11:00 Intellectual Property, Software Licensing and Board Accountability

Larry Cohen, Partner, Latham & Watkins’s

Larry Cohen is a partner in Latham & Watkins’s London office and is co-chair of the firm’s global Intellectual Property, Media and Technology Practice. His practice includes patents (specifically, but not exclusively, in the pharmaceutical and electronics sectors), trade marks (both registered and unregistered), copyright and designs, and confidential information. He has also done considerable work on IP structuring, where he is a frequent speaker, and on the boundaries of IP and anti-trust law. Larry is recognised in recent editions of Chambers (“effective operator who is a tremendous fighter, very tenacious and aggressive, and very effective in getting his points across”), Legal 500 (“no-nonsense”), and Legal Experts and the International Who’s Who of Trade Mark Lawyers. He was also named a worldwide leader of intellectual property in Chambers Global: The World’s Leading Lawyers for Business 2007.

12:00 A Business-wide Approach to SAM

Michael Beare, Director, Worldwide SAM, Microsoft

Michael Beare, Director, Worldwide SAM oversees the Microsoft customer Software Asset Management (SAM) program. This program has two distinct aspects: customer license reviews and SAM optimization assessments.

He has also worked closely with regional and distribution channel management to ensure alignment with the Microsoft Genuine Software Initiative across market segments. Michael utilizes his ten+ years of experience in the Microsoft volume licensing business to ensure that customers and partners realize the benefits of Genuine Software.

Beare joined Microsoft’s Worldwide Licensing and Pricing group in Reno, Nev., in 1999, where he served as large account reseller (LAR) Operations Manager for the Americas. He moved to Redmond, Wash., the following year to join the worldwide operations team, where he led several key initiatives and served as Operations Manager for the Enterprise and Academic Licensing programs. He also managed the teams that launched the Microsoft® Product Licensing Advisor and the Microsoft License Statement.

Beare was born in Montevideo, Uruguay, and is fluent in English and Spanish.

13:30 Managing Complexity – Understanding Software Licensing

Matt Fisher, Director of Marketing, FrontRange Solutions

With over four years experience at Centennial Software before its acquisition by FrontRange Solutions, Matt is a regular speaker on the need for and benefits of Software Asset Management. He regular appears in the UK and International media and has spoken at a number of analyst and industry events worldwide.

14:00 Negotiating Software Licenses Based upon Business Needs

Antony Attfield, Manager of Licensing Consultancy, Computacenter

Having worked in the IT industry for over 14 years, Antony Attfield is now the Manager of the Licensing Consultancy Team at Computacenter. After running the software business at ISC Networks for four years focusing on the SMB market, the role at Computacenter is now very much focused on the enterprise space. This vast experience of offering licensing consultancy for different sizes of clients from fifty users all the way up to over a hundred thousand gives Antony a thorough understanding of the requirements of different size clients.

His main goal at Computacenter is to reduce customers spend on software licensing whilst remaining compliant and in control of their software assets. Quantifiable cost reductions have been over sixty percent on often just one software vendor, through a process driven strategy to aid his clients in understanding what they need to buy and how to create the most cost effective long term licensing strategy.

15:00 Governance, Efficiency and Control in a Recession

Petra Van Beneden, Senior Director LMS EMEA Services, Oracle

Petra Van Beneden joined Oracle in April 1999 and is currently the Senior Director of the EMEA License Management Services department (LMS). LMS offers a wide range of services to customers and partners in order to manage their Oracle software license estate. Petra has a legal background and has a combined 14-year experience in IT contract and license management at both EDS and Oracle. The focus of her teams is on ensuring compliance by striking a transparent cooperation with the customer and partner. Petra’s focus has been on Corporate Governance & Software Asset Management (SAM) for the past 4 years.

11:30 Demistifying IP Law in Practice

Peter Hall, Partner, Wragge & Co

Peter is a highly experienced technology lawyer having been working in this area for 18 years. He has been a partner since 2001 and now is the team leader of our IT team. He has hands-on experience of working in-house as he previously worked as part of Citibank’s legal team. He is very active in IT industry bodies such as Intellect and the Society for Computers and Law. He is a graduate of Cambridge University and has a masters degree in IT and telecommunications law from London University.

Peter advises clients on major IT and business process sourcing projects, telecommunications sourcing projects, data protection, Freedom of Information and information law, e-business projects, intellectual property licensing, and anti-trust issues.

12:00 The Key Steps in Structuring a SAM Practice for Success

Stephen White, Software Solutions Manager, Computacenter

A key member of the IiS team responsible for drafting the ISO Standard for SAM 19770-1 and recognised as a pioneer in the development of SAM assessment and managed services Stephen has a wealth of best practice and practical experience. A leading authority in the development of best practices and solutions, Stephen is responsible for the development of Software Asset Management and License Management solutions for Europe’s leading Software practice, delivering benefits to Computacenter’s extensive base of enterprise clients.

Following a career in corporate finance, Stephen’s background now includes over six years experience managing SAM consultancy practices. Having established mechanisms which deliver sustained cost savings and compliance to organisations across all sectors from single office SMBs to international conglomerates with more than 250 sites, Stephen will advise attendees on practical steps to developing a mature SAM practice and driving business benefit.

13:30 Rule Number 1: Gather and Maintain the Facts

Petra Van Beneden, Senior Director LMS EMEA Services, Oracle

Petra Van Beneden joined Oracle in April 1999 and is currently the Senior Director of the EMEA License Management Services department (LMS). LMS offers a wide range of services to customers and partners in order to manage their Oracle software license estate. Petra has a legal background and has a combined 14-year experience in IT contract and license management at both EDS and Oracle. The focus of her teams is on ensuring compliance by striking a transparent cooperation with the customer and partner. Petra’s focus has been on Corporate Governance & Software Asset Management (SAM) for the past 4 years.