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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

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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 CIOO, Senior Director Baker Hughes Inc. / USA

> Structuring license agreements and company-wide coordination of software procurement processes to fulfill specific requirements > Efficient management and reporting of software licenses > Legal background, recent court decisions, national and international trends and tendencies > IT-based enterprise SLM: From theory to working practice > Tools, reporting solutions and licensing models under scrutiny > Benefits and risks of using open source and used software > Balancing over and under licensing > Management of server licenses – Challenges and solutions > Virtualization and software as a service – simplification or even more complexity? > Impact of cloud computing in licensing > Software asset and license management in dynamic and distributed enterprise environments > Authorization and software metering in virtualized environments

Toni Velamazán CIO South Western Europe Danone SA / Spain Nabil Batlouni CIO Europe NYSE Euronext / France Prentice Dees Senior Vice President, Information Technology Bank of America Corp. / USA Daniel Lebeau CIO GlaxoSmithKline Biologicals / UK Dieter T. Beckers Assistant Vice President Allianz AG (AMOS SE) / Germany Diane Tea Principal Category Manager - IT SCM Vodafone Sarl / Luxembourg Lene Bader 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 Major Account Manager DACH FLEXERA Software GmbH / Germany

MEDIA Partners

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 Researched & Developed by

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Soft ware Asset Management Str ategies Europe 2012 17 th – 18 th September 2012 | Pullman Berlin Schweizerhof, Germany

Contents P. 2 | Overview Speakers Main Topics P. 3 | Overview + Icebreaker Icebreaker Session Business Partners P. 4-5 | Conference Day 1 Challenge your Peers Day One Dinner

aGENDA

ICEBREAKER Session | Sunday, 16th September 2012

we.CONECT ICEBREAKER Our Icebreaker Session consists of small Round Tables with speakers, business partners and attendees where the audience will discuss the main challenges and cutting edge 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 conference, break the ice and get the show on the road.

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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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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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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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 Café

SAM Methods & Strategies Café

SAM Game Changer Café

SAM Compliance 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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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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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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Software Asset Management Strategies Europe 2012