7:30–8:30 | Continental Breakfast

8:30–9:25 | Conference Welcome & Director's Address: SAM and ITSM: The New Frontier

Software license compliance and cost management continue to drive the creation and growth of SAM programs. The rise in adoption of ITIL and ISO/IEC20000 for IT service management and 19770-1 for SAM, point to a convergence of processes in many organizations. Where does SAM fit in the service management landscape? How can SAM managers leverage the new frontier to advance SAM and IT asset management? Steven reports on trends driving the adoption of SAM and standards and how savvy organizations are addressing these challenges.

Steven Russman, Executive Director, IBSMA and Publisher, ECPweb

• Industry & Hot Topics | Save Your SAM Program from Budget Cuts
Cynthia Farren, Cynthia Farren Consulting

• Case Studies | An Education in Software Asset Management at the University of St. Thomas
Thomas Oscanyan, Software Asset Manager, University of St. Thomas

• SAM & ITAM Frontier | Standards Really Matter: An Overview of SAM and ITSM Standards
Charles Ansell, Contributing Editor, ECPweb

10:30–10:45 | Break (coffee in the Expo Hall)

10:45–11:45 | Breakout Sessions:

• Industry & Hot Topics | Reduce Legal Risks by Managing Digital Content
Scott Bain, Legal Counsel, Software & Information Industry Association

• Case Studies | Getting There and Enjoying the Trip: Starting or Enhancing a Vendor Management Program
David Ochroch, Negotiations Consultant to IBSMA

11:45–12:50 | Gold Sponsor Sessions:

• ManageSoft (11:45–12:15 and 12:20–12:50)

• Novell (11:45–12:15 and 12:20–12:50)

12:50–1:40 | Lunch in the Expo Hall

Network at designated topic tables during the lunch break. Look for group discussions on industry practices, compliance audits, ITAM and SAM processes and more.

1:40–2:40 | Breakout Sessions:

• Industry & Hot Topics | Open

• Case Studies | International Perspectives: Launching a SAM Program in a Global Organization
Tim Shields, Director Software License Asset Management, UBS

• SAM & ITAM Frontier | ITIL v.3 Fundamentals: Core Concepts, Best Practices and Winning Approaches
Brian Johnson, Vice President and Global Practice Manager, CA

2:45–3:45 | Breakout Sessions:

• Industry & Hot Topics | Open

• Case Studies | Centralization: The Key to Consolidated License Compliance and Asset Optimization
Dan Griffith, EDA Business Relations and Asset Management, Freescale Semiconductor

• SAM & ITAM Frontier | Integration of ITAM, ITIL and SAM Best Practices
Scott Fuzer, Five 9s Technologies

3:45–4:00 | Break (coffee in the Expo Hall)

4:00–5:10 | SAM Practitioner of the Year Awards

The International Business Software Managers Association will announce the winners of the third annual SAM Practitioner of the Year Awards to recognize outstanding achievement. The awards will be presented in a special session followed by a panel discussion. Winners will be announced at the conference.

5:15–7:00 | Reception and Prize Drawings in the Expo Hall

Join us in the Expo Hall for drinks and a light meal. Visit with the exhibitors and enter the drawing for valuable prizes. Prize drawings to be held throughout the reception.

7:30–8:30 | Continental Breakfast

8:30–9:25 | Breakout Sessions:

• Industry & Hot Topics | The Power of Oracle License Management Services
Petra Van Beneden, Senior Manager, License Management Services and Megan Bozio, Director, License Management Services (North America), Oracle

• Case Studies | From SAM Survival to CMDB at Medavie Blue Cross
Lynn Barbour, Coordinator, Configuration and Asset Management, Medavie Blue Cross

• SAM & ITAM Frontier | Standards Really Matter: Part 2, Establishing a Strategic Direction
Charles Ansell and Steven Russman, IBSMA

9:30 – 10:30 | Breakout Sessions:

• Industry & Hot Topics | Negotiating Software License Disputes
Rob Scott, Scott & Scott LLP

• Case Studies | Moving from Chaos to Proactive SAM
Mark Horn, American Family Life Insurance Group

• SAM & ITAM Frontier | Overview of ISO 20000 and the Organizational Certification Process
John Di Maria, Product Manager, BSI Management Systems

10:30–10:45 | Break

10:45 - 11:45 | Breakout Sessions:

• Industry & Hot Topics | Manage Your Software Assets in a Virtual World
Brian Duckering, AppStream

• Case Studies | Surviving a Publisher Audit: Lessons Learned
Doug Reid, Manager IT Asset Management, Ontario Lottery and Gaming Commission

• SAM & ITAM Frontier | Open

11:45–12:50 | Gold Sponsor Sessions:

• CA (11:45–12:15 and 12:20–12:50)
Delivering True End-to-End Service Management: Leveraging the Best of ITIL, ITSM and ITAM
Howard Hastings, Sr. Principal Product Manager, CA

• BDNA Corp. (11:45–12:15 and 12:20–12:50)
Implementing Large Scale ITAM at Lockheed Martin
Ray Kuhl, Director, Asset Management, Lockheed Martin Corporation

• Softwaremanagement.org (11:45–12:15 and 12:20–12:50)

12:50–1:40 | Lunch in the Expo Hall - 6th Floor

1:40–2:40 | Breakout Sessions:

• Industry & Hot Topics | Survey Results: SAM Maturity Levels on the Rise
Abhi Joshi, Director, KPMG

• Case Studies | The Story of One University's SAM Enlightenment
Jenny Hartfelder, Bob Jones Univeristy

• SAM & ITAM Frontier | Hot Topics in Microsoft Licensing
Paul DeGroot, Licensing Analyst, Directions on Microsoft

2:45–3:45 | Breakout Sessions:

• Industry & Hot Topics | Become a Positive Change Agent for IT
James Macsay, Organizational Consultant to IBSMA and Rick Fenwick, PHD, Fenwick Koller Associates

• Case Studies | International Perspectives: Finding the Right License Management Tool
Zulfikar Salehmohamed, Enterprise License Manager, FIDUCIA IT AG

• SAM & ITAM Frontier | Software Licensing: A Taxonomy for Software-use Entitlement
John Tomeny, Director of Marketing, Sassafras Software and Chairman, IBSMA Software Licensing Practices Committee

3:45-4:15 | Dessert Break

Dessert break in the Expo Hall and grand prize drawing (must be present to win)

4:15–5:15 | Panel Discussion: Industry Speaks out on Challenges and Opportunities

SAM Summit wraps up with a lively discuss on the challenges and opportunities the industry faces in today’s highly competitive economy. Our panel will cover hot topics and take questions from the audience. This is sure to be a dynamic closing session. Panelists include Christina Crowley, Oracle; Cynthia Farren, Cynthia Farren Consulting, Jeffrey Gustafson, EMC Corp. and Kris Barker, Express Metrix. Bob Kruger and Steven Russman will moderate.

Submit questions for our industry panel during the conference. If your question is selected you'll receive a special gift from IBSMA.

Reduce Legal Risks by Managing Digital Content

Published and copyrighted materials, such as newsletters, articles, photos, music and motion pictures, are increasingly showing up on corporate computer networks. In several recent cases, companies have paid millions of dollars in civil lawsuits resulting from their employees' violations. Sometimes, even authorized subscriptions can turn into unauthorized copying once material is placed on the company's network or email server. This session will discuss how successful content management can be included in your SAM program to lower your liability.

Scott Bain, Legal Counsel, Software & Information Industry Association

Save Your SAM Program From Budget Cuts

All industries and companies experience off years and budget cuts. And too often SAM programs and staff are first on the chopping block because finance managers don't understand their money-saving role. This session will show you how to ensure that your (or your clients) SAM program provides management with visible and justifiable hard-dollar returns. Learn from veterans of the industry as well as group participation and brainstorming.

Cynthia Farren, Cynthia Farren Consulting

The Power of Oracle License Management Services

IBSMA invited Oracle to return this year for an update on its progressive License Management Services (LMS) program. LMS was established to help customers and partners reduce the chances of running unlicensed or improperly licensed software. This program provides customers and partners with up-to-date information, best practices and tools to maximize their investment in Oracle software. In this presentation the Oracle LMS team will review the latest developments in its service offerings and tools, and explain how LMS services can fit into a customer’s existing SAM program. Learn to get the most from an Oracle license review and how to engage LMS in a proactive capacity for consultation or managed services.

Petra Van Beneden is a senior manager in LMS’ European service group. Van Beneden has a legal background and more than 12 years experience in IT contract and license management with EDS and Oracle.

Megan Bozio is the director of LMS' North American service group. Megan has a financial auditing and internal audit background and has managed the LMS North America team for five years. 

Hot Topics in Microsoft Licensing

As Microsoft’s product lines expand and new technologies, such as virtualization, become mainstream, the company’s licensing models and policies are becoming more complex. This session singles out three areas that have a major impact on end customers—changes to Client Access Licenses (CALs), licensing for virtual machines, and multiplexing rules—and summarizes the main changes and challenges. The session will cover issues such as complex CAL requirements, rules that affect use of virtual machines in clustered or failover environments, and policies that can significantly boost the cost of incremental upgrades. The session will include a short presentation followed by roundtable discussion. Come prepared to learn and participate.

Paul DeGroot is the licensing analyst for Directions on Microsoft, a publishing and consulting company based in Kirkland, WA.

Negotiating Software License Disputes

If your business is forced to defend against a third-party software audit, will you know the best way to respond? In this session you’ll learn key strategies for preparing your business without making it vulnerable to potential liability. You’ll learn techniques for reducing the costs and mitigating the risks associated with software license disputes, which include understanding the role of ambiguity in software licenses, contractual audit and license termination provisions.

Rob Scott, Scott & Scott LLP

Manage Your Software Assets in a Virtual World

Licensing, compliance, usage monitoring, access and version control, system-state management and other areas pose new challenges for IT managers tracking and managing virtualized software. With the recent explosion of virtual systems being managed by IT environments, and with software vendors changing their licensing models for software on these virtual systems, the risks for IT departments becoming non-compliant grows exponentially with each new virtual system. This session will cover all you need to know to stay head of the curve, including an overview of virtualization technologies, such as Altiris SVS, AppStream, Citrix, Microsoft Softgrid and others; the difference between virtualization and application streaming; the benefits and disadvantages of different technologies, and more.

Brian Duckering, AppStream

Survey Results: SAM Maturity Levels on the Rise

How mature is your SAM? KPMG presents eye-opening results from its groundbreaking survey of nearly 1,000 large, medium and public sectors companies. Attend this session to compare your organization’s SAM maturity level across people, processes and technology with industry norms.

Abhi Joshi, Director, KPMG

Become a Positive Change Agent for IT

Change management is more than a systematic approach to implementing software fixes and new servers. Your ability to work with the often-perplexing nature of coworkers’ behavior is an important factor for influencing positive change. In this session, you’ll learn how to manage organizational change and to work with people with a focus on identifying your personal style for relationship building. We’ll also look at techniques to bridge communications and knowledge gaps among functional teams.

James Macsay, Organizational Consultant to IBSMA and Rick Fenwick, PHD, Fenwick Koller Associates

Implementing Large Scale ITAM at Lockheed Martin

Lockheed Martin is a $40-plus billion global enterprise with a highly decentralized management model and autonomous business units. In early 2007 Lockheed’s office of the CIO embarked on an enterprise-wide initiative to achieve comprehensive management and visibility into the organization’s technology resources, with the objective of rationalizing investments, standardizing technology and optimizing security initiatives.   

To achieve these critical goals, Lockheed Martin has a multi-tier asset management strategy that combines agent and agent-less discovery solutions. Through a methodical rollout plan, Lockheed Martin is continuously identifying opportunities to consolidate computing environments through virtualization, rationalizing licensing of enterprise software and standardizing operating systems and applications.

This keynote session will provide a perspective on the business opportunity behind Lockheed’s objectives, the process requirements and challenges in implementing large-scale initiatives in a distributed organization, and the outcomes and lessons learned.

Ray Kuhl, Director, Asset Management, Lockheed Martin Corporation

Delivering True End-to-End Service Management: Leveraging the Best of ITIL, ITSM and ITAM

Join CA to learn how software asset management (SAM) fits into the overall IT asset and service management framework. In a best-practice landscape filled with overlapping and often conflicting priorities and functionality, organizations are challenged to make optimal decisions on products and services to achieve business objectives and leverage existing investments. In this presentation we will identify key touch-points between ITIL, ITSM and ITAM practice areas, processes and technologies, as well as highlight synergies that enable development of a roadmap for success.

Howard Hastings, Sr. Principal Product Manager, CA

Getting There and Enjoying the Trip: Starting or Enhancing a Vendor Management Program

Despite on-going consolidations in IT software, hardware, telephony and professional services, you still have dozens of vendors to work with and more knocking on your door every day. So how do you find the best, replace the bad apples, and keep track of it all? This enlightening discussion will detail the decision points and policies involved in rolling out the phases of a successful vendor management program.

David Ochroch, Negotiations Consultant to IBSMA

An Education in Software Asset Management at the University of St. Thomas

License compliance can be a difficult undertaking in university settings, mostly because academic end users tend to be more autonomous than their corporate counterparts. Thomas Oscanyan describes how the University of St. Thomas' IRT staff collaborates with end users by wielding the carrot more than the stick and placing centralization in end users' best interest.

Thomas Oscanyan, Software Asset Manager, University of St. Thomas

International Perspectives: Launching a SAM Program in a Global Organization

Discover how a SAM program is successfully introduced in a large global organization. Tim will show you how to manage across global divisions and cultural norms plus how to attain buy-in by region, business line and expertise.

Tim Shields, Director Software License Asset Management, UBS

Centralization: The Key to Consolidated License Compliance and Asset Optimization

Centralization of license management was the foundation of Freescale ’s award-winning process for software license compliance and asset optimization. Learn how they did it and how you can achieve centralization within your company. Dan Griffith will detail the benefits Freescale gained from its centralization, both financial and engineering. This presentation will benefit anyone involved with software asset management, from desktop application to highly specialized engineering applications; regardless of the size of your company.

Dan Griffith, EDA Business Relations and Asset Management, Freescale Semiconductor

From SAM Survival to CMDB at Medavie Blue Cross

Headquartered in Moncton, New Brunswick, Medavie Blue Cross has been providing health insurance services to individuals and organizations for over six decades. In 2004, Lynn Barbour started its SAM program from scratch, and in this session she’ll review the steps she took to get corporate buy-in and how her company then worked to create and mature SAM processes. Lynn will point out the quick-wins, as well as how to avoid common pitfalls, and will discuss how she is continuing her journey, now integrating SAM into emerging configuration management processes.

Lynn Barbour, Coordinator, Configuration and Asset Management, Medavie Blue Cross

Moving from Chaos to Proactive SAM

Need to move your SAM program from basic to advanced? This session will guide you through the processes that successful companies have built to get from a non-SAM environment to a functional and proactive approach to managing software. Mark Horn will demystify SAM and give you the self-confidence you need to reach the promised land. Also learn how ITIL and ISO/IEC 19770-1 may fit into your new high-level framework.

Mark Horn, American Family Life Insurance Group

Surviving a Publisher Audit: Lessons Learned

Doug Reid describes his 12-month software license compliance audit as extremely frustrating, labor intensive and expensive. But the lessons he learned from the experience will help you better prepare your organization for a vendor audit and minimize risk and cost. This presentation will focus on the many lessons Doug learned along this audit journey and the changes he’s implementing to prepare for the next inevitable vendor audit.

Doug Reid, Manager IT Asset Management, Ontario Lottery and Gaming Commission

The Story of One University's SAM Enlightenment

Learn how a major university saved hundreds of thousands of dollars through effective use of concurrent licensing and software management in this informative session with Jenny Hartfelder. A Business Software Alliance Grace Campaign sweep five years ago encouraged IT management at Bob Jones University to quickly evolve their SAM practices, which were developed practically from scratch in record time.

Jenny Hartfelder, BJU Press R&D Business Analyst, Bob Jones University

International Perspectives: Finding the Right License Management Tool

When FIDUCIA IT, one of the largest German providers of IT outsourcing services, launched a SAM program in 2006, it quickly realized the next challenge was finding the right license management tool. Learn FIDUCIA’s successful approach to evaluating and selecting the right tool to meet the diverse license-management needs of an outsourcer and its customers.

Zulfikar Salehmohamed, Enterprise License Manager, FIDUCIA IT AG

Integration of ITAM, ITIL and SAM Best Practices

Have you ever wondered what the difference is between and IT asset repository and ITIL’s configuration management database? Are you curious how ITAM and ITIL integrate and work together? Are you stumped on where SAM fits into this alphabet soup of best practices? Join us for an informative session where we’ll dispell the myths regarding the intersection of IT asset, service, configuration and software management. You’ll come away with a better understanding of these best practice frameworks and how they relate and overlap in the real world.

Scott Fuzer is a vice president and ITAM practice leader with Five 9s Technologies, based in Chicago. Prior to joining Five 9s, Scott was the IT asset manager with VW Credit, and also a contributor to ECP’s Tools Manager series with real-world feedback on numerous products.

Standards Really Matter: An Overview of SAM and ITSM Standards

Have you wondered about the difference between standards and frameworks? Are you unsure how ITIL relates to ISO and where SAM fits in the picture? Attend this session and learn about the latest developments in each of these standards and how they could affect you.

Charles Ansell, Contributing Editor, ECPweb

Standards Really Matter: Part 2, Establishing a Strategic Direction

Attend this session if you're interested in a deep dive into the direction of SAM standards. We'll build on the material we covered in, "Standards Really Matter: An Overview of SAM and ITSM Standards," and delve into details on the in-progress standards and discuss standards in development. Do the standards meet the demands of the marketplace? Are the SAM standards aligned with IT service management goals and objectives? Is certification for ISO/IEC 19770-1 possible? What are the alternative to certification? Attend this interactive session if you're interested in learning more.

Charles Ansell and Steven Russman (IBSMA) are U.S. delegates to the international ISO SC7 plenary, including WG21, WG 25 and IT governance working groups.

ITIL v.3 Fundamentals: Core Concepts, Best Practices and Winning Approaches

If you’re like most SAM pros, you have questions about ITIL v.3. Get answers and advice at this timely session covering core concepts of v.3 and the practical steps you can take to decide if the refreshed framework is the right approach for your organization.

Brian Johnson, Vice President and Global Practice Manager, CA

Overview of ISO 20000 and the Organizational Certification Process

ISO 20000 is the international standard for IT service management. Published in 2005, ISO 20000 is based on ITIL v.2 and has been labeled the “quality standard for IT service management.” Certification to this international standard is considered to be the ultimate achievement in "due diligence" and, where required by business practice or regulation, recognition of legal and regulatory compliance. This session will introduce the standard: what it is, business drivers and the roadmap to achieving certification. The link to ITIL will be explained as well as the high-level mapping of 20000 to the new ITIL v.3.

John DiMaria, Product Manager, BSI Americas

Software Licensing: A Taxonomy for Software-use Entitlement

SAM practitioners today have more opportunities than ever to drive change in software licensing. As the ISO/IEC software tagging standard comes to market in 2009 it is vitally important for SAM practitioners to not simply be consumers of the standards, but to leverage the standards as instruments of change. Attend this session to learn how the software licensing landscape is changing and how you can have an impact on its future.

John Tomeny represents Sassafras Software, the publisher of K2 - KeyAuditor & KeyServer, a software asset management (SAM) tool.  He is a 16-year veteran of the SAM industry and a founding member of IBSMA.  John is a leader of IBSMA’s Software Licensing Practices committee which conducted the initial work on developing an international software use entitlement standard.  He is a recipient of the IBSMA 2007 SAM Practitioner of the Year award.

Conference schedule subject to change. Revised June 6, 2008.