ITAM conference 2016 - speakers & sessions

David Bicket

David has worked in the IT industry for over 40 years.  David was the Convener of the ISO working group responsible for Software Asset Management ('SAM') standards (ISO/IEC JTC1 SC7 WG21 or 'WG21') from 2007 through June 2014, and continues to be active in WG21.  He project-managed and contributed extensively to the ITIL SAM Guide; had major responsibility for developing ISO/IEC 19770-1:2006 Software Asset Management Processes; developed a guide for license management in outsourcing; and has been involved in developing assurance programs for Cloud Service Providers.  He has worked extensively for more than a decade in audits of IT resellers, partners and users for major software publishers.

Opening Keynote

IT Service Management meets IT Asset Management
 - presented by David Bicket and Howard Kendall

Making the best business use of ITAM through the great application of ITSM best practice will highlight how best to develop solutions for each business area that ITSM and ITAM apply to - and how NOT to do it

- you should visit the ITAM conference 2016 for this session alone.

Howard Kendall

Howard has a history of building communities in customer service and IT support markets, and then making them into successful lasting businesses. He has just reached 60 and is now the proud possessor of a 'portfolio career' where he contributes to, and has fun with, a number of businesses and organisations. He aims to help people and businesses grow through both mentoring and investment.

 Howard’s primary achievement was as founding director of the Service Desk Institute. He is recognised as the leading authority in Europe on Help Desks and IT Support.

He chairs the BSI committee that developed the UK Customer Service standard (BS8477) , and BS8600 ( now ISO10002 ) - the Complaints Management Standard (BSI’s third best seller ever), and works with ISO as the UK leader and principal expert to take these global.

Opening Keynote

IT Service Management meets IT Asset Management
 - presented by David Bicket and Howard Kendall

Making the best business use of ITAM through the great application of ITSM best practice will highlight how best to develop solutions for each business area that ITSM and ITAM apply to - and how NOT to do it

- you should visit the ITAM conference 2016 for this session alone.

Steve Mellings

Steve Mellings is an internationally recognised expert on data protection with a specialist field of data in processor management. Steve founded ADISA in 2010 to address poor risk management taking place within the IT Asset Disposal process. The ADISA Industry Standard was released in 2011 and currently has certified sites in North America, Europe and Asia Pacific. The Standard has been recognised by DIPCOG which is a CESG and UK MoD Committee as being an industry standard of merit.

In 2012 Steve co-wrote the UK Information Commissioner’s Office’s and also the National Computer Centre (NCC)’s guidance notes on asset disposal.

Managing Risk and regulatory compliance within IT Asset Disposal within the new European Union General Data Protection Regulation

Data Protection is THE critical concern for every business today. With much focus on “Cyber” there is a critical part of the battle for data protection which most businesses fail to control – ICT infrastructure disposal.  

'Managing Risk and regulatory compliance within IT Asset Disposal within the new European Union General Data Protection Regulation(GDPR)' explores the business process, overlays the changing regulatory landscape and makes recommendations for how organiastions can best meet their regulatory, business and budget holder’s requirements.

Henriette Joost

As head of IT Asset Management in Copenhagen Airport, Henriette is part of a larger Asset Management group handling many different kinds of assets. Henriette has a background as Head of IT Service  support at Falck, Business Architect and Head of Service Management in IBM strategic outsourcing. 

IT Asset Management in a broader Asset Management context

IT Asset Management in Copenhagen Airport is part of the larger asset management group of in total 40 people. The group handles all aspects of assets  from buildings and facilities to ground control systems and critical IT systems.

What does the structure look like in an organization that doesn’t look into hardware assets and software license optimization? And to what extent can the same framework and processes be used across all the different types of asset?

Lau Normann Jørgensen

Lau Normann Jørgensen is a partner with Kromann Reumert in Copenhagen and heads the firm's TMT group. In that capacity he has drafted, negotiated and - occasionally - litigated license agreements for 20 years. Lau is past president of the Association of Danish Technology Lawyers and co-author of that association's and the Danish IT Society's guidelines on license management and license audits.



Vendor terms - Subject for negotiation? Or not?

License audits have become commonplace and represent a significant and growing cost to businesses. The days when license models were along the lines of "a 1000 named users" are long gone. Today, license models as well as the systems infrastructure on which the software is run is becoming ever more complex, causing frequent claims and confusion for organisations which are intent  on maintaining compliance. The issues to be discussed in the presentation are:
- Why all the complexity?
- When are you at an increased risk of being audited?
- How to settle.
- An ounce of prevention is worth a pound of cure: "Licensee minimum terms"


Oren Mizrahil

Oren Mizrahil brings over 15 years of experience from several roles within IT at Amdocs. As head of portfolio of systems Oren takes responsibility in projects from requirements and tool selection, through development implementation and testing, including operations and support.

Major domains are ITSM, product support, ALM and PPM, sales enablement and BI platforms.

ITSM and ITAM project implementations in a large global environment

Large organizations often have multiple needs and stakeholders while choosing the right platforms around IT service management and Asset management. Internal needs vs. external needs, Integration with existing portfolio. Cloud vs. on premise considerations and much more. Amdocs, a market leader in customer experience software solutions and services, constructed a diversified roadmap out of a set of world leading tools after a conscious and thorough analysis. In this session, Oren Mizrahil will describe Amdocs landscape and roadmap and will elaborate on the program to modernize the HP Asset management platform, share success points and challenges along the way, and will provide some aftermath insights almost 1 year after completion of the first phase.

Jason Keogh

Jason Keogh is an internationally recognized subject matter expert in Software Asset Management (SAM) and a 20+ year veteran of the IT industry. Jason has a wealth of experience in desktop and datacenter technologies, particularly with giants Oracle, Microsoft and IBM. Jason founded discovery and inventory company, iQuate in 2002 and acted as CEO and CTO there until 2014. Jason is the editor of ISO 19770-3, the new international standard for defining and managing Software License Entitlements. Jason is VP of Product for 1E, the leader in Software Lifecycle Automation and leads the SAM vision for the company.

ISO 19770-3: The most important thing you don’t yet know about the future of SAM

There is a new International Standard from ISO for Software License Entitlement Management called 19770-3. By knowing about and leveraging this standard, SAM and IT Procurement professionals can gain advantage in negotiations with any software vendor, for any software product… regardless of if the vendor supports the standard yet or not.

This presentation will cover off what the standard aims to provide, how this impacts the future of Software Asset Management and IT Procurement and how you can leverage the standard to your benefit during audits and to gain advantage with vendors during software procurement and renewal negotiations.

Martin Callinan

Martin has over 20 years’ experience in the software industry specialising in software licensing, IT Governance and risk avoidance. He has seen the challenges of risk management related to various aspects of the software ecosystem. In the past, Martin has worked for Microsoft Limited, FrontRange Solutions, Centennial Software, Snow Software and Express Metrix Limited.
Martin is now focussed on assisting organisations leveraging the benefits of open source software to create bespoke applications in house or through third parties while managing the business risks of intellectual property, open source component licensing, copyrights, security vulnerability management, and operational risk. The result for organisations should be a process of continuous compliance solution alongside a company’s DevOps process.

Creating an environment for “Continuous Compliance” within Open Source Software

Open Source Software is now broadly used in the development of software applications. The ability to reuse components of code already created allows development teams to create more code, with more functionality, faster. It also promotes the adoption of standards and makes applications more interoperable.
Although Open Source Software components typically require no licensing fee, it does come at a cost. This cost is uncertainty – or perceived uncertainty in many cases. Most software developers will be meticulous about what components they use from the perspective of functionality as they want to build code that works.

However those Open Source Software components could have inherent business risks associated with them such as Legal/IP compliance, security vulnerabilities and operational risk.

What strategies can companies adopt to create a continuous compliance culture which will manage the risks without impacting technical innovation.

Richard Spithoven

Richard Spithoven is one of the partners at b.lay. He brings more than nine years of relevant license management experience to his new role having previously served as regional director of compliance at Oracle. Richard uses his knowledge of the last decade in Oracle License Management Services to educate, equip and enable software end-users in their challenges with regards to proper software license management. Richard holds a master degree in IT, from the University of Amsterdam in The Netherlands.

Boost up your Oracle audit defence

Increasingly complex software licensing models, a fastchanging IT landscape and risk of vendor-driven software audits are making software license and asset management a top-of-mind issue for IT and business organizations alike. Many end-users of Oracle’s software programs are on a regular basis confronted with an Oracle License Review or an Oracle License Audit from Oracle’s License Management Services (LMS) department. A lot of questions, concerns, and remarks have been raised by many end-users around this subject. Our expert Richard Spithoven gives you insight in the complexity of an audit and shares tips and tricks in his presentation. With this cool session, he will fill you in on Oracle's resolutions, and promising any questions you may have on Oracle License Audit or Oracle License Review will be answered

Peter Beruk

Peter Beruk is has been in the IT Asset Management (ITAM) space for over 25 years.  During that time, he worked for software vendors including McAfee (now Intel), and vendor focused trade associations including BSA. Peter has advocated during his career that there must be a better approach to software management.  During his time at BSA, Peter was instrumental in creating their ISO-aligned ITAM programs that were first to bring the concept of audit forbearance to the marketplace if organizations committed to standardized ITAM.  During his time at BSA, he also joined the ISO working group responsible for the ITAM standard (ISO 19770), where he advocated the tiered approach to ITAM (19770-1:2012).  At 1E, Peter is a SAM Subject Matter Expert and continues his role in ISO SAM as the Secretary of the working group.  He is an expert in audit defense negotiations and has a leadership position in implementing SAM processes to reduce, eliminate audits utilizing 1E ISO Process Implementation and Certification. 

The ISO standards and organizational certification

Many organizations have heard of the ISO ITAM Standard.  However, these same organizations often believe ISO standards are for ‘other’ organizations – not their own.  This session is designed to give a brief overview of the ISO 19770 family of standards, and more importantly, learn how to leverage them to your benefit. The session will offer practical advice on ways to leverage this standard with your vendors and learn about organization certification that can enable your organization to be proactive ahead of vendor audits – and possibly even eliminate them. 

Phil Hames

Phil Hames founded The Business Software Centre Ltd (TBSC) in 2004. Since then the company has pioneered new technologies for providing software as a service (SaaS) and software usage metering.
Over the past 10 years Phil has guided TBSC in the development of new technologies for making software available on a “pay for what you use” basis. TBSC has developed Rentsoft Meter for ensuring that software users can track usage of software and associated services by the minute. Phil believes that traditional licensing methods for software have worked against both customers and innovation in the software industry.

Phil has a BSc Honours Degree in Managerial Sciences from the University of Bradford. The early part of his career was spent in electronics manufacturing and international purchasing where he used quality improvement and statistical techniques to eliminate waste and improve efficiency.
Phil has extensive experience in the software industry with Intuit, Xerox, Software Ltd and Thorn EMI Computer Software. His positions cover sales, marketing and product management. During his time in the software industry he has seen the inefficiencies of standard methods of software licensing and has sought to introduce clarity for both customers and software vendors.

Is SAM a Cost or an Investment?

Many organizations view SAM as a cost to be avoided, in some cases they will even take the risks of non-compliance in order to avoid the time, effort and cost associated with SAM.
However there is a growing view that SAM can be an investment that provides a highly attractive return on investment (ROI) that senior management actively support. This presentation reveals how you can turn the view of SAM as a cost into a business investment. Key questions to be answered are:

•    What is software licensing efficiency vs compliance?
•    Does SAM make false assumptions?
•    What measures of efficiency can be used?
•    How is SAM ROI calculated?

If you are a SAM manager, a practitioner or a partner organizations you will be able to use this subject matter to clearly show the effect of your activities on efficiency and profitability and gain that all important support from senior management.

Matt Greening

Service Desk Auditor & Consultant, Service Desk Institute (SDI)

Previously an IT manager and leader working in the Aerospace, Manufacturing, IT Services and Education sectors, Matt has developed a reputation for creating and maintaining high performance ITSM teams as well building brilliant service desks. The service desk is where he started in IT over 15 years ago and this will always be his greatest passion - the first point of contact, it defines the customer’s perception of the whole IT department. These days Matt spends his days at SDI travelling the world inspiring service desks to be brilliant through auditing,  maturity level assessments as well as troubleshooting and improvement projects.

ITAM And The Service Desk: A Virtuous Circle

A brilliant Service Desk can be crucial to maintaining good quality asset and configuration data.
Equally, having access to quality asset data helps the Service Desk to be brilliant.

Join this session to find out what you can do for your Service Desk, and what your Service Desk can do for you.

Tomas O'Leary

Tomás is a thought leading and vocal member of the software secondary market. Having spent over 15 years either working in IBM or in leading one of its more successful European business partners, he recognising a significant market opportunity and at Origina he created a mould-breaking business model that delivers a vastly improved customer-centric support service for users of IBM software, using IBM’s own eco-system, but at a significantly reduced cost.

Tomás understands the issues and dynamics at play in the rapidly changing software landscape – rapid Cloud/SAS growth, aggressive audit activity by many traditional software publishers, and challenges with legacy software contracts. SAM practitioners are increasingly becoming aware of the software secondary market as an additional optimisation tool to reduce the growing costs of software compliance without increasing associated risks. Tomás has also been a consistent advocate for the promotion of choice for users of enterprise software founding the not-for profit Free ICT Europe Foundation (

Vendor Management - Maintenance payments - can they continue to rise?

The software industry today is going through one its most challenging periods for the traditional software stalwarts. Stable legacy software environments, available Cloud/SAS alternatives, customer base becoming software competitors, and fast moving competitors emerging all the time, putting enormous strain on their traditional perpetual licence business models. 

What does this mean for the $90bn+ of software maintenance fees that these perpetual licenses throw off?
Can this profitable revenue stream survive and, if so, for how long?

The speaker is an advocate for business software users’ rights and a founder of one of the fast emerging players in the Third Party Maintenance (TPM) industry.

Michael Ørnø

Director general of the Agency For Governmental IT Services (Ministry of Finance, Denmark) 

ITAM - seen from a business management view

Why should ITAM have a clear priority on the management agenda?

Michael Ørnø, director general of the Agency For Government IT in Denmark, is one of the early backers of ITAM in Denmark.



Stanislav Pavlin

Stanislav Pavlin is Principal Assets Manager at Vodaphone, is currently running Vodafone Asset Management Services Sarl (VAMS) in Luxembourg, a new Vodafone company focusing on global asset management for the whole Vodafone Group Plc

IT Asset Management - a risk or an opportunity?

What is the real name of the game?

Tools, people and governance... creating a powerful mix. A niche, growing discipline called SAM.. What are the outlooks?



Thorsten Besse

Thorsten specialises in Flexera’s software asset management and license optimisation solutions, working with enterprises to help realise the business challenges of reducing spend and compliance risk associated with their software & hardware estates. With over 9 years experience in solution engineering covering a background of SAM, license optimisation, service management, ITIL and network engineering, Thorsten has the necessary balance of both business and technical understanding to help enterprises whether they’re just getting started or striving for best-in-class optimisation

Optimising your Software License Position

Current license models have complex and varied metrics, as a result most modern applications running in today’s complex environments pose unique license management and software asset management challenges. Many organisations don't truly know whether they are in compliance or not and the underlying data can be suspect at best, and lacking a strategic policy for Software License Optimisation most companies overspend. Hence a need to adopt autonomous processes that manage all types of applications and license models, and also reconcile the software license entitlements they have purchased with actual application installation and usage data. The result creates visibility and control of software assets, reduced software costs and maintaining continuous license compliance - whether you’re just getting started or striving for best-in-class optimisation.

Signe Marie Stenseth

Signe Marie Stenseth is Vice President Director of Sales for EUA and APM of Open iT, Inc., a software company dedicated to help organization meter, analyze and optimize IT assets. Signe has been with Open iT for over 10 years, serving as a Board of Director for the company and being the driving force of the company’s sales team since 2000. Signe’s tireless dedication to serving our customers has contributed significantly to company growth. She has a varied professional background. She worked as an advisor to the Norwegian Government, and for the EU Commission in Brussels, Belgium, in addition to positions in finance for Norsk Hydro, which is an industrial conglomerate. She holds an MBA from The Norwegian School of Economics and Business Administration, with additional studies in economics from the University of Manheim, Germany, and the College of Europe, Belgium. She is married, has 5 boys, and lives and works in Oslo, Norway.

Optimze your software

Do you have a SAM strategy that goes beyond compliance?
With the strategic focus on cost optimization and user efficiencies, now is the time to incorporating usage-metering tools into you organization’s strategic SAM program. You can bring value to your full life cycle SAM planning, but also help your business, purchasing and finance with a key decision support system:
• Attain better negotiation position by simulating the different licensing agreement with current usage pattern
• Increase usage efficiencies by identifying product champions, product features in use, support and training needs
• Enable usage based IT chargeback – split costs by departments and projects
• Improve technology uptake – increase ROI of new tools

Usage Report Dashboards and Alerts provide instant value and a more documented approach to cost management and user and asset efficiencies. The presenter will shed lights with practical examples from multiple industries.

Rebecca Coss

Rebecca has been in the ITAM industry for more than 10 years.  Having started a SAM consulting company in Canada, she joined ITAMS in 2014 to build on and share her extensive experience and work with global organisations.
Leading a team of SAM Consultants and Analysts to deliver high value and pragmatic SAM services to meet the challenges her clients face, she also presents regularly at industry events and delivers specialist training.

SAM Roles and Responsibilities

SAM has governance authority over functions within and outside IT.  In this session we will look at typical organisation structures along with the various roles and responsibilities in the areas of Policy, Processes, Data and Technology - all needing to be identified and undertaken in order to implement a SAM practice, grow your practice and continue to mature that practice over time.

We will be looking at SAM Roles and Organisation, External Stakeholder Roles and SAM Responsibilities for the SAM Manager, SAM Analyst, SAM Data Analyst, SAM Technical Analyst, External Stakeholder Responsibilities and also Scope and Magnitude Considerations

Rory Canavan

With a technical background in business and systems analysis, Rory has a wide range of first-hand experience advising numerous companies and organisations on the best practices and principles pertaining to Software Asset Management.
His experience has been gained in both military and civil organisations, including the Royal Navy, Compaq, HP, the Federation Against Software Theft (FAST), Trustmarque Solutions and Flexera Software – In 2012 Rory founded SAM Charter.  In 2014, Rory was invited to join the Board of ITAMOrg and more recently, Rory was invited to join WG21, the free-spirited thinkers driving SAM standards adoption in the ISO community

The link between Business Strategy and SAM Operations

One of the hardest cases to prove (and maintain proof of) is the link between SAM operations and Governance, Risk and Compliance objectives.  Forging that link requires a near-bi-lingual ability to be able to speak “business” while dancing “SAM”. 
Rory will be taking circa 45 minutes to take you through how such an exercise can not only prove useful, but needn’t be the trial by fire it is perceived to be.

Daniel Begg

Danny has been in IT for over 20years with 15 years consultancy and solution architecture experience in a number of fields. Danny specialised within SAM/HAM/SACM space over the past 5years and currently works within the Home Retail Group (Argos) running the SAM team and the SAM managed services for the group.
Danny is an active member within the SAM community publishing articles within Linkedin to freely impart information and knowledge to the community and to challenge business and delivery practices in a positive and constructive manner to push SAM boundaries to ensure their appropriateness in today’s business and push the SAM industry to improve and to deliver the value the clients now demand

Audit defense or negotiated compliance?

Managing an audit from the customer perspectiv; from planning, ressourcing and legal implications through to executive support, decision making and negotiation.

Audits can be seen as a negative trigger point in the SAM lifecycle but they can be a positive influence and impact dependant on how they are managed, and negotiated with the vendor

Matt Ward

Started at Softcat plc in 1996, since then we have grown the business to in excess revenue of £600m. Softcat is predominantly a Value added reseller in the UK market with strong links to Microsoft and other tier 1 software vendors.
Matt started the services and SAM business in 2005 and later the ITAM team. Annual turnover is £7.5m and geared around helping Softcat customers stay compliant and get the most from their hardware and software assets.
Highlights include a host of awards including Microsoft Global SAM Partner 2014 and Snow Software Partner of the Year 2015. Matt also sits on the Microsoft SAM Partner advisory board.

Microsoft has retired the SAM competency - what now?

The recent retirement from Microsoft of their SAM competency was somewhat a surprise to the market. Microsoft has played a big role in the widespread of SAM including competency development amongst end-users and in the reseller channel.

In this armchair session Matt Ward will discuss with key-people ind the industry (tba) the positives and the negatives in this decission from Microsoft and also discuss what now. In times where competency development is key in order to mature the market what is next?

Birger Wilhelmsen

Birger is Head of Training at ITAMOrg, and is one of main architects behind ITAMOrg education materials. Together with Jan Oberg, Director of ITAMOrg, Birger has spearheaded the development of both our Software Asset Management- and IT Asset Management Foundation course and certification.

Birger holds a role as Senior Business Consultant at Secorigo and before that Principle Manager, Compliance & Optimization at COMPAREX in Denmark providing SAM-advise and analysis for top 20 companies in Denmark. Birger has for the past 10 years worked with software consultancy in both ITAM and ITIL areas, and is presently focused on ITAM and the business perspective.

Introducing the ITAMOrg Tool Assessment

ITAMOrg is proud to introduce the ITAMOrg Tool Assessment in collaboration with KPMG Germany. Based on the established KPMG Tool Certification, widely adopted by the SAM tool vendors in the industry, ITAMOrg has established the ITAMOrg Tool Assessment as a supplement to the certification by evaluating and nuancing multiple aspects of a SAM Tool.
As the KPMG Germany Certification has the technical capabilities and the strict ‘check-mark’ functions in focus, the ITAMOrg Assessment evaluates the practicality and usability of the tool as well as the support of evolving business needs.
In this session you will be introduced to the considerations behind the assessment and the expectation of this new KPMG/ITAMOrg concept. Furthermore, you will learn about our assessment approach, the various areas evaluated and how this can benefit your SAM tool reflections and the business cases related.

Darius Kristen

Darius Kristen is Managing the Microsoft Licensing Team for in Germany and Switzerland and one of the developers of the KPMG SAM Expert Assessment and Tools Assessment.
Darius is focused on bringing companies business value instead of “just SAM”. KPMG and ITAMOrg work together in education and concepts to drive this. Prior to joining KPMG Darius worked with a SAM Tool Provider

Introducing the ITAMOrg Tool Assessment

ITAMOrg is proud to introduce the ITAMOrg Tool Assessment in collaboration with KPMG Germany. Based on the established KPMG Tool Certification, widely adopted by the SAM tool vendors in the industry, ITAMOrg has established the ITAMOrg Tool Assessment as a supplement to the certification by evaluating and nuancing multiple aspects of a SAM Tool.
As the KPMG Germany Certification has the technical capabilities and the strict ‘check-mark’ functions in focus, the ITAMOrg Assessment evaluates the practicality and usability of the tool as well as the support of evolving business needs.
In this session you will be introduced to the considerations behind the assessment and the expectation of this new KPMG/ITAMOrg concept. Furthermore, you will learn about our assessment approach, the various areas evaluated and how this can benefit your SAM tool reflections and the business cases related.

Louise Ulrick

Originally qualifying as a maths teacher in the UK, Louise has spent her working life helping others to learn. As a trainer and professional explainer, Louise enjoys taking difficult business licensing scenarios and developing explanations which reveal that there’s always simplicity on the other side of complexity.

Louise has worked for Microsoft as both a contractor and an employee. As a founding Director of Licensing School, a business set up to provide resources and consulting services around Microsoft’s software licensing, Louise provides a passion and enthusiasm rarely seen around this subject, but perhaps best summed up by her self-confessed mantra of “I Love Licensing”

The Licensing Track - 3 sessions on Microsoft licensing

Session 1 - Microsoft Licensing: Get up to date in 40 minutes
We all know that Microsoft licensing changes at an astonishing pace, so come along to this session for the easy way to find out what’s new and how it affects you. We’ll take the key changes that have happened in the last 12 months – from the desktop products to the cloud – so that if you’re planning new projects then you won’t get caught out with the licensing.

Session 2 - Microsoft Licensing: Tips and tricks for licensing in a hybrid world

A hybrid world is a reality for many organisations but how does the licensing work as you start to move workloads to Service Providers’ datacentres or to Microsoft Azure? In this session we will look at Windows Server, SQL Server, SharePoint Server, and Microsoft Office, so if you’re planning to start running these workloads in the cloud you’ll learn what you need to watch out for from a licensing perspective.

Session 3 - Microsoft Licensing: In the cloud – Office 365 and Azure

While the Microsoft cloud offers similar services to those we’ve used on-premises for years, the licensing is very different. In this session we’ll first of all look at user-based licensing and what’s on offer with the Office 365 services, and then turn to the Azure consumption-based services and see how these are licensed and paid for by customers through the various different Microsoft licensing agreements.

Johannes Schmidt

Johannes Schmidt lead over years software reviews for IBM and other vendors.
Since three years he focuses on implementing holistic SAM processes in complex organizations with a focus on business value and an improved long term vendor relationship

Get the Management Buy In - set the SAM business case

Often started by a small coalition of engaged and experienced staff members, projects for implementing SAM reach their natural limits very soon and sometimes just with the approval for the limited installation of a SAM tool.
This is not motivating for the SAM managers, left back with lots of manual work, but also leaves back the company behind modern industry standards with unmanaged risks, contracts and relationships far below the optimum and thus spendings in wrong fields of investment.
To get the buy-in of the higher management is crucial to build an effective license management. SAM managers therefore need to leave their zone of comfort and find arguments for higher managers to support the engagement of their employees of in SAM.

Ian Moyse

With over 25 years of leadership experience in the IT sector, Ian Moyse, an expert in SaaS and Cloud was named #1 on the top 100 cloud influencers list in 2015 and 2016. In 2015 he was awarded a LinkedIn Power Profile as a top 10 influencer in the UK technology sector.
Ian serves on the board of Eurocloud UK and Cloud Industry Forum and picked up the ‘AllBusiness Sales AllStar Award for 2010 and ‘European Channel Personality of the Year Award for 2011.
Ian can be found at: and his Twitter handle is @imoyse.

ITSM & ITAM: Promoting collaboration between asset and service management

Large enterprises typically operate more than 3,000 services. What are you doing to protect and track yours? To ensure you are not overspending? To control their environmental effect?

Combining IT Asset Management, with IT Service Management, can support you in addressing these challenges by providing a single source of truth for Incident, Change, Problem and Request process.
The service market has seen a shift to focusing on user experience with IT transitioning to a service broker. The impact? ITAM must be integrated to enterprise service management solution.

By aligning people, processes, data and tools, you can significantly enhance flexibility in use of asset and configuration information and grow the maturity and value of both programs. Discover how to make collaborative ITSM-ITAM a best practice within your organization today.

Carsten Drewsen

Carsten is former global head of IT Asset Management at Maersk Line and currently holds a position as Manager for the SAM operation at KMD. Carsten has for the last 19 years been working with managing IT assets, from hands-on with technical implementations to Contract Management of larger Software Contracts.
The last 8 years have been as SAM responsible in a Software Procurement context with focus not only on SAM processes but also negotiations for legal and financial optimization of Software contracts.

ITAM Governance

Lenin said it: “trust is good, control is better”
So why is it that so many companies still consider Software Audit findings as “unforeseen cost”, and on the other hand have a hard time agreeing internally on implementation of needed software policies, governance models and even limited local admin rights, to prevent uncontrolled software installations?
This is the story of how we try to get control of software acquisitions and installations in a large former public company, by introducing Service owners, software policies and Governance models.

Ciaran Merrigan

Ciaran Merrigan is a Senior Manager in PwC’s IT Asset Management team based in London. His background is as a specialist in infrastructure design, implementation and support as well as hardware/software procurement and programme/project management.
He has managed global engagements for both vendors and end-customers on a range of multi-vendor licensing projects including Microsoft, VMware, IBM, Symantec, SAP, Oracle and Adobe software

Outsourcing ITAM

Analysis of the relative merits and challenges of outsourcing ITAM



Piaras MacDonnel

Piaras is an expert in software licensing and IT Asset Management with a specific focus on servers, datacenters and large complex networks.
He is a co-founder of Suredatum where his company provides Enterprise License Optimization (ELO) services to large organizations who have made a significant investment in Oracle, Microsoft and VMWare.
His customers include Fortune 500 companies in the Logistics, Telecoms, Banking and Healthcare sectors. He has assisted some of the largest companies in the world with their preparation for vendor audits, true-ups, EA renewals and ULA exits frequently generate saving in the millions of dollars.
He is a regular speaker at SAM and ITAM conferences and frequently contributes to a number of online forums. He blogs at and can be followed on twitter @PiarasMacDonnel or searching for #ITAM Tips.

Office 365 supporting ISO 27001 Compliance

As organization move to Office 365 there is now an opportunity for organizations to also consider becoming ISO 27001 (IT Security) compliant.  This presentation will talk about what organisations need to consider if they want to pursue this certification from the perspective of Softsware Asset Management
Microsoft Office 365 is an ISO27001 certified cloud service which provides a user-centric approach to achieve this level of IT security including digital signatures, Cloud-based Backup, Mail Protection and Mobile Device Management MDM.
ISO27001 sets out the requirements of Information Security Management System ISMS and is part of the ISO 27000 family of standards relating to information and cyber security and offers a comprehensive set of controls, based on best practice in information security.
Office 365 can help organisations to treat data security seriously, putting in systems and processes to guard against the risk of security breaches or misuse of data however this approach requires a Risk Assessment by qualified Microsoft partners to help establish the requirements for an effective ISMS to protect the operation of the software assets.

Michael Goedeker

Michael has worked with and for some of the biggest IT companies in the world. Working on global security, cyber security and malware as well as cyber threats. His research has been published in journals such as IGI-Global and newspapers and magazines internationally. Michael also has the additional certifications: ITIL, ISO27002, CEH, CHFI, CCISO, MCSA, MCSE, MCT, MCITP, ACE, Sophos Certified Engineer, Trainer and Architect as well as Symantec and McAfee. He is currently the CEO of HAKDEFNET Cyber-Security, a global consulting and research company dedicated to cyber threats such as cyber crime, espionage and warfare, continuously publishing reports, findings and articles on various mediums

Security Research From The Trenches: How Cyber Threats and Risks are Changing how we implement security solutions.

This talk looks at a few different use cases and discusses how cyber threats like espionage, war and crime are changing how and why we implement actionable security solutions. The attack in Ukraine and Rail as well as other Critical Infrastructure Examples will be discussed.

David Foxen

David Foxen is a Software Asset Management Evangelist for Snow Software. He has previously worked as a Global SAM Manager for a large design and architecture firm, a world-wide bank, global retailer and local government. He has successfully implemented SAM in a number of different environments and has implemented a number of SAM tools.
David is a SAM enthusiast who is always looking to network and organizations realise the benefits of Software Asset Management

Winning friends and influencing people

Gone are the days of Software Asset Management being a single person in a dark basement. SAM should been seen as the heartbeat of the business. SAM provides valuable information to key stakeholders, enabling them to make informed decisions to help them achieve their goals and objectives.

In this presentation, David Foxen from Snow Software will look at how Software Asset Management can help the likes of IT Security, Legal, HR, Finance and Procurement and the Service Desk. He will also explain how you can make friends with and influence key stakeholders within the business

Phone: (0045) 2887 9797