ITAM Conference 2019 speakers and presenters

Kris Maes, Coca Cola European Partners

Kris Maes is the Software Asset Manager at Coca-Cola European Partners. Kris is responsible for the daily and long-term strategic management of software within the organisation: planning, monitoring and recording CCEP’s software licenses and software usage, assisting in forming procurement strategies to optimise technology spend across the organisation, and developing and implementing procedures for tracking company software assets.

Kris has a background at Deloitte, where he provided software asset management services to various customers and managed software vendor audits. Prior to this, he worked at Telia Company, where he was responsible for software governance and software licensing.

Are you an IT Asset Manager? Good, now let's talk finance!

Finance, accounting and contract management might not be a comfortable area to work in for asset managers with a technical background.

Depending on your position in the organisation and whether you report to a finance or an IT function, this might not yet be part of your daily job.

Kris will present lessons learned around dealing with vendor expenditures, financial treatment of budgets and scratch the surface of some relevant accounting rules.

Combining finance with good vendor and contract management processes will create clear expectations from the vendor and put pressure on the TCO of the software used in your organisation.

Daniel Begg, Sainsbury's

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 8years and currently works within Sainsburys Argos running the SAM team and the SAM managed services.

Danny is an active member within the SAM community publishing articles within Linkedin and speaking at various conferences such as Gartner, ITAM Review and SAMS Europe to freely impart information and knowledge to the community; 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 in order to deliver the ROI and TCO demanded by organisations of all sizes.

This keynote cover two key aspects - Choosing your weapons in tool selection and the imperative of maintenance in modern businesses

Choosing your weapon!
This presentation will discuss how Sainsbury's tackled choosing a License management tool. From the strategy around going to market, the format of the RFP, the selection criteria that was used before getting to an end result. And also disclose the pitfalls that we came across as well as those suffered by the vendors. We will also talk about what you may be considering with an open Q&A feedback session.

Is maintenance appropriate in a modern business?
In this session we will talk about the maintenance we get as customers from our vendors, weather that is worth the investment and ways to determine this, what other options there are in the market for your major vendors. We will discuss the pro’s and cons of 3rd party support, internal support and unsupported software and where opensource software can be leveraged.

Attila Kiraly, Vodafone Procurement Company

Attila has gained over 15 years of experience in the shared services delivery industry, having worked for GE, Diageo and Nokia in the past.
In his 11 years at Vodafone, he was involved in one of the biggest SAP ERP rollout projects in the world at the time – with direct exposure to the IT and SCM implementation and operations in particular. He has been supporting the Vodafone Asset Management Services from day one, and for the last 2 years has been managing the entity.

Vodafone Asset Management Services

The evolution of a centralised asset management concept in a decentralised environment

A look at how the concept of a centralised asset management function was brought to life in a complex and fairly decentralised environment – with a view to the evolution of Software Asset Management, touching upon the benefits and obstacles that had to be tackled along the way.

Stéphane Joret, Liscience

With 28 years of experience, Stéphane JORET is an ITSM and ITAM expert consultant. Amongst the French pioneers in these domains, he made his first ITAM project in 1993, SAM in 2000 and ITSM in 2005. He is an accredited ITIL trainer since 2009 and contributes to ITIL 4 at AXELOS, notably for ITAM. He translated into French the EXIN SAM Specialist exam and the ITAMOrg ITAM Foundation training material.

Stéphane is specialized in ITAM, SAM and ITSM operating model implementation: process, organization and underpinning technology with transformation methods. Over the years, he developed a practical framework to drive such ITAM and SAM projects on the fast lane with ITIL integration.

IT Asset Management is now part of ITIL

With the release of ITIL V4, IT Asset Management has finally been taken into account within the widespread IT Service Management framework.

In this session we will look into how ITAM was adopted into ITIL V4 from one of the contributors to the updated ITIL framework

Michael Vilain, ReLicense AG

Michael has worked in the IT industry for more than 30 years. Michael has an extensive knowledge about the Software Industry. Worked 10 years in IBM software division and 15 years for Microsoft and 6 years for Crayon Group.  Michael joined ReLicense in 2018 to help them build up their business in the Northern Region (UK + Scandinavia) 

Michael’s key achievement has always been within Sales roles both country specific or in International sales roles as VP Sales.



Empowering your software asset!

The pre-owned licensing market offers organizations the opportunity to reduce costs for licensing Microsoft software immensely, and keep the costs for Microsoft licensing predictable while remain innovative.

Typically, the costs for licensing Microsoft software just keeps raising. This trend is not surprising. Microsoft continuously innovates its product range adding functionalities to the existing product suites. As a result, the prices for not just the total Microsoft solution, but for the individual licenses increase per contract renewal. But what if your organization does not need these additional functionalities or services (yet)? Normally, your organization will be confronted with the increased costs anyway, but that does not have to be the case any longer.

Alternative licensing scenarios offer significant savings potential. TCO savings of up to 80% when compared to a traditional licensing has been accomplished.

As a SAM Manager or Procurement Manager consider buying your next SQL server as a second-hand license and save more than 50% of the cost. We call this IT cost disruption!

Paul McAdam, Source Code Control

Paul McAdam is well known in the UK IT industry as Director of Open Source Management specialists, Source Code Control, but also for his roles at Microsoft. Paul was the Chief of Staff at Microsoft UK preceded by leading the SAM engagement team for 4 years. He was involved in the creation of key initiatives such as settlement with cloud and SAM Managed Services as well as earlier versions of ISO 19770 and the Microsoft Licensing exams. Prior to Microsoft, he was an IT infrastructure manager at AstraZeneca in the UK and for 2 years in the US. Paul is also the chairperson for the charity Sport In Mind.

Microsoft, Google and Facebook are doing OpenChain – shouldn’t you?

This session on OpenChain examines applying asset management principles to Open Source components to prevent cyber-security and legal issues. We will look at real world organisations failing to realise their software is part of a digital supply chain.

Consideration is given to the variety of compliance requirements and an overview of current best practice is provided.

Guy Tritton, Hogarth Chambers

Guy is a barrister specialising in intellectual property, IT, tech and commercial law. With 25 years’ experience in these areas, he has won substantial recognition for his excellence and has written a definitive text on IP law in Europe (Tritton on Intellectual Property in Europe), now in its 5th edition (July 2018).

As a barrister, he works at the cutting edge of the UK & European legal system enabling him to advise clients on all matters IP, IT and commercial. He has appeared in many courts including the European Court of Justice, Supreme Court, European Patent Office as well as criminal courts - even a VAT Tribunal. He is a member of award-winning Hogarth Chambers.

He has a Natural Science degree (BSc (physics, mathematics, computing), is an ex-computer programmer. He also sometimes invests in high tech companies for whom he works.

Dealing in second hand software – the legal insight

This session will be looking into some of the legal aspects of dealing with second hand software. What to look out for, downloaded software vs physical copies and tripwires and minefields for the trader

Kylie Fowler, ITAM Intelligence

Kylie Fowler is the founder and principle consultant of ITAM Intelligence and is an expert consultant who helps clients build responsive and compliant Software Asset Management Frameworks. Kylie began her career in IT support, IT procurement and asset analysis. From this strong knowledge and experience base, Kylie then held a pivotal IT Asset Control role before establishing herself as a highly regarded independent Software Asset Manager. Most recently, Kylie has supported organisations including DirectLine Plc, Thames Water and the Bank of England to leverage the benefits of IT asset management and achieve their business objectives. Kylie is passionate about supporting businesses of all sizes to drive continuous improvement, reduce risk and achieve return on investment through the development of creative asset management solutions.

To the clouds and beyond… the evolution of IT Asset Management

We all know that technology is constantly changing. In our careers we’ve seen IT move from a world of physical on-premise servers, through to highly virtualised datacentres, and now into the cloud. The Architects tell us that cloud doesn’t need managing, and cloud costs will control themselves as business demand fluctuates… but don’t believe them for a second! The reality is that the move to the cloud has the potential to cause a drip, drip, drip of unnoticed costs bleeding out of the business.

In this presentation, Kylie Fowler will explain why IT Asset Management is in a fantastic position to take the lessons we’ve learned from traditional ITAM to design and implement the governance and processes required to get a grip on the cloud.”

Désirée Weiss

Désirée Weiss is Executive consultant on SAP at Insight EMEA. Before entering this position she was responsible for the Global SAP Engagement at the Zurich Insurance Company, where she worked for ten years. Before taking the responsibility for SAP Licenses Portfolio & Relationship (incl. Sybase, BO, ARIBA etc.), Désirée had the positions of Lead Disaster Recovery in Europe and Service Management Performance Specialist, IT Relationship Manager Zurich Agents at Zurich Insurance Company, and  IT Contract Specialist for SW and professional Services. Previously, 2000-2007, Désirée was first engaged as Head Information Warehousing Reporting and from 2004 as a Technical Purchasing Specialist at Telekurs Services AG, now part of the SIX Group AG.

From SAP with Love - the impact of SAP's new Digital Age licensing model

SAP is knocking on the door at their customers to push their new pricing model. Get prepared for SAP Digital Age discussions and learn negotiation mistakes Customers can, input on considerations you may want to take into account when establishing a negotiation strategy and approach for SAP new contract negotiations

Danielle Jacobs, BELTUG

Danielle Jacobs is General Manager of BELTUG, the largest Belgian association of digital technology leaders from businesses and public institutions, with more than 1600 members.
Under her leadership, Beltug has built on the priorities of these ICT managers to achieve a number of successes, including developing a Market Study on the Belgian business ICT market, acting as an interlocutor for businesses on software license issues, and lobbying with public entities at the Belgian and European levels to clarify key issues including indoor coverage for mobile communication, data protection (GDPR), e-trust services, and more.

Danielle has received considerable recognition for her efforts, including a Lifetime Achievement Award at the CIO Leadership summit, 2016. She was named one of Global Telecoms Business’s Top 50 Woman to Watch 2016. And she was elected IT person of the year by Computable Belgium 2018.

Towards a constructive dialogue with the software providers

In today’s fast moving software world, companies share an increasing unease when it comes to managing their software assets. Software publishers release software products supported by sophisticated and complex license models and agreements.

Beltug, the Belgian Association of Digital Technology Leaders, pubhished a Proposal for a Software Publishers’ Code of Conduct. The ultimate goal of this proposal for a code of conduct is for software publishers to provide legal certainty and unambiguous software licensing contracts with a clear definition of responsibilities for both software publishers and customers.
The principles of the CoC are also translated in concrete clauses, companies can use in their negotiations.

We will present our approach

Matt Turner

Matt is IT transformation professional with a passion of challenging and reducing spend by applying a technical lens to the opportunity.  Until recently he managed BT Group Software Asset spend, which he utilised his technical understanding to drive significant cost savings across the organisation, using a unique approach to drive out waste and to challenge the business norms.

Following sharing his story at the ITAM review UK conference and receiving some positive feedback he decided to start his own consultancy focussing on his proactive approach to transforming ITAM spend and is now enjoying sharing his knowledge and experiences with other organisations.

Strategic alignment of SAM at British Telecom

Matt Turner, Software Transformation of ITAM Insights, will share how BT explored a new approach to SAM, working at a strategic level to engage with architecture and design teams to build a 10-year technical roadmap.
Their approach to software management has provided a proactive, strategic view of software consumption and forecasted use, rather than the traditional reactive firefighting seen in many SAM departments.

Stephen Williams

Stephen is a senior consultant that consistently delivers tailored IT asset management (ITAM) solutions that allow organizations to; achieve and maintain software license compliance, increase business agility and improve decision making, achieve significant cost savings and reduce risks.

Application and competent delivery of industry leading ITAM services to a plethora of industries in many challenging scenarios across the globe.

The best kept secret to managing your Microsoft license

Amongst toolsets, processes, all kinds of SAM managed services and licensing consultants/gurus/experts are you really aligning your SAM practices to your business requirements to get the best out of your Microsoft technologies?

We will examine a framework that Stephen has applied to achieve optimal commercial, risk and support for important decision making outcomes for the clients he has worked with on his SAM journey so far.

There will be a specific emphasis and use case on SQL Server licensing, so bring your coffee and come join in to see how your organisation/clients could benefit from similar practices.

Gareth Redshaw

Gareth is the Director of Cloud Cost optimisation for Cloud Optics, a fully independent cost optimisation consultancy focused on mega vendor cost optimisation (Microsoft, AWS, Google, Oracle, SAP & IBM).

Gareth has over 15 years’ industry experience in the software licensing. During his career Gareth helped clients optimize spend, develop a future strategy and take control over high profile vendor negotiations. More recently, Gareth has developed a proven methodology for cost Optimisation which has successfully delivered huge success across EMEA wide clients.

Gareth developed and grew largest LSPs Microsoft Small and Medium Enterprises (SME) Consulting Practice (5,000 up to 15,000 seats), developed and launched Cloud Commercial Optimisation practice in 2016 and was responsible for the largest LSPs License Consulting Practice UK, Ireland, Nordics between 2016 and 2018

Negotiating a Microsoft Cloud contract

This session will review the top 10 considerations when preaparing and negotiationg a cloud contract.

This is pivotal for second generation cloud customers with percieved vender lock-in. We will consider the tactics used by Microsoft to maintain control during this negotiation process.



Stanislav Pavlin

Stanislav Pavlin is an independent executive advisor and former global head of IT Asset Management at Vodafone.

Mr. Pavlin is also the winner of the ITAM Award 2017



 The ITAM Award 2019

Stanislav Pavlin will motivate and present the ITAM Award 2019.



Barry Pilling

Barry is an independent SAM and software licensing consultant who has worked across a huge range of industry sectors.  He specialises in data centre and infrastructure licensing and processes across all platforms, and is a firm believer in managing infrastructure change in the right way.  He is a member of ISO’s working group 21 committee, a contributor to the Campaign for Clear Licensing, and can often be found trying to help people on ITAM forums.

BYOSL – Avoiding Unnecessary Cost

With the increasing shift of business applications into the cloud, organisations are often looking to transition their on premise infrastructure software licences into public cloud platforms but are not always aware of the risks. 

This session will look at some of the pitfalls and gotchas of such a transition and help you to avoid unnecessary costs in the long term.

Dave Hyland, Bank of Ireland

Dave Hyland established the Software Asset Management team in Bank of Ireland in 2011 & has been head od Software Asset Management since then.

The success, Dave believes, has been built on a combination of a great team, their deep understanding of the Bank of Ireland estate and their passion for managing risk & changing organisational behaviours.

The ITAM journey at Bank of Ireland

This presentation will cover the ITAM journey at Bank of Ireland (to be updated)



Rachel Ryan, Danske Bank

Rachel Ryan is the new Global Head of IT Asset Management for Danske Bank with over 20 years’ experience in Software Asset Management, Software Licensing and Software Operations working in Global complexed environments. Saving Costs whilst reducing risk on your Software Estate.

Internal Audit Friend or Foe

Will you SAM Program, Processes and Controls stand up to the scrutiny of Internal Audit.

What areas will they look into ? What will they expect and how can you become audit ready. How this methodology and approach can improve the effectiveness of software license compliance.

Rory Canavan

Rory is Director of R&D at ITAMOrg and the Founder & CEO at SAM Charter.

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 Rory is also part of ISO WG21, the free-spirited thinkers driving ISO SAM/ITAM standards adoption in the ISO community.

Deep dive session: ISO standards industry outreach & ITAM Maturity / Global Process Maturity Report 2018

On this deep dive session on day 1 you will get an understanding of the importance of standards within ITAM in particular and with reference to the ITAM standard ISO 19770-1:2017.
What makes this updated standard so good? How it refers to other Management Systems standards and how you may approach it within your organisation.

In the second half of the session you will be guided further into organisational maturity and an online maturity assessment will be conducted for you to bring back home.


On day 2 Rory will present the findings of data gathered from participants who have taken the ITAMOrg light assessment from around the world over the last year.  This will be a great presentation to see how you measure up against your commercial and national peers.

Torsten Feldmann, EY
Torsten Feldmann is a Senior Manager in EY Ireland’s Software Asset Management practice. Torsten has over 12 years’ experience in software licensing working on behalf of a range of software vendors, where he gained an in-depth understanding of a variety of licensing terms and technologies.
Over the past two years, Torsten’s primary focus has been helping organisations in Ireland and beyond to improve their Software Asset Management capabilities, looking at SAM policies, procedures, tools and skills. He understands the challenges clients face to ‘get SAM right’ and works with clients to identify quick-wins and leverage existing processes and data.

IBM Licensing – common pitfalls and how to avoid them!
Keeping on top of complex and ever changing IBM licensing is not easy. And getting it wrong or even just slightly wrong can have costly consequences. Torsten’s presentation will focus on the most common IBM compliance risks that customers are facing and how get to get these risks under control.
IBM customers deploying IBM software in a virtual server environment need very specific requirements to monitor the changes in their virtual estate. Torsten will discuss what these requirements are; why they matter; and what steps you can take to remain compliant. 

Paul Bullen

Paul Bullen is a principal license consultant for Version 1’s license management team and provides a combination of independent technical and license consultancy.

Paul has been working with Oracle technologies for 18 years and has extensive production DBA, OEM and Real Application Clusters expertise as well as a long history of license management for global organisations.

Oracle Java Licensing Changes: What’s Really Going On!??

There’s a lot of discussion about Oracle’s change to the way that Java is licensed; sadly there are also a lot of myths and misunderstandings. This session will look at what the changes are, what they really mean and whether you need to panic or not! We’ll also discuss options available, the processes you should undertake, what you need to count and how to count it. We will also provide insights into findings of our reviews of enterprise approaches to Oracle Java.

Hayley Pettit

Hayley Pettit serves as a Privacy Consultant at OneTrust – the largest and most widely used technology platform to operationalize privacy, security and third-party risk management.

In her role, Hayley advises many of the world's leading organisations on global privacy laws, focused on formulating efficient and effective responses to data protection requirements as well as building and scaling privacy programmes for companies both big and small.  Hayley holds a first class honours degree in Business information Systems from the University of Brighton.

Don’t Acquire Your Next Breach: Managing Vendor Risk Under the GDPR

Managing your vendor risk before, during and after onboarding is a continuous effort under the GDPR and impending data protection regulations. While outsourcing operations to third-and fourth-party vendors can alleviate business problems and needs, it often comes with risk of acquiring your next breach. To streamline this risk, organizations must prioritize privacy and security “by design” to improve their programs, as well as secure sufficient vendor guarantees to effectively work together during an audit, incident – or much more. In this session, you’ll learn how to implement a successful vendor risk management process and explore helpful tips and real-world practical advice to improve your privacy and security programs.
• Breakdown GDPR regulation, scope, and the new legal obligations it presents for vendor risk management
• Identify priorities before, during, and after vendor procurement
• Secure sufficient guarantees from vendors to efficiently work together during audits or incidents
• Hear real case studies from privacy experts on how to practically tackle vendor risk under Article 28 of the GDPR

Matt Marnell

Matt Marnell is Director, Solution Strategy at Flexera, where he leads the development of product strategy and manages the portfolio of Flexera’s technology management offerings.

As part of his focus on understanding the accelerating waves of technology changes, he is currently studying the impact of IoT on ITAM practices and standards, reporting to the ISO working group for SAM/ITAM standards, SC7/WG21.

The IoT Challenge

In this session, we will explore the ways that the Internet of Things (IoT) is becoming a reality in industry, the impact the proliferation of these devices is having on technology management practices and standards, and how best to incorporate these devices into a mature ITAM program.



Piaras MacDonnel

Piaras MacDonnell is an expert in software licensing and IT Asset Management.  He is the founder of ITAMconsult which provides IT Asset Management consultancy and training.

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 savings in the millions of dollars.
He is the Chapter lead for ITAMOrg in Ireland, authorised trainer on IT Asset Management for the Irish Computer Society and contributor to the ISO/IEC 19770. He is a regular speaker at ITAM conferences and regular online contributor.

DAY 1: ITAM Foundation Training & Certification

As a new concept for blended learning, the ITAM Foundation course will be provided via e-learning ahead of the conference and a one-day deep-dive session will give students and delegates the opportunity to dive into areas that are more complex or needs further explanation.

The one-day brush-up prepares the students for the Exin/ITAMOrg ITAM Foundation Certification


DAY 2: ITAM roles and responsibilities

This session will introduce the IT Asset Management roles and responsibilities and give practical examples on how an asset manager in different aspects of his responsibilities will succeed

Jan Øberg, CEO ØBERG Partners & ITAMOrg

Jan Øberg is senior management consultant and advisor within IT Service Management, IT Asset Management, Service Desk and Service organization. Jan has more than 25 years of experience in advising IT organizations on how to build and maintain management and control of IT in an ever-changing world. Jan has also been a member of the ISO WG 21 for several year.

ITAM roles and responsibilities

This session will introduce the IT Asset Management roles and responsibilities and give practical examples on how an asset manager in different aspects of his responsibilities will succeed

Phone: (0045) 2887 9797