Professional Documents
Culture Documents
2011 Key Trends in Software Pricing
2011 Key Trends in Software Pricing
2011 Key Trends in Software Pricing
Of the ways that customers track usage, the highest satisfaction rating is for vendor provided tools, with 90% of customers that primarily use that approach indicating that they are satisfied. The least favored approachmanual/spreadsheets registers only 22% satisfaction. Enterprises believe that it is harder to maintain compliance for infrastructure (not applications) software. The primary reason for difficulty, according to customers, is that licensing is too complex. Audits Most application producers did not perform any audits at all in the last year (60%) Most application producers that did perform audits did 10 or less. For the vast majority of application producers that performed audits, the award was less than $100,000. Our enterprise survey corroborated this data. The application producers listed by enterprises as conducting audits within the last year included Microsoft, Oracle, IBM, and SAP. Licensing Effectiveness 55% of application producers think their current licensing strategy does a good job of capturing value. And 70% in that population plan on making additional licensing strategy changes to capture more value in the next two years. Application producers with concurrent licensing were most likely to rate their licensing/value equation as being effective (77%). In addition, 40% of enterprises listed concurrent licensing as their preferred approach, the highest percentage of any category. Application producers with processor-based licensing were most likely to rate their licensing/value equation as being ineffective or very ineffective (60%). Entitlements Most application producers (62%) believe that it is difficult to somewhat difficult for customers to determine which products they are entitled to use and what they are using.
Survey Background
The 2011 Key trends in Software Pricing and Licensing survey was conducted by Flexera Software with input from IDCs Software Pricing and Licensing Research division under the direction of Amy Konary, research vice president software licensing and provisioning at IDC. This annual research project looks at software licensing, pricing and enforcement trends and best practices. The survey reaches out to executives at application producers and enterprises who use and manage software and devices. Now in its seventh year, the survey is previewed at the annual SoftSummit Conference and made available to the industry at large each year.
Enterprise Demographics
More than one-half of the enterprise respondents were from larger enterprises of more than $1 billion in revenues, and more than a third were from companies with $3 billion in revenues or more. 45% were from North America, 38% from Europe, 13% from Asia Pacific, and 2% from the Middle East.
Which of the following represents your annual product licensing revenues? Less than $10 million
$11 - $30 million $31 - $50 million $51 - $100 million $101 - $500 million $501 million - $1 billion Over $1 billion Do not know 2011 Key Trends in Software Pricing and Licensing Survey 4
Individual Findings
Pricing Flexibility and Value Usage-Based Pricing Remains Popular, but Seat-Based Pricing Gaining Popularity
The most popular software pricing model for enterprises (40%) is concurrent user (floating/network) licensing (down from 60% last year). However, the demand for usage-based pricing remains significant at 17%. Seat-based licensing models (per machine/server and named user) have gained popularity, with 30% of respondents preferring those models, compared to 9% in 2010.
What is the software pricing model you prefer for enterprise class applications?
Processor Processor core Seat (per machine/per server) Seat (named user) Concurrent user (floating/network) Usage metric (number of uses, time used, number of transactions) Financial metric (revenue, cost, royalty)
Which pricing models do you offer for your packaged software or intelligent device today? Product that is priced per
80% 70% 60% 50% 40% 30% 20% 10% 0% Concurrent user (floating/network )
Financial metric (revenue, cost, royalty) Financial metric (revenue, cost, royalty)
Processor
Looking forward in the next two years, which pricing models do you expect to offer? (Select all that apply). Product that is priced per
80% 70% 60% 50% 40% 30% 20% 10% 0% Processor Processor core Usage metric (number of uses, time used, number of transactions) Seat (named user) Concurrent user (floating/network) Other (please specify) Seat (per machine/per server)
Processor core
Did providing more flexible licensing and pricing policies help the company:
50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Improve relations with customers Generate more revenue Decrease developmen t cost Accelerate the sales cycle Free R&D resources Not applicable Other (please specify)
Both Enterprises and Application Producers Are Largely Satisfied with Current Pricing Models:
The survey asked enterprises to rate their satisfaction of pricing for database, middleware, ERP, CRM, engineering and desktop applications. The applications eliciting the highest satisfaction (responses of highly satisfied or satisfied) included desktop applications (44 respondents) and engineering/technical applications (38 respondents). Those eliciting the lowest (responses of unsatisfied or highly unsatisfied) included ERP software (19 respondents) and database software (18 respondents).
How would you rate your price-to-value satisfaction of the following types of software?
# of respondents 120 100 80 60 40 20 0
Database
Middleware
CRM
ERP
62% of application producers said that their pricing and licensing strategies captured the value of their software effectively, down considerably from 2010 when the response was 79%. 23% consider their pricing strategies either ineffective or very ineffective, compared to 14% in 2010.
How would you rate the overall effectiveness of your companys pricing and licensing strategies in capturing the value that your product provides to customers?
Looking forward two years, do you expect your software budgets to...
What percentage of your total software budget is assigned to new software licenses?
0% 1-10% 11-20% 21-30% 31-40% 41-50% 51-60% 61-70% > 70% Do not know
72% of enterprises indicated that compared to other objectives, managing software licensing and usage is important or very important. Only 12% indicated it is unimportant.
How difficult do you believe it is for your customers to determine which of your products they are entitled to use and what they are actually using?
50 # of respondents 40 30 20 10 0 No difficulty Somewhat difficult Very difficult N/A Answer Choice
10
Application producers are taking a gradual view in anticipating licensing strategy changes to accommodate the Cloud. 46% indicate the changes theyll need to make will be moderate over the next two years. 34% anticipate no change. While 21% indicate changes will be significant or dramatic.
Please rate the level of your agreement with the following statement: In the next 24 months, my company's current licensing strategy will need to change in order to adapt to the requirements of cloud computing.
1 = Stay the same/no change 2 = Moderate changes 3 = Significant changes 4 = Dramatic changes
11
Thinking of your total software licensing revenue, what percentage is associated with the following license types?
Percent of Revenue Associated with Other License Types (such as usage based)
12
Over the next two years, subscription-based licenses will represent an increasing source of revenue for application producers.
Looking forward in the next two years, what percentage of your total packaged software and/or intelligent device license revenue will be associated with the following license types?
81 77 73 69 65 61 57 53 49 45 41 37 33 29 25 21 17 13 9 5 1 0% 20% 40% 60% 80% 100%
Percent of Revenue Associated with Subscription/Term Licenses Percent of Revenue Associated with Other License Types (such as usage-based)
13
# of Respondents
14
Do you take into account license entitlements (e.g., software product use rights such as upgrade rights, downgrade rights, etc.), which are part of all software license agreements, in your analysis when reconciling your organizations software license pos
Yes, for all vendors Yes, for key high-value vendors No
What percentage of software license spend within your organization do you estimate is associated with applications that are overused and therefore out of compliance?
The levels of software underuse (shelfware) have not changed substantially over 2010 and suggest there still is room for improvement. Only 4% of enterprises report no spend associated with shelfware, 25% report that up to 10% of their application spend is associated with shelfware, and 27% say that up to 30% is associated with underused applications.
What percentage of software license spend within your organization do you estimate is associated with applications that are underused (shelfware) and therefore over-licensed?
How do you primarily perform tracking, management and reporting of your software licensing/usage today?
Automated (commercial) software, which is part of our asset management system Use software provided by the vendor Automated (homegrown) software, our own system used only for license management Manual methods, including the use of spreadsheets Do not currently track
If you are currently managing your software licensing/usage, what is the most important reason for doing so?
Reduce software costs/minimize shelfware spending Ensure compliance with vendor agreements (and reduce cost and risk of an audit) Prevent downtime due to denials in the middle of critical projects (concurrent licenses) Do not manage software licensing/usage
17
If you are currently managing your software licensing/ usage, how satisfied are you with the current method?
If a software vendor gave you a choice, which of the following means of software license enforcement would you prefer most?
Product activation (software activated over the internet by vendor key) Network licensing (software activated by internally shared license) Trust-based licensing with manual vendor compliance audit Vendor-supplied automated monitoring mechanism with annual true-up Serial numbers checked locally Dongle/USB
18
For which types of software is it difficult to track usage and maintain license compliance?
# of Respondents 120 100 80 60 40 20 0 No difficulty Difficult Very difficult N/A
Engineering/Techni cal Applications Desktop Applications Database Middleware CRM ERP Other ServerBased Software
If you checked "difficult" or "very difficult" to any software type in the previous question, what is the primary reason why?
Licensing policy is too complex IT environment is too complex IT management is too decentralized No automated tracking mechanisms in place
19
Application Producers Cite Numerous Methods Their Customers Use to Track Entitlements
Application producers believe their customers use a variety of methods to manage entitlements including web-based entitlement management systems, home grown systems, manually, and through customer inquiries. 24% do not think their customers manage entitlements.
20
Many Application Producers Lack Automation to Monitor Usage; Recognize Need to modify Licensing Strategies
47% of application producers say they either do not have technology in place that enables them to know what product, product version or platforms their customers are using or they simply do not know. They see the need to change their licensing strategies to deploy technologies that better track licensing (42%), that better enforce their licenses (40%), that support pay-as-you-go schemes (26%), and that accommodate short bursts of use (19%).
Do you have technology in place that enables you to know what product, product versions or platforms your customers are using?
In the next year, in what ways will your licensing strategy need to change?
45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Need to move away from CPU-based licensing Need to deploy better enforcement technologies Need to accommodate microlicensing Need to develop a temporary license type Need to deploy technologies that better track licensing Need to accommodate short bursts of use Need to support a pay-as-you-go scheme We do not plan on making any changes to our licensing strategy
21
Which of the following means of enforcement does your company use today?
60% 50% 40% 30% 20% 10% 0% None Serial numbers checked locally Dongle/USB
Looking at your license enforcement practices today and projecting ahead two years, do you see your need for the following as increasing, decreasing, or remaining the same?
100 90 80 70 60 50 40 30 20 10 0 Product activation (software activated over the internet by vendor key) Serial numbers checked locally Dongle/USB Network licensing (software activated by internally-shared license) Vendor-compliance audit (trust-based licensing) # of responses Don't know Will Not Use Increase Stay Same Decrease Vendor-supplied automatedmonitoring mechanism with
How many license compliance audits did your company perform within the last year?
0 1-10 11-20 21-50 51-100 More than 100
Software True-Ups Usually Small, but Can Represent a Substantial Revenue Stream for Some Application Producers
The vast majority (84%) of application producers report that the average true-up revenue received per audit over the last year was less than $100,000, though 6% reported that the average was more than $1,000,000. 10% reported the average to be between $100,000 and $1,000,000. 79% of respondents said their total true-up revenue last year was less than $100,000. 12% reported that the total was more than $1,000,000.
What is the average true-up revenue per audit your company received within the past year?
More than $1 million $300,000 to $1 million $100,000 to $300,000 < $100,000
23
What is the total true-up revenue from compliance audits your company received within the past year?
More than $100 million $50 - $100 million $20 - $50 million $5 - $10 million $1 - $5 million $500,000 to $1 million $100,000 to $500,000 < $100,000
The Majority of Enterprises Have Been Audited Within the Last Year
56% of enterprises reported having been audited over the past year, and almost a third report having been audited more than once. 17% were audited three times or more.
How often have you been audited (or had a license review) by your vendor(s) within the last year?
More than 3 times in the past year 3 times 2 times 1 time We have not been audited or had a license review within the past year
24
If you have been audited within the last year, which vendors have audited you?
60% 50% 40% 30% 20% 10% 0%
Adobe IBM Microsoft Oracle SAP Symantec
What is the average true-up cost per audit for your organization?
More than $1 million $300,000 to $1 million $100,000 to $300,000 < $100,000
2011 Key Trends in Software Pricing and Licensing Survey 25
Total True-Up Exposure Moderate for Most, but in the Millions for Some Enterprises
64% of enterprises report their total software true-up bills were less than $100,000 over the past year. But 11% reported theirs to be more than $1 million. $25% reported their total true-up exposure to be between $100,000 and $1 million.
What was your total software audit true-up cost within the last year for your organization?
26
Flexera Software, LLC. 1000 East Woodfield Road, Suite 400 Schaumburg, IL 60173 USA
Schaumburg (Global Headquarters), United Kingdom (Europe, +1 800-809-5659 Middle East Headquarters): +44 870-871-1111 +44 870-873-6300
27