Software Pricing and Licensing Survey Results and 2012 Predictions. Amy Konary Research VP Software Licensing and Provisioning IDC

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1 Software Pricing and Licensing Survey Results and 2012 Predictions Amy Konary Research VP Software Licensing and Provisioning IDC

2 The Survey ISVs and Intelligent Device Manufacturers Sample Size = 205 Where is your company or division headquartered? North America (United States, Canada, Mexico) Europe Enterprises Sample Size = 97 Where is your company or division headquartered? North America (United States, Canada, Mexico) Europe Asia Pacific Region South America/Central America Asia Pacific Region South America/Central America 77% describe primary product as high-price/low-volume 82% identify as software producer Wide range of industries 54% $1B+ revenues 55% 5,000+ desktops 2

3 The Survey - Enterprise Spending Profile Q: Looking forward two years, will your software budget... 25% 20% 22.9% 20.8% (%) Decrease Stay the same Increase Do not know 15% 10% 10.4% (%) of Software Budget for New Licenses 7.3% 5% 0% 2.1% 1.0% 2.1% 1.0% 1-10% 11-20% 21-30% 31-40% 41-50% 51-60% 61-70% > 70% Source: 2011 Key Trends in Software Pricing & Licensing Survey, n=93 3

4 The Survey - ISV Licensing Revenue Profile Q: In the next 2 years, my company s licensing strategy will... 50% 45% 40% 35% 30% 25% 47.0% (%) Stay the same/no change Moderate changes Significant changes Dramatic changes Annual Product Licensing Revenues (%) 20% 15% 10% 5% 7.2% 9.6% 4.8% 8.4% 2.4% 4.8% 15.7% 0% Less than $10 million $11 - $30M $31 - $50M $51 - $100M $101 - $500M $501M - $1B + $1B Don't Know Source: 2011 Key Trends in Software Pricing & Licensing Survey, n=93 4

5 Software Industry Megatrends 1. Shift from Perpetual to Subscription 450,000 WW Software Revenue Mix, , $M 400, , , , , , ,000 50,000 58% 16% 6% Subscription Maintenance License Source: IDC, Fall

6 Recognized Revenues ($) ISV Survey- Perpetual Domination 79% of software revenues derived via perpetual, 15% via subscription In next two years, group expects: perpetual license revenues to decline an average of 10% subscription revenues to increase by an average of 6% $700,000 $600,000 Perpetual Subscription $500,000 $400,000 $300,000 $200,000 $100,000 $- Year 1 Year 2 Year 3 Year 4 6

7 Software Industry Megatrend 2. One Megatrend to Rule them all 70% of NA companies currently using public cloud 74% of companies using cloud expect to increase cloud spend in 2012 by > 20% US Businesses will spend $36 billion on clouddelivered IT services in : SaaS spending will grow by 105% IaaS spending will top $33 billion PaaS spending CAGR hits 48.5% 33% 33% 28% 82% of net new commercial apps will be developed for cloud in %+ of 2014 spending on enterprise apps will be via the cloud model Source: IDC, 2011 >80% of Global 2000 will still have 50% of IT onsite in 2020 Improve Business Agility Increase Scalability Cost Flexibility 7 Source: IDC NA Cloud Computing Survey, January 2011 n=603, and IDC # (June 2011)

8 Two (Three) Approaches to Cloud Deployments Private Hybrid Designed for, and access restricted to, a single enterprise (or extended enterprise) An internal shared resource, not a commercial offering IT Org is the vendor of the shared/std service to its users Enterprise s cloud services portfolio includes both private and public cloud services Some specific services are delivered in a combination of public and private models (e.g., private cloud bursting to a public cloud service) Designed for a market, not a single enterprise Open to a largely unrestricted universe of potential users Customers buy at specific level of abstraction (server, application, platform) Single-vendor or multi-vendor Resource Isolation Single enterprise/ extended enterprise (dedicated) Virtual and physical (noncloud) resources and applications Multiple unrelated enterprises (shared)

9 80% 70% 60% ISV- Metrics Today -11% +2 Years 7% 50% 98% 40% -8% 30% 20% 10% -18% 34% 43% 0% Processor Core Seat (per machine/per server) Seat (named user) Source: 2011 Key Trends in Software Pricing & Licensing Survey, n=93 Concurrent user Usage metric Financial metric (revenue, royalty) 9

10 Metrics, Satisfaction, Customer Preference 90% Today ISV Satisfaction (%) Customer Pref. 80% 70% 60% 50% 40% 30% 20% 10% 0% Processor Core Seat (per machine/per server) Seat (named user) Source: 2011 Key Trends in Software Pricing & Licensing Survey, n=93 10 Concurrent user Usage metric Financial metric (revenue, royalty)

11 ISV- Focus on Usage-Based Pricing Consistent with the results of last year's survey, with usage metrics experiencing the most growth compared to other models. 50% 40% 30% Today Of the total survey population, 47% of vendors surveyed do not monitor customer usage today. Of the survey population that is offering usage-based pricing today or plans on offering usagebased pricing in the next two years, 48% do not monitor customer software usage. 20% 10% 0% Usage metric + 2 Years 11

12 Software Industry Megatrend 3. It s a Virtual, Multicore World In 2005, virtual machines represented 4.5% of server shipments; typically, there were three virtual machines per physical server. By 2014, IDC estimates that VMs will represent 23.3% of server ships, with a density of 8.5 VMs per physical machine. As for the server market, quad-core x86 is now the standard, accounting for the majority of shipments. IDC research indicates that six-core processors are quickly gaining ground and are poised to be the new standard within months. Source: IDC,

13 ENT Survey- Virtualization Adoption Profile Q: Which virtualization technologies has your organization adopted? 100% 90% 80% 70% 60% 50% 40% 30% 20% > 80% 60-80% 40-60% 20-40% < 20% 10% 0% Server virtualization (% of servers) Desktop virtualization (% of desktops) Hard partitioning (% of physical servers) Source: 2011 Key Trends in Software Pricing & Licensing Survey, n=93 13

14 ENT Survey- Virtualization Management Q: How do you manage software licenses in your virtualized environments? Automated commercial license management software Software provided by the (virtualization) vendor Automated homegrown software Manual methods, including spreadsheets We don t manage software licenses in our virtual environments Source: 2011 Key Trends in Software Pricing & Licensing Survey, n=93 14

15 Software Industry Megatrend 4. Focus on Software License Compliance Software Piracy Losses by Country Source: IDC/BSA Study,

16 ISV and ENT- Audit Statistics Most of the ISVs surveyed did not perform any audits or reviews at all in the last year (60%) Most ISVs that performed audits did 10 or less For the vast majority of ISVs that performed audits, the award was less than $100,000. The enterprise survey corroborated this data. The vendors listed by enterprises as providing audits within the last year included Microsoft, Oracle, IBM, and SAP. 16

17 ENT- Tracking Usage Most customers track usage for compliance purposes, but 31% are tracking primarily to reduce shelf-ware 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% How Usage is Tracked, Satisfaction Level Commercial SAM Manually, including spreadsheets Homegrown SAM Vendor-provided tool Response (%) Satisfaction (%) Do not track Source: 2011 Key Trends in Software Pricing & Licensing Survey, n=93 17

18 ENT- Over/Under Don't Know > 50% 41-50% Q: What % of software license spend within your organization do you estimate is associated with applications that are: 31-40% 21-30% Over Under 11-20% 1-10% 0% 0% 10% 20% 30% 40% Source: 2011 Key Trends in Software Pricing & Licensing Survey, n=93 18

19 Enterprises- Compliance Challenges Q: For which types of software is it difficult to maintain compliance? 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 65% tracking via SAM N/A Very difficult Difficult No difficulty Source: 2011 Key Trends in Software Pricing & Licensing Survey, n=93 19

20 Enterprises and ISVs- Enforcement Enforcement Preferences and Profiles Enterprises ISVs 0% 50% 100% 150% 200% 250% ISVs Enterprises Network licensing 56.2% 47.9% Product activation 48.3% 22.9% Serial numbers checked locally 28.1% 1.0% Trust with audit 28.1% 15.6% Dongle/USB 25.8% 0% None 7.9% 0% Vendor-supplied automated-monitoring mechanism with annual true-up 7.9% 12.5% Source: 2011 Key Trends in Software Pricing & Licensing Survey, n=93 20

21 Software Industry Megatrend Predictions Monetization models for Cloud will move to the forefront 2012 will be a big year for private cloud services adoption and deployment Public cloud services adoption will grow at over five times the rate of overall IT spending Change will continue at rapid rate Even ISVs that indicate that current models are effective plan on making changes to their licensing in the next two years Approaches will help ISVs and ENTs adapt to challenges in managing/tracking license compliance, add options that respond for customer preference for efficiency. Many things will stay the same. Concurrent user approaches Network licensing and product activation Caution around certain aspects of Cloud 21

22 Questions Amy Konary Research VP, Worldwide Sofftware Licensing and Provisioning Research IDC

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