Logo September 20 – 21, 2021, Berlin, Crowne Plaza Hotel

Software Asset Management Strategies Europe 2021

Reducing Software Costs | Progressing SAM Maturity | Enabling the Future of Digital Business
date_range September 20 – 21, 2021
Crowne Plaza Hotel, Berlin
we.GO LIVE & Online
Join the 10th edition of Europe's leading SAM & IT Procurement Event in a Hybrid Format.
This is the right place and time to discuss and exchange experiences with practitioners representing European leading companies, in the light of increasing organization complexity and hybrid licensing models. Discover how your peers are mastering complexity while efficiently and saving software costs. Get answers to your pressing issues from the cross-industry and best-in-class SAM, IT Procurement & IT Vendor Managers, who will be presenting case studies and sharing insights.

Highlights 2021

SDNC! Our Smart Distancing & Networking Concept

Hybrid-Conference-Experience! Discover the most interactive and hybrid conference concept in the industry!

Event at a glance


Software Asset Management Strategies Europe 2021

What can you expect in Berlin?

  • 40+ expert speakers
  • 137 attendees + 212 digital attendees
  • 2 1/2 days with over 30 interactive sessions incl. Keynotes, World Cafés, Workshops and much more
  • 25 hours of dedicated networking time
  • Representation of the entire SAM & IT Procurement ecosystem

SAMS Europe – The leading Software Asset Management & IT Procurement event in Europe goes into the tenth round!

SAMS Europe is a well-established international knowledge exchange platform bringing together all stakeholders playing an active role in SAM, IT Procurement, IT Vendor Management and the entire IT & Software Management ecosystem. Two and a half days to learn about best practices and innovations to help you achieve SAM maturity and reduce your software costs.

The show offers inspirational keynotes and well moderated, interactive World Café Sessions, Workshops, Panel Discussions and Networking Activities.

Become a business partner!

Where else in Europe can you find so many SAM & SLM projects and budgets under the same roof?

Get involved at the event as a Business Partner.  This is a one-stop-shop opportunity for our event partners to promote thought-leadership and get face-to-face with over 150 key prospects. The SAMS Europe Conference offers the best in class opportunity to introduce yourself as a leader to SAM & SLM executives. Download the partnership prospectus to find out more about the event and how you can get involved.


…not Sponsors! SAMS Europe is a unique event in the business & technology world because of our relationship with our partners. Our aim is to support our partners to reach their targets and inspire innovation. This vision is shared by a select group of partners at our highest quality events with the most elite audience. Position your business as a thought leader at SAMS Europe. Join our business partner community today! 

“Great event managing to bring the European SAM community together in order to share, learn and develop for the future.”
Alex Jäger
Emerson Process Management
“This event was a fantastic opportunity to connect with other SAM professionals and learn best practices.”
Eric Fasse
conagra brands
“Excellent opportunity to meet like-minded colleagues and expand your knowledge “
Andrew Newey
British Airways
“The event was well organized with a fresh format for SAM Practitioners to participate freely.”
matthew schaefer
“Informative and great networking”
Dennis Gylden
Pandora A/S
“Great opportunity to connect, Great organization!””
Bianca Reeb
“Engaging and informative, with a good balance of vendors and users”
Mike Butler

Key Topics SAMS Europe 2021

Trends & Technologies in the field of SAM:

  • Software Asset Management in the Subscription Economy – Experiences, Challenges and Perspectives
  • Bring Your Own License, Really? License mobility of server applications on IaaS
  • Oracle Java SE – new licensing model/differences with regard to the different versions? / pay or use OpenJDK?
  • SAP indirect use – price increases, exceptions and the correct interpretation of the SAP price and conditions list
  • License optimization in complex hybrid system landscapes: licensing based on cores or actual use?
  • Awareness and compliance – from quick deployment to license violations emerged from the incorrect use of products such as Confluence, GitLab or Artifactory

Key Topics SAMS Europe 2021

Rethinking SAM processes & organization: Integration of processes, automation and the future role of software asset management

Optimizing SAM in the Subscription Economy: Best approaches to controlling your spend for public cloud services

FOSS & SAM:  Open source components as a compliance trap and how to minimize the risks for license-based code snippets used in your own source code

Vendor Management from SAM to Audit: Audit defense strategies from contract negotiations to renewal in full control

License mobility in practice: Mastering the new sales, audit and pricing models

IT Procurement & SAM: IT  Procurement in the matrix of fast deployment and cost transparency

Control & Monitoring: Integrated Technologies & Systems solutions to support ITSM, SAM & security

Agile SAM: Increasing efficiency of your SAM Program from the first sprint

It’s a Multi-Touchpoint Concept

The most effective and most informal networking hub to reach a maximum of ROI ‒ personal dialogue, direct exchange and numerous opportunities to get meetings with top executives!



Top speakers, trendsetters, evangelists and experts in the field share their personal experience.


World Café Session

Be part of several thematic conversation rounds with changing topics and team constellations.


Powered by AI

we.CONECT’s unique Event App & Matchfinder – Use our unique matching platform to make new connections, arrange meetings and find tailored solutions to your needs.

Search – Find – Match – Connect


Say Hello

Get the show on the road. Discover who is joining the conference and why. To warm you up for the conference we invite you to get to know your conference peers. Have your business cards ready.


Case Study

Selected brand new case studies from the industry offering insights into strategic approaches, project planning and operative realization. Learn from the most successful practices and use these real business results for benchmarking with the competition.



Roundtables on the evening before the first conference day. The Icebreaker is a first informal networking.


Challenge your Peers

Parallel roundtable discussions offer the delegates the possibility to talk about their own challenges.


Meet! SAMS Europe

Discover who else is participating at the SAMS Europe. Our unique Polaroid Picture Wall will help you identify who you want to meet at the conference.


Breakfast Club

Start the conference with coffee and… NETWORKING! Join the we.CONECT Breakfast Club – an exclusive area in your hotel – and get into a conversation with other delegates already while having your first coffee.


Networking Dinner

Wind down, enjoy great food and drink in a relaxed atmosphere to absorb all the new stimulations from the day.


Audit Debate

Reducing risks for IT audits, tips and tricks to survive audits. All round tables are vendor free!


Live Tech Take

we.CONECT gives you the opportunity to showcase your work and ideas and provides an excellent opportunity for start-up level companies to present their best tools & solutions in a live Tech Take Session.

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