Software Asset Management Strategies Europe 2019

September 19 – 20, 2019 | Maritim proArte Hotel, Berlin, DE

Increasing SAM Maturity | Reducing Software Costs
The annual industry show SAMS Europe 2019 combines distinguished expert keynotes and interactive world café round tables, private discussion rounds, networking sessions and vendor-free audit debates. Building upon the 6th edition of Europe’s most influential SAM event series, the Software Asset Management Strategies Europe will feature an unique mix of more than 200 software asset managers and IT procurement managers from Europe’s top companies at the only end-user driven networking SAM event in Europe – free of mega-vendors & auditors. Join in the conversations over two days of knowledge exchange to gain a deeper understanding of the latest licensing trends, delve into the substance of software asset management and progress your SAM maturity.

Our Speaker Panel Community

Event at a glance

SAM & SLM Geeks

Software Asset Management Strategie Europe 2019

What can you expect in Berlin?

  • 40+ expert speakers
  • 200+ attendees
  • 2,5 days with over 30 interactive sessions incl. Keynotes, World Cafés, Workshops and much more
  • 15hrs of dedicated networking time
  • Representation of the entire SAM, SLM & IT Procurement ecosystem and value chain

SAMS Europe – The leading SAM & SLM event in Europe goes into the seventh round!

SAMS Europe is a well-established international knowledge exchange platform bringing together all stakeholders playing an active role in SAM, SLM and the entire IT & Software procurement ecosystem. Over 2 days you will get the chance to discuss the opportunities as well as challenges that lie ahead of the industry. The show offers inspirational keynotes and well moderated, interactive world café sessions, workshops, briefings, panel discussions and networking activities. Enjoy many networking opportunities and finally meet those hard-to-meet executives in a relaxed and social setting.

Become a business partner!

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

Get involved at the event as a Business Partner. For our event partners it is a one-stop-shop opportunity to promote thought-leadership and get face-to-face with over 200 key prospects. SAMS offers the best in class opportunity to introduce yourself as a thought leader to SAM & SLM executives. Download the partnership prospectus to find out more about the event and how you can get involved.

Register Now!




…not Sponsors! SAMS Europe 2019 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 2019 partners today!

Position your business and introduce yourself as an outstanding leader to SAM & SLM senior executives.
“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 2019


  • Basic requirements for the SAM in the Subscription Economy
  • Bring Your Own License – Which licenses can we use on which IaaS?
  • License Mobility in Practice: Which server applications can be deployed with the existing licenses on AWS and which ones need to run on instances in dedicated hosts?
  • AWS Marketplace & Co.: Buy per click – What is the future of IT Procurement between fast deployment and cost transparency?
  • Are G Suite and Google Cloud Platform an alternative given the licensing models and costs?
  • SAP Indirect usage: New sales, audit and pricing model – is everything clear now?
  • License optimization in complex hybrid system landscapes
  • On the other side of the Cloud: On-premise licenses – Shelfware or off to the used-software market?
  • Legal aspects of used software


  • Demand-oriented design of license agreements
  • Negotiations with the big SW manufacturers
  • Vendor and vendor management in the context of XaaS
  • Avoid vendor lock-in with cloud services


  • Audit defense strategies and dealing with multiple parallel audits
  • Sovereign handling of audits: keep control & regain – tips and tricks from practice
  • Changes in relationships between software manufacturers and customers
  • Company-wide cooperation in audits
  • Exchange of experience on audits of the largest manufacturers


  • Quickly reduce license costs and ensure compliance
  • Building and developing an efficient SAM
  • Practice-oriented key competences for new software asset managers & IT buyers

Key Topics SAMS Europe 2019


  • Container-based virtualization and the consequences for SAM
  • IoT in terms of license management – “Digital Access” vs. “Human Access” – What are the basics for license design?
  • The API Economy from the perspective of license management
  • SAM & Security: Proactive Management of Risks & Vulnerabilities via Software Classification – a Task for the SAM?


  • Company-wide coordination of software procurement processes
  • Effects of M&A, Carve-ins / Carve-outs on Software Asset Management


  • Designing & implementing efficient SAM with limited resources
  • Leading successful negotiations with major software publishers as a small company?
  • Open source software as an alternative?


  • Technology driven enterprise-wide software license management: from theory to practice
  • SAM tools, systems and reporting solutions at a glance
  • AWS budgets, etc. are enough, aren’t they? Cloud Services and the evolution of SAM Tools

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!

World Café Session

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

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.

Icebreaker Sessions

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

Audit Debate

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


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

Case Study

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

Live Poling with the App

Post your feedback live and in real time and share it with the entire community at the tweetback wall.

Q&A Session

Q&A is an integral part of our solution tracks. Join our speakers after every solution study at their exhibition stands and discuss with them the described challenges and solutions.

Breakfast Club

Start your we.CONECT experience with a coffee and… NETWORKING!
Meet at the breakfast table in the restaurant and get into a conversation with your peers and other participants over the first coffee

Tweetback Cards

The unique interactive live feedback system! Note down your thoughts on comment cards which will be pinned on walls in the networking area for further discussion.

Challenge your Peers

Challenge Your Peers is an innovative workshop concept which enables participants to engage in a direct exchange with experts from a certain industry. The aim is to discuss and to identify challenges within the sector as well as problems, needs and solutions.

Networking Dinner

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

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


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

Attending Companies

SAMS fuels you with new ideas, new connections, new inspiration and practical insights.

From SAM specialists to IT procurement strategists, from SLM experts to IT Service managers, whatever hat you wear or wherever you stand on the spectrum of SAM & SLM, the conference has something of interest for you.

See who is already there:

Taking Place

nhow Hotel, Berlin

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