Luke Hohmann, founder of Enthiosys, author and speaker. - In today's economy, with a renewed focus on IT cost-cutting and slow growth in IT spending, it is vital that software-intensive companies extract as much revenue as they can from their existing product and service offerings. The question is how. Raising prices in a down economy is especially risky, as this can drive customers to competitors. Attacking new markets is always a good idea, but new markets require fresh approaches.

In this session, internationally recognized expert Luke Hohmann will define the six most common ways that software related product and service offerings make money. Once we've reviewed these basics Luke will walk you through a series of worksheets that will help you clarify exactly how your offering makes money, and provide you with the foundation to explore fresh approaches and new markets. Along the way we'll discuss the relationship of key licensing terms and enforcement options.

Luke is the founder of Enthiosys and the author of "Journey of the Software Professional: A Sociology of Software Development", "Beyond Software Architecture: Creating and Sustaining Winning Solutions", and the forthcoming "Innovation GamesSM For Customer Understanding", as well as numerous articles on software development. An internationally-recognized software product expert, Luke leverages over twenty years of experience in leading all aspects of successful software product development groups, including engineering and development, product management, professional services, business development, sales support, and customer care. Key industries include transportation and logistics, intellectual property, financial services, software security/anti-piracy, and software process. Luke's proficiency at recognizing revenue and cost drivers lead to significant top-line revenue growth and bottom-line profits. His creativity in structuring mutually-beneficial business relationships produces lasting results. As a faculty member of the University of California, Santa Cruz Extension, Luke is also a regularly-invited speaker and panelist at major industry conferences on topics ranging from software development processes to strategic product management.