Microsoft Seminar Script
Microsoft Partner Program Training Seminar
Copyright ? 2005 Microsoft Corporation. All rights reserved. This data sheet is for informational purposes only. MICROSOFT MAKES NO WARRANTIES, EXPRESS OR IMPLIED, IN THIS SUMMARY. Microsoft is a registered trademark of Microsoft Corporation in the United States and/or other countries. The names of actual companies and products mentioned herein may be the trademarks of their respective owners. Microsoft Corporation • One Microsoft Way • Redmond, WA 98052-6399 • USA
This document is a training tool for presenters to use in learning how to deliver the Licensing Basics
sales seminar. Presentation slides and script as well as demo click steps and demo scripts have been integrated into this single document to provide the complete presentation narrative. Please provide your comments to the Partner Training Content Team to let us know how this Microsoft sales seminar, or future sales seminars, can be improved.
This seminar will introduce the learners to the basic concepts of licensing and the need for license compliance. The seminar will teach the learners how to design, develop, and deliver an effective Volume Licensing solution as well as the distribution model for the licensing programs. The seminar will also teach about the different license types and documentation for these licenses.
Notes to Presenter
This seminar is designed to give Microsoft channel partners a basic understanding of licensing and the structure of the Microsoft licensing programs.
There are no demos for this training seminar.
Page 2 of 8
Welcome to the Licensing Basics seminar.
The Licensing Basics lesson will introduce you to the basic concepts of licensing.
Software is intellectual property, much like the contents of a book, or a piece of music. Intellectual property is defined as an item that is intangible, and is not easily identified by its physical
characteristics. Intellectual property is copyrighted.
A software license is the legal right to install, use, access, display, run, or otherwise interact with a software program.
Microsoft has adopted Software Asset Management to encourage license compliance. Customer benefits as a result of license compliance include:
; Protection from incomplete software.
; Greater return on investment resulting from access to
technical services and support.
License compliance protects the software maker’s investments and the respective intellectual property right.
Page 3 of 8
1. Know your customer:
o Generate awareness, and pre-qualify your prospects
o Validate the potential opportunity, and identify a
o Qualify the lead or the opportunity
2. Develop a solution:
o Develop customer requirements and establish a
relationship with a decision-maker in the target
o Present a solution that exceeds a customer’s needs.
o Demonstrate the capability to exceed a customer’s
3. Close the deal:
o Conduct negotiations and finalize the contract.
o Finalize and execute the deployment plan.
o Finalize the support plan and monitor the progress of
The following key customer characteristics can help to determine the type of licensing solution appropriate for a specific customer:
; Groups – Customers are either individuals or groups. A
group is often an organization, but a group can also be a
subset of an organization.
; Segments – The type of business that an organization is
engaged in can vary from customer to customer. An
organization can be a commercial, academic, government,
charitable, or non-profit organization.
; Structure – The structure of an organization can play an
important role in determining an appropriate licensing
; Size – Volume Licensing solutions can vary significantly,
depending on the size and type of organization.
; Location – Volume Licensing programs can vary by region.
Microsoft distributors are organizations with a large geographic presence. These distributors fulfill orders for licenses received from
resellers for their respective customers. Microsoft has the following resellers:
; Enterprise Software Advisors (ESAs) – are authorized
resellers that can offer the Enterprise Agreement program.
; Large Account Resellers (LARs) – are resellers that are
authorized to offer the Select License program.
; Authorized Educational Resellers (AERs) – are authorized
resellers that can offer the Academic Select and Academic
Open programs to academic customers.
; Original Equipment Manufacturers (OEMs) – are usually
Page 4 of 8
large computer manufacturers that sell their hardware with
; Independent Software Vendors (ISVs) – can develop their
own products with the ISV Royalty Plan, using Microsoft
; Value Added Resellers (VARs) – provide additional
services, such as creation, installation, and maintenance of
customized software and IT management. These services
add value to Microsoft software solutions.
; System Builders: are local organizations that build
computers and servers for their customers.
All resellers can sell the Open License programs. However,
resellers must place orders for licenses with the distributors. AERs also need to place orders for Academic Open Licenses with the distributors.
ESAs, LARs, AERs, OEMs, and ISVs should place orders for licenses for the Enterprise Agreement, Select License and
Academic Select programs directly with Microsoft. However, in certain geographies, orders are placed with the distributors.
The different license programs offered by Microsoft are:
; Full Packaged Product (FPP): The license for FPP is
called the End-User License Agreement (EULA). Each FPP:
o Is first sold through the distribution channel to resellers,
who then sell it to the consumer.
o Generally contains one license per box, with media and
documentation that is protected by Product Activation.
o Has a perpetual license, which means that consumers
can legally use the software if they accept and continue
to abide by the terms of the EULA. ; Original Equipment Manufacturers: The EULA, in this
case, is between the consumer and the OEM. The software
that OEMs provide with their hardware have the following
o Customers do not have the right to transfer software
from one computer to another.
o Downgrading to an earlier version of the software (with
the exception of Microsoft Windows XP Professional
and Microsoft Windows Server 2003) is not permitted.
o Software installed at the factory also requires Product
Activation by the consumer.
; Volume Licensing: Software acquired in the Volume
Licensing programs are controlled by the Product Use
Rights (PUR) that are part of the Volume License
Agreement between the customer and Microsoft.
Page 5 of 8
Volume Licensing programs:
o Serve the needs of organizations that acquire multiple
licenses, but do not need numerous copies of the media
and the documentation or thousands of individual
o Are usually distributed through a variety of channels,
including LARs and ESAs.
o Benefit customers, because Volume License use rights
are more flexible, less costly, easily upgradeable and
downgradeable, and provide a suite of additional
; Downloaded Software: Customers can also obtain some
types of software by downloading them from the Microsoft
Web site. The downloaded software is subject to the usage
restrictions of the online EULA that displays when the
software is being downloaded.
When customers acquire and install new software:
; They are often asked to read and accept an EULA that
governs their rights over the software.
; They may require a software license for each individual
computer or device on which the software is installed.
EULA: The EULA license program:
; Governs a single software title acquired by an individual,
and the software accompanying a computer that is acquired
from an OEM.
; Grants the right to install one copy of the software on one
computer (the “right to use”).
; Limits consumers to the version of the software that they
have acquired by not granting downgrade rights.
Product Use Rights: The PUR is an appendix to the Volume
License Agreement that details the specific use rights for all software contained in the Volume Licensing programs. The PUR does not grant the right to use all those programs.
When a customer acquires a specific license in the Volume Licensing programs, the PUR:
; Provides the use rights for that software.
; Includes the right for the primary user to install a software
application and to use a second copy of the application on a
portable device for his or her exclusive use.
; Provides additional use rights for all software acquired in
Page 6 of 8
the Volume Licensing programs in the license agreement
itself. The license agreement includes:
o Downgrade rights
o Re-imaging rights
o Cross-language rights
Answer key: Option A is correct. A personal laptop with pre-loaded
software purchased from a consumer outlet comes with a Certificate of Authenticity and an End User License Agreement.
Option B: This is only partially correct.
Option C: This is only partially correct.
Option D: This is incorrect.
Option E: This is incorrect.
Answer key: Option A is correct. When customers acquire software licenses, they receive an EULA that grants them the right to use the software.
Answer key: Option B is correct. A Volume Licensing program will best meet the needs of MWI, because the customer needs to acquire many licenses.
Page 7 of 8
You have reached the end of the Volume Licensing Essentials lesson. Before you move on, please review the learning objectives of this seminar. Try to answer the questions listed on the slide.
Page 8 of 8