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Snow Software vies to be number one SAM vendor by 2015

Swedish vendor Snow Software aims to be number one SAM vendor by 2015 (Turning Torso, Malmo, Sweden)

Gutsy talk from Snow Software this week who are aiming to be the number one SAM tool in the world by 2015 following 44% growth last year.

The announcement came with the release of V6.2 of their License Management offering.

Snow claim their SAM offering will be ‘the first SAM specialist to offer customers the ability to extend the management of software assets to cover cloud based applications’.

I’m not entirely convinced it is the first to manage cloud apps e.g. Openplain were doing this two years ago. But why let the facts get in the way of a good sales pitch!

“The new version of Snow License Manager includes a completely new feature for license management of cloud-based applications, rebuilt export tool for advanced Excel reports, improved support for virtual applications (Citrix XenApp and VMware ThinApp), and support for installation on Windows Server 2012 and Microsoft SQL Server 2012.”

The company, which was founded in 1997 and has sold 6.5 million licenses, accepted venture capital last year. Snow Software is based in Sweden and claims to have ‘over 500 installed customers in the UK and a further 1000 based elsewhere in Europe and the US’.

If they are measuring ‘number 1’ by number of customers then they’ll need to put the pedal to the metal to catch up other industry stalwarts such as Express Metrix (with I estimate twice as many customers) who also recorded 37% growth in the last year. Admirable attitude but let’s see a little more substance.

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About Martin Thompson

Martin is owner and founder of The ITAM Review, an online resource for worldwide ITAM professionals. The ITAM Review is best known for its weekly newsletter of all the latest industry updates, LISA training platform, Excellence Awards and conferences in UK, USA and Australia.

Martin is also the founder of ITAM Forum, a not-for-profit trade body for the ITAM industry created to raise the profile of the profession and bring an organisational certification to market. On a voluntary basis Martin is a contributor to ISO WG21 which develops the ITAM International Standard ISO/IEC 19770.

He is also the author of the book "Practical ITAM - The essential guide for IT Asset Managers", a book that describes how to get started and make a difference in the field of IT Asset Management. In addition, Martin developed the PITAM training course and certification.

Prior to founding the ITAM Review in 2008 Martin worked for Centennial Software (Ivanti), Silicon Graphics, CA Technologies and Computer 2000 (Tech Data).

When not working, Martin likes to Ski, Hike, Motorbike and spend time with his young family.

Connect with Martin on LinkedIn.


  1. Barry Pilling says:

    Martin, you’ve summed up Snow’s entire philosophy with the line:
    “why let the facts get in the way of a good sales pitch”
    The reason Snow have experienced such impressive growth in recent years is that they are very aggressively priced, present a very polished sales pitch and, ultimately, the buying decisions are all too frequently made by people who do not fully understand SAM or licensing.
    Most SAM professionals agree that there is no such thing as the perfect discovery / license management tool so an organisation should ensure it is getting what it needs for its software environment by consulting people who understand it.

  2. Chris M says:

    Given IBM licence management isnt even on there 2 year roadmap I doubt it..

  3. Paul S says:

    +1 to both previous comments

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