The Challenge Betfair initially had no Software Asset Management (SAM) tool in place, so developing even a basic understanding of how software licenses were being used at this fast growing and increasingly complex organisation was a near impossible task. As a result, annual licensing true-ups were based on best-guess scenarios instead of accurate, verifiable data, causing Betfair’s software bills to jump significantly every year. Without a stringent SAM process, Betfair had challenges in terms of visibility and control over its software costs. Quick Overview Case Study | LCS Software Lifecycle Service Betfair is the largest UK online betting company. Founded in 1999, the company’s grown quickly beyond its UK home market, operating in the US, Europe and Australia. This rapid exp

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