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SAMS USA 2026
Keynote Sponsor

Looking forward to meeting with you! 

Independent SAM
in a room full of vendors.

Marriott Marquis Chicago
3 December - 4 December

Software estates are becoming harder to manage. Hybrid licensing, cloud consumption, SaaS sprawl, vendor audits and AI-driven technology are changing the rules of Software Asset Management.

Livingstone will be at SAMS USA 2026 to connect with SAM and ITAM professionals and share practical approaches to licence optimisation, cost reduction, compliance and vendor management.

Come and meet us at our stand. If you haven't already registered, You can grab a free pass using our VIP code here. 

Whether you're reviewing your software estate, preparing for a vendor audit or looking for ways to reduce unnecessary licensing costs, come and have a conversation with our team.

You can pre book time with one of our experts by filling in the form opposite and we will reach out to you directly.

Let's talk about where you could unlock value.

Two days of SAM - knowledge exchange, roundtables and licensing debate with ITAM leaders from across Europe.

Meet with our team

See Livingstone on Stage

Join our keynote presentations, expert-led sessions and interactive roundtables covering software, cloud and AI spend optimisation, vendor negotiations, FinOps and the future of Software Investment Management.

Key Note

Day 1, Thursday, December 3rd
09:10 - 09:40

SAM to SIM: How Managed Services Must Evolve to Deliver Real Business Value

 

 The technology investment landscape is changing rapidly. Traditional SAM is more than just compliance, inventory, and licensing. It's a broader SIM discipline focusing on optimization, governance, and measurable business outcomes. 


The Gartner MQ highlights a changing competitive landscape. Entrants are challenging established providers, AI is reshaping service delivery models, and clients are demanding demonstrable value rather than activity-based services. Pivot to change services where required to keep re-steering to drive value. Talk about how leading organizations are redefining what good looks like from their managed service partners and why technology optimization across software, cloud, and AI has become a board-level priority.


Sharing a real-world perspective on how a modern optimization-led managed service partnership can drive measurable financial, operational, and strategic outcomes.

Gareth Redshaw

Gareth Redshaw

Executive Director - Optimization & Company Strategy

Gareth leads Livingstone’s Business Strategy and Optimization Practice, bringing more than 20 years’ experience in IT commercial negotiations with some of the world’s most recognizable organizations. He specializes in complex major vendor agreements across Microsoft, Oracle, IBM, and SAP, and has delivered average savings of 38% across major renewals.

A strong advocate for moving beyond traditional SAM compliance towards measurable commercial impact, Gareth combines commercial negotiation expertise with a deep understanding of technology strategy and licensing. As an independent advisor, he helps organizations challenge vendor positions, negotiate from strength, and achieve better commercial outcomes.

craig-van-der-velden-colour-350a

Craig van der Velden

Global Head of Sales & Marketing

Craig van der Velden leads global sales and marketing at Livingstone, bringing an international executive career of 20+ years built across ITAM, FinOps, and software asset management leadership at firms including Anglepoint, DXC, and Fujitsu. a recognised cost-savings strategist, he turns business strategy into action - inspiring teams and delivering measurable, transparent value for clients.

World Cafe Session

Day 2, Friday, December 4th
10:50 - 2:50

AI Is Cheap Until the Bill Arrives: The Hidden Costs Vendors Don't Put in the Business Case beyond license costs

 

  • Token consumption, overuse and unexpected AI cost escalation

  • Copilot, OpenAI and cloud AI pricing models: are organizations really tracking usage?

  • The hidden cost of poor AI governance

  • Duplicated AI tools and shadow AI across the business

  • When AI creates more cloud consumption than expected

  • How vendors monetize adoption beyond license costs

What we'll be talking about

Microsoft, Oracle & Broadcom

Licensing models are shifting fast across the big publishers. We help you read the changes early, model the impact, and hold a defensible position well before renewal or audit. 

SAM & ITAM


A fully managed service from a provider with no software to sell. You get vendor-neutral advice, one accountable team, and outcomes measured against your savings rather than our sales.

FinOps for software spend

Bring SAM and FinOps together to see committed, consumed and wasted spend in one view, then turn shelfware and over-provisioning back into reclaimed budget. 

Enterprise AI in the estate

As AI tooling spreads through the licensing and compliance workflow, we help you adopt it safely, govern the data behind it, and separate genuine automation from the noise. 

GreenOps & ESG reporting

Your ITAM data is some of the best evidence you have for Scope 3 and sustainable procurement. We help you structure it so it stands up to reporting and to scrutiny.

Audit defence

From EULA strategy to lock-in and unexpected audits, we sit on your side of the table and help you manage publishers with the leverage that clean data gives you.

Where to find Livingstone

Our team will be at the Marriott Marquis, Chicago, ready to talk through your estate, your renewals, and the licensing changes landing this year.

Prefer to lock something in now? Book a slot with the form above, and we'll hold time around the agenda, whether that's a quick coffee or a proper working session.