In the ‘heroic age’ of licensing, users were at the mercy of the unilateral communication of software vendors. Hence the idea of setting up a licensing consultant company that would be on the users’ side. Since then, we have been working on providing equal conditions between software vendors and business users. We believe that users deserve transparent licensing terms and conditions, and those should be applied in a way that is optimal for them. Working in a complex field like SAM, involving the triangle of IT, legal, and accounting, requires expertise that became an independent line of business. IPR-Insights is a 20-year-old, vendor-independent company offering comprehensive solutions for Software Asset Management (SAM) needs of the enterprise and public sector. Having executed over 700 projects, IPR-Insights has become a key player in the CEE SAM market, providing customers with efficient and sustainable professional SAM solutions. Our consultants gained their experience at vendors like IBM, Microsoft, Oracle, and SAP and are recognized experts in their specific fields and specialists in software licensing. They are backed by the legal team also handle copyright and civil law issues related to license agreements and offer advice on auditing and standardization of SAM processes, as well as assist in clarifying management responsibilities in connection with software usage.