Ingram Micro has teamed up with Microsoft to drive home the importance of software asset management (SAM) to its reseller base.

The broadliner has unveiled SAM Excellence, a programme which allows resellers to certify their end use customers on their Microsoft licence position.

A SAM Excellence certificate will cover firms with 250 seats and below, and lasts for 12 months, ensuring end users have a valid licence for their Microsoft software.

Ingram will run the scheme through its web portal, which will enable end users to perform a self-assessment of their licence position and facilitate an agreement with the software vendor on any necessary actions.

The distributor has picked an illustrated character, aptly named Sam, to head its marketing activities for the initiative.

Apay Obang-Oyway, head of software and mobility at Ingram, said: “End customers want to be confident of their licensing position and prove that they are compliant.

“We believe that businesses will see clear, tangible benefits from adopting a SAM strategy – they can typically save 20-30 per cent on software licences in the first year while being in greater control of their software assets.

“A SAM strategy also ensures they remain compliant and avoid the risk of counterfeit software. Despite these clear benefits, SAM is often handled inefficiently as it is a complex and dry subject. By introducing the SAM character in a consumer-style campaign, we are demonstrating to resellers that there is a user-friendly way to help their customers achieve these benefits.”

Microsoft hailed the programme. Karen Wale, SAM partner manager at Microsoft UK, said: “Ingram’s straightforward approach to SAM will make it simple for small and mid-size businesses to get back in control of their software assets, helping them derive full value from the investments they make in technology.”