IT & Software Asset Management conference is an annual convention in managing software licenses. The theme of this 14th edition (first edition to be held in Belgium) is ‘innovation and continuous improvement’. We live in a rapidly changing and digital world. Technological innovations such as cloud, big data and IoT put entire organizations upside down. Software usage is growing exponentially and the licensing landscape is getting more complex as a result of these developments. Also, Software-as-a-Service (SaaS) and software being purchased by the business are developments with consequences.