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BSA Unveils New Global Brand

When BSA was founded 24 years ago, the benefits of software innovation were heavily concentrated in the places people worked. Now BSA member companies are making education and health care more effective, entertainment more interactive, communication richer, and the world around us more navigable.

As the industry’s leading advocate, BSA is rapidly evolving, too. Earlier this year, we implemented a strategic alignment of our operations around integrated advocacy initiatives and expanded anti-piracy programs that deliver high value to our members in key markets. Today, we are unveiling a new brand identity that reflects that alignment and underscores the transformative impact of software on modern life.

Effective immediately, we will be known as BSA | The Software Alliance.

Our new brand illustrates how BSA is intensifying its focus on fighting software piracy, protecting the intellectual property rights that drive technology innovation, breaking down trade barriers, and advancing the global cloud computing market. This short video gives an overview:

While BSA is changing its brand identity, it is not changing its commitment to serve as a thought leader, catalyst, and champion for policy solutions that will continue extending the benefits of software innovation throughout the 21st century economy.

To that end, we recently moved our global headquarters nearer to the US Capitol. With 14 offices around the world — from Washington to Tokyo and London to São Paolo — BSA will continue engaging with policymakers, industry, and public stakeholders to expand the horizons of the digital world.

Robert Holleyman


As President and CEO of BSA | The Software Alliance from 1990 until April 2013, Robert Holleyman long served as the chief advocate for the global software industry. Before leaving BSA to start his own venture, Cloud4Growth, Holleyman led the most successful anti-piracy program in the history of any industry, driving down software piracy rates in markets around the world.

Named one of the 50 most influential people in the intellectual property world, he was instrumental in putting into place the global policy framework that today protects software under copyright law. A widely respected champion for open markets, Holleyman also was appointed by President Barack Obama to serve on the President’s Advisory Committee for Trade Policy and Negotiations, the principal advisory committee for the US government on trade matters.

Holleyman was a leader in industry efforts to establish the legal framework necessary for cloud-computing technologies to flourish. He was an early proponent for policies that promote deployment of security technologies to build public trust and confidence in cyberspace. And he created a highly regarded series of forums for industry executives and policymakers to exchange points of view and forge agreements on the best ways to spur technology advances and promote economic growth.

Before heading BSA, Holleyman was a counselor and legislative adviser in the United States Senate, an attorney in private practice, and a judicial clerk in US District Court. He holds a bachelor’s degree from Trinity University in San Antonio, Texas, a J.D. from Louisiana State University, and has completed the Stanford Executive Program at the Stanford Graduate School of Business.

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