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 B  AB  JB*  OB  OE*  OE
 S  AS  JS*  OS  OS*  3
 JB
 JS
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Detailed Insider History for:
SERVICENOW INC: NOW
Price: 5/17/13 52-Wk
High		 52-Wk
Low		 Mkt Cap (mm) Shrs Out (mm) 3-Mth Ave
Vol (m)		 Ind. Yield Short Int
% Float		 Inst. Owned Insider Owned
$40.39 $43.99 $22.62 $5,424 134 1,578 0.0% 8.3% 82.12% 8.08%
Exch Sector Industry Sub-Industry
NYSE Services Business Services Services- Computer Integrated Systems Design
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#:
View Form:
Filer Name
Insider Title
Trans Type
Dollar Value
Shares Traded
Trans Date From
Trans Date To
Trans Price From
Trans Price To
Total Holdings
Delta % Owned
Owned
Other Info
Input Date
1
NOELL CHARLES III
DIR
S
$5,295,415
131,488
5/14/13
5/15/13
$39.99
$40.52
901,983
-12.7
D
---
5/16/13 - 9:33:49 pm
2
NOELL CHARLES III
DIR
S
$1,765,884
43,848
5/14/13
5/15/13
$39.99
$40.52
74,696
-37.0
I
---
5/16/13 - 9:33:49 pm
3
MCGEE DANIEL
VP
OS
$1,215,726
30,000
---
5/15/13
---
$40.52
33,970
-46.9
D
10b
5/16/13 - 8:14:41 pm
4
MCGEE DANIEL
VP
OE
$90,000
30,000
---
5/15/13
---
$3.00
63,970
88.3
D
10b
5/16/13 - 8:14:41 pm
5
SCHNEIDER DAVID
VP,SO
OS
$1,312,871
32,500
5/14/13
5/15/13
$39.56
$40.65
---
All
D
10b
5/16/13 - 8:14:00 pm
6
SCHNEIDER DAVID
VP,SO
OE
$97,500
32,500
5/14/13
5/15/13
---
$3.00
25,000
---
D
10b
5/16/13 - 8:14:00 pm
7
BARBER PAUL V
DIR
S
$1,017,497
25,374
---
5/14/13
---
$40.10
649,362
-3.8
D
---
5/16/13 - 9:33:32 pm
8
BARBER PAUL V
DIR
S
$191,518
4,776
---
5/14/13
---
$40.10
122,316
-3.8
I
---
5/16/13 - 9:33:32 pm
9
SCARPELLI MICHAEL
CFO
OS
$795,534
20,000
---
5/13/13
---
$39.78
277,308
-6.7
D
10b
5/15/13 - 5:34:29 pm
10
SCARPELLI MICHAEL
CFO
OE
$60,000
20,000
---
5/13/13
---
$3.00
297,308
7.2
D
10b
5/15/13 - 5:34:29 pm
11
CODD RONALD E F
DIR
S
$800,000
20,000
---
5/13/13
---
$40.00
17,400
-53.5
D
---
5/15/13 - 5:33:22 pm
12
BARBER PAUL V
DIR
S
$858,841
21,456
5/10/13
5/13/13
---
$40.02
674,736
-3.1
D
---
5/14/13 - 9:32:15 pm
13
BARBER PAUL V
DIR
S
$161,633
4,038
5/10/13
5/13/13
---
$40.02
127,092
-3.1
I
---
5/14/13 - 9:32:15 pm
14
NOELL CHARLES III
DIR
S
$997,969
25,009
5/10/13
5/13/13
---
$39.72
1,033,471
-2.4
D
---
5/14/13 - 9:30:55 pm
15
NOELL CHARLES III
DIR
S
$332,724
8,338
5/10/13
5/13/13
---
$39.72
118,544
-6.6
I
---
5/14/13 - 9:30:55 pm
16
CODD RONALD E F
DIR
JS
---
12,600
---
5/9/13
---
---
37,400
-25.2
D
---
5/15/13 - 5:33:22 pm
17
BARBER PAUL V
DIR
S
$156,816
3,960
---
5/8/13
---
$39.60
131,130
-2.9
I
---
5/10/13 - 8:00:25 pm
18
BARBER PAUL V
DIR
S
$833,184
21,040
---
5/8/13
---
$39.60
696,192
-2.9
D
---
5/10/13 - 8:00:25 pm
19
SCHNEIDER DAVID
VP,SO
OS
$691,124
17,500
---
5/8/13
---
$39.49
---
All
D
10b
5/10/13 - 4:42:21 pm
20
SCHNEIDER DAVID
VP,SO
OE
$52,500
17,500
---
5/8/13
---
$3.00
17,500
New
D
10b
5/10/13 - 4:42:21 pm
21
LUDDY FREDERIC B
DIR
S
$5,052,590
127,145
---
5/8/13
---
$39.74
9,451,993
-1.3
D
R
5/9/13 - 7:44:20 pm
22
LUDDY FREDERIC B
DIR
JB
---
250,000
---
5/7/13
---
---
9,579,138
2.7
D
R
5/9/13 - 7:44:20 pm
23
NOELL CHARLES III
DIR
S
$641,597
15,876
5/6/13
5/7/13
---
$40.07
1,058,480
-1.5
D
---
5/8/13 - 9:30:49 pm
24
NOELL CHARLES III
DIR
S
$213,866
5,292
5/6/13
5/7/13
---
$40.07
126,882
-4.0
I
---
5/8/13 - 9:30:49 pm
25
BARBER PAUL V
DIR
S
$657,946
16,290
5/6/13
5/7/13
---
$40.08
717,232
-2.2
D
---
5/8/13 - 9:30:24 pm
26
BARBER PAUL V
DIR
S
$123,834
3,066
5/6/13
5/7/13
---
$40.08
135,090
-2.2
I
---
5/8/13 - 9:30:24 pm
27
CODD RONALD E F
DIR
JB
---
475
---
5/6/13
---
---
475
New
I
---
5/15/13 - 5:33:22 pm
28
SCHNEIDER DAVID
VP,SO
JB
---
190
---
5/6/13
---
---
190
New
I
---
5/8/13 - 8:39:55 pm
29
SLOOTMAN FRANK
PR,CEO,DIR
OS
$333,135
8,200
---
5/3/13
$40.62
$41.00
---
All
D
10b
5/7/13 - 7:07:58 pm
30
SLOOTMAN FRANK
PR,CEO,DIR
OE
$21,320
8,200
---
5/3/13
---
$2.60
8,200
New
D
10b
5/7/13 - 7:07:58 pm
31
LUDDY FREDERIC B
DIR
AS
$17,734,256
450,000
5/1/13
5/2/13
$39.17
$40.14
9,329,138
-4.6
D
10b
5/3/13 - 7:26:28 pm
32
SLOOTMAN FRANK
PR,CEO,DIR
OS
$1,255,620
31,800
5/1/13
5/2/13
$39.21
$40.00
---
All
D
10b
5/3/13 - 7:01:57 pm
33
SLOOTMAN FRANK
PR,CEO,DIR
OE
$82,680
31,800
5/1/13
5/2/13
---
$2.60
31,700
---
D
10b
5/3/13 - 7:01:57 pm
34
LUDDY FREDERIC B
DIR
AS
$4,767,882
121,000
---
5/1/13
$39.25
$40.72
129,000
-48.4
I
10b
5/3/13 - 7:26:28 pm
35
LUDDY FREDERIC B
DIR
JB
---
2,286
---
5/1/13
---
---
9,779,138
0.0
D
10b
5/3/13 - 7:26:28 pm
36
JOSEFSBERG ARNE
CTO
OS
$3,948,872
100,000
---
5/1/13
$39.32
$40.71
34,656
-74.3
D
10b
5/3/13 - 7:02:59 pm
37
JOSEFSBERG ARNE
CTO
OE
$300,000
100,000
---
5/1/13
---
$3.00
134,656
288.6
D
10b
5/3/13 - 7:02:59 pm
38
BARBER PAUL V
DIR
S
$1,821,177
45,998
---
5/1/13
$39.53
$40.21
733,522
-5.9
D
---
5/2/13 - 9:45:58 pm
39
NOELL CHARLES III
DIR
S
$1,821,177
45,998
---
5/1/13
$39.53
$40.21
1,074,356
-4.1
D
---
5/2/13 - 9:45:42 pm
40
JMI EQUITY FUND IV LP
DIR,BO
JS
---
9,954,002
---
5/1/13
---
---
6,914,884
-59.0
D
---
5/2/13 - 9:45:27 pm
41
SCGF GENPAR LTD
BO
JS
---
5,986,086
---
4/29/13
---
---
747,069
-88.9
I
---
5/1/13 - 2:26:19 pm
42
LEONE DOUGLAS M
DIR,BO
JS
---
5,986,086
---
4/29/13
---
---
747,069
-88.9
I
---
5/1/13 - 2:19:00 pm
43
LEONE DOUGLAS M
DIR,BO
JB
---
331,488
---
4/29/13
---
---
169,074
---
I
---
5/1/13 - 2:19:00 pm
44
SLOOTMAN FRANK
PR,CEO,DIR
OS
$4,170,793
100,000
4/25/13
4/26/13
$40.00
$42.44
---
All
D
10b
4/29/13 - 6:03:45 pm
45
SLOOTMAN FRANK
PR,CEO,DIR
OE
$260,000
100,000
4/25/13
4/26/13
---
$2.60
70,000
---
D
10b
4/29/13 - 6:03:45 pm
46
SCHNEIDER DAVID
VP,SO
OS
$3,933,155
95,000
---
4/25/13
$40.23
$43.80
---
All
D
10b
4/29/13 - 6:05:04 pm
47
SCHNEIDER DAVID
VP,SO
OE
$285,000
95,000
---
4/25/13
---
$3.00
95,000
New
D
10b
4/29/13 - 6:05:04 pm
48
SCHNEIDER DAVID
VP,SO
OS
$452,868
12,500
---
4/22/13
---
$36.23
---
All
D
10b
4/24/13 - 4:06:44 pm
49
SCHNEIDER DAVID
VP,SO
OE
$37,500
12,500
---
4/22/13
---
$3.00
12,500
New
D
10b
4/24/13 - 4:06:44 pm
50
SCHNEIDER DAVID
VP,SO
OS
$709,411
20,000
4/16/13
4/17/13
$35.08
$35.86
---
All
D
10b
4/18/13 - 6:48:18 pm
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