Hello Philip,
1) I think you need a regular cisco contract so you can have access to the different Software releases.
2)No license needed unless you want to run a specific feature like auto-update as an example
3) Again it will depend on what you are looking for, I mean for basic placement and protection you do not have a license if then you want to scale it to the point where the different signature releases are download automatically then you will need to get one,
For license issues the place to go is :licensing@cisco.com
Please check your inbox
Check my blog at http:laguiadelnetworking.com for further information.
Cheers,
Julio Carvajal Segura
Julio Carvajal
Senior Network Security and Core Specialist
CCIE #42930, 2xCCNP, JNCIP-SEC