Ananda - Intellectual Property - Bangkok Entrepreneurs - March 2013

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Ananda - Intellectual Property - Franck Fougere - Bangkok Entrepreneurs - March 2013

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Ananda - Intellectual Property - Bangkok Entrepreneurs - March 2013

  1. 1. INTELLECTUAL PROPERTY: 5 THINGS EVERYENTREPRENEUR SHOULD KNOW FRANCK FOUGERE MARCH MEETUP- BANGKOK ENTREPRENEURS MARCH 18, 2013
  2. 2. 5 THINGS EVERY ENTREPRENEURSHOULD KNOW:1) HOW TO IDENTIFY YOUR IP RIGHTS/ASSETS2) HOW TO PROTECT YOUR INTANGIBLE ASSETS3) WHY PROTECTING IP4) HOW TO ENFORCE YOUR RIGHTS5) HOW TO EXPLOIT YOUR IP 2
  3. 3. IDENTIFY YOUR IP ASSETS 3
  4. 4. IDENTIFY IP ASSETS PATENTS TRADEMARKSCOPYRIGHT DESIGNS OTHER IPBOOKS / PRESS ARTICLESSOFTWARE / DATABASES DOMAIN NAMESMUSIC KNOW-HOWPHOTOGRAPHS KNOW-WHYWEB PAGES TRADE SECRETSPICTURES GEOGRAPHICAL INDICATIONSSCULPTURES PLANTS BREEDER’S RIGHTMULTIMEDIA WORKS ... INTEGRATED CIRCUIT LAYOUT TRADITIONAL KNOWLEDGE… 4
  5. 5. WHAT IS A MARK?ANY SIGN THAT CAN BE REPRESENTED GRAPHICALLY (WORDS,SYMBOLS, IMAGES, ETC...) WHICH IS USED TO DIFFERENTIATE IN THEMARKET PRODUCTS OR SERVICES FROM DIFFERENT COMPANIES.TO BE VALID THE SIGN SHALL BE DISTINCTIVE AND AVAILABLE ANDNOT PROHIBITED BY LAW.RULES OF TERRITORIALITY AND SPECIALITY (GOODS/SERVICES)TRADEMARKS ARE USUALLY PROTECTED FOR 10 YEARS ANDRENEWABLE. IT IS RECOMMENDED TO USE A REGISTERED MARK ATLEAST ONCE EVERY 3 OR 5 YEARS (DEPENDING ON APPLICABLE LAWS). 5
  6. 6. WHAT IS A MARK?Word marksMERCEDES-BENZ LANCOME NIKESemi figurative marks 6
  7. 7. WHAT IS A MARK?Figurative marksThree dimensional marks 7
  8. 8. WHAT IS A MARK? Non-traditional marks Smells marks Sound marks Taste marks Holograms Moving marks (ex. gif applications) 8
  9. 9. WHAT IS A PATENT? 9
  10. 10. WHAT IS A PATENT? A PATENT COVERS THE FUNCTION, OPERATION OR CONSTRUCTION OF AN INVENTION. PATENTS FOR TO BE PATENTABLE, A FUNCTION MUST BE INVENTION INNOVATIVE, HAVE AN INDUSTRIAL APPLICATION AND BE DESCRIBED IN SUCH A FASHION TO PERMIT REPRODUCTION OF THE PROCESS. 10
  11. 11. WHAT IS A DESIGN PATENT / INDUSTRIAL DESIGN? DESIGN A DESIGN ONLY COVERS THE APPEARANCE PATENTS OF A PRODUCT. A DESIGN CANNOT PROTECT THE FUNCTION OF A PRODUCT. 11
  12. 12. WHAT IS A PETTY PATENT / UTILITY MODEL? NEW INVENTION WHICH WOULD QUALIFY FOR AN INVENTION PATENT EXCEPT PETTY THAT IT HAS NO STRONG, TECHNICAL PATENTS INNOVATIVE STEP. EASIER TO OBTAIN BUT SHORTER PROTECTION PERIOD AND NOT AVAILABLE IN EVERY COUNTRY. IN THAILAND NO NOVELTY CHECK FOR PETTY PATENTS. 12
  13. 13. WHAT IS A COPYRIGHT?COPYRIGHT PROTECTION EXTENDS TO A WIDE RANGE PHYSICAL EXPRESSIONSOF IDEAS INCLUDING THE FOLLOWING.•  LITERARY WORKS (ADVERTISEMENTS, BOOKS, MAGAZINES, NEWSPAPERS…)•  COMPUTER SOFTWARE•  MUSICAL WORKS•  DRAMATIC WORKS (CHOREOGRAPHY, DANCING, ACTING…)•  ARTISTIC WORKS (SUCH AS WORKS OF PAINTING AND DRAWING, SCULPTURES, LITHOGRAPHY, WORKS OF ARCHITECTURE, PHOTOGRAPHIC WORKS, ILLUSTRATIONS, OTHER FORMS OF APPLIED ARTS)•  AUDIOVISUAL WORKS•  CINEMATOGRAPHIC WORKS•  AUDIO RECORDINGS•  BROADCAST WORKS 13
  14. 14. WHAT IS A COPYRIGHT?IT IS THE EXPRESSION OF THE IDEA AND NOT THE IDEA ITSELF THAT ISPROTECTED, IN OTHER WORDS, A COPYRIGHT PROTECTS THE FORM OFEXPRESSION RATHER THAN THE SUBJECT MATTER OF THE WORK AND ACONCRETE ‘VERSION’ IS ALWAYS NECESSARY.COPYRIGHT DOES NOT PROTECT IDEAS OR PROCEDURES, PROCESSESOR SYSTEMS OR METHODS OF USE OR OPERATION OR CONCEPT,PRINCIPLES, DISCOVERIES OR SCIENTIFIC OR MATHEMATICAL THEORIES.PROTECTION LAST 50 TO 70 YEARS AFTER DEATH OF THE AUTHOR. 14
  15. 15. WHAT IS A TRADE SECRET?A TRADE SECRET IS A CONFIDENTIAL FORMULA, PRACTICE, PROCESS,DESIGN, INSTRUMENT, PATTERN, OR COMPILATION OF INFORMATION USEDBY AN ENTERPRISE TO OBTAIN AN ADVANTAGE OVER COMPETITORSWITHIN THE SAME INDUSTRY OR PROFESSION.IN SOME JURISDICTIONS SUCH SECRETS ARE REFERRED TO AS"CONFIDENTIAL INFORMATION", WHILE IN OTHERS THEY ARE A SUBSET OREXAMPLE OF CONFIDENTIAL INFORMATION. AN EXAMPLE OF THIS WOULDBE THE FORMULA OR RECIPE OF A PRODUCT E.G. COCA COLA.REGISTRATION OF TRADE SECRETS IS AVAILABLE IN SOME COUNTRIES. 15
  16. 16. PRACTICAL TIPS•  START BY IDENTIFY YOUR IP ASSETS•  PRIORITIZE YOUR PROTECTION NEEDS•  ESTABLISH CLEAR IP PROTECTION STRATEGY TO MATCH YOUR BUSINESS OBJECTIVES•  CHECK THE ENVIRONMENT TO ENSURE YOU CAN FREELY USE YOUR INTELLECTUAL PROPERTY (TM SEARCH, FREEDOM TO OPERATE, PRIOR ART SEARCHES ETC.)•  CHECK YOUR COMPETITORS’ RIGHTS•  CARRY OUT VULNERABILITY/LEGAL/TECHNICAL AUDITS•  ENSURE THAT YOU CONTROL THE DISCLOSURE AND OWNERSHIP OF YOUR IP ASSETS THROUGH CONTRACTUAL PROTECTION (LICENSE IN/ OUT, CONFIDENTIALITY AGREEMENTS, EMPLOYMENT AGREEMENTS, MANUFACTURE AND DISTRIBUTION AGREEMENTS, STRATEGIC PARTNERSHIP AGREEMENTS, R&D AGREEMENTS, JV AGREEMENTS)•  CHECK DOMAIN NAMES AVAILABILITY/SOCIAL NETWORK IDENTITIES ETC. 16
  17. 17. HOW TO PROTECT YOUR INTANGIBLE ASSETS 17
  18. 18. STEP 1: IDENTIFY TERRITORIESPRODUCTION/COMMERCIALISATION / RISK OF COUNTERFEITING / STRATEGICCOUNTRIES 18
  19. 19. STEP 2: LIST YOUR PRIORITIES AND OBJECTIVES(PROTECTION, COMPETITIVE ADVANTAGE / BLOCK YOUR COMPETITORS /LICENSING / FRANCHISING / INCREASE VALUE OF IP ASSETS / TAX PURPOSE /OTHERS?) 19
  20. 20. STEP 3: COMPARE REGISTRATION PROCEDURES ANDCHOOSE A FILING STRATEGY (NATIONAL/REGIONAL/INTERNATIONAL) 20
  21. 21. Type of IP right National filing Regional filing International applicationTrademarks Yes always Yes ex: Not available yet for available Community Thai applicants but Trademark in available in 84 Europe countries (“Madrid system)Patents for Yes always Yes ex: Yes, through theInvention available European PCT (Patent Patent (EPO) Cooperation Treaty)Petty Patents Not available in no no every country/ harmonizedDesign Patents Yes in most Yes ex; Not available yet for countries but not Community Thai applicants fully harmonized Design in (“Hague System”) EuropeCopyright Yes and produce N/A N/A effect worldwide (166 countries)
  22. 22. STEP 4: COMPLETE YOUR IP FILING STRATEGY WITHCONTRACTSMOUSCONFIDENTIALITYEMPLOYMENTPROTOTYPING/WORK-FOR-HIRE/MANUFACTURE/DISTRIBUTION/R&D/JV/SHAREHOLDER AGREEMENT/MODEL AGREEMENT/END-USER SOFTWARE AGREEMENT/ TERMS OF USE ETC.LICENSE/FRANCHISINGETC. 22
  23. 23. WHY PROTECTING IP? 23
  24. 24. COUNTERFEITINGCREATE A CONFUSION BETWEEN ORIGINALPRODUCT AND COUNTERFEIT PRODUCT TO:-  TAKE OVER IP RIGHTS, TECHNOLOGY OR KNOW-HOW;-  APPROPRIATE A BRAND IMAGE/NOTORIETY-  PROFIT FROM INVESTMENTS MADE BY ORIGINAL OWNER (MARKETING/R&D ETC…) 24
  25. 25. A LONG STORY … ROMAN AMPHORA (MUSEUM OF COUNTERFEIT GOODS, PARIS) « CHINESE CALLIGRAPHY » ART OF COPY 25
  26. 26. 1970-1980 producing consuming©Christophe Zimmermann DG TAXUD 26
  27. 27. 1980-1990 producing consuming©Christophe Zimmermann DG TAXUD 27
  28. 28. 1990-2000 producing consuming©Christophe Zimmermann DG TAXUD 28
  29. 29. Today producing consuming©Christophe Zimmermann DG TAXUD 29
  30. 30. TODAY… 30
  31. 31. INDUSTRIAL SCALE OF COUNTERFEIT PRODUCTSHAMBURG, 170 CONTAINERS OF COUNTERFEITSPORT SHOES 31
  32. 32. CASE STUDY©CHRISTOPHE ZIMMERMANN- EUROPEAN COMMISSION DG TAXUD 2006 32
  33. 33. CASE STUDY©CHRISTOPHE ZIMMERMANN- EUROPEAN COMMISSION DG TAXUD 2006 33
  34. 34. CASE STUDY©CHRISTOPHE ZIMMERMANN- EUROPEAN COMMISSION DG TAXUD 2006 34
  35. 35. CASE STUDY©CHRISTOPHE ZIMMERMANN- EUROPEAN COMMISSION DG TAXUD 2006 35
  36. 36. CASE STUDY©CHRISTOPHE ZIMMERMANN- EUROPEAN COMMISSION DG TAXUD 2006 36
  37. 37. CASE STUDY©CHRISTOPHE ZIMMERMANN- EUROPEAN COMMISSION DG TAXUD 2006 37
  38. 38. CASE STUDY©CHRISTOPHE ZIMMERMANN- EUROPEAN COMMISSION DG TAXUD 2006 38
  39. 39. METHODS OF CONCEALMENT©CHRISTOPHE ZIMMERMANN- EUROPEAN COMMISSION DG TAXUD 2006 39
  40. 40. METHODS OF CONCEALMENT©CHRISTOPHE ZIMMERMANN- EUROPEAN COMMISSION DG TAXUD 2006 40
  41. 41. METHODS OF CONCEALMENT©CHRISTOPHE ZIMMERMANN- EUROPEAN COMMISSION DG TAXUD 2006 41
  42. 42. METHODS OF CONCEALMENT©CHRISTOPHE ZIMMERMANN- EUROPEAN COMMISSION DG TAXUD 2006 42
  43. 43. METHODS OF CONCEALMENT©CHRISTOPHE ZIMMERMANN- EUROPEAN COMMISSION DG TAXUD 2006 43
  44. 44. METHODS OF CONCEALMENT©CHRISTOPHE ZIMMERMANN- EUROPEAN COMMISSION DG TAXUD 2006 44
  45. 45. METHODS OF CONCEALMENT « SQNY » « IVIKE » 45
  46. 46. THE GREY ZONE: PASSING-OF 46
  47. 47. THE GREY ZONE: PASSING-OF 47
  48. 48. THE GREY ZONE: PASSING-OF 48
  49. 49. THE GREY ZONE: PASSING-OF « Adidos »
  50. 50. THE GREY ZONE: PASSING-OF Mercedes Classe C vs Geely Merrie 300 50
  51. 51. THE GREY ZONE: PASSING-OF Daewoo Matiz vs Chery QQ 51
  52. 52. THE GREY ZONE: PASSING-OF Smart vs. Chinese Smart 52
  53. 53. THE GREY ZONE: PASSING-OF BMW 7 vs BYD F6 53
  54. 54. THE GREY ZONE: PASSING-OF BMW vs BYD 54
  55. 55. AND FOR DESSERT…« Kentucky fried goose? » 55
  56. 56. A FEW NUMBERS…-  250 BILLION DOLLARS PER YEAR (2009) OR ABOUT 7% OF GLOBAL TRADE-  FAKE MEDICINES REPRESENT 10% OF WORLD PHARMACEUTICAL MARKET (WHO)-  11% OF COUNTERFEIT GOODS SEIZED AT EU BORDER ARE CONSIDERED DANGEROUS-  IN A FEW ASIAN COUNTRIES (SUCH AS CAMBODIA) SOME MEDICINES ARE WIDELY COUNTERFEIT (MORE THAN 50% FOR ARTESUNATE IN RURAL AREAS) 56
  57. 57. FOOD PRODUCTS•  MORE THAN 2 MILLION COUNTERFEIT FOOD PRODUCTS SEIZED AT EU BORDERS EVERY YEAR•  BABY MILK (DOZEN OF DEATHS IN CHINA), FANTA,•  FAKE TUNA IN THAILAND EXPORTED TO THE MIDDLE-EAST•  REFILLING ISSUES (ALCOHOL) 57
  58. 58. TOYS•  12% OF EUROPEAN MARKET•  LEAD•  FAKE BATTERIES 58
  59. 59. COMMON RISKS OF NOT PROTECTING IP FOR START-UPS COMPANIES-  TRADEMARK AVAILABILITY LOOSE PART/ALL OF YOUR INVESTMENT/MARKETING EFFORTS+RISK OF COUNTERFEITING SOMEONE’S ELSE BRAND.-  TRADEMARK SQUATTING: EXTREMELY FREQUENT ESPECIALLY IN ASIA (CHINA) 3 MAIN RISKS: PURCHASE YOUR OWN BRAND PROHIBITED TO USE YOUR OWN BRAND DILUTION-  IP OWNERSHIP ISSUES: WHO OWNS THE IP? EMPLOYEES/PARTNERS/CLIENTS?-  NO IP PROTECTION MEANS NO EXCLUSIVITY 59
  60. 60. HOW TO ENFORCE 60
  61. 61. PRACTICAL TIPS•  THINK TWICE: CHECK YOUR RIGHTS / CHECK ALLEGED INFRINGER RIGHTS / PRIORITIZE AND EVALUATE COSTS & BENEFITS/CHECK INFRINGER FINANCIAL ASSETS.•  GATHER EVIDENCES OF INFRINGEMENT/INVESTIGATE TO HIT THE RIGHT TARGET•  RANK YOUR ENFORCEMENT OPTIONS AND PRIORITIES: - CRIMINAL CASE: STOP INFRINGEMENT (EX: 400K THB FOR TM INFRINGEMENT MAXIMUM FINE)- POLICE RAID AND IPIT COURT - CIVIL CASE: CLAIM COMPENSATION FOR DAMAGES (USUALLY INTRODUCED AFTER A POLICE RAID) - CUSTOMS: EX-OFFICIO OR NOTIFICATION - MEDIATION: USEFUL FOR PATENT/COPYRIGHT INFRINGEMENT CASES•  KEEP IN MIND: WHAT THE LAW SAYS IS NOT WHAT YOU ALWAYS GET (SEE FOR EXAMPLE PRELIMINARY INJUNCTIONS ETC.)•  BE FLEXIBLE (TURN A COUNTERFEITER INTO A BUSINESS PARTNER?)•  BE PERSISTENT 61
  62. 62. HOW TO EXPLOIT 62
  63. 63. PRACTICAL TIPS•  IP RIGHTS GIVE YOU AN EXCLUSIVE RIGHT TO SELL, PROPOSE FOR SALE, IMPORT/ EXPORT, USE AND/OR MANUFACTURE THE PROTECTED IP ASSET. YOU CAN CHOOSE TO EXPLOIT SUCH EXCLUSIVITY DIRECTLY (EX: SALE OF YOUR PRODUCTS/SERVICES INCORPORATING YOUR IP ASSETS) OR TO LICENSE/FRANCHISE/COMMERCIALIZE YOUR IP ASSETS•  REGARDING LICENSE OR FRANCHISE AGREEMENTS, CHECK WHETHER THEY NEED TO BE RECORDED, MAKE SURE YOUR AGREEMENTS DO NOT CONTAIN PROVISIONS RESTRICTING FAIR COMPETITION•  LOOK IF YOU CAN OPTIMIZE FROM A FISCAL POINT OF VIEW, REVENUES (ROYALTIES) FROM YOUR IP ASSETS•  PUT A VALUE ON YOUR IP ASSETS AND MAKE SURE THAT YOU HAVE A CLEAR STRATEGY TO INCREASE THE VALUE OF YOUR IP ASSETS- THESE MIGHT BE VERY VALUABLE AND ATTRACTIVE FOR INVESTORS 63
  64. 64. One of Thailand top IP firms (Tier 2/Tier 3)Winner of 2013 International Law Office Award - Client Choice Award (IP-Patent)Leading IP Practitioner (Legal 500, Asia Law and WTR 1000), Franck FougereCONTACT USAnanda Intellectual Property Limited53/3, 4th Floor, A-4 | Goldenland Building | Soi Mahardlekluang 1Rajdamri Road, Lumpini, Phathumwan | Bangkok 10330, ThailandT: +66(0)2 684 1145 | F: +66(0)2 684 5990 | E: ananda@ananda-ip.comwww.ananda-ip.com THANK YOU! 64

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