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Ford Pitch 05/01
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Transcript

  • 1. EXTRACTING VALUE OUT OF FORD'S INTELLECTUAL CAPITAL PORTFOLIO JAY DROUILLARD ASSOCIATE GENERAL COUNSEL FORD GLOBAL TECHNOLOGIES, INC.
  • 2. PURPOSE
    • Define Intellectual Capital
    • Review the global IP environment
    • Explain “why” FGTI
    • Discuss strategic new initiatives with FGTI
    • Review IC and Knowledge Management at Ford
    • Outline key value extraction strategies
    • Summarize the benefits to Ford
  • 3. INTELLECTUAL CAPITAL
    • Knowledge, intellectual property and experience that can be put to use to create wealth
    • Three major elements:
      • Structural Capital…e.g., documented Intellectual Assets, including IP
      • Human Capital…e.g., know-how and experience
      • Customer Capital…e.g., customer relationships and loyalty
    • IC Management (ICM), therefore, is Knowledge Management
  • 4. NEEDS TO IMPLEMENT ICM
    • Alignment of:
      • Business Strategy
      • Technology Plan
      • IP Strategy
      • Human resources (capital) strategy
    • Top management support and commitment
    • Availability of resources…people and time
  • 5. FORD’S STRATEGIC NEEDS
    • Become the World’s Leading Consumer Company that Provides Automotive Products and Services
    • Better ideas needed--which need protection
    • Protection--requires robust IP program
    • And, the value of IP…and need to extract it... getting increasingly recognized
  • 6. KEY FORD INITIATIVE--FGTI
    • New way of doing business to counter intense technological competition
    • Better way to protect, manage and leverage Ford’s technology and information…i.e., Intellectual Capital Management
    • Means to unlock the shareholder value inherent in Ford’s intellectual assets
  • 7. WHAT IS FGTI
    • An Intellectual Property Management Company
    • Wholly owned subsidiary of Ford Motor Company
    • “Spin-out” of Ford’s Office of the General Counsel IP Practice Group
    • Mission—protect and leverage Ford IP
  • 8. INCREASING SHAREHOLDER VALUE
    • FGTI leveraging IP to extract value:
      • New sources of royalty revenue
      • Building specialized patent clusters for cross-licensing and other purposes
      • Proactively policing Ford’s IP portfolio
      • Managing and resolving threats
      • Reducing the cost to Ford of acquiring new technologies
      • Using IA contributions to secure best deal for Ford
  • 9. IP HAS OTHER VALUABLE USES
    • Leverage extensive Ford technology, software, know-how and other Intellectual Capital to:
      • Secure favorable terms in JV arrangements
      • Cross-license to bring in new technologies at lower cost than licensing-in
      • Spin-off or take equity positions in new firms
    • Utilize trademarks for royalty revenue and brand enhancement
  • 10. TECHNOLOGY COMMERCIALIZATION STRATEGY
  • 11. EXAMPLES OF FORD EFFORTS
      • Intellectual Asset Management (FGTI)
      • Enterprise Knowledge Base
      • Best Practices Replication Process
      • Institutional Learning Initiative
      • Grade Banding
      • Supplier Technology Integration Process
      • But much more needs to be done!
  • 12. THE PAYOFF--ICM
    • Supports Corporate Goal for improved Information Flow
    • Supports Growth by identifying new technology based business opportunities
    • Reduces/eliminates reinventing the wheel through better information sharing
    • Eliminates unproductive IP
    • Increases opportunities for Intellectual Asset commercialization
  • 13. FGTI & THE KM TASKFORCE
    • Still have much work to do within Ford:
      • Communicating what ICM is
      • Communicating the benefits of ICM
    • The Taskforce can help by developing:
      • A “non-jargon” message for senior managers
      • Metrics…”hard numbers…to show ICM benefits
      • Structured ways to implement ICM
    • The Taskforce also provides a forum for sharing of ideas among leading companies