1
The materials in this presentation are for
informational purposes only and not for
h f idi l l d ithe purpose of providing...
Efficiency is doing things right;
effectiveness is doing the right things.g g g
Peter DruckerPeter Drucker
3
Understand
Company
Objectives
Execute
Analyze
Portfolio
against
Objectives
Evaluate
resources
and
generate
l
Objectives
Lo...
Even if you fall on your face, you’re still
i f dmoving forward
Victor Kiam
5
Defensive
› Deter others from asserting› Deter others from asserting
› Protect market space
Revenue Generation
› License i...
Who seeks shall findWho seeks shall find
S h lSophocles
7
Asset Classification
› Key technology areas› Key technology areas
› What you do
› What your competitors do
› Future betsu ...
If what you are doing is not moving youa you a e do g s o o g you
towards your goals, then it’s moving you
away from your ...
Do you have enough quality patents toy g q y p
meet your goals?
› < for Defensive use
f Li i› > for Licensing program
Broa...
You have brains in your head. You have
f t i h Y t lf ifeet in your shoes. You can steer yourself in
any direction you cho...
Budget
M i t f› Maintenance fees
› Filing/prosecution costs
› Headcount costs
› Outside counsel spend› Outside counsel spe...
The question isn’t who is going to let me;
it’s who is going to stop me.
Ayn Rand
13
Involve entire business
Set clear expectations/goals
Track metrics against the goals
Create (optimize) incentives toCreate...
However beautiful the strategy, you should
occasionally look at the resultsoccasionally look at the results.
Winston Churc...
Understand
Company
Objectives
Execute
Analyze
Portfolio
against
Objectives
Evaluate
resources
and
generate
l
Objectives
Lo...
W t l bl ith thWe cannot solve our problems with the
same thinking we used when we created
themthem.
Albert Einstein
17
Consider other needs for analysis before you beginy y g
› Valuation?
› 2012 shareholders of Palm sued BoD
› 2011 sharehold...
19
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Improving the Efficiency of Your Global Portfolio Management Strategy - Presentation: Sarah Guichard, BlackBerry - IP Law Summit

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For more information: emailus@marcusevans.com

Sarah Guichard who is the Vice President, Associate General Counsel – Patent & Standards at BlackBerry delivered her presentation at the marcus evans IP Law Summit March 20-22, held in Las Vegas, NV.

Join the 2015 Summit along with top IP Law executives and service providers in an intimate environment for a focused discussion of key new drivers shaping the legal industry today.
For more information: emailus@marcusevans.com

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Improving the Efficiency of Your Global Portfolio Management Strategy - Presentation: Sarah Guichard, BlackBerry - IP Law Summit

  1. 1. 1
  2. 2. The materials in this presentation are for informational purposes only and not for h f idi l l d ithe purpose of providing legal advice. The views and opinions expressed herein and may not reflect the opinions of BlackBerry. 2
  3. 3. Efficiency is doing things right; effectiveness is doing the right things.g g g Peter DruckerPeter Drucker 3
  4. 4. Understand Company Objectives Execute Analyze Portfolio against Objectives Evaluate resources and generate l Objectives Look for gaps and plan and misalignment 4
  5. 5. Even if you fall on your face, you’re still i f dmoving forward Victor Kiam 5
  6. 6. Defensive › Deter others from asserting› Deter others from asserting › Protect market space Revenue Generation › License in market or out of market segments› License in market or out of market segments › Divesture Offset › Freedom to Operate› Freedom to Operate › Trade Brand Enhancement › Bragging rightsBragging rights › Investor Image These are not mutually exclusive 6
  7. 7. Who seeks shall findWho seeks shall find S h lSophocles 7
  8. 8. Asset Classification › Key technology areas› Key technology areas › What you do › What your competitors do › Future betsu u e be s › Tangential Industries › Obsolete Technology Quality of assetsy › Design around? › Validity? › Detectability? Geographical coverage Age Compare to competitorsp p 8
  9. 9. If what you are doing is not moving youa you a e do g s o o g you towards your goals, then it’s moving you away from your goals.y y g Brian TracyBrian Tracy 9
  10. 10. Do you have enough quality patents toy g q y p meet your goals? › < for Defensive use f Li i› > for Licensing program Broad business coverage? JurisdictionsJurisdictions › Where do you manufacture/sell › Where do your competitors manufacture/selle e do you co pe o s a u ac u e/se Number (aka cost) of patents Room to grow?g 10
  11. 11. You have brains in your head. You have f t i h Y t lf ifeet in your shoes. You can steer yourself in any direction you choose. You’re on your own and you know what you know Andown, and you know what you know. And you are the guy who’ll decide where to gogo. Dr. Seuss 11
  12. 12. Budget M i t f› Maintenance fees › Filing/prosecution costs › Headcount costs › Outside counsel spend› Outside counsel spend What to keep? › How can licensing streams be improved? What to divest?What to divest? What to abandon? Keep/shrink/grow portfolio? T t dditiTarget additions › Organic › Acquisition Partnerships?Partnerships? 12
  13. 13. The question isn’t who is going to let me; it’s who is going to stop me. Ayn Rand 13
  14. 14. Involve entire business Set clear expectations/goals Track metrics against the goals Create (optimize) incentives toCreate (optimize) incentives to encourage behaviors › Revamp/create incentive programp/ p g 14
  15. 15. However beautiful the strategy, you should occasionally look at the resultsoccasionally look at the results. Winston Churchill 15
  16. 16. Understand Company Objectives Execute Analyze Portfolio against Objectives Evaluate resources and generate l Objectives Look for gaps and plan and misalignment 16
  17. 17. W t l bl ith thWe cannot solve our problems with the same thinking we used when we created themthem. Albert Einstein 17
  18. 18. Consider other needs for analysis before you beginy y g › Valuation? › 2012 shareholders of Palm sued BoD › 2011 shareholders of GSI Commerce sued eBay Keep up on portfolio knowledge › Managing is more efficient than mining Consider using a provider (costs may be recoupedg ( with savings) For key areas consider assigning a portfolio manager Be careful what you measure and consider if youry y metrics are driving correct behaviors/decisions 18
  19. 19. 19

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