An IP Managment for OpenInnovation and the idea of a commons University of Berkley May, 25, 2011. Carolina Rossini
Importance of Widespread Knowldge• Open Innovation recognizes that there is useful and widespread knowldge• Open Innovation teaches that you need to incentivize the emergence of secondry markets
Importance of Widespread Knowldge– firms need to be able to develop business model capable of capture/extract value by buying, selling and sharing IP, and this may require “educate” its employees ealry on and “help” others to figure our their business modelsand– Government may need to provide infraestructure and foster standarization for knowldge sharing and communicaton (includig PTO) Support and incentiveze the growth of a SECONDARY MARKET
• Both actors (firms and governments) need then to manage IP accordingly and to invest in a environment that supports such management
Learning from the Net
it wasn‘t inevitable.
adaptabilityease of masterycapacity for leverageaccessibility - zittrain
Innovation as a system’s capacity to produce unexpected results
can we “port” infrastructure that facilitates Open Innovation?
Managing “knowledge” > Managing IP journals and books (copyright)data / databases (copyright/database-rights ?) inventions / products (patents)
data: embryonic systems
By "open access" to this literature, we mean its free availability on the public internet, permitting any users to read, download, copy, distribute, print, search, or link to the full texts of these articles, crawl them for indexing, pass them as data to software, or use themfor any other lawful purpose, without financial, legal, or technical barriers other than those inseparable from gaining access to the internet itself.
text knowledge governance: registration certification dissemination preservation
• Hard to assess the extent of legal rights you may have/risk of contamination• May be hard to break the logic of “patents to exclude others”
closed innovation systems will then prefer incremental changes.
Fig. 2.5 IP Mapping Value Chain Analysis: Printers Enabling Repair andTechnology Equipment Installation Consumables Operation ServiceControllers Manufacturing Site Prep Ink Programming DiagnosticsPrint Heads Integration Assembly Paper Monitoring Testing Testing Quality Procedures Lasers Control Sensors Connectivity Scheduling Parts = Moderate IP risk = Strong IP position (possible assertion opportunity) = High IP risk = Low IP risk
In a world of Open Innovation there is too much good stuff out there! Develop “scouting” strategies! Know you and your environment!
Be aware of your opportunities Product line extensions In-licensing and Out-licensing Leverage into adjacent markets Neutralize risks in points of your value-chain Secure better terms from your suppliers Offer more to your customers, including “IP insurance” Connect with you community and your universities – get to know before others
can we “port” infrastructure that facilitates Open Innovation? Deal with: “lack of information” “lack of terms of trade” “be smarter about your costs”
Deal with unused potential!“only 60% of patents from top industry were utilized in their mainstream business” “10% of patents from Universities represent 90% of royalties”
In order to:Increase utilization of tech by you and othersIncrease scope and number of areas by you and others = Increase value of your tech!
make field of use use sell revenue barterimport geography
“The primary goal of the IP Zone is to facilitate IP transactions. We envision the IPZone as the central hub for companies, universities, and entrepreneurs looking to manage, market and monetize their IP assets.” American Express‘ Tracey Thomas, Chief IP Strategist and acting CEO for the IP Zone
But also ideas!
From “inside”: enterprise 2.0"The way we chose to facilitate this discussion was through a community blog, which Icalled Discussion Group about the World Wide Web, or DIGWWW," said SimonRevell, manger of enterprise technology and development at Pfizer. "The blog was setup to enable anybody to post—we deliberately wanted to lower the barrier toparticipation. Both [Pfizerpedia and DIGWWW] were initiated at the grassroots leveland spread virally. One soon heard about the other, and that resulting in somebeneficial cross-selling."
licensing works best inside a democratized ecosystem.
cyberinfrastructure business investment academic support open communitytechnical standardization
simple, accessible, extensible…unreasonably effective over time.
what can you do? standardize patent datakeep exploring pilots like P2P fund infrastructure certify standard tools
Do not forget to…pay attention to
there is no single “commons” public domain patent commons open source software free culture