Inside Intellectual Property Excerpts

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Three hour overview session on IPR management - overview, strategy and business implications.

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Inside Intellectual Property Excerpts

  1. 1. Inside Intellectual Property Karthikeyan Iyer Founder Director, Co-crafter crafting innovation together Crafitti Consulting Pvt. Ltd. An Innovation Research and Consulting Think Tank Confidential
  2. 2. Contents crafting innovation together Confidential © Crafitti Consulting Private Ltd. 9/22/2009 2
  3. 3. 9 arms of Crafitti’s Innovation Landscape Today we are going to Value Strategy touch upon Decisions Ideas Productivity And their intersections Inventions crafting innovation together Networks Learning Complexity Confidential © Crafitti Consulting Private Ltd. 9/22/2009 3
  4. 4. IPR lies at an important intersection Intellectual Property Rights Technology crafting innovation together Business Law Confidential © Crafitti Consulting Private Ltd. 9/22/2009 4
  5. 5. The world is changing rapidly and so are the world’s businesses! Information gets Old economy New economy Information travels fast collected locally, (Weight) (Speed) and wide access is restricted First mover’s advantage is a small window Growth and expansion is slower You can lose your crafting innovation together intellectual advantage First mover’s very quickly! advantage lasts longer Confidential © Crafitti Consulting Private Ltd. 9/22/2009 5
  6. 6. IPR reflects both current and future potential Current performance (Capital, assets and earnings including Future Potential those from IPR) (Intellectual Capital as a crafting innovation together % of market cap) Confidential © Crafitti Consulting Private Ltd. 9/22/2009 6
  7. 7. Intellectual Property value chain Copyright Idea Expression Intellectual Trademark Property Trade secret Patent crafting innovation together Protect Exploit Confidential © Crafitti Consulting Private Ltd. 9/22/2009 7
  8. 8. crafting innovation together Confidential © Crafitti Consulting Private Ltd. 9/22/2009 8
  9. 9. What are the rights embodied in Copyright? General Rights Moral Rights Publication Paternity Paternity Integrity Integrity Attribution Translation Privacy Reproduction Public recitation Adaptation Broadcast crafting innovation together Inalienable rights in original works Confidential © Crafitti Consulting Private Ltd. 9/22/2009 9
  10. 10. crafting innovation together Confidential © Crafitti Consulting Private Ltd. 9/22/2009 10
  11. 11. Patents can completely block a competitor entering a market! crafting innovation together Confidential © Crafitti Consulting Private Ltd. 9/22/2009 11
  12. 12. Patents Patents crafting innovation together Confidential © Crafitti Consulting Private Ltd. 9/22/2009 12
  13. 13. Software and Business Method patent stats 2500 500000 450000 2000 400000 350000 1500 All utility patents (Right Axis) 300000 250000 1000 200000 150000 Computer Implemented crafting innovation together 500 100000 Business Methods (Left Axis) 50000 0 0 19 4 19 5 19 6 19 7 19 8 19 9 19 0 19 1 19 2 19 3 19 4 19 5 19 6 19 7 19 8 20 9 20 0 20 1 20 2 20 3 20 4 20 5 20 6 07 8 8 8 8 8 8 9 9 9 9 9 9 9 9 9 9 0 0 0 0 0 0 0 19 Patent Applications in the US – noticed the spikes? Confidential © Crafitti Consulting Private Ltd. 9/22/2009 13
  14. 14. Not everybody is filing patents left, right and centre! crafting innovation together Confidential © Crafitti Consulting Private Ltd. 9/22/2009 14
  15. 15. IP Strategy crafting innovation together Confidential © Crafitti Consulting Private Ltd. 9/22/2009 15
  16. 16. IP Strategy attempts to provide answers to some of these questions Small and Medium Large Enterprise Startup Enterprise • A competitor is suing me • A competitor is blocking • How do I prevent for large scale my expansion in the somebody else from infringement? What market. How should I stealing or blocking my should I do? circumvent? idea? • I have an existing portfolio • How should I compete • How do I lock and exploit of ideas and IP assets, how against the larger players? my first mover’s should I leverage it in the advantage? market place? crafting innovation together • How do I get the best acquisition proposal? • How do I get more • Who should I acquire or lucrative funding merge with? • How do I leverage my proposals? assets to strengthen my • Someone is trying to make brand? • How do I compete with a quick buck with my much larger competition brand name. What should I with deep pockets? do? Confidential © Crafitti Consulting Private Ltd. 9/22/2009 16
  17. 17. Elements of IP Strategy crafting innovation together Confidential © Crafitti Consulting Private Ltd. 9/22/2009 17
  18. 18. Linking IPR with Organizational Strategy crafting innovation together Confidential © Crafitti Consulting Private Ltd. 9/22/2009 18
  19. 19. Opportunity Window crafting innovation together Confidential © Crafitti Consulting Private Ltd. 9/22/2009 19
  20. 20. Preemptive-Reactive Strategy crafting innovation together Confidential © Crafitti Consulting Private Ltd. 9/22/2009 20
  21. 21. Proactive Defense crafting innovation together Confidential © Crafitti Consulting Private Ltd. 9/22/2009 21
  22. 22. Patent Portfolio Management Block Others from entering your space crafting innovation together Crowd around a competitor patent to render it useless Confidential © Crafitti Consulting Private Ltd. 9/22/2009 22
  23. 23. crafting innovation together Confidential © Crafitti Consulting Private Ltd. 9/22/2009 23
  24. 24. You don’t have to do it alone . . .! crafting innovation together Confidential © Crafitti Consulting Private Ltd. 9/22/2009 24
  25. 25. crafting innovation together Confidential © Crafitti Consulting Private Ltd. 9/22/2009 25
  26. 26. Crafitti’s Value Measures for Individual Patents and Patent Portfolios Comprehensi veness Diversity Criticality Inventiveness Dependency Crafitti’s Value crafting innovation together Measures Uniqueness/ Leveragabilit Novelty y Utility/ Brand adoption perception Confidential © Crafitti Consulting Private Ltd. 9/22/2009 26
  27. 27. Crafitti’s value measures for knowledge that doesn’t qualify for patent protection Velocity Circulation Novelty Knowledge crafting innovation together Value Influence Relevance Confidential © Crafitti Consulting Private Ltd. 9/22/2009 27
  28. 28. IP Strategy - Decisions • Should I patent, publish or hide (trade secret)? – Is my invention easy to copy or reverse engineer? – Do I need more time to create a tangible first mover’s business advantage? – Does patent pending status get me more money (funding or deal pipeline)? – Does publishing preempt a competitor’s crafting innovation together product strategy? • When in my product life cycle should I use patents, trademarks, copyrights and trade secrets? • Which company should I acquire? Confidential © Crafitti Consulting Private Ltd. 9/22/2009 28
  29. 29. IP Opportunities In 1982, physical assets constituted 62% of US manufacturing companies’ market value; today, less than 30% Total revenues from the licensing of patents exceed $ 110 billion (1990: $15b) crafting innovation together IBM’s annual patent licensing royalties exceed $ 1 billion (1990: only $ 30 m) Texas Instruments earned $4 billion in patent royalties since 1980 Based on Rivette & Kline, 2000 Confidential © Crafitti Consulting Private Ltd. 9/22/2009 29
  30. 30. IP Cell Defense Idea Invention Patent Differentiation Commercialization crafting innovation together Growth Confidential © Crafitti Consulting Private Ltd. 9/22/2009 30
  31. 31. Crafitti helps craft innovation in multiple contexts. Karthikeyan Iyer Co-crafter, Founder Director crafting innovation together Crafitti Consulting Pvt. Ltd. karthikeyan.iyer@crafitti.com Confidential © Crafitti Consulting Private Ltd. 9/22/2009 31
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