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Branding High Technology May 8th 2012

Branding High Technology May 8th 2012

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  • 1. IP Strategy for Guiding Decision Making Maier Fenster All rights reserved © 2012
  • 2. Decisions & Planning• Questions you should be able to answer – Should we spend $$$ – What is connection between IP and company (should be “value”) – Are we protected• This talk will focus on patents• Plans for trademarks, etc. look different• Hope to give enough so you can do this at home, perhaps not alone IP plans MIT 2012 2
  • 3. Sample IP Strategies• (intentionally left blank)• Spend until you run out of money• Decide as you go along and ignore the “oops”• Built to match business plans, strategy & contingencies IP plans MIT 2012 3
  • 4. What Might an IP Strategy Look Like?• A simplified example• Hypothetical company – RetiView – Direct retinal projection of images using glasses with scanning laser• Will show general structure first – Need oriented, not document orientedThen will skim through some considerations which affect contents of plan• A few words on how to use plan• Note structure of plan should be personalized IP plans MIT 2012 4
  • 5. Example Patent Strategy PlanWhat USA EPO … Priority date Issue date NotesConcept A A B Q1 - Nice to haveProduct 1 A B - Q1 Q8 USA Sales Q9Product 2 B B - Q4 Q12 USA Future optionTechnology 1 A B B Q1 Q7 EPO CriticalTechnology 2 B B - Q3 Q11 UsefulProblem 1 A A (?) - Q1 Q12 BlockingUsage 1 A A - Q2 - VisibleCompetitor 1 B A B Q2 - In fieldCompetitor 2 A B - Q4 - Keep outExit 1 A A - Q2 Q8 M&AExit 2 B B B Q4 Q10 LicenseOther A*3 B*3 B*2 Q5 Q13 Fashion demand IP plans MIT 2012 5
  • 6. Addendums to Plan• Alternatives & Fallbacks – money, prior art, competition, R&D – Priorities of plans, not (only) of elements• List of Weaknesses• List of Underlying considerations (see below)• FTO needs & policy• General rules re division of money (past/present/future/other)• Expected unattributed IP needs• Plan shows what you want & what you have• Decision making & IP extraction processes IP plans MIT 2012 6
  • 7. Problems and OpportunitiesWhat technological problems are you aware of? – That competition would probably need to solve?What new business opportunities are created by the technology?• Can you identify concepts?• Can you identify usage and other “exposed” features?• Marketing, manufacturing & licensing issues IP plans MIT 2012 7
  • 8. Example “Problems”SafetyImage stabilityDealing with multiple focus and pupil and location conditions• Intensity matching• Weight• Self calibrationWhich are trouble for lens projection systems? IP plans MIT 2012 8
  • 9. Example “Usage”• Operation during saccades• Matching image to ambient and target lightUsage of peripheral vision cues• Client/server/cloud billing architecture IP plans MIT 2012 9
  • 10. Example “Products”&“Technologies”• Products Wireless Add on to existing glasses All-in one glasses with CPU and data link – Desktop projector• Technologies Beam scanner – Eye data processing• How many of each?• Where is focus of plan? IP plans MIT 2012 10
  • 11. Product, Technology, Problems & UsageWhat USA EPO … Priority date Issue date NotesConcept A A B Q1 - Nice to haveProduct 1 A B - Q1 Q8 USA Sales Q9Product 2 B B - Q4 Q12 USA Future optionTechnology 1 A B B Q1 Q7 EPO CriticalTechnology 2 B B - Q3 Q11 UsefulProblem 1 A A (?) - Q1 Q12 BlockingUsage 1 A A - Q2 - VisibleCompetitor 1 B A B Q2 - In fieldCompetitor 2 A B - Q4 - Keep outExit 1 A A - Q2 Q8 M&AExit 2 B B B Q4 Q10 LicenseOther A*3 B*3 B*2 Q5 Q13 Fashion demand IP plans MIT 2012 11
  • 12. Competition & Publications• Copy-orientation of market – carbon copy or inspiration? Countries of location and sale• Comparative Beauty• FTO or not• Degree of overlap of with competitor• What publications are expected, guessed at? – Control your own – Anticipate others’ Offensive & defensive IP & scary IP IP plans MIT 2012 12
  • 13. CompetitionWhat USA EPO … Priority date Issue date NotesConcept A A B Q1 - Nice to haveProduct 1 A B - Q1 Q8 USA Sales Q9Product 2 B B - Q4 Q12 USA Future optionTechnology 1 A B B Q1 Q7 EPO CriticalTechnology 2 B B - Q3 Q11 UsefulProblem 1 A A (?) - Q1 Q12 BlockingUsage 1 A A - Q2 - VisibleCompetitor 1 B A B Q2 - In fieldCompetitor 2 A B - Q4 - Keep outExit 1 A A - Q2 Q8 M&AExit 2 B B B Q4 Q10 LicenseOther A*3 B*3 B*2 Q5 Q13 Fashion demand IP plans MIT 2012 13
  • 14. R&D• What will be discovered when• Relationship between discovery and publication• Risk/Likelihood of discoveriesWhere are workarounds expected• How difficult will a workaround be for others?• Number of expected alternative solutions• Clinical trails, experiments, etc. IP plans MIT 2012 14
  • 15. Money• How much is available?When will it be available?• What IP is needed to make money happen?• Dog & Pony showsAttractive IP IP plans MIT 2012 15
  • 16. Exits• Sales – Marketing oriented IP – Manage competition• M&A Poison pill patents – Integration patents – Blocking competition• License – Easy to police IP – Match technology being sold and end-user needs• Other IP plans MIT 2012 16
  • 17. ExitsWhat USA EPO … Priority date Issue date NotesConcept A A B Q1 - Nice to haveProduct 1 A B - Q1 Q8 USA Sales Q9Product 2 B B - Q4 Q12 USA Future optionTechnology 1 A B B Q1 Q7 EPO CriticalTechnology 2 B B - Q3 Q11 UsefulProblem 1 A A (?) - Q1 Q12 BlockingUsage 1 A A - Q2 - VisibleCompetitor 1 B A B Q2 - In fieldCompetitor 2 A B - Q4 - Keep outExit 1 A A - Q2 Q8 M&AExit 2 B B B Q4 Q10 LicenseOther A*3 B*3 B*2 Q5 Q13 Fashion demand IP plans MIT 2012 17
  • 18. Time• Timing of R&D, publications, marketing, money• Prepare for 1, 5, 10 years down the roadWhen do you need priority date, publication date, issue date• It is all prediction IP plans MIT 2012 18
  • 19. TimingWhat USA EPO … Priority date Issue date NotesConcept A A B Q1 - Nice to haveProduct 1 A B - Q1 Q8 USA Sales Q9Product 2 B B - Q4 Q12 USA Future optionTechnology 1 A B B Q1 Q7 EPO CriticalTechnology 2 B B - Q3 Q11 UsefulProblem 1 A A (?) - Q1 Q12 BlockingUsage 1 A A - Q2 - VisibleCompetitor 1 B A B Q2 - In fieldCompetitor 2 A B - Q4 - Keep outExit 1 A A - Q2 Q8 M&AExit 2 B B B Q4 Q10 LicenseOther A*3 B*3 B*2 Q5 Q13 Fashion demand IP plans MIT 2012 19
  • 20. Example Q&A• We discovered X. What, if anything, should we file for? Maybe Y?• Examiner allowed some claims, should we fight for more?• Should we file in China, Korea, etc.?• What should our budget look like?• It is difficult getting this patent. Should we give up?• Does our IP match our business plans? IP plans MIT 2012 20
  • 21. Example Patent Strategy PlanWhat USA EPO … Priority date Issue date NotesConcept A A B Q1 - Nice to haveProduct 1 A B - Q1 Q8 USA Sales Q9Product 2 B B - Q4 Q12 USA Future optionTechnology 1 A B B Q1 Q7 EPO CriticalTechnology 2 B B - Q3 Q11 UsefulProblem 1 A A (?) - Q1 Q12 BlockingUsage 1 A A - Q2 - VisibleCompetitor 1 B A B Q2 - In fieldCompetitor 2 A B - Q4 - Keep outExit 1 A A - Q2 Q8 M&AExit 2 B B B Q4 Q10 LicenseOther A*3 B*3 B*2 Q5 Q13 Fashion demand IP plans MIT 2012 21
  • 22. Summary• Plan is dynamic – Look at it and change it – Show it to investors, decision makers, etc.• We have seen an example IP strategy plan• We have seen some issues and how they are reflected in the plan• Questions? IP plans MIT 2012 22
  • 23. Thank You• If you do not have an IP plan, go build one! - Tip: ask your IP advisor for help• Then use it IP plans MIT 2012 23