The Intelligent Way To Manage Your Intellectual Property


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A small paper from Cap Gemini.

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The Intelligent Way To Manage Your Intellectual Property

  1. 1. the way we do it The intelligent way to manage your Intellectual Property Intellectual Property (IP) honestly claim that they have the management remains high on vision and the capabilities to meet the agenda for most media the IP needs of the future market. organisations in the UK, The problem is that sorting out the whether their focus is on systems and processes that support acquiring, producing, selling or Intellectual Property is seen as a distributing content. The tough nut to crack. models may be different but the pressures and issues are the Some organisations, however, are same. getting it right. Working with Yet while the strategic intent is Capgemini, they are seizing the there, many companies are giving opportunity to turn their IP into up on the idea of implementing valuable assets. Capgemini has rights management solutions – at proven experience of delivering least for the moment. solutions supporting the rapidly changing media and entertainment Most of those organisations are sector, helping to shape IP struggling to get to grips with the management best practice for challenge of defining, implementing competitive advantage. and sustaining an effective IP solution and few of them would
  2. 2. Keeping up with the pace of platforms. The uncomfortable truth Effective IP management will change is that content will be released on a be the foundation for fully So what’s preventing the wide-scale platform, if not legitimately by the exploiting future opportunities adoption of IP management content owner, then illegitimately in traditional and digital solutions? The root of the problem by someone else. Day and date appears to be the rapid rate at which release is becoming the norm and spaces. new products and media are release windows are shrinking. The arriving. same is true of territories – a new season of a hit US series must be Intuitively, most people think that launched simultaneously in the UK. improving the way IP is managed in an organisation feels like the right The release of content to new media thing to do. However, implementing platforms has a higher manual an IP solution seems to be an overhead than for existing linear exercise in hitting a moving target. platforms. In a recent test a major UK broadcaster recently asked its Content owners recognise that their legal team to figure out what new existing markets are collapsing – media rights were cleared in a well decline in sales of CDs; decline in known production. The task took circulation figures for newspapers; two weeks using current methods decline in audience figures for linear and systems. It’s no surprise then television channels; decline in that rights clearances form a major listener figures for radio. part of the pre-launch programme for the Kangaroo video-on-demand To counter these shifts and to platform. capitalise on emerging opportunities, publishers, The current siloed approach to IP broadcasters and other content management is not sustainable in owners are starting to embrace the long run. Digital products and digital and drive incremental distribution channel proliferation revenues by testing new digital are exacerbating traditional IP distribution channels and revenue challenges. models. No-one really knows where the market is going – so there is no Clearly the target is moving, but are choice other than to back every you running hard just to stand still? horse, whether that’s getting content out through catch-up services, The unfortunate outcome of all this through digital aggregators like continual change can be an iTunes, or via digital communities over-reaction that sees analysts and such as Facebook. business reps endlessly cataloguing specific requirements for every With the advent of every new option possible outcome. But this hugely there’s a scramble to package inflates the cost, undermines the content into new forms to take business case and creates a advantage of the opportunity. perception of an unwieldy behemoth Getting the content prepped is the of a system that drives a wedge easy part – determining whether the between IT and business. The rights exist to do so is far harder. result? Key stakeholders refuse to support the programme. Beyond that there is the pressure to beat piracy – there is no time to carefully manage releases to new
  3. 3. the way we do it Agility is the goal definitions outweigh the initial hard Some of the IP management The message is that you can’t design work. solutions on the market the solution for every eventuality; interface to industry sources instead you need to focus on making • Put in place a common product of information, significantly the business agile and the system hierarchy at the start to provide a flexible. foundation onto which you can add improving the speed and lines of business incrementally. accuracy of metadata To move forward Capgemini capture. recommends a number of actions: Music clearances Many organisations when they take • Choose a product that lets you add on an IP project put ‘music’ in a box or change workflows as your labelled “too-difficult, we’ll do that business changes. Don’t try and later”. That’s a mistake, because not design all the workflows from day facing up to music rights impairs one; pick the parts of the business the ability to do everything else. that will benefit most and start Some musical clearances will always there. remain manual, but for the vast majority of cases it’s reasonably • Automate what you can, but straightforward to automate accept that clearances are clearance based on the restrictions fundamentally about commercial you have in your blanket judgement. Make sure the solution agreements with the various you have in place supports work collecting societies. That said, some lists or messaging, so that when the musical clearances are always going right answer is not available from to involve negotiation with labels the system the appropriate and publishers; the key there is individual can be involved as part making sure the workflows involve of the workflow. the music licensing executives in an efficient way early in the process. • Pay attention to the product hierarchy: not having a single User experience product hierarchy across all lines of Poor user interface design is another business will impair the ability of key factor that alienates licensing the organisation to answer the execs or creatives from many of the question ‘what can I sell?’ Without IP management solutions on the that hierarchy it becomes impossible market, either because they perceive to tell whether you have the rights it’s going to turn their job into a at a component level to do what you ‘data-entry’ role or that it just want with the content. doesn’t reflect the way they work. Look out for this year’s new releases • Support cross department working from the major vendors. At least one by getting the different silos to agree of the big names now offers a user a common language that addresses interface that can be configured to the issue of products and match the way your business works. components being defined slightly differently across the organisation. This isn’t easy: often the different lines of business are simply reflecting the terminology of the wider industry that they face off to, but the benefits of some common
  4. 4. Partner-up and work smart Some of the niche products on the As the number of platforms grows and To give licensing executives the best market succeed by linking producers the pace of the media business resource for finding and exploiting and broadcasters into the same system. accelerates, the current fragmented content, the IP solution must be able Product metadata is gradually built up means of managing IP will prove to deliver depth and completeness to during commissioning and production unsustainable. Those leading players the product information. so that the description of the product in this sector working with Capgemini is complete by the time of the first to implement the foundations of a The downside of this is the burden it broadcast. good IP management solution are places on metadata capture. It goes already in a stronger position than without saying that metadata should Conclusion those that have given up. They will be be captured at the earliest possible Whilst having good product and rights able to spot opportunities and adapt point in the lifecycle and by the right metadata is crucial to the success of to them more quickly and efficiently people. This is as much about process any IP management solution, the cost than those who have retained their old changes as it is a feature of the system: and complexity of maintaining it could manual silo approach. update roles and responsibilities to undermine your business case and encourage people to think about the prevent the solution ever getting off benefits for the whole of the the ground. The good news is that organisation if they take there are smart and efficient answers. responsibility for capturing and maintaining metadata properly – view metadata as a corporate asset. ensure that there is governance in place for the processes and the data across the old silos. undertake ongoing training to ensure these attitudes are embedded across Capgemini, one of the world's foremost Through commitment to mutual success providers of Consulting, Technology and and the achievment of tangible value, we the organisation. Outsourcing services, has a unique way help businesses implement growth of working with its clients, called the strategies, leverage technology, and The overhead of maintaining the Collaborative Business Experience. thrive through the power of metadata in the system has a tendency collaboration. to suppress the business appetite for Backed by over three decades of industry and service experience, the Collaborative Capgemini employs approximately an IP management solution. In truth Business Experience is designed to help 83,500 people worldwide and reported much of that information is already our clients achieve better, faster, more 2007 global revenues of 8.7 billion euros. available in the systems of suppliers, sustainable results through seamless partners or other industry players. By access to our network of world-leading More information about our services, linking with those organisations you technology partners and collaboration offices and research is available at can share asset metadata: information -focused methods and tools. about talent is out there in Equity databases; information about Mark Friend Stuart Gordon producers and directors is held at Head of Telco, Media and Entertainment Lead Media Consultant, Technology PACT and DPRS; information about Consulting music tracks is available via Phone + 44 (0) 870 366 0801 Phone + 44 (0) 870 904 6196 web-services from MCPS-PRS. Intellectual Property TME APR08JC © 2008 Capgemini. No part of this document may be modified, deleted or expanded by any process or means without prior written permission from Capgemini