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Motorola Case Study: Digitization of the IAM Lifecycle


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How Motorola harmonized global intellectual asset management processes and deployed integrated and digitized IAM lifecycle leveraging Thomson Reuters IPManager

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Motorola Case Study: Digitization of the IAM Lifecycle

  1. 1. Beyond IP Strategy – Successful Implementation of  IP Strategy through Harmonized Process & Tools  Maria Thompson Director, Intellectual Asset Management Motorola Law Department Paris, 6/27/10
  3. 3. Motorola is known around the world for innovation in communications and focused on advancing the way the world connects. From broadband communications infrastructure, enterprise mobility and public safety solutions to high-definition video and mobile devices, Motorola is leading the next wave of innovations that enable people, enterprises and governments to be more connected and more mobile. Motorola (NYSE: MOT - News ) had sales of US $22 billion in 2009. For more information, please visit . More than 35,000 global pending and issued patents About Motorola
  4. 4. IP Strategy Components IP Policy Creation Portfolio Valuation Process Updating Technology Management IP Strategy - Update Organization - Create Goals - Establish Metrics -Value Assets -Commercial Opportunities -Defense -Identify Processes -Hold Working Sessions -Document Processes -Implement Processes -Design Processes Updates -Implement New Design -Monitor Progress Implementing an IP Strategy requires a company to embark on the four initiatives identified below.
  5. 5. Strategy (policy) Tactics (procedure) STAMP IAM Council IAM Tools Committee Systems (automation)
  6. 6. IP Policy Creation Initiative Establishes the declaration of management’s commitment to and involvement in IP management statement of policy Creates a statement of objectives, separated into short and longer term goals Company will: Create Oversight Committee’s responsibility, structure, membership and reporting mechanisms. Create an action plan Identify resource requirements, staffing and organization Establish Performance indicators Procedures Milestones and mechanisms for assessing overall project progress Mechanism to monitor success
  7. 7. Project History 2006: Motorola embarked on a project select an intellectual asset management system that would provide continuous improvement and alignment with IAM strategy system to provide integrated, end-to-end, seamless environment with additional functionality Aligned with Corporate IT direction to migrate from homegrown systems to commercially available systems.
  8. 8. Leadership’s Vision An integrated, end-to-end, seamless environment + Additional capabilities required: Portfolio management and strategy alignment Comprehensive and flexible reporting Knowledge sharing and knowledge management Global view of IA, including contexts such as licensing, products, and standards and user-configurable dashboard views Classification of assets by technology, business initiatives, etc. Automation of workflow and standard processes Integration of trademark and copyright management
  9. 9. Project History Huron Consulting Group engaged to provide neutrality evaluate 3 commercial integrated IAM lifecycle management tools vendors Motorola selected Thomson Reuters IP Manager solution
  10. 10. Motorola Businesses Home Mobile Devices Enterprise Mobility Solutions Networks
  11. 11. IP Management at Motorola -project inception- Decentralized… Intellectual Asset Managers, Patent Attorneys, administrators, docketing dedicated to each business Business-centric patent committees for disclosure review & disposition Dedicated analysis, decision processes per business Business-centric patent application filing, prosecution, & maintenance –assessed value of IP within each business portfolio context
  12. 12. Delivers documented essential processes for the IP Function. After creation, the processes are documented, published and updated yearly (yearly review) or as processes change. Company will: Identify all processes that need to be updated Conduct process workshops with each business group as necessary Document, publish, and train IP community on updated processes Process Updating Initiative
  13. 13. Team baselined existing business processes Identified best practices & harmonized IAM process The harmonized IAM process used to: Generate the (Functional Requirements Specification) FRS used in benchmarking & system selection Define requirements for systems design and functionality Business policies and goals disparate – harmonized process useful for everyone, with mandatory & optional steps Process Harmonization
  14. 14. However, the priorities and focus to achieve seamless life cycle management differ between Strategy & Business Process and Legal Process participants* *excludes docketing personnel
  15. 15. IP Management at Motorola Evolution Harmonization of Patent Portfolio Strategy & Management Corporate-wide (cross-business) strategic technology areas Harmonized best-in-class processes for review, filing, prosecution, annuity, secondary filing decision-making Pooling of resources for patent committee reviews, technology focus areas gap analysis, attorneys and administration of global patent portfolio Economies of scale: centralized & integrated systems and tools aligned with harmonized processes Less dependency on experts; shared knowledge Greater ROI per patent filing (in support of multiple business strategies & products) Lower costs for fewer targeted filings; quality over quantity
  16. 16. The Technology Management Methodology allows Company to measure value & performance & track critical data allows Company to automate its newly harmonized IAM Processes Components of Methodology: Document user requirements for relevant systems Conduct design sessions with stakeholders Document new technology design Integrations Create updated technology environment Test new technology environment Train users on new environment Continuous improvement to processes & technology environment Technology Management
  17. 17. Critical Success Factors: Project Execution 3.0 AUTOMATE and DIGITIZE 1.0 Engage PEOPLE 5.0 SUSTAIN the change 4.0 User TRAINING 2.0 PROCESS improvement
  18. 18. MOTOROLA 1998 2000 2002 2004 2008 2006 Pre 1998 Manual Work very few tools: IP Master MOTOROLA WHO DOES THE WORK QUEST: PROVIDE MORE FOR LESS TO CORPORATION Rethinking the Patent Case and the Work U.S. work OUTSOURCED A few more tools: eIntelligence Koko GOAL: Perform PATENT WORK ANYWHERE Flexibility Required to Achieve Target Cost Levels ENABLED BY PAPERLESS PATENT PRACTICE PPP & eInt Need a plan To enable Vision Foreign work OUTSOURCED
  19. 19. LAW DEPARTMENT MAJOR TOOLS PatentOptimizer LD Website (s) LD TOOLS SPAN IP & GL LRN Training Legal Research Worksite iManage TyMetrix Financial Reporting Business Reporting Knowledge Share Subscription / Support Tools IP - Strategy: Continuous Improvement and Efficiency & Tool Retirement and consolidation (Koko/IP Master to IP Manager) - Cost reduction pressure drove digitization, process improvements, and productivity increases eIntelligence Patent Disclosure System IP IP Master Patent Docketing System KoKo PP Management System (Filed/Granted) IP Foundation Systems-Primary & Secondary Thomson Aureka Patent Analysis Search Tool PPP and PTP IPManager IPR Portfolio Management & Docketing System
  20. 20. 1. Obtain Sponsorship and Key Stakeholder buy-in (incl. IT!) 2. Design harmonized processes before (Functional Requirements Specification) FRS generation, benchmarking and system selection 3. Vendor demo approach – by targeted FRS communities 4. Partnering closely with vendor to ensure mature approach to system design and development 5. Manage & staff CONVERSION of legacy systems as a separate sub-project 6. Business Process Analysts test technology alignment with FRS before user acceptance testing 7. Dual Docketing for one month! 8. Weekly MOT project team + vendor calls 9. Weekly communication & update of issues list 10. On-site vendor visits 11. Deployed TRAINING by: functional team, process-based and individual Lessons Learned (IP Manager Technology Deployment)
  21. 21. Questions?
  22. 22. Maria B. Thompson Maria is Director of Intellectual Asset Management Process and Tools in Motorola's Law Department. She manages a team of Intellectual Property Rights (IPR) Process and Information Technology specialists, benchmarking industry best practices, ensuring stability of IPR management tools, and applying Digital Six Sigma principles to continuously enhance systems and tools and automate processes for increased operational efficiency, as well as data currency and accuracy. This current role includes facilitation of Directed Innovation sessions, generating technology and product-focused solutions to problems and ensuring their codification as patent disclosures or product features. For the last 10 years Maria has applied her expertise to automating legal business processes and facilitating innovation. During her 20-year tenure with Motorola and prior 10 years with AT&T Bell Laboratories, her job roles have included: software engineering systems and tools Applied Research; Process Design, re-engineering & improvement; Benchmarking best practices; Operations Management, Software Quality Assurance management, and culture change applying the SEI's Software Capability Maturity Model to software organizations; patent portfolio analysis, patent disclosure review & prior art searching. SPECIALTIES Education and certification Bachelor of Science, Computer Science & Statistics, Iowa State University Masters of Mathematics & Computer Science, University of Waterloo, Canada Special Honors Motorola CTO Leadership Award for Orchestrating & Facilitating inventing sessions to generate record-breaking number of high-value patent disclosures Motorola Women's Business Council Leadership, Mentoring & Networking Awards 2 Patents: US6985696: Method and Apparatus For Facilitating Wireless Communication with a Nonautomotive Roaming Object, AND US7539796: Configuration management of an electronic device wherein a new configuration of the electronic device is selected based on attributes of an application Several Best Paper Awards for Motorola technical conferences; Motorola Software People Champion. NCR Most Promising Computer Science Student, ISU. Director, IAM Process & Tools Motorola Law Department P 847-576-2814 [email_address] m Creative Problem Solving • TRIZ (Theory of Inventive Problem Solving) • Change Catalyst • Systems Dynamics • Scenario Planning • Invention & Innovation Facilitation • S/W & Systems Management • Information Technology • Human-Computer Interaction • Telecommunications • Communication devices • Org. & Process design, re-engineering & Improvement ( a la SEI CMM) • IPR Management • Prior Art Searching • Patent legal processes & tools Patent Analytics