The Future of Intangible Assets in a Digital World

© VUKMIR, 2008-16
18. February 2012.

© VUKMIR, 2008-16
Gurry acknowledged that digital technology and the internet have
created unprecedented access to knowledge. They created “the
most powerful instrument for the democratization of knowledge
since the invention of moveable type for printing,” he said. “They
have introduced perfect fidelity and near zero-marginal costs in
the reproduction of cultural works and an unprecedented capacity
to distribute those works around the globe at instantaneous speeds
and, again, near zero-marginal costs.”
But he argued that there must be economic incentives to reward
creativity and “foster a dynamic culture.” It was unclear whether
he would agree that dynamic cultures had always evolved without
copyright as well.
Rather, the new technologies “have given a technological advantage to
one side of the balance, the side of free availability, the
consumer, social enjoyment and short-term gratification.”
And as it is impossible to reverse technological advantage and resulting
change, it must not be resisted. “Rather than resist it,” he said,
“we need to accept the inevitability of technological change and
to seek an intelligent engagement with it. There is, in any case, no
other choice – either the copyright system adapts to the natural

© VUKMIR, 2008-16
01-07-29
Ÿ VUKMIR, 2002
The past and the future of
intangible assets in a digital,
networked world
ECTA 35th Annual Conference
8th Session: Rogue Waves and Crosswinds
2016-06-24
Hotel Lacroma, Dubrovnik, Croatia
Speaker: Mladen Vukmir, ECTA Council
member
VUKMIR & ASSOCIATES, Zagreb, Croatia

© VUKMIR, 2008-16
04/06/02
Topics & Theses
Let’s keep this simple! By digitaly wiring it, people flattened the
Globe (T. Friedman), soverignty is being reshaped (EU “pooling”)
Different sovereignty might mean: 1) no territoriality principle in
the future IPR systems, (digital single market, Asian IP studies,
past INTA President remark) meaning we have already started
going down the road that will take us beyond the Paris and Berne
conventions
Technologies bring consequences, always did, legislation only
follows the business models established by new technologies
Lawyers always had difficulties predicting or driving social
change, but in the flat world this might spell the end of the road
for that approach.

© VUKMIR, 2008-16
04/06/02
Topics2
& Theses2
The emergence of brain-machine interfaces (BMI) might mean that
humans will be able to communicate to the machines by thought
Does this mean that machines might become able to communicate
to back to humans by thought?
As a consequence we might abandon embodying the ideas and the
copyright will cease to exist as we know it
IP law will change because creativity needs it to change
IP will change, but are intangible assets here to stay?
Now, let’s take things in turn and look at the two technologies
that will move things even further: 3D printing and BMI

© VUKMIR, 2008-16
By Boaz Cohen

© VUKMIR, 2008-16
04/06/02
Topics & Theses
The emergence of the 3-D and nano 3-D printing technologies are
likely to digitize the manufacturing content in the same way it
did for the copyright industries, thereby bringing the instant
multiplication and inherent shareability to a large segment of
the goods that were thus far material
Once the manufacturers start printing their branded wares from
the digital files, the pirates are likely to copy them digitally the
very next day
Piracy and anti-counterfeiting will merge just as the individual IP
rights started overlapping

© VUKMIR, 2008-16
04/06/02
Topics & Theses
World digitaly wired, the globe flat means no soverignty
No sovereignty means no territoriality principle in IP
Technologies bring consequences, always did, legislation follows
No law in creativity creation, little law in creativity exploitation
Technical means content exploitation management
Brain-machine interface means no embodiment. No copyright?
IPis going to change because the creativity needs it to change

© VUKMIR, 2008-16
“Nothing is more powerful than an idea whose time has come.”
Victor Hugo

© VUKMIR, 2008-16
Nothing is more powerful than an idea whose time has come.

© VUKMIR, 2008-16
Steal like an artist.
Every artist gets asked the question, “Where do you get
your ideas?”
The honest artist answers, “I steal them.”
http://www.austinkleon.com/2011/03/30/how-to-steal-like-an-artist-and-9-other-things-nobody-told-me/

© VUKMIR, 2008-16
“Nothing is original. Steal from anywhere that resonates with
inspiration or fuels your imagination. Devour old films, new
films, music, books, paintings, photographs, poems, dreams,
random conversations, architecture, bridges, street signs,
trees, clouds, bodies of water, light and shadows. Select only
things to steal from that speak directly to your soul. If you do
this, your work (and theft) will be authentic.
Authenticity is invaluable; originality is non-existent. And
don’t bother concealing your thievery - celebrate it if you feel
like it. In any case, always remember what Jean-Luc Godard
said: “It’s not where you take things from - it’s where you
take them to.”
Jim Jarmusch

© VUKMIR, 2008-16
Tan Le is the head ofTan Le is the head of
Emotiv Systems, which isEmotiv Systems, which is
developing the nextdeveloping the next
generation of human-generation of human-
machine interface -- amachine interface -- a
headset that takes inputheadset that takes input
directly from the brain.directly from the brain.

© VUKMIR, 2008-16
01-07-29
Ÿ VUKMIR,
Thank
you!
E: vukmir@vukmir.net
T: (01) 376 0511
F: (01) 376 0555
Gramača 2L/ HR - 10000 Zagreb

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