IP and Commercialisation - presentation by Paul Davies from EverEdgeIP - as part of the Successful Product Development seminar.

1. 2012
© 2012 EverEdge IP.

2. Who are we?
 New Zealand’s largest technology and intellectual
property commercialisation firm.
 Proprietary: Invest in and commercialise IP-rich
technologies. Transactions include packaging, medical
devices, software; 000,000 to 00,000,000 values.
 Advisory: Advise organisations, innovators & investors
how to commercialise technology. Clients include
Fortune 100 companies, 3 of 5 largest companies in NZ.
We help our clients make money from ideas.

3. What do we do?
 We help organisations leverage innovation,
technology and intellectual property to:
Create new revenue & Build competitive
realise value. advantage.
Increase innovation &
accelerate product Reduce liability & risk.
development.

4. Our Difference.
World Leading Multi-disciplinary
Experience. Team.
Independent (not a
Hands On Practice.
patent attorney).

5. Intellectual Property 101

6. Importance of IP
 Every single technology, product, improvement to our lives
began as an idea (intellectual property).
Printing Press » Johann Guttenberg, 1439
Powered Flight » Wright Brothers, 1903
Antiseptics » Joseph Lister, 1867
Alternating Current » Nikola Tesla, 1886
Google » Larry Page, Sergey Brin, 1998
Optical Glasses » Salvino d’Armate, 1284
Refrigeration » William Cullen, 1708
Telephone » Alexander Bell, 1875

7. We all have “products of the human intellect”
 Ideas
 The way we do things
 Experience
 Skills
 Wisdom
 Knowledge
These things are not necessarily
“intellectual property”

8. Intangible Assets vs Intellectual Property
Intangible Assets
Intellectual Property
 Intangible Assets (“ideas”): skills, expertise, wisdom, experience
and knowledge of you and your people.
 Intellectual Property (IP): the protected form of an intangible
asset ie. patent, copyright, trade secret, trademark.

9. How do I convert Intangible Assets into IP?
 An intangible asset becomes a piece of “intellectual property”
when it is converted into one of the recognised classes of
intellectual property:
 patent  confidential information
 registered trademark  trade secret
 registered design  know how
 plant variety  copyright
 domain name  integrated circuit layouts
 unregistered trademark  embedded secrecy

10. IP Classes in terms of volume & value
IP Protection =
 Trade Secret /
Confidential Info
 Copyright
 Unregistered trademarks
 Registered TMs
Free
 Patents
 Design Rights
 Domain names
 Plant Variety Rights
 ICLs
Not free

11. Myth Busting: “Patents must be valuable”
“Patents are difficult to get so they must
valuable & useful – right?” 

12. Patents not always a silver bullet
 Getting a granted patent is surprisingly easy – you can patent
just about anything.
 However getting a commercially useful patent (broad and
defendable) is a lot more challenging.
 For patent to be commercially useful must be completely new,
2) not obvious in light of all publicly available technology
anywhere in the world & 3) must cover all effective means of
achieving desired end result.
Patents like any other tool: used appropriately can be
extremely valuable but can also cause a lot of damage / cost.

13. 2. Commercialising IP

14. Defining: “IP Commercialisation”
IP Protection = IP Commercialisation
“If I’ve protected it, I’ve commercialised it” 

15. Most IP never commercialised
 2004 study by Siemens estimated 90+% of all
EPO patents never commercialised.
 2002 P&G identified that 92% of its patents had
“no business value of any kind to P&G”.

16. The Innovation Opportunity.
 Lots of ideas but difficult to tell game changers.
 Most innovators make poor entrepreneurs.
 Demand for, but resistance to, innovation.
 Impedance Gap restricts flow of innovation.
Innovators Innovation
(SMEs, inventors, Supply of Demand for Users
public & private innovation innovation
(Companies)
R&D)
Innovation Product
Lack skill sets to commercialize. Internal factors resist innovation

17. What is “IP Commercialisation”
“Generating economic or strategic value from IP or
technology assets via product development, licensing or
IP sale processes”
 Identification
IPC =
 Assessment
 Development
 Protection
 Exploitation

18. Strong vs Weak IP
IP
No one Sustainable
Strong IP
copies you. margins.
No one Everyone
Weak IP
copies you. copies you.
PRODUCT
VALUE
Product is a failure  Product is a success!

19. Commercialisation Options
Reward ($ value)
 Total vertical integration
Manufacture & Distribution
 Outsource most processes
License
Outright Sale
Risk + Resource + Time

20. Commercialisation Strategy
 May vary for core and non-core products
 Geographical variations – licensees in hard to
access territories
 Manufacture locally for nearby markets –
licence elsewhere.
 Choices are influenced by the strength of your
IP

21. EverEdgeIP Ltd.
Paul Davies
Director Intellectual Property
EverEdgeIP Ltd
+64 21 119 5599
+ 64 9 489 2331
p.davies@everedgeip.com
www.everedgeip.com