Ημερίδα 3 Ιουνίου 2015 "Μεταφορά τεχνολογίας από την έρευνα στη βιομηχανία" Αμφιθέατρο Α.Ε.Ι. Πειραιά Τ.Τ. 2ο workshop «Εκπαίδευση για τα στελέχη μεταφοράς τεχνογνωσίας» Παρουσίαση: "Τα σεμινάρια στρατηγικής για την αξιοποίηση προϊόντων έρευνας" - Μάνος Σοφιανόπουλος, Σύμβουλος Μεταφοράς Τεχνολογίας- Διαχείρισης έργων

1. Industrial Technologies
Innovation Platform
2ο workshop «Εκπαίδευση για τα
στελέχη μεταφοράς τεχνογνωσίας»
The contents of this publication represents the point of view of the ESIC2 Consortium and can in no way be taken to reflect the views of the European Commission
«Τα σεμινάρια στρατηγικής για την αξιοποίηση προϊόντων έρευνας»
Μεταφορά τεχνολογίας από την έρευνα στη
βιομηχανία
3 Ιουνίου 2015

2. 10:00 – 10:30, Ice breaking
Welcoming the participants (by the Host organisation, by the Expert and by the PO/PTA)
Introducing the participants (by the Project)
Introducing the ESS agenda with methodology and objectives (by the Expert)
9:30 – 11:15, Achieving Project Goals (by the Expert)
Presenting the state of the art of key exploitable results (by each WP Leader/Exploitation
Manager)
Characterising Key Exploitable Results (with the Project, in sub-groups if necessary)
11:15 – 11:30, Coffee Break (by the Host Organisation)
11:30 – 13:30, Towards an effective Exploitation Strategy (by the Expert)
Completing and discussing the priority map (with the Project)
Completing and discussing the contribution-benefits matrix (with the Project)
13:30 – 14:30, Lunch (by the Host Organisation)
14:30 – 15:30, Consortium Agreement & IPRs (by the Expert)
The Consortium Agreement: Key exploitable results and IP related issues (with the Project)
15:30 – 16:00, Standardisation, a suitable mechanism for enhancing the exploitation (by
the Expert)
Addressing Standardisation
16:00 – 16:30, The Plan for Using and Disseminating the Foreground (by the Expert and
the Project)
Aims, structure and contents
16:30 – 16:45, Collecting ESS feedback forms
16:45 – 17:00, Wrapping up & Closing Remarks (by the Expert and Host Organisation)
ESS AGENDA

3. To build a common exploitation culture
To resolve potential conflict situations, clarify
issues, guide the activities, propose and suggest
solutions and actions, etc.
To set-up targeted exploitation instruments
ESS general objectives

4. ESS: to be effective (1/2)
An ESS has to respect some important characteristics and assumptions:
- the Expert is a Facilitator: he/she will facilitate the discussion among
participants and lead them to a common objective. He/she should
also act as a “trainer on exploitation”, leading partners to better
understand market issues and exploitation related issues;
- Partners should discuss in an open and courteous manner in order
to explain and share their considerations and thoughts;
- Partners should be active in the discussion by giving their
contribution and their point of view when examining the project
exploitation results;

5. ESS: to be effective (2/2)
- Each participant attends the seminar voluntarily with the aim of
finding solutions to identified problems;
- All participants’ opinions have the same weight;
- The seminar should not be disturbed by other partners’ priorities or
interruptions (e.g. phone calls) in order to keep concentration high
and the “environment” suitable for discussion;
- The seminar should be result-oriented;
- Since the agenda of an ESS is very dense, attention to and respect
of the time frame is crucial.

6. ESS: the value driven approach
Value can have different meanings:
 generate revenues if there are customers
available to pay for the new
technology/product;
 fulfill an existing gap;
 increase the organization's distinctive skill set
and improve the internal processes and/or
quality.

7. Exploitation Concept
WHAT does the product or service do?
HOW is it different from other products or services?
WHO will buy it?
WHY will they buy it? (Benefits)
• Price?
• Convenience?
• Better than what’s currently available?
• Pleasurable experience?
• Uses new technology?
WHERE will it be sold?
• Geographic location of business and customers
WHEN will it be ready to be sold?
• Concept, start-up, initial operations phase
HOW will it be promoted and sold? (Sales channels)
Exploitation Concept Statement
(not more than 150 words)

8. List of potential risks
Technological risks:
Worthless result: ill-timed disclosure.
Worthless result: earlier patent exists.
Worthless result: better technology/methodology exists.
Significant dependency on other technologies.
The life cycle of the new technology is too short.
Result aiming at replacing existing and well entrenched technologies
Partnership risks:
Disagreement on further investments: some partners may leave.
Industrialization at risk: no manufacturer for the exploitable result.
Industrialization at risk: an industrial partner leaves the market.
Industrialization at risk: a partner declares bankruptcy.
Disagreement on ownership rules
Partners on the same market
Market risks:
Exploitation disagreement: partners on the same market.
Exploitation disagreement: partners with divergent interests.
Worthless result: performance lower than market needs.
Nobody buys the product. Nobody needs it.
Nobody buys the product. Too expensive.
Nobody buys the product. Unsuitable sales force.
Nobody buys the product. The project hits against a monopoly.
Nobody buys the product. Problems at the time of the first sales.
Nobody buys the product. Rejected by end-users.

9. List of potential risks
Legal risks:
Legal problems: proceeding against us.
Legal problems: we are sued for patent infringement.
Know- how risks: it is easy to counterfeit the patent.
Know- how risks: a counterfeit cannot be proved.
Know- how risks: the patent application is rejected.
Management risks:
Nobody buys the product. Our licensee is not exploiting his exclusive
license.
Know- how risks: there are leaks of confidential information.
Multiple changes to original objectives.
Inadequate communication among partners.
Off time supply of financial means.
Weak exploitation. Inadequate business plan
Environmental/regulation/safety risks:
Nobody buys the product. Does not comply with the standards.
Nobody buys the product. Standards to make it compulsory don’t yet exist.
Research is socially or ethically unacceptable.
Influence of laws and regulations.

10. GLOBAL FINANCIAL CRISIS

11. The Chinese word for "crisis"
simplified Chinese: 危机;
traditional Chinese: 危機;
is composed of two sino-
characters that can represent
"danger" and "opportunity"

12. One product – many IP rights
image©NOKIA®
• Reg. Designs for phone shape
• Reg. Trade Mark - "NOKIA" & start-up tone
• Copyright - software, ringtones & images
• Patents - for technology to produce and
operate. Some pooled or cross-licensed, others
kept exclusive
• Licenses – in licenses for different features
• Trade secrets - some technical know-how kept
"in-house" and not published
Intellectual Capital WHAT

13. Standardisation
 It supports with the use of recognized methodologies,
processes and terminology
 It enables the fast and easier marketability and
dissemination of project key results to stakeholders in the field
 It facilitates long-term exploitation of the project results
RUNNING

14. Standardisation
 It supports with the use of recognized methodologies,
processes and terminology
 It enables the fast and easier marketability and
dissemination of project key results to stakeholders in the field
 It facilitates long-term exploitation of the project results
RUNNING

15. web2
• Website
• Wiki
• Youtube
• Fb
• Twitter
• Rss feed
• Blogs

16. Negotiation
Some points to consider
Partners from different backgrounds
Partners from different countries
Relatively long duration
Legal, technical and financial aspects

17. Be sufficiently prepared to negotiate
…acquire information on the other parties
…examine the technology
Search for a win-win agreement
…take into account the other party’s interests
…provide objective technical and business data
Discuss the agreement as a whole
…search for an overall agreement and avoid deadlocks
…discuss conditions together with price
Time is always important
…respect the time constrains of the parties and of the technology
…good preparation and discussion, faster agreement
Negotiation

18. Resources
 IPR-Helpdesk
http://www.ipr-helpdesk.org/home.html
ftp://ftp.cordis.europa.eu/pub/fp7/docs/ipr_en.pdf
http://www.wipo.int/sme/en/documents/guides/technology_licensing.html
 Guide to Intellectual Property Rules for FP7 projects
 Exchanging Value - Negotiating Technology Licensing
Agreements - A Training Manual
Other wipo publications

19. support

20. More ESIC2 Services
1. Business Plan Development
2. Assistance for Patenting
3. Assistance for Standardisation

21. ESIC2 Services
It is important to know that:
1. Project consortium can ask more than one
service
2. Services can be requested more than once
during project’s life and even after the end of
the granting period
3. Assistance for Patenting, Assistance for
Standardization and Business Planning can be
asked also by individual project partners

22. ESIC2 - esic2@meta-group.com
Emmanuel Sofianopoulos, BEng, MPhil, PMP®
ESIC2 expert
Tel.0030 6972335147
Skype: manos_s
ooVoo: emmanuel@osm.eu.com