Protecting and Using IP<br />Private & Confidential. © 2009 EverEdgeIP Ltd. All Rights Reserved.<br />
1. Intellectual Property 101 <br />1.1 What is Intellectual Property?<br />
Powered Flight<br />Importance of IP<br /><ul><li>Every single technology, product, improvement to our lives began as an i...
We all have “products of the human intellect”<br />Ideas<br />The way we do things<br />Experience<br />Skills<br />Wisdom...
Intangible Assets vs Intellectual Property<br />Intangible Assets<br />Intellectual Property<br />Intangible Assets (“idea...
Intangible Assets  Intellectual Property<br />Problem with intangible assets - difficult to:<br />define what the particu...
How do I convert Intangible Assets into IP?<br />An intangible asset becomes a piece of “intellectual property” when it is...
registered trademark
registered design
plant variety
domain name
unregistered trademark
confidential information
trade secret
know how
copyright
integrated circuit layouts
embedded secrecy</li></li></ul><li>Characteristics of IP Classes (1)<br />Owner has exclusive rights to IP <br />owner can...
Publication vs Secrecy<br />What defines each class of IP is how it protects the underlying idea ie. patents protect one w...
trade secret
know how
embedded secrecy
copyright</li></li></ul><li>Registered vs Unregistered Rights<br />Protection via Publication<br />Registered Rights<br />...
1. Intellectual Property 101 <br />1.2 Myth Busting: “IP Protection”<br />
Myth Busting: “IP Protection”<br /><br />IP Protection = Patents<br />= Patent Attorneys<br />
IP Classes<br />Trade Secret / Confidential Info<br />Copyright<br />Unregistered trademarks<br />Registered trademarks<br...
IP Classes in terms of volume & value<br />Trade Secret / Confidential Info<br />Copyright<br />Unregistered trademarks<br...
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Protecing your IP

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Protecing your IP

  1. 1. Protecting and Using IP<br />Private & Confidential. © 2009 EverEdgeIP Ltd. All Rights Reserved.<br />
  2. 2. 1. Intellectual Property 101 <br />1.1 What is Intellectual Property?<br />
  3. 3. Powered Flight<br />Importance of IP<br /><ul><li>Every single technology, product, improvement to our lives began as an idea (intellectual property).</li></ul>» Johann Guttenberg, 1439<br />Printing Press<br />» Wright Brothers, 1903<br />» Joseph Lister, 1867<br />Antiseptics<br />» Nikola Tesla, 1886<br />Alternating Current<br />» Larry Page, Sergey Brin, 1998<br />Google<br />» Salvinod’Armate, 1284<br />Optical Glasses<br />» William Cullen, 1708<br />Refrigeration<br />» Alexander Bell, 1875<br />Telephone<br />
  4. 4. We all have “products of the human intellect”<br />Ideas<br />The way we do things<br />Experience<br />Skills<br />Wisdom<br />Knowledge<br />These things are not necessarily “intellectual property”<br />
  5. 5. Intangible Assets vs Intellectual Property<br />Intangible Assets<br />Intellectual Property<br />Intangible Assets (“ideas”): skills, expertise, wisdom, experience and knowledge of you and your people.<br />Intellectual Property (IP): the protected form of an intangible asset ie. patent, copyright, trade secret, trademark.<br />
  6. 6. Intangible Assets  Intellectual Property<br />Problem with intangible assets - difficult to:<br />define what the particular intangible asset actually is<br />protect or use b/c once publicly disclosed vulnerable to loss / theft.<br />Over time concept of “intellectual property” developed -once an intangible asset converted into IP then it is like any other form of property e.g. a vehicle<br />you can define what it is <br />it has an owner<br />it can be sold, leased (licensed), abandoned or given away<br />owner can take legal action to protect it if someone steals, damages or misuses it<br />
  7. 7. How do I convert Intangible Assets into IP?<br />An intangible asset becomes a piece of “intellectual property” when it is converted into one of the recognised classes of intellectual property:<br /><ul><li>patent
  8. 8. registered trademark
  9. 9. registered design
  10. 10. plant variety
  11. 11. domain name
  12. 12. unregistered trademark
  13. 13. confidential information
  14. 14. trade secret
  15. 15. know how
  16. 16. copyright
  17. 17. integrated circuit layouts
  18. 18. embedded secrecy</li></li></ul><li>Characteristics of IP Classes (1)<br />Owner has exclusive rights to IP <br />owner can use it, sell it, dispose of it<br />owner can stop others doing things with IP BUT cannot compel people to DO things with the IP<br />Owner has option to enforce these rights <br />where rights have been breached can ask court to enforce<br />Rights are territorial<br />law relating to IP varies from country to country<br />in case of registered rights need to apply in each country<br />Easy to lose<br />certain actions can invalidate types of IP<br />
  19. 19. Publication vs Secrecy<br />What defines each class of IP is how it protects the underlying idea ie. patents protect one way, trademarks protect in another.<br />The different classes of IP can be grouped into two protection methods:<br />Protection by Publication<br /><ul><li>By making the idea public the owner acquires certain legal rights e.g. a patent</li></ul>Protection by Secrecy<br /><ul><li>Provided the owner keeps the idea secret they acquire certain legal rights andwhile the idea remains secret it cannot be copied.</li></li></ul><li>Classes of Intellectual Property (1)<br />1. Protection via Publication<br />patent<br />registered trademark<br />registered designs<br />plant varieties<br />unregistered trademark<br />copyright<br />domain names<br />2. Protection via Secrecy<br /><ul><li>confidential information
  20. 20. trade secret
  21. 21. know how
  22. 22. embedded secrecy
  23. 23. copyright</li></li></ul><li>Registered vs Unregistered Rights<br />Protection via Publication<br />Registered Rights<br />patent<br />registered trademark<br />registered designs<br />plant varieties<br />domain names<br />Unregistered Rights<br />unregistered trademark<br />copyright<br />Apply to government for legal protection and if criteria are met a (temporary) monopoly may be granted over idea in return for making the idea public.<br />Protection arises over time (TM) or automatically on creation (©) – no application necessary. <br />
  24. 24. 1. Intellectual Property 101 <br />1.2 Myth Busting: “IP Protection”<br />
  25. 25. Myth Busting: “IP Protection”<br /><br />IP Protection = Patents<br />= Patent Attorneys<br />
  26. 26. IP Classes<br />Trade Secret / Confidential Info<br />Copyright<br />Unregistered trademarks<br />Registered trademarks<br />Patents<br />Design Rights<br />Domain Names<br />Plant Variety Rights<br />ICLs<br />IP Protection = <br />
  27. 27. IP Classes in terms of volume & value<br />Trade Secret / Confidential Info<br />Copyright<br />Unregistered trademarks<br />Registered TMs<br />Patents<br />Design Rights<br />Domain names<br />Plant Variety Rights<br />ICLs<br />IP Protection = <br />Free<br />Not free<br />
  28. 28. Myth Busting: “Patents must be valuable”<br />“Patents are difficult to get so they must valuable & useful – right?”<br /><br />
  29. 29. Patents not always a silver bullet<br />Getting a granted patent is surprisingly easy – you can patent just about anything. <br />However getting a commercially useful patent (broad and defendable) is a lot more challenging.<br />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.<br />Patents like any other tool: used appropriately can be extremely valuable but can also cause a lot of damage / cost.<br />
  30. 30. (Some) Patented Violin Support Mechanisms...<br />
  31. 31. Each IP class has strengths & weaknesses<br />Easy to become distracted “sexy” end of IP (patents etc) without realising value of critical but mundane things in front of your nose (confidential info / know how)<br />
  32. 32. IP needs a “horses for courses” approach<br />All IP classes have role to play. Reliance on single class is risky & results in sub-optimal commercialisation outcomes.<br />Be cautious of providers who push a focus on narrow class of IP assets or who give superficial attention to non-registered rights.<br />Most powerful IP approach is an integrated strategy which combines strengths and weaknesses of different classes (public & secrecy).<br />
  33. 33. 2. Commercialising IP<br />2.1 Myth Busting: “IP Commercialisation”<br />
  34. 34. Defining: “IP Commercialisation”<br />IP Protection = IP Commercialisation<br /><br />“If I’ve protected it, I’ve commercialised it”<br />
  35. 35. Myth Busting: “IP Commercialisation”<br />IP assets like any other asset - need to do something with them beyond protection to generate value.<br />All IP Protection<br />All IP Protection<br />IP Commercialisation<br />Registered IP Protection<br />Registered IP Protection<br />
  36. 36. Most IP never commercialised<br />2004 study by Siemens estimated 90+% of all EPO patents never commercialised.<br />2002 P&G identified that 92% of its patents had “no business value of any kind to P&G”.<br />1. Knowing chuckle: situation similar to own experience<br />2. Look of shock: no one ever thought to ask:<br />how much IP do we have / create?<br />is it being used or are we just protecting it & moving on?<br />what is our actual ROI in IP protection?<br />
  37. 37. What is “IP Commercialisation”<br />“Generating economic or strategic value from IP or technology assets via product development,licensing or IP saleprocesses”<br />Identification<br />Assessment<br />Development<br />Protection<br />Exploitation<br />IPC = <br />
  38. 38. Defining: “IP Commercialisation”<br /><ul><li>In terms of relative effort required and value contributed:</li></ul>Identification<br />Assessment<br />Development<br />Protection<br />Exploitation<br />IPC = <br />
  39. 39. EverEdgeIP Ltd<br />Questions?<br />Dean Prebble<br />CEO<br />EverEdgeIP Ltd<br />+64 21 829 424<br />+ 64 9 489 2331<br />d.prebble@everedgeip.com<br />www.everedgeip.com<br />

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