This is the presentation of the master thesis defense by Martin Reynard in the MIPLM, CEIPI, on 27th september 2021.

1. 27th of September 2021
Razor-razorblade business model – How Intellectual Property
Rights are used and what are the underneath strategies?
Supervised by Prof. Dr. Alexander J. Wurzer
Submitted by Martin Reynard

2. Content
I- Context and framework
II- Cases studies – Method
III- Razor-razorblades business model IP strategies
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3. Business model definition
Differentiation
Internal assets
Two views of the business
- Market
- Resource
Wurzer, G. B. (2016). Die 360° IP-Strategie. Vahlen.
I- Context and framework
II- Case studies – Method
III- Razor-razorblades business model IP strategies
3/14

4. Razor-Razorblade business model definition
High margin
recurrent sales
High
competition
threat
Differentiation
strategy
Exclusivity
Tool
Consumable
I- Context and framework
II- Case studies – Method
III- Razor-razorblades business model IP strategies
4/14

5. Hypotheses
Ref Hypotheses
H1 IP is a key resource
H2 Patents, trademarks and copyrights have a significant role
H3 Similarities across industries
H4 Interface protection is key
H5 Different IP filing depending on product lifecycle
I- Context and framework
II- Case studies – Method
III- Razor-razorblades business model IP strategies
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6. Case studies
Companies selection
Data sources
- Orbit Intelligence
- Patentsight
- WIPO Brand
- WIPO Design
I- Context and framework
II- Case studies – Method
III- Razor-razorblades business model IP strategies
6/14

7. ❖ Filing date
❖ Ownership
❖ Geographical coverage
❖ Filing date
❖ Ownership
❖ Nice’s classification
❖ Geographical coverage
Step 1 : Metadata
❖ Filing date
❖ Ownership
❖ CPC classification
❖ Forward citation
❖ Extensions
Patent Trademark Design
Canon patent portfolio heat map
I- Context and framework
II- Case studies – Method
III- Razor-razorblades business model IP strategies
7/14

8. Step 2 : Timeline
Chronological
Quantitative
Nespresso IP filings timeline
I- Context and framework
II- Case studies – Method
III- Razor-razorblades business model IP strategies
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9. Step 3 : Specific interest period
Gillette's IP filing from 1990 to 2020
0
50
100
150
200
250
300
1990 1995 2000 2005 2010 2015 2020
Quantity
of
IP
title
filing
Time
Trademark
Design
Patent
I- Context and framework
II- Case studies – Method
III- Razor-razorblades business model IP strategies
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10. Step 4 : Content
Scope of protection for patents
Visual features protected by designs
Geographical repartition
Comparison with company turnover
Visual identity of the brand evolution
Synergies between IP rights
Comparison between Canon (left) and Ricoh (right) trademarks worldwide coverage
I- Context and framework
II- Case studies – Method
III- Razor-razorblades business model IP strategies
10/14

11. Hypotheses validity
Ref Hypotheses Status Comment
H1 IP is a key resource Confirmed
H2
Patents, trademarks and copyrights
have a significant role
Partially confirmed Copyrights cannot be assessed due to lack of robust available data
H3 Similarities across industries Confirmed
1/ Patent focus
2/ Designs protection for the tool
3/ 70% of patent peaks correspond to trademark peaks
4/ Comfort features is the most developed field nowadays
H4 Interface protection is key Partially confirmed
Interface protection is key but consumable protection is even more
important
H5
Different IP filing depending on
product lifecycle
Not concluded -
No clear data on the product
lifecycle
Confirmed only in the case of Gillette between 1900 and 1960
I- Context and framework
II- Case studies – Method
III- Razor-razorblades business model IP strategies
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12. Razor-razorblades business model IP strategies
IPR acquisition
Sustainable high
margin sales
❖ Protection
❖ Reputation
❖ Blocking & confusing
❖ Reserve or improvement
❖ USP
❖ Brand loyalty
❖ Fit the dominant design
❖ High margin consumable
IP function IP Impact Appropriation
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13. IP strategies guidelines
i. Branding, branding and branding
ii. Consumable, interface and tool protection
iii. Inhibiting competition entry
iv. No trade-off in terms of licensing
I- Context and framework
II- Case studies – Method
III- Razor-razorblades business model IP strategies
13/14

14. 27th of September 2021
Razor-razorblade business model – How Intellectual Property
Rights are used and what are the underneath strategies?
Supervised by Prof. Dr. Alexander J. Wurzer
Submitted by Martin Reynard
Thank you for your attention
Any questions ?