The document provides an overview of intellectual property (IP) types including patents, trade secrets, trademarks, and copyrights that are relevant for mobile startups. It discusses what each type of IP is, why it is useful, examples, processes for obtaining protection, typical timelines and costs, duration of protection, enforcement considerations, and best practices. Key takeaways are that patents, trademarks, and copyrights can be formally registered while trade secrets rely on maintaining confidentiality, and IP planning and protection are important for startups.

1. ip crash course for
mobile startups:
a practical approach
ernest grumbles
adams monahan llp
3.21.2012

3. start with hardware

4. then the software…

5. how about interface design…

6. or interface functionality
(Apple multi-touch patent app…)

7. a method of location-based messaging
(MS patent)

8. brands….

9. attachments….

10. what is ip?

11. ip types
 patent
 tradesecret
 trademark
 copyright

12. 9 things about patents

13. patents-#1
what?
 exclude others from use of an
invention.
 reward inventors for a limited
period
 all countries have patent systems

14. patents-#2
why?
 market exclusivity
 strategic tool against competitors
 Licensing
 value in business – “patent pending”
 investment, acquisition

15. patents-#3
examples

16. patents-#4
process
 identify inventions
 maintain secrecy
 gather information and prepare an
application
 file with the pto
 hang on the wall

17. patents-#5
time to get
 18 months to 5 years from filing of
application.
 length varies by technology
 software patents – up to 5 years
 Claims may never issue.

18. patents-#6
cost
 $500 to $5000 for provisional application
 $4000-$18,000 for non-provisional
application
 depends on technology, business goals
and timing

19. patents-#7
duration
 20 years from filing
 once it dies, it’s dead
 but:
 continuation-in-part applications

20. patents-#8
enforcement/defense
 search before new tech release
 patent litigation ain’t cheap
 $3 million in fees/costs would be a good
deal for an active case
 cases can last 2-5 years

21. The
Moile
Patent
Wars
2011

22. patents-#9
best practices
 do you know your IP?
 does the company own the ip??
 what tech drives revenue?

23. patents-#9….
best practices
 confidentiality
 provisional = quick “patent pending”
 periodically review R&D

24. philosophical interlude:
choose one -
* patents rock!
* patents s-ck!

25. 9 things about trade secrets

26. trade secrets-#1
what?
 confidential information that has value
from not being generally known
 protection only as long as secret kept –
like the Coke formula
 statute (like Uniform Trade Secrets Act)
and contract

27. trade secrets-#2
why?
 value in business – proprietary
formulas/processes
 preserve market advantage
 keep secret forever – can’t with patents
 preserve patentability of inventions

28. trade secrets-#3
examples
MARKET PLANS,
FINANCIALS,
SUPPLIER LISTS,
CUSTOMER LISTS

29. trade secrets-#4
process
 maintain secrecy of data
 identify inventions
 control access
 consider a log

30. trade secrets-#5
time to get
 you own as soon as you create
 no formal filing process

31. trade secrets-#6
cost
 cost of development
 cost of maintaining secrecy

32. trade secrets-#7
duration
 perpetual – if it can be maintained
as such
 coke formula
 the rabbit has to stay in the hat

33. trade secrets-#8
enforcement/defense
 when to sue?
 complex litigation
 often bundled with employee-related
disputes (coke-pepsi)
 injunctions…!
 costs - $400k-$3 million

34. trade secrets-#9
best practices
 confidentiality policies (“CP’s”)
 use NDA’s when possible
 mark “confidential” materials as
such
 protect sensitive materials (or
facilities)

35. 9 things about trademarks

36. trademarks-#1
what
 exclusive use of brand for specified
goods or services
 rights based on use in the marketplace
 U.S. federal and state level (statutes and
common law)
 all countries have trademark systems

37. trademarks-#2
why
 market exclusivity for brands – unique
association
 promote customer loyalty (TONY THE
TIGER)
 prevent customer confusion
 strategic tool against competitors
 build value in business – ®

38. trademarks-#3
examples
 word mark: EXXON
 stylized word mark:
 design mark: TONY THE TIGER
 color: yellow for sticky note pads (“Post-
Its”)
 product shape: the Coke bottle

39. trademarks-#4
process
 identify brands (incl. future brands)
 evaluate market significance/strength of
mark
 search!
 federal v. state
 file application
 prosecute to registration

40. trademarks-#5
time to get
 common law – rights upon use
 federal registration process - can
take 18 months
 state registrations – much quicker

41. trademarks-#6
cost
 trademark search - ~$700
 U.S. tm app. - ~$1000 (single class).
 up to $2K in additional prosecution costs
 state tm’s – much cheaper
 foreign applications - generally more

42. trademarks-#7
duration
 perpetual???
 registrations indefinitely renewable
 STELLA ARTOIS – claims rights back to
1366
 when marks die – ASPIRIN, ZIPPER,
DRY ICE, ESCALATOR (generic terms)

43. trademarks-#8
enforcement/defense
 sue for likelihood of confusion
(similar mark on similar goods)
 trademark litigation ~$400K-$2M.
 most disputes settled
 cases can last 1-3 years.

44. trademarks-#9
best practices
 communicate with
marketing/product teams on brands
 search before you sell!
 prioritize revenue-driver brands

45. trademarks-#9
best practices
 file Intent to Use (ITU) applications
for quick protection
 maintain uniformity of use
 enforce rights

46. copyrights
 protects writings/images/sounds
 inexpensive to register
 protection lasts over 100 years

47. copyrights, cont….
 register soon after public release
 protected by U.S. statutes
 good for company code, manuals,
images
 litigation – not cheap

48. copyrights: best practices
 use stuff you own or have licensed
(incl. creative commons)
 make sure you own stuff you’re
paying for – images, code, narrative
(agreements!)
 use Copyright Office process for
source code registration

49. the end
egrumbles@adamsmonahan.com
www.ernestgrumbles.com
651.491.3643