This document discusses the impacts of digital transformation on intellectual property from the perspective of IP system users. It identifies three main dimensions of impact: 1. The objects protected by IP are changing, shifting from physical components and products to more digital and intangible things like apps, platforms, brands in the metaverse, and artificial intelligence systems. 2. The ways IP is used are changing, moving from pure protection of products toward connectivity, exchange, services, user journeys, and user experiences. 3. The ways companies and IP experts interact are changing, transitioning from in-person and static/unidirectional interactions toward 24/7 social media engagement, community building, and two-sided digitalization

1. © Prof. Dr. Alexander J. Wurzer 2022 CEIPI, Strasbourg
Innovation Norway
IP dagen 2022
09.11.2022
Prof. Dr. Alexander J. Wurzer
The impact of digital transformation on IP

2. © Prof. Dr. Alexander J. Wurzer 2022 CEIPI, Strasbourg
CEIPI: Center for International Intellectual Property Studies
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CEIPI is the European Center of Excellency for Intellectual Property and
international Education and Research Center for IP
European Education Center for
European Patent Attorneys
Institute of the Law Faculty at the
Excellency University Strasbourg
1.200+ Participants in CEIPI
Education Programs
European IP Institutions are Heading
the Administrative Board
TOP 50 Global Think Tank
Education in 36+ European Cities

3. © Prof. Dr. Alexander J. Wurzer 2022 CEIPI, Strasbourg
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The 3 dimensions of impacts of the digital transformation on IP
from an IP system user perspective
The digital transformation changes every aspect of our lives, and this does not only have impact on IP
itself, but also the ways how companies and individuals using and filing IP behave and interact with each
other. The impact can be categorized in three broad groups:
1. The object protected by IP changes. Objects are becoming more digital and intangible, and this
requires a different approach to decide, what a business should protect exactly.
2. The way how IP is used changes. IP is used less for the pure protection of a product and more to invite
collaboration on open platforms and licensing.
3. The way how companies and IP experts interact changes. IP experts are asked by clients more and
more to offer additional and more digital services in addition to prosecution.

4. © Prof. Dr. Alexander J. Wurzer 2022 CEIPI, Strasbourg
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Photo by Rahul Chakraborty on Unsplash
Photo by Dan Cristian Pădureț on Unsplash
1.The object protected by IP changes
→ From components to apps

5. © Prof. Dr. Alexander J. Wurzer 2022 CEIPI, Strasbourg
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The Platform Economy. Seven of the 10 most valuable companies… | by Jennifer L. Schenker | The Innovator news
1.The object protected by IP changes
→ From brick and mortar to platforms

6. © Prof. Dr. Alexander J. Wurzer 2022 CEIPI, Strasbourg
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EUIPO - Virtual goods, non-fungible tokens and the meta (europa.eu)
Hermès Sues NFT Creator Over ‘MetaBirkin’ Sales | BoF (businessoffashion.com)
Birkin Bag – Wikipedia
1.The object protected by IP changes
→ Brands in the metaverse

7. © Prof. Dr. Alexander J. Wurzer 2022 CEIPI, Strasbourg
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EP2 531 022 B1
Photo by Craig Thomas on Unsplash
1.The object protected by IP changes
→ AI and patents

8. © Prof. Dr. Alexander J. Wurzer 2022 CEIPI, Strasbourg
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EP 1 958 091 B1
2.The way how IP is used changes
→ Connectivity and exchange instead of fortresses

9. © Prof. Dr. Alexander J. Wurzer 2022 CEIPI, Strasbourg
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Photo by Omid Armin on Unsplash
Photo by Julio Rionaldo on Unsplash
EP 3 298 513 B1
2.The way how IP is used changes
→ From transactions to services and user journeys

10. © Prof. Dr. Alexander J. Wurzer 2022 CEIPI, Strasbourg
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Photo by Kai Oberhäuser on Unsplash
EP 2 867 895 B1
Photo by James Jadotte on Unsplash
2.The way how IP is used changes
→ From technology to services and user experiences

11. © Prof. Dr. Alexander J. Wurzer 2022 CEIPI, Strasbourg
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Photo by Jeremy McGilvrey on Unsplash
Photo by Justin Morgan on Unsplash
Photo by Souvik Banerjee on Unsplash
3.The way how companies and IP experts interact changes
→ From rate fact-to-face to 24/7 social media
Analog
Web 2.0
Web 1.0

12. © Prof. Dr. Alexander J. Wurzer 2022 CEIPI, Strasbourg
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Photo by Damir Kopezhanov
on Unsplash
3.The way how companies and IP experts interact changes
→ From analog/static/unidirectional to community building
Photo by Souvik Banerjee on Unsplash
Photo by Ryunosuke Kikuno on Unsplash
Photo by Jeremy McGilvrey on Unsplash

13. © Prof. Dr. Alexander J. Wurzer 2022 CEIPI, Strasbourg
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3.The way how companies and IP experts interact changes
→ Two-sided digitalization: IP Business Academy

14. © Prof. Dr. Alexander J. Wurzer 2022 CEIPI, Strasbourg
Survey: Digitalization of the client relationship
Study design:
• Sample group are European patent, trademark
and/or design attorneys and lawyers, working in
all European countries.
• The survey is conducted orally with 4 questions
about the changes in the relationship between
IP experts and clients.
• A special emphasis is laid on the expert-client
relationship on LinkedIn and a comparison
between the classical interaction patterns
between IP experts and clients and those on
social media.
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Photo by USGS on Unsplash

15. © Prof. Dr. Alexander J. Wurzer 2022 CEIPI, Strasbourg
Survey: Digitalization of the client relationship
Hypotheses and questions:
We currently see a continuously accelerating digital transformation in the IP system. Particularly in the interaction
between the stakeholders of the IP system, such as in the relationship and communication between lawyers and
clients. As well as the networking and professional exchange between IP experts, for example via social networks
such as LinkedIn.
→ Are those trends visible for you in your field?
The search behavior for information has changed fundamentally in recent years. Of the 3.5 billion searches per day
on Google, 40% are shifting to social networks, and experts0 can position and present themselves there.
→ How relevant is expert positioning on social media for you?
There is a trend to organize work in IP law firms remotely. And also, the initiation of personal contacts has changed
due to social distancing during the pandemic and the "new work". Professional network LinkedIn is growing at 15%
annually with over 830 million members and is by far the most important network for legal advisors and IP experts.
→ Do you see more clients approaching you via LinkedIn?
Personal time must also be invested in order to have an attractive social media profile and to achieve visibility.
→ How much time do you invest in social media?
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16. © Prof. Dr. Alexander J. Wurzer 2022 CEIPI, Strasbourg
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Photo by RoonZ nl on Unsplash
Digital transformation is
not only about technology
but also about the mindset