Keynote by Prof. Wurzer at Nordex about IP-design

© Prof. Dr. Alexander J. Wurzer 2024 CEIPI, Strasbourg
Nordex
10.04.2024
Prof. Dr. Alexander J. Wurzer
IP design: The role of IP in the digital transformation

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

Trends in Applications of Digital Patents
- 3 -
2001 2002 2003 2004 2018
2006
2005 2007 2008 2009 2009 2010 2011 2012 2013 2014 2015 2016 2017
1.400%
1.200%
1.000%
800%
600%
400%
200%
0%
Global growth of IPFs in 4IR technologies versus all technology fields
2000 - 2018
Earliest publication year
IPFs in 4IR technologies
IPFs in all technologies

Why digitalization needs value-driven intellectual property strategies
- 4 -
 Complexity of technology and
use cases drastically increase
with consequences for IP
 New enabling technologies,
e.g. AI, quantum computing &
machine learning, 5G & 6G,
virtual & augmented reality, are
emerging and influencing digital
complexity further
 Business is made less in
transaction and more in
relationship-based ways in eco-
systems due to new
technologies
Why Digitalization Needs Value-Driven Intellectual Property Strategies
les Nouvelles - Journal of the Licensing Executives Society, Volume LIV No. 4, December 2019
Source:
Weibel, Beat (Chief IP Counsel, Siemens) and
Freytag, Rudolf (CEO Siemens Technology Accelerator)

Protecting use cases: Top-down vs bottom-up approach
- 5 -
Digital business models must be designed around digital use cases (customer needs, customer benefits,
customer experience) in order to achieve the desired returns. This can be done top-down or bottom-up.

Protecting use cases: Spotify
- 6 -
Spotify
Music platform / streaming service
Customer promise:
Extensive catalog of audio files that
can be accessed anytime anywhere
Digital core competence:
Ensuring the error-free transmission of
audio files
Creating personalized playlists
Earning mechanism:
Monthly customer subscription
advertising with free use
EP3298513B1
Extraction of a section from
a media object

Protecting use cases: SONOS
- 7 -
SONOS
Streaming solutions provider
Customer promise:
Wireless playback of digital audio files
in HiFi quality
Digital core competence:
Automated optimization of playback
(also in multiroom systems)
Earning mechanism:
Sale of hardware (digital services as an
incentive to buy)
US8588949B2
Method and apparatus for adjusting
volume levels in a multi-zone system

How to gain a technological footprint in a new technology and a new
business eco-system?  FORD
- 8 -
US2023055958A1
Systems and Methods to Repossess a Vehicle

business eco-system?  Google
- 9 -
EP1958091B1
System and method for providing content to vehicles in
exchange for vehicle information

business eco-system?  Google
- 10 -

business eco-system?  Siemens Healthineers
Use case: Transaction-based business model
- 11 -
EP3404436B1
Functional magnetic resonance imaging

business eco-system?  Siemens Healthineers
Use case: Pay per use business model
- 12 -
EP3066596B1
System for displaying and editing data
for a medical device

business eco-system?  Siemens Metaverse
- 13 -
EP2561417B1
Method for inputting a spatial structure of production devices to a
computer-aided planning program and for optimizing the latter

What is the role of technology and R&D?
The lighting industry
- 14 -

 Philips / Signify: history and profile
- 15 -
Signify history:
 Founded in 1891 as part of Philips Lighting
 Independence in 2016
 35.000 employees in 70+ countries
 7.5 bil € annual sales in 2022
 70 % of revenue is based on innovative LED lighting
 Signify's installed base of connected light points increased from
114 million in Q4 2022 to 117 million in Q1 2023
 750.000 connected light points are managed by remote control

- 16 -
 1996-2011
180 cases and lawsuits related to LED lighting
 2013-2017
Patent license and cross-license industry-wide cooperation
 2018
EnabLED licensing program is established
 2019
EnabLED licensing program has 1.000+ members
Source:
Zahar
Koretsky,
Energy
Research
&
Social
Science,
Volume
82,
2021

- 17 -

- 18 -
Share of LEDs in US lighting sales
Source:
DOE,
Goldman
Sachs
Global
Investment
Research

 Philips / Signify: “Light as a service”
- 19 -
Lighting
systems “Light as a
service”
Assistance system
→ Marketplace of lighting atmospheres
Horizontal network
→ Network for individual lighting
IoT for networked abilities
→ Remote production of light effects
Business
Model
Technology
US9572227 B2
Intelligent lighting network
for generating light avatars
WO2018158217 A1
Orchestrating production
of an experience effect
US20120173382 A1
Methods and systems for lighting
atmosphere marketplace

IP design
- 20 -
IP as a legal instrument:
„Waiting for inventions“
IP as an instrument of business development:
„Design on demand“
Patented functions Exclusive businss model

IP design
- 21 -
Observe Understand
Make
synthetic
inventions
Secure
position
Observe
Informing Anticipating Generating Informing
Problem space Solution space
Develop
strategy
Source: HPI School of Design Thinking / Qudosoft
Business model / Use Cases / Customer Journey Optimization and protection

IP design
- 22 -
1. Risk
minimization
>> IP <<
2. Suppression of
imitation
>> IP and R&D <<
3. Strategic prohibition
>> Marketing and
Product management <<
Economic approach:
Cost avoidance
Economic approach:
Increase of market share
Economic approach:
Premium prices
IP R&D
IP
IP PM
M
R&D
Core elements of IP-Design:
• Integration of market intelligence and
digital competencies
• IP design from a customer perspective
• Thinking in exclusivity and prohibition
• Multidisciplinary teams
• IP is more than just patents

IP design: An established and standard-compliant solution
- 23 -
DIN 77006
ISO 56005

Sphere of exclusivity
Willingness
to pay among
markets /
customers
Customer
benefit offered
by the
competition
Competitors can
no longer place
their offer on the
market.
The customer
exclusively uses
your offer.
Strategic prohibition
creates exclusive
market positions for you.
Sphere of exclusivity
 Based on a distinctive customer benefit
 Long lasting
 Defensible (also legally)
Your offer
Customer benefit
Vorwerk: Measuring the commercialization success
by the exclusivity position
- 24 -

Vorwerk: The Thermomix eco-system
- 25 -

The revolution in the kitchen took place
in 2014: Vorwerk brought a completely
modernized Thermomix to the market
with a chip that displays digital recipes
including the necessary preparation
steps, which the device takes over
directly, on a touch display.
“Guided cooking” meant that the user
only had to follow the instructions and
provide the ingredients shown. A year
later came the step into the IoT age for
kitchen appliances. Now the Thermomix
could go online and perform additional
services – for quite many users these
internet-based services are the real
benefit and the machine on site only
helps with the preparation of the dishes.
Source: MIPLM Case Study Thermomix
Vorwerk: Customer benefits and IP
- 26 -

Guided cooking as part of the success
guarantee can be experienced in different
customer benefit categories. This includes,
for example, the automatic processing of
entire recipes or the processing of recipes
based on the ingredients and device
settings used.
In turn, this includes product features such
as the digital presentation of recipe data,
the step-by-step completion of processing
steps such as stirring, chopping, mixing or
weighing during the cooking process. Such
product features were assigned to IP right
families from the TM5 portfolio.
- 27 -

Exclusivity monitoring was performed for
the period from 2011 to 2016, also
comprising the model change with the
launch of the TM5 in 2014. The degree of
exclusivity achieved in the marketplace
varies for each customer benefit in relation
to a reference parameter from the IP
strategy (e.g. flexibility, simplicity, etc.). As
a result of a significantly improved IP
portfolio which is systematically aligned
with the customer benefit the TM5 has
achieved significant gains in perceived
exclusivity compared to its predecessor
TM31.
- 28 -

n n n n n n n n
Digitales Vorhalten der Rezepte j j j n n n n n 
Erledigung sämtlicher Verarbeitungsschritte
(Rühren/Schneiden/Mixen ohne Messerwechsel)
k j n n n n n n
-
Speziell auf die Funktion der Kochmaschine abgestimmte Rezepte k j j j j n n n
-
Automatische Einstellung der Parameter k j n n n n n n 
Verwendung der Waage auch während des Betriebs möglich k n n n n j n n 
Überwachung des Garprozesses durch Sensoren k k k n n n n n 
Einbezug von Sensordaten in den Rezeptdurchlauf k n k n n n n n 
Rezeptdurchlauf in Abhängigkeit vom Garzustand k k k n n n n n 
Kontrolle der Gartemperatur k k k k k k k k 
Reaktion
Evolution
Mix
Gourmetmaxx
Eigene
Patentposition
vorhanden?
Gelinggarantie
Abarbeitung
Taurus
MyCook
Touch
Hotmix
Pro
Plawa
SuperCook
SC
110
KitchenAid
Artisan
Cook
Processor
Krups
Prep&Cook
Aldi
Süd:
studio
Aldi
Nord:
quigg
- 29 -
Exclusivity of the
product
j j n n j n n n
Touchdisplay j n n n n n n n
-
Neben Touchdisplay nur ein einfacher Drehwähler n n n n n n n n
-
Rezepte über Speichermedien einspielbar k j n n j n n n 
Anbindung an eine App j j n n n n n n 
Mehrsprachige Benutzerschnittstelle j k j n j n n n 
Präzise Benutzereingaben (Temperatur, Zeit, Drehzahl) j j j j j j n n
-
Exakt einstellbare Parameter (Temperatur, Zeit, Drehzahl) j j j n j j n n 
Parameter während des Betriebs änderbar k k k j j k n n 
Nur drei Parameter (Temperatur, Zeit, Drehzahl) j j n j j j j j
-
Unterbrechung des Kochvorgangs möglich k k k k j k k k 
1-Klick Bedienung j j n n n n n n
-
Manuelle Einstellung der Parameter j j j j j j j j
-
Touchdisplay 4.3" j n n n n n n n
-
Das Gerät führt durch ein Rezept j j n n j n n n 
Schrittweise Führung durch die Rezepte j j n n j n n n 
Rezeptanzeige auf dem Gerät j j n n n n n n
-
Übersicht aller Rezepte auf dem Gerät j j n n n n n n
-
Blättern durch alle Rezepte auf dem Gerät j j n n n n n n
-
Bilder / Videos zu Kochschritten auf dem Touchdisplay j n n n n n n n
-
HMI
Einfache
Bedienung
Interaktion
mit
dem
Benutzer
Evolution
Mix
Gourmetmaxx
Eigene
Patentposition
vorhanden?
Einfachheit der Bedienung
Taurus
MyCook
Touch
Hotmix
Pro
Plawa
SuperCook
SC
110
KitchenAid
Artisan
Cook
Processor
Krups
Prep&Cook
Aldi
Süd:
studio
Aldi
Nord:
quigg
n n n n n n n n
Der Verriegelungsmechanismus verhindert das Öffnen des Deckels während des Betriebs
n n n n n n j k 
Das Gerät lässt sich nur mit dem Deckel betreiben j k n j n j j k
-
Der Spatel weist einen Sicherheitsgriff auf j j n n n n j k
-
Der Gareinsatz kann sicher mit dem Spatel entnommen werden n j n n n n k k
-
Zutaten können im laufenden Betrieb zugegeben werden j j j j j n j j 
Nur geprüfte Rezepte sind für das geführte Kochen verfügbar n n n n n n n n 
Verletzungsgefahr
beim
Kochvorgang
Rezept-
Integrität
Evolution
Mix
Gourmetmaxx
Eigene
Patentposition
vorhanden?
Sicherheit
Taurus
MyCook
Touch
Hotmix
Pro
Plawa
SuperCook
SC
110
KitchenAid
Artisan
Cook
Processor
Krups
Prep&Cook
Aldi
Süd:
studio
Aldi
Nord:
quigg
Competition monitoring: Creation of an exclusivity profile
Guarantee of success
User efficiency
Simplicity to use
Flexibility to use
Product quality
Safety

- 30 -
Reduction of exclusivity
due to competition
Market
positioning of
competitors
Technical Data
of
competitor
products
Patent
activity
of
competitors
Information basis
Competition monitoring: Continuous monitoring
User efficiency
Simplicity to use
Flexibility to use
Product quality
Safety

- 31 -
Potentials to create
exclusivity
Information basis
Roadmap
Technology
analysis
Gelinggarantie
Geführtes
Kochen
Funktionsumfang
(möglichst
alle
zur
Umsetzung
eines
Rezepts
nötigen
Schritte
können
vom
NewTM
durchgeführt
werden)
Qualität
/
Präzision
der
Verarbeitung
Messgenauigkeit
(Darstellung,
Glaubwürdigkeit)
Zubereitung
ansonsten
schwierig
zu
kochender
Gerichte
(Individualisierung)
Wichtige
"Grundrezepte"
müssen
besser
gehen
Empfehlungen
auf
Basis
des
bekannten
Nutzungsverhaltens
3 3 3 1 3 3 3
Relevante Realisierungs-
komponenten Ebene 1▼
Relevante Realisierungs-komponenten
Ebene 3▼
Kochvorgang Zutatenaufbereitung Schneiden v 2 6 6
Rühren v 2 6 6
Kneten v 1 3 3
Geschwindigkeitssteuerung v 2 6
Wiegen Onboard v 1 3 3
Genauigkeit v 2 6
Target / im Betrieb v 2 6 6
Heizen / Dämpfen Ansprechverhalten v 2 6 6
Geringe Toleranz über die Fertigung, genaue
Temperatureinstellung: Schokolade, Schokopudding)
n 3 9 9
Einstellung von komplexen Heizkurven (intervall, hoch
runter) Baby nahrung gekocht, fertig wenn 60 °C)
n 2 6
Temperaturverlässlichkeit v 3 9 9
Steuerung Mehrere simultan Zusammenführung von Schritten n 3 9 9 9
Sensoren übernehmen Abschaltfunktion Zeitschaltung v 1 1 3
Gewicht v 3 3 9
Drehmoment (Stromaufnahme Motor) v 3 3
Temperaturanstieg v 3 3 9
Intervallbetrieb der Drehzahl v 3 3
Neue Sensoren n 3 3
Realisierungskomponenten
Ressource
vorhanden
(v)
/
neu
entwickelt
(n)
Wertschöpfungsbeitrag
Kundenutzen
Gelinggarantie
Geführtes
Kochen
Funktionsumfang
(möglichst
alle
zur
Umsetzung
eines
Rezepts
nötigen
Schritte
können
vom
NewTM
durchgeführt
werden)
Qualität
/
Präzision
der
Verarbeitung
Messgenauigkeit
(Darstellung,
Glaubwürdigkeit)
Zubereitung
ansonsten
schwierig
zu
kochender
Gerichte
(Individualisierung)
Wichtige
"Grundrezepte"
müssen
besser
gehen
Empfehlungen
auf
Basis
des
bekannten
Nutzungsverhaltens
3 3 3 1 3 3 3
Relevante Realisierungs-komponenten
Ebene 3▼
Kochvorgang Zutatenaufbereitung Schneiden v 2 6 6
Rühren v 2 6 6
Kneten v 1 3 3
Geschwindigkeitssteuerung v 2 6
Wiegen Onboard v 1 3 3
Genauigkeit v 2 6
Target / im Betrieb v 2 6 6
Heizen / Dämpfen Ansprechverhalten v 2 6 6
Geringe Toleranz über die Fertigung, genaue
Temperatureinstellung: Schokolade, Schokopudding)
n 3 9 9
Einstellung von komplexen Heizkurven (intervall, hoch
runter) Baby nahrung gekocht, fertig wenn 60 °C)
n 2 6
Temperaturverlässlichkeit v 3 9 9
Steuerung Mehrere simultan Zusammenführung von Schritten n 3 9 9 9
Sensoren übernehmen Abschaltfunktion Zeitschaltung v 1 1 3
Gewicht v 3 3 9
Drehmoment (Stromaufnahme Motor) v 3 3
Temperaturanstieg v 3 3 9
Intervallbetrieb der Drehzahl v 3 3
Neue Sensoren n 3 3
Realisierungskomponenten
Ressource
vorhanden
(v)
/
neu
entwickelt
(n)
Wertschöpfungsbeitrag
Kundenutzen
IP-FD
Competition monitoring: Detection of exclusivity potentials
User efficiency
Simplicity to use
Flexibility to use
Product quality
Safety

 Technical Data of
competitor products
 Market positioning of competitors
 Patent activity
of competitors
- 32 -
n n n n n n n n
Digitales Vorhalten der Rezepte j j j n n n n n 
Erledigung sämtlicher Verarbeitungsschritte
(Rühren/Schneiden/Mixen ohne Messerwechsel)
k j n n n n n n
-
Speziell auf die Funktion der Kochmaschine abgestimmte Rezepte k j j j j n n n
-
Automatische Einstellung der Parameter k j n n n n n n 
Verwendung der Waage auch während des Betriebs möglich k n n n n j n n 
Überwachung des Garprozesses durch Sensoren k k k n n n n n 
Einbezug von Sensordaten in den Rezeptdurchlauf k n k n n n n n 
Rezeptdurchlauf in Abhängigkeit vom Garzustand k k k n n n n n 
Kontrolle der Gartemperatur k k k k k k k k 
Reaktion
Evolution
Mix
Gourmetmaxx
Eigene
Patentposition
vorhanden?
Gelinggarantie
Abarbeitung
Taurus
MyCook
Touch
Hotmix
Pro
Plawa
SuperCook
SC
110
KitchenAid
Artisan
Cook
Processor
Krups
Prep&Cook
Aldi
Süd:
studio
Aldi
Nord:
quigg
Exclusivity of the
product
Reduction of exclusivity
due to competition
Exklusivity monitoring
Information basis  Roadmap
 IP-FD
 Technology analysis
Potentials to create
exclusivity
Portfolio maintenance: Monitoring of Chances and Risks
User efficiency
Simplicity to use
Flexibility to use
Product quality
Safety

Hilti: From selling tools and consulting to a service platform
- 33 -
Hilti went around the year 2000, from a company that sells
power tools to a company which offers the service to drill
holes. They did this with Hilti fleet management.
Hilti offers the basic package of active fleet management to
determine the optimal power tool fleet composition based
on the use frequency and intensity of needed tools.
Additionally, the timeframe of the full service for all tools is
extended by Hilti.
The additional fleet management service in the classic plus
package is a leasing service. Here, the full power tool fleet
is leased from Hilti for a fixed fee, which makes the
expenses for the customer much more plannable.
The premium fleet management service even includes the
substitution of broken tools with loaned tool, so that no
delay happens on the construction site.
Source: Dr. Michael Baumbach, Hilti Fleet Management: Von der Identifikation eines Kundenproblems
zur erfolgreichen Service-Innovation, Thexis 2005, IMH-HSG, CH-St.Gallen, aus Thexis 2. 2005

Hilti: Business model transformation
- 34 -

Hilti: Use case – Connected tool
- 35 -
Use case background:
Hilti wants to use the power tool’s status data and track their use to:
• Prevent the misuse by the customer
• Prevent damage through predictive maintenance
• Determine the chargeable use for a licensing business model
• Increase the efficiency of the usage
The objective:
Read, evaluate and transfer the status data of the power tool
via a stable long-range connection to reap the benefits of the IoT
Solution (EP3426441A1):
Monitoring and transmitting the power tool’s status data through:
• Electronic & connectivity features embedded into the tool
• Data memory and data interface accessible via an external terminal (smartphone)
• Storage of operating data or errors occurring during operation in the tool's memory

Hilti: Use case – predictive maintenance
- 36 -
Use case background:
Hilti wants to know how customers use their product to:
• Increase the service interval/life
• Improve customer satisfaction and loyalty
• Decrease Hilti’s costs and to increases its margin
The objective:
Simplify the operation of the power tool and extend the service interval/life
Solution (EP2931483A1):
Monitor the power tool’s operation with sensors (forces, accelerations, movements,
vibration (Hz & A) and use the data to:
• Infer user behavior and detect incorrect usage
• Adapt the service interval
• Increase the service life
• Decrease the downtime
• Set a safety automatic shutoff

Hilti: Protection of the critical positions in the new fleet
management business model with IP
- 37 -
Link: Industry Case Study Hilti
The success of the new digital fleet
management business model was only
possible because of the strategic IP
portfolio of Hilti. One critical feature
which must be covered in the new fleet
management business model is
predictive maintenance.
The patent EP3426441B1 “handheld
machine tool and amplifier antenna”
can be an example. Here, the role of
the patent in the business model is to
support the maintenance and service
activities of Hilti’s fleet management by
the reporting of machine data from a
power tool.

Keynote by Prof. Wurzer at Nordex about IP-design

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