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Three hour overview session on IPR management - overview, strategy and business implications.
Citation preview
Confidential
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Inside Intellectual Property
Karthikeyan Iyer
Founder Director, Co-crafter
Crafitti Consulting Pvt. Ltd.
An Innovation Research and Consulting Think Tank
Confidential
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Contents
9/22/2009 2© Crafitti Consulting Private Ltd.
Confidential
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ValueStrategy
Ideas
Inventions
Learning
Decisions
Productivity
Networks
Complexity
9 arms of Crafitti’s
Innovation Landscape
Today we
are going to
touch upon
And their
intersections
9/22/2009 3© Crafitti Consulting Private Ltd.
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IPR lies at an important intersection
Technology
LawBusiness
Intellectual
Property
Rights
9/22/2009 4© Crafitti Consulting Private Ltd.
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The world is changing rapidly and so are the
world’s businesses!
Old economy (Weight)
New economy
(Speed)Information travels fast
and wide
Information gets
collected locally,
access is restricted
First mover’s
advantage lasts longer
First mover’s
advantage is a small
window
You can lose your
intellectual advantage
very quickly!
Growth and
expansion is slower
9/22/2009 5© Crafitti Consulting Private Ltd.
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IPR reflects both current and future potential
Current performance (Capital, assets and earnings including
those from IPR)Future Potential
(Intellectual Capital as a % of market cap)
9/22/2009 6© Crafitti Consulting Private Ltd.
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Intellectual Property value chain
Idea Expression Intellectual
PropertyTrade secret
Patent
Protect Exploit
Trademark
Copyright
9/22/2009 7© Crafitti Consulting Private Ltd.
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9/22/2009 8© Crafitti Consulting Private Ltd.
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What are the rights embodied in Copyright?
General Rights Moral Rights
PublicationPaternityIntegrityTranslationReproductionPublic recitationAdaptationBroadcastInalienable rights in original works
PaternityIntegrityAttributionPrivacy
9/22/2009 9© Crafitti Consulting Private Ltd.
Confidential
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9/22/2009 10© Crafitti Consulting Private Ltd.
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Patents can
completely
block a
competitor
entering a
market!
9/22/2009 11© Crafitti Consulting Private Ltd.
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Patents
Patents
9/22/2009 12© Crafitti Consulting Private Ltd.
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Software and Business Method patent stats
0
500
1000
1500
2000
2500
1984
1985
1986
1987
1988
1989
1990
1991
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1993
1994
1995
1996
1997
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2000
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2005
2006
2007
0
50000
100000
150000
200000
250000
300000
350000
400000
450000
500000
Computer Implemented
Business Methods (Left Axis)
All utility patents (Right Axis)
Patent Applications in the US – noticed the spikes?
9/22/2009 13© Crafitti Consulting Private Ltd.
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Not everybody is filing patents left, right and centre!
9/22/2009 14© Crafitti Consulting Private Ltd.
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IP Strategy
9/22/2009 15© Crafitti Consulting Private Ltd.
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IP Strategy attempts to provide answers to some
of these questions
Large Enterprise
• A competitor is suing me for large scale infringement? What should I do?
• I have an existing portfolio of ideas and IP assets, how should I leverage it in the market place?
• Who should I acquire or merge with?
• Someone is trying to make a quick buck with my brand name. What should I do?
Small and Medium Enterprise
• A competitor is blocking my expansion in the market. How should I circumvent?
• How should I compete against the larger players?
• How do I get the best acquisition proposal?
• How do I leverage my assets to strengthen my brand?
Startup
• How do I prevent somebody else from stealing or blocking my idea?
• How do I lock and exploit my first mover’s advantage?
• How do I get more lucrative funding proposals?
• How do I compete with much larger competition with deep pockets?
9/22/2009 16© Crafitti Consulting Private Ltd.
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Elements of IP Strategy
9/22/2009 17© Crafitti Consulting Private Ltd.
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Linking IPR with Organizational Strategy
9/22/2009 18© Crafitti Consulting Private Ltd.
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Opportunity Window
9/22/2009 19© Crafitti Consulting Private Ltd.
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Preemptive-Reactive Strategy
9/22/2009 20© Crafitti Consulting Private Ltd.
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Proactive Defense
9/22/2009 21© Crafitti Consulting Private Ltd.
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Patent Portfolio Management
Block Others from entering your space
Crowd around a competitor patent to render it useless
9/22/2009 22© Crafitti Consulting Private Ltd.
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9/22/2009 23© Crafitti Consulting Private Ltd.
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9/22/2009 24© Crafitti Consulting Private Ltd.
You don’t have to do it alone . . .!
Confidential
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9/22/2009 25© Crafitti Consulting Private Ltd.
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Crafitti’s Value Measures for Individual Patents
and Patent Portfolios
Crafitti’s Value
Measures
Comprehensiveness
Criticality
Dependency
Leveragability
Brand perception
Utility/ adoption
Uniqueness/ Novelty
Inventiveness
Diversity
9/22/2009 26© Crafitti Consulting Private Ltd.
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Crafitti’s value measures for knowledge that
doesn’t qualify for patent protection
Knowledge Value
Velocity
Novelty
RelevanceInfluence
Circulation
9/22/2009 27© Crafitti Consulting Private Ltd.
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IP Strategy - Decisions
• Should I patent, publish or hide (trade secret)?
– Is my invention easy to copy or reverse engineer?
– Do I need more time to create a tangible first mover’s business advantage?
– Does patent pending status get me more money (funding or deal pipeline)?
– Does publishing preempt a competitor’s product strategy?
• When in my product life cycle should I use patents, trademarks, copyrights and trade secrets?
• Which company should I acquire?
9/22/2009 28© Crafitti Consulting Private Ltd.
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IP Opportunities
In 1982, physical assets constituted 62% of US manufacturing companies’ market value; today, less than 30%
Total revenues from the licensing of patents exceed $ 110 billion (1990: $15b)
IBM’s annual patent licensing royalties exceed $ 1 billion (1990: only $ 30 m)
Texas Instruments earned $4 billion in patent royalties since 1980
Based on Rivette & Kline, 2000
9/22/2009 29© Crafitti Consulting Private Ltd.
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Idea Invention Patent
Commercialization
Growth
Differentiation
Defense
IP Cell
9/22/2009 30© Crafitti Consulting Private Ltd.
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Crafitti helps craft
innovation in multiple
contexts.
Karthikeyan IyerCo-crafter, Founder Director
Crafitti Consulting Pvt. Ltd.
9/22/2009 31© Crafitti Consulting Private Ltd.