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Assessing the quality of patents and large patent portfolios based on quantitative approaches – Opportunities, threats and the new St. Gallen Patent Index™ (SGPI™) as an innovative and strong approach Marc Tobias (BGW, Switzerland) Imagine you need to present functional KPIs to the CEO; Imagine your company is redefining its technology strategy and you need to (re)value the patent portfolio; Imagine you need to develop a patent strategy with regard to an IP portfolio benchmark of your competitors; Imagine your Head of R&D is approaching you urgently to receive a first IP-Value-Assessment as well as IP-Trends in a totally new technology field for your company. Often companies and also governmental institutions need a quantitative assessment of patents and patent portfolios. But existing approaches have different challenges or shortcomings. Based on scientific research over several years the SGPI™ has been developed by a consortia lead by the Institute of Technology Management at the University of St. Gallen. This new approach is trying to overcome these shortcomings. The presentation will give a short overview on the scientific state of the art regarding quantitative patent portfolio assessment and discuss existing approaches as well as needs of companies and institutions. Further on the SGPI™ with its integrated bottom-up and top-down approach will be presented including sample results.
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BGW Management Advisory Group
St. Gallen – WienBGW Management Advisory Group
St. Gallen – Wien© BGW AG 2013 | Page 1
ICIC 2013 – Vienna
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BGW AG - Management Advisory Group
Varnbüelstrasse 13, CH-9000 St. Gallen
T +41 71 511 2116
www.bgw-sg.com
Marc Tobias
T +41 71 511 2776
Assessing the Quality of Patents and
large Patent Portfolios based on quantitative Approaches –
Opportunities, Threats and the St.Gallen Patent Index™
ICIC 2013 – Vienna, 16th October 2013
PP
BGW Management Advisory Group
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Quantitative vs. Qualitative Approaches How can we structure the different approaches?
Qualitative Approaches Quantitative Approaches
Valuation Assignment of a monetary value to
a patent/patent portfolio by experts
Assignment of a monetary value to a
patent/patent portfolio by a market
mechanism (auction, financial market)
Rating Assignment of qualitative
indicators based on a expert
opinions
Assignment of quantitative indicators
based on objective data from market
and patent databases (Patent Indices)
Source: Gassmann/Bader 2012
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Challenges within Companies When shall we use quantitative approaches to analyse patents and patent
portfolios?
Three of several possible situations in your company that can be
handled using quantitative approaches:
1) Your company is redefining its technology strategy and you need to (re)value the
patent portfolio of your company and your competitors, presenting further functional
KPIs to the CEO
2) Your marketing or investor relations managers like to show the company`s
innovativeness by its patent power in an objective way
3) Your head of R&D is approaching you to receive a first IPR-value-assessment as
well as IPR-trends in a totally new technology field for your company
4) You are interested in licensing or selling a subportfolio and are looking for a first
overview on potentially interested companies
BGW Management Advisory Group
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Opportunities and Threats What have to be considered when implementing quantitative approaches?
Opportunities Threats
Resource savings
Time advantages
Cost reduction
“2nd view” on the patent situation
Objective and transparent analysis
Not a detailed claim analysis
Statistical shortcomings to be
considered
Trade-Off:
Analysis of few important factors vs.
a huge bundle of factors leading to a
loss of transparency and complicated
algorithms
Quantitative approaches are a strong tool
to analyse your patent portfolio
BGW Management Advisory Group
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Main Variables in Quantitative Analysis What influences the quality of an analysis conducted via patent indices?
Input Process Output
Objectivity
Scope Transparency
Correctness
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Main Indicators in Quantitative Analysis What indicators should be incorporated in quantitative patent portfolio analysis?
Technology Market Portfolio
1 2 3
e.g. forward and
backward citations;
age
e.g. GDP;
industry specific
indicators
e.g. relative share of a
companies` portfolio within
the entire portfolio of a
technology
Measured by:
Three main fields:
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BGW Management Advisory Group
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St. Gallen – Wien
St.Gallen Patent Index™ (SGPI™) Created in cooperation between…
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St.Gallen Patent Index™ (SGPI™) What is the core idea of the SGPI™?
Core Idea Calculation of a comprehensive index enabling the valuation of single patents and the patent portfolio by using a bottom-up and top-down approach within one single analysis
To
p-D
ow
n
Top-down
Analysis of the
patent portfolio
in its entirety
with respect to
the technology
field
Bo
tto
m-u
p
Bottom-up
Quantitative single
evaluation of each
patent document
with respect to
technology, age
and target markets
Strength of the
Portfolio
Market Strength
of a Patent
SGPI™
Techn. Relevance of a Patent
PP
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St.Gallen Patent Index™ (SGPI™) In which fields can the SGPI ™ be used?
Company Level
Strategy Development
Controlling
Communication
Financial Market Level
SGPI™ based Equity Funds
KPI in Financial Transactions
SGPI™ based Stock Index
Governmental Policy Level
Policy Development
Communication Instrument
Benchmarking Cluster and Regions
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St.Gallen Patent Index™ (SGPI™) How does the SGPI™ work?
Data
Collection
Results and
Discussion
Analysis and
Calculation of
the SGPI™
Further
analysis
possible
Patent /
Portfolio
Definition
PP
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Challenges within Companies Why shall we use quantitative approaches to analyse patents and patent
portfolios?
Three of several possible situations in your company that can be
handled with quantitative approaches
1) Your company is redefining its technology strategy and you need to (re)value the
patent portfolio of your company and your competitors, presenting further functional
KPIs to the CEO
2) Your marketing or investor relations managers like to show the company`s
innovativeness by its patent power in an objective way
3) Your head of R&D is approaching you to receive a first IPR-value-assessment
as well as IPR-trends in a totally new technology field for your company
4) You are interested in licensing or selling a portfolio and are looking for a first
overview on potentially interested companies
BGW Management Advisory Group
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Sample Analysis Specific IPC-class within the technology field for Lithium-Ionen Batteries
SGPI™ – Relative Shares of Total Value
47%
23%
18%
7%
2% 1%
1% 0% 1% 0%
SAMSUNG SDI CO LTD
SONY CORP
MATSUSHITA DENKI SANGYO KK
LG CHEM LTD
SANYO ELECTRIC CO LTD
SHINETSU CHEM IND CO LTD
TOSHIBA KK
OHARA KK
NEC CORP
HITACHI MAXELL KK
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Sample Analysis Specific IPC-class within the technology field for Lithium-Ionen Batteries
SGPI™ – Relative Shares of R-Factor (Technological Value)
0,00 0,10 0,20 0,30 0,40 0,50 0,60 0,70
SAMSUNG SDI CO LTD
SONY CORP
MATSUSHITA DENKI SANGYO KK
LG CHEM LTD
SANYO ELECTRIC CO LTD
SHINETSU CHEM IND CO LTD
TOSHIBA KK
OHARA KK
NEC CORP
HITACHI MAXELL KK
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Sample Analysis Specific IPC-class within the technology field for lithium-ionen batteries
Comparison: SGPI™ vs. simple patent counting
0,00%5,00%
10,00%15,00%20,00%25,00%30,00%35,00%40,00%45,00%50,00%
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Challenges within Companies Why shall we use quantitative approaches to analyse patents and patent
portfolios?
Three of several possible situations in your company that can be
handled with quantitative approaches
1) Your company is redefining its technology strategy and you need to (re)value the
patent portfolio of your company and your competitors, presenting further functional
KPIs to the CEO
2) Your marketing or investor relations managers like to show the company`s
innovativeness by its patent power in an objective way
3) Your head of R&D is approaching you to receive a first IPR-value-assessment as
well as IPR-trends in a totally new technology field for your company
4) You are interested in licensing or selling a subportfolio and are looking for a
first overview on potentially interested companies
BGW Management Advisory Group
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Sample Analysis Specific IPC-class within the pharmaceutical markets for cancer
PP
2010
2010
2010
2010
2015
2015
2015
2015
0%
5%
10%
15%
20%
25%
30%
35%
YourCompany
Company ACompany B CompanyC
Japan
2010 2010
2010
2010
2015 2015
2015
2015
0%
5%
10%
15%
20%
25%
30%
35%
40%
YourCompany
Company ACompany B CompanyC
China
Comparison: Future Portfolio Development
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Sample Analysis Specific IPC-class within the pharmaceutical markets for cancer
SA
ME
JP
CA
US
RU
CN KO
BR
IN
AU
SP
DK GB
SE
NO
AT FR
DE
CH
IT
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Sample Analysis Specific IPC-class within the pharmaceutical markets for cancer
0,00%
2,00%
4,00%
6,00%
8,00%
10,00%
12,00%
14,00%
16,00%
18,00%
xxx xxx xxx xxx xxx xxx xxx xxx xxx xxx xxx xxx xxx xxx xxx xxx xxx xxx
SGPITM Value Share of Total Top 20 Ranked Patents
6 focus patents (green) belonging to one company ranked in comparison
to the top 20 patents of the analyzed overall patent portfolio
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Conclusion The SGPI™ is a very clear and objective approach
1) Quantitative approaches are a very strong tool to analyse patents and patent
portfolios.
2) These approaches enable a first or further view on the patent situation.
3) They help to save important ressources in terms of time and money.
4) But one have to consider also statistical shortcomings.
5) The SGPI™ is a very transparent and objective approach.
6) The SGPI™ is able to analyse your patents and patent portfolio by using mainly
three factors and can be used in several situations.
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BGW AG - Management Advisory Group
Varnbüelstrasse 13, CH-9000 St. Gallen
T +41 71 511 2116
www.bgw-sg.com
Thank you for your attention.
Marc Tobias
Senior Consultant
Dr. Martin A. Bader
Managing Partner
BGW Management Advisory Group
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BGW AG – Spectrum of Competences
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Addendum
