Post on 29-Mar-2015
Maaike van VelzenPhilips Intellectual Property and StandardsApril 03, 2011
IP portfolio management
Philips Intellectual Property and Standards, Maaike van Velzen, April 03, 2011 2
Agenda
• Introduction to Philips
• IP&S in the Philips organization
• Philips IP strategy
• Value creation from IP in Philips
• IP portfolio management
• IP scouting & acquisition
• Conclusions
Philips Intellectual Property and Standards, Maaike van Velzen, April 03, 2011 3
A well-respected, blue-chipcompany for 120 years
Founded in 1891Headquartered in Amsterdam, the Netherlands
Sales over EUR 25.4 billion in 2010 (USD 33.8 billion)33% of sales generated in emerging markets
Globally recognized brand (world top 50)Our brand value doubled to $8.7bln since 2004
119,000 employeesSales and service outlets in over 100 countries
€1.6 billion investment in R&D, 6% of sales50,000 patent rights – 36,000 registered trademarks – 63,000 design rights
Philips Intellectual Property and Standards, Maaike van Velzen, April 03, 2011 4
IP&S in the Philips organization
• IP&S is part of Corporate Technologies
• Organized in business groups that match the Philips sectors
• Working closely with research and the sectors
BothellCleveland &
Burlington
Redhill
EindhovenAachen
Beijing
SeoulTokyo
Shanghai
Taipei
Hong Kong
Jakarta
SingaporeBangalore
Mumbai
ParisMadrid
Sao PaoloSan Jose
Buenos Aires
ShenzhenMexico
Briarcliff
Pittsburgh
Philips Intellectual Property and Standards, Maaike van Velzen, April 03, 2011 5
Facts & Figures
• Philips IP portfolio
– Number of patents (=inventions) filed in 2010: 1300
– 50,000 patents
– 36,000 trademarks
– 63,000 designs
– 3,900 domain names
• Philips Intellectual Property & Standards
– 26 IP&S offices worldwide in 16 countries
– 450 IP&S employees: 300 IP professionals , 150 support
– Founded in 1924
Philips Intellectual Property and Standards, Maaike van Velzen, April 03, 2011 6
Maaike van Velzen
• Responsible for Healthcare IP portfolio activities within IP&S
– Includes all types of IP– Worldwide– Portfolio built from in-house inventions and acquired IP
• CV:– 2008 – Philips IP&S IP portfolio manager Innovation and emerging business– 2005 – 2008 Philips IP&S IP counsel– 1996 – 2005 Unilever IP counsel– <1996: Masters degree in chemistry
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Philips IP Strategy
1. Create own IP positions that can be leveraged in the market for Sector benefits (building IP control points)
2. Establish standards together with third parties to create or support business opportunities for Sectors
3. Manage risks w.r.t. third party IP to avoid businesses being blocked and/or to secure access at favorable terms
4. Counsel Sectors in IP matters in transactions with third parties to safeguard IP interests of Sectors
Create IP solutions to support growth, competitiveness and profitability of Philips’ Sectors
IP focus is on creating value
Philips Intellectual Property and Standards, Maaike van Velzen, April 03, 2011 8
Philips IP Strategy
• Strategy alignment with Sectors and Research through:
– Participation in strategy meetings Sectors
– Discussion of IP&S strategy and annual plans with Sector/BU/CTO management
– Quarterly meetings IP&S BG management teams and Sector management teams
SectorsResearch
IP&SStrategy Operational Plans
Execution
IP strategy has to be integral part of business strategy :
“A Business strategy without IP strategy is no strategy”
Philips Intellectual Property and Standards, Maaike van Velzen, April 03, 2011 9
Value creation from IP in Philips
Royalty income
Royalty savings via cross licenses
ExclusivityMarket share/margins
Assign/license patents to obtain share in JV's / spin-ins/outs
Philips Intellectual Property and Standards, Maaike van Velzen, April 03, 2011 10
IP portfolio management
• Define IP needs of Business
• Define IP value model and IP policy per BU
• File IP on own ideas and/or acquire IP from 3rd parties
• Ensure benchmarking of competition
• Make SWOT of own portfolio and major competitors
• Build and prune portfolio
Philips Intellectual Property and Standards, Maaike van Velzen, April 03, 2011 11
IP portfolio management
• Annual IP Portfolio Management Plan per Sector with detailed plans for each Sector BU
• IP creation follows technology / product lifecycle
• We look at the different IP rights together i.s.o in isolation in order to create optimal protection and enforcement opportunities for BU’s
Patents TM Designs DN
IP Portfolio Management Plan
Trade Secrets Copyrights
Senseo/Philips/ Douwe Egbertstrademark protection
closing mechanism: patent protection
shape: trademark and design protection
shape: defensive design protection
Philips Intellectual Property and Standards, Maaike van Velzen, April 03, 2011 12
IP scouting & acquisition
• Scout market on availability of IP based on IP needs
• Use extensive network of brokers
• If matching IP is found, make business case to assess and determine value of IP
• Acquire or in-license the IP when price is within pre-determined range
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Lean and mean IP portfolio
• Monitor costs – biomarker filings with multiple selected groups
generally expensive
• Do not go too fast at beginning
• Review portfolio at least every 3 years
• Go through the cycle– Add young IP for future of business
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Conclusions
Philips Intellectual Property and Standards, Maaike van Velzen, April 03, 2011