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WIPO Asia Pacific Regional Workshop on IP for Managers and Staffs of SMEs and SME Support Institutions

Best Practices of Using & Exploitation of IP Assets by SMEs

Jong-hyub Choi Director General

Intellectual Property Tribunal Korean Intellectual Property Office

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Ⅰ. Introduction

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What is patent commercialization?

□ Commercialization of patented technology is simply a process of taking an invention and taking it to the marketplace. It is ongoing economic activity for moneymaking.

□ This will consist of protection, design, development, production, marketing, etc.

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Share experiences of successful cases

□ It is important that SMEs must themselves participate in the process of the various business aspects affected by patentable items and methods.

□ Showing SMEs’ obstacles and successes for commercialization will hopefully assist owners and inventors to pluck the golden apple of business success.

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Ⅱ. The Business of Patent Technology- Considering Some Successful Cases

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Building brand image by means ofexhibitions(Chungpung co.)

□ Brand power as a primary factor

- The life of many companies depends on brand power.

- To survive in the competitive market, firm brand power is a must.

- SMEs need a major effort to build their brand name value.

Air Cleaner producer, ChungPung, is one case of success in promoting a brand.

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Building brand image by means ofexhibitions(Chungpung co.)

□ Successful Commercialization process of ChungPung

- His own product, tested on himself

- Utilize international invention exhibitions

* Participating in int’l fairs: Geneva, Germany, Switzerland etc.

* Winning 8 consecutive Gold Awards in the Environment and Medical category

- Increase consumer satisfaction through mail-order sales

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MUGU[CAP-M3011B]

Chungpung Air Cleaner

MUGU[CAP-M3012B]

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Take advantage of government support programs (Watos Corea co., Ltd.)

□ Social trends and Gov. Policy as a important factor

- The strategy matched social trends and government policy

Watos Corea expected water shortage to be one of the

greatest issues in the 90’s and invest heavily into

R&D for more efficient water usage.

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Take advantage of government support programs (Watos Corea co., Ltd.)

□ Successful Commercialization process of Watos Corea

- Continuous investment in R&D is the key

* Calculating the amount of water per flush -Developing The Noiseless Feel Valve - failures and investment in R&D

- Make the most of the government support

* The Gov.’s water saving policy

* The Gov. Provided development cost for Watos Corea

- Pay attention to government policy

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Watos Corea Noiseless Feel Valve WP20

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Concentrate all your capacity on a single product(Hana Cobi, Ltd.)

□ The advantages of a strong marketing strategy

- The marketing strategy is important with SMEs that are limited in

capital and weak in sales network.

Hana Cobi is a success case that, having measured

its potential, expanded its market and customer base

through a competitive marketing strategy.

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Concentrate all your capacity on a single product(Hana Cobi, Ltd.)

□ Successful Commercialization process of Hana Cobi

- Select the item with high market compatibility

* Lock & Lock is more suitable for food with strong smell and high moisture

- Secure own brand and Technology

- Marketing method and strategy that allows consumers to experience for themselves

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HLC811 (600ml)HPL858 D

Hana Cobi Lock & Lock

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Utilize and succeed technologies in a traditional industry(Three Seven)

□ The technological development and new ideas in a traditional industry

Three Seven(nail clippers) is one of the cases in which

conventional items proved successful in a world where

people believed only high-end items could be

successful worldwide.

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Utilize and succeed technologies in a traditional industry(Three Seven)

□ Successful Commercialization process of Three Seven

- Select items with competitive power

* All the people in the world, regardless of nationality or ethnicity, use nail clippers.

- Stress the trademark

* Three Seven won the trademark dispute with the American company, Boeing over trademark “777” in 1988

- Expanding market by diversifying product range

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Concluding Remarks

□ Concentrate on developing a new product in one section

and get its IPRs continuously

□ Use originality and technical power as marketing strategy

□ Take advantage of government policy and support

program

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Thank You