Ingrid Baele Philips Intellectual Property & Standards Use of IP system to obtain technical and...
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Transcript of Ingrid Baele Philips Intellectual Property & Standards Use of IP system to obtain technical and...
Ingrid Baele
Philips Intellectual Property & Standards
Use of IP system to obtain technical and commercial information
WIPO – ICC IP workshop, GenevaSeptember 15-16, 2008
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Philips Intellectual Property & Standards, IP Workshop WIPO-ICC2
Agenda
• Philips Intellectual Property & Standards
• IP strategy
• Information gathering and analysis– Resources
– IP searches
– Market/IP intelligence
• Tools
• Search and BI in our processes
• Summary
Philips Intellectual Property & Standards, IP Workshop WIPO-ICC3
Koninklijke Philips Electronics N.V.
• Headquarters in Amsterdam, the Netherlands
• Active in >60 countries in:
– Healthcare
– Lighting
– Consumer Lifestyle
• ± 124.000 employees
• Sales 2007: EUR 27 billion
Philips Intellectual Property & Standards, IP Workshop WIPO-ICC
Philips Intellectual Property & Standards (IP&S): global presence
Bothell Cleveland
Burlington
Redhill
EindhovenAachen
Beijing
Seoul
Tokyo
Shanghai
Taipei
Hong Kong
Jakarta
Singapore
Bangalore
Mumbai
ParisMadrid
Sao PaoloSan Jose
Buenos Aires
Shenzhen
Mexico
Vancouver
Briarcliff
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Philips Intellectual Property & Standards, IP Workshop WIPO-ICC5
Philips’ IP portfolio
• IP is more than patents and trademarks
• Our scope:
– Patents (60.000)
– Trademarks (29.000)
– Designs (43.000)
– Domain names (2.000)
– Trade Secrets
– Standards
– Copyrights
– Technology
Philips Intellectual Property & Standards, IP Workshop WIPO-ICC
Our organization: process driven
$PhilipsTechnology
$Third PartyTechnology
$Philips
/ Third Party Technology
Support
Processes
Management
Processes
Business Process
Business Process
Business Process
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Philips Intellectual Property & Standards, IP Workshop WIPO-ICC
IP strategy
• Define an overall IP strategy
• IP strategy is determined/influenced by:
– Strategic direction of company
– Competitive environment
– Technology position
• Have the IP strategy accepted/implemented
• Act according to strategy
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Philips Intellectual Property & Standards, IP Workshop WIPO-ICC
IP strategy
• Information about outside world needed
• Trends in
– IP activities of competitors (in general, per technology area)
– Market size
– Market shares
– Relations
– Patterns
– …
• Combination of IP, business and market information
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Philips Intellectual Property & Standards, IP Workshop WIPO-ICC
Information gathering and analysis
Resources in IP&S
• IP Analysis group
– IP searches
• Business Intelligence group
– IP intelligence
– Market intelligence
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Philips Intellectual Property & Standards, IP Workshop WIPO-ICC
IP searches
• Patent literature
– Derwent World Patent Index
– Search results are sent to inventors who are informed about the latest state of the art
– Although publication after 18 months, backlog compared to scientific articles restricted (review, publication take time)
• Non-patent literature
– Scientific magazines (IP&S/Research subscriptions)
• Trademarks
– Edital (Questel), CompuServe (Thompson Reuters), …
• Designs
– Currently, mainly internet services
– Commercial database under development
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Philips Intellectual Property & Standards, IP Workshop WIPO-ICC
IP searches
• In examples mentioned information is not for free
• Information for free on Internet from
– WIPO
– EPO (esp@cenet)
– USPTO
– …
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Philips Intellectual Property & Standards, IP Workshop WIPO-ICC
Market/IP intelligence
• Database access is not for free
• Licensing information
– News databases e.g. Factiva
– Info depending on what a company wants to disclose
– Insight in technology access
• Sales/market information
– Info depending on what is disclosed about a company
– Subscription to databases required
• Company structures
– How do companies relate to each other?
– What does that mean if we want to benchmark?
– Databases e.g. Dun & Bradstreet, Capital IQ, …
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Philips Intellectual Property & Standards, IP Workshop WIPO-ICC
Philips Intellectual Property & Standards, IP Workshop WIPO-ICC
Market/IP Intelligence
• Gathering information ≠ intelligence
• A lot of information is publicly available (free/not for free)
• Grouping and analysis of information = intelligence
• Consolidated information is company confidential information
• The foundation of a reliable landscape is a thorough search
• A clear definition is indispensable for a high quality search
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Philips Intellectual Property & Standards, IP Workshop WIPO-ICC
Tools
• Data set is of crucial importance
• Only then using a BI tool makes sense
• We put a lot of effort in structuring the data we use
• In the end, single tools were not able to process customized data set
• We developed an in-house customized tool
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Philips Intellectual Property & Standards, IP Workshop WIPO-ICC
Search and BI in our processes: some examples
• IP Portfolio Management
– IP novelty searches before filing
– Benchmarking for IP portfolio planning
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Philips Intellectual Property & Standards, IP Workshop WIPO-ICC17
IP Portfolio Management
Pro-active control of:
• Composition
• Size
• Geographical coverage
Philips Intellectual Property & Standards, IP Workshop WIPO-ICC
Benchmarking
• Competitors’ activities
– Market share
– IP activity
• Relevance of competitors
– Strategic partner on Philips level
– Key IP relation for IP&S
– One of many
• Do we need
– To be in balance with competitor?
– To be more/less active?
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Philips Intellectual Property & Standards, IP Workshop WIPO-ICC
Search and BI in our processes: some examples
• IP Value Extraction
– Strength analysis of patents
• IP Acquisition
– IP landscaping
• Cross licensing
– IP portfolio and trends
– Market share
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Philips Intellectual Property & Standards, IP Workshop WIPO-ICC
Summary
• Determine IP strategy and oversee consequences for activities
• Lots of information available, partly for free
• For good search results clear definition of needs and search criteria
• Grouping and analysis is needed to draw meaningful conclusions
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