360 PERSPECTIVE ON INTELLECTUAL PROPERTY

Transcription

1 360 PERSPECTIVE ON INTELLECTUAL PROPERTY

2 2 Zacco 2018

3 INTANGIBLE ASSETS THE EVOLUTION Zacco 2018

4 DOMESTIC FOOTPRINT INTERNATIONAL NETWORK Leading IP consultancy in Scandinavia 29 offices in Denmark, Sweden, Norway, Germany, the UK and India 150 preferred agents 120 countries More than 400 IP professionals Large organization tailor-made teams 4 Zacco 2018

5 TOP 10 IN EUROPE THE BIGGEST FIRMS FOR PCT WORK 5 Zacco 2018

6 ZACCO OFFICES Copenhagen Aarhus Kolding Lyngby Herning Stockholm Gothenburg Anderstorp Gävle Halmstad Linköping Luleå Norrköping Skellefteå Uppsala Västervik Helsingborg Lund Malmö Oslo Bergen Sarpsborg Stavanger Ålesund Bremen Munich Birmingham Bangalore 6 Zacco 2018

7 ZACCO SWEDEN EAST & NORTH Stockholm Linköping Norrköping Skellefteå Luleå Västervik Uppsala Gävle 7 Zacco 2018

8 WHAT IS INTELLECTUAL PROPERTY? Intellectual Property (IP) refers to creations of the mind, such as inventions, literary, artistic work, designs, symbols, names and images used in commerce Some forms of IP may be protected by law, for example under patents or claims to copyright. Other forms of IP needs a different approach Collectively we call this: 360 Perspective on Intellectual Property 8 Zacco 2018

9 9 Zacco PERSPECTIVE ON INTELLECTUAL PROPERTY

10 INTELLECTUAL PROPERTY (IP) IN A DIGITAL WORLD Intellectual Property Rights (IPR) Patents - functionality of an invention Design - visual appearance of objects Trademarks - sign, design, or expression which identifies products or services Digital Brands - digital use of trademarks Domain names - your shopping window on Internet 10 Zacco 2018

11 INTERNET POSSIBILITY & CHALLENGE Internet World largest platform for communication, marketing and sale. Domain names, websites, accounts, social media accounts all a digital mirror of your brand. 11 Zacco 2018

12 IP EVALUATION TOOLS Landscaping FTO Freedom to Operate Novelty Search Invalidation Search Provides insight into innovations that underlie technology & products enabling organizations to make better-informed decisions. Identifies other IPR that might prevent you from exploiting market Identifies publications that might prevent you from obtaining IPR Identifies publications that might be used to attack competitor s IPR 12 Zacco 2018

13 INNOVATION PROCESS FOR IPR DURING PRODUCT DEVELOPMENT Review Issues Redesign QA/QC Prestudy Prototype Planning Production TG1 TG2 TG3 TG4 13 Zacco 2018 Major production issues

14 TOLLGATES DURING INNOVATION PROCESS TG1: Landscaping FTO Freedom To Operate TG3: Novelty Search (specific design) Trademarks TG2: Novelty Search (conceptual design) TG4: Patents Design Digital Brands (social media and domain names) 14 Zacco 2018

15 IP STRATEGY A NECESSARY TOOL TO SECURE IPR What is an IP Strategy, and what should be included in an IP Strategy? Defines the innovation process in the company and how IPR is generated, e.g. during product development. Defines how access and control over IPR generated during collaboration with other entities is acquired. Defines the decision processes within the company. Defines the purpose of acquiring IPR. Defines how to monitor competitors R&D activities 15 Zacco 2018

16 IP STRATEGY ACCESS/CONTROL OVER IPR All companies collaborate with other entities to develop new products and services. These entities includes for example: Consultants Universities (PhD, students, teachers) Joint venture companies Access and control over IPR generated during collaboration needs to be defined before collaboration starts in an agreement. 16 Zacco 2018

17 IP STRATEGY DECISION PROCESSES Management decisions Generating new IPR Signing agreements with consultants/people associated with universities Monitoring of competitors 17 Zacco 2018 Board decision (Upper management) Attacking other companies IPR (invalidation, opposition, etc.) Court proceedings (suing, etc.) Licensing IPR

18 IP STRATEGY PURPOSE OF ACQUIRING IPR Intellectual Property Rights may be acquired for many reasons, and it is essential that the purpose is well known within the company to explain the cost it entails. Licensing revenue Prevent competitors to access market segment Attract external investors To justify the valuation of the company 18 Zacco 2018

19 IP STRATEGY MONITORING OF COMPETITORS The knowledge of what the competition is developing and planning to present to the market may be crucial. Monthly reports of IPR activities and non-patent publications Brochures from trade fairs (collected by marketing personnel) Regular reviews of social media/web applications Internal reviews of identified materials to assess the technical areas within which the competitors are active. 19 Zacco 2018

20 SUMMARY What can be learned from this presentation? IPR is an increasing part of company assets Internal innovation processes are important to acquire IPR Landscaping and FTO create a solid base for new IPR Knowledge of competitors activities essential input to R&D IP Strategy is an important tool when creating value Decisions have to be made at the right level in the company 20 Zacco 2018

21 ZACCO IN SHORT 360 perspective on Intellectual Property Holistic view on our client s intangible assets Unique pan-scandinavian one-stop-shop solution Strong local presence and international expertise Aiming for financial leverage and a competitive edge Focus on quality, timing and value 21 Zacco 2018

22 THANK YOU FOR YOUR ATTENTION Niclas Uggla European Patent Attorney Mobile: Zacco 2018