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2007InternationalConference2007InternationalConferenceonEnterpriseIntellectualPropertyStrategy;onEnterpriseIntellectualPropertyStrategy;InnovationandIPManagementInnovationandIPManagementinEnterpriseinEnterpriseOct.23,2007IntellectualPropertyAssetManagementIP.comBackgroundIP.comBackground••AManning&NapierInformationService(AManning&NapierInformationService(““MNISMNIS””))CompanyCompany••FoundedwitharesearchgrantfromDARPA,FoundedwitharesearchgrantfromDARPA,‘‘9494Initialproduct/service:Initialproduct/service:••DRDR--LINK&MAPITLINK&MAPIT••(ManagementandAnalysisofPatentInformation(ManagementandAnalysisofPatentInformationText)Text)--thepatentminingtooltodiscoverthethepatentminingtooltodiscovertherelationshipsbetweenpatentsorpatentsets.relationshipsbetweenpatentsorpatentsets.••NaturalLanguageSearch(ConceptQueries)NaturalLanguageSearch(ConceptQueries)IntellectualPropertyAssetManagementIP.comBackgroundIP.comBackground••Spinout:IP.comin2000Spinout:IP.comin2000••OfferthreemainproductlinestohelpcompaniesOfferthreemainproductlinestohelpcompaniesmanageintellectualpropertyassets:manageintellectualpropertyassets:••InnovationQInnovationQ––EnterpriseIntellectualPropertyEnterpriseIntellectualPropertyAssetManagementSoftwareAssetManagementSoftware••PriorArtDatabasePriorArtDatabase––DefensivePublishingofDefensivePublishingofTechnicalDisclosuresTechnicalDisclosures••PatentSearchServicesPatentSearchServices––Patentability,FreedomtoPatentability,FreedomtoOperate,Invalidity,etc.Operate,Invalidity,etc.IntellectualPropertyAssetManagementPriorArtDatabaseLegalSafeguardingAgentInnovationQEnterpriseInnovationManagementSystemDigitallyNotarizeallinternalexternalelectronicinventionrecordsRareandUniquePriorArtIntellectualPropertyAssetManagementHundredsoftopworldwidecustomersincludingHundredsoftopworldwidecustomersincluding……•IBM®•Siemens®•HitachiGlobalStorageTechnologies™•Lenovo®•GE®•BASF®...andmanyothermajorglobalinnovatorsIntellectualPropertyAssetManagementSearchedworldwideby?Searchedworldwideby?•KeyPatentOffices•TopCorporationsandLawFirms•SearchProfessionalsPatentRaceison!IPBuildersForeigncompaniespublishingmorethanDomesticinYOURPTOIPisgrowinginthepopularpress;worldwideTentimesannuallicensingrevenuesince1996Over500,000PatappsfiledperyearWWIntellectualPropertyAssetManagementWhyManageIntellectualProperty?WhyManageIntellectualProperty?••IntellectualPropertyisanassetIntellectualPropertyisanasset••TheUSFASB(TheUSFASB(FinancialAccountingStandardsBoard)FinancialAccountingStandardsBoard)categorizescategorizesintellectualpropertyasanintangibleassetthatisnotintellectualpropertyasanintangibleassetthatisnot““GoodwillGoodwill””••Theseassetshavemonetary/economicvalueTheseassetshavemonetary/economicvalue••By2001exportsoffilmsandcomputersoftwareBy2001exportsoffilmsandcomputersoftwarewas$89B*was$89B*••IBMearned$1.1Billionlicensingrevenuein2004**IBMearned$1.1Billionlicensingrevenuein2004***TheEconomicStructureofIntellectualPropertyLaw,LandesandPsner,TheBelknapPressoftheHarvardUniversityPress,2003**IPLaw&BusinessIntellectualPropertyAssetManagementStrategicGoalsofIntellectualPropertyManagementStrategicGoalsofIntellectualPropertyManagement••SafeguardtheAssetsSafeguardtheAssets••DeriveMaximumValuefromtheAssetsDeriveMaximumValuefromtheAssets••ImproveDecisionImproveDecision--makingProcessmakingProcess••MinimizeHumanMinimizeHuman--errorerror••AcceleratetheMonetizationofIPAssetsAcceleratetheMonetizationofIPAssetsU.S.firmsleave$1trilliononthetableeachyearbyunder-usingtheirintellectualproperty.-HarvardBusinessReviewIntellectualPropertyAssetManagementInnovationTimelineInnovationTimelineInnovationTimelineHowcanyousucceedatIPmanagementifyoufailatinnovationmanagement?IntellectualPropertyAssetManagementInnovationTimelineInnovationTimelineIntellectualPropertyAssetManagementInnovationTimelineInnovationTimelineIntellectualPropertyAssetManagementInnovationManagementinChina:Why?InnovationManagementinChina:Why?Mismanagementofinnovationcanleadto:••LossofR&DinvestmentsLossofR&Dinvestments••LostIPLostIP••AdverselitigationverdictsAdverselitigationverdicts••RoyaltypaymentstocompetitorsRoyaltypaymentstocompetitors••WeakenedmarketpositioningWeakenedmarketpositioning••Commoditizedproducts/servicesCommoditizedproducts/services••Lowershareholdervalue.Lowershareholdervalue.Strongmanagementofinnovationcanleadto:••Higherproduct/servicemarginsHigherproduct/servicemargins••IncreasedlicensingrevenueIncreasedlicensingrevenue••MarketdominanceMarketdominance••StabilityinlitigationStabilityinlitigation••HighershareholdervalueHighershareholdervalueDefensivePublishing:Why?DefensivePublishing:Why?Patentsareexpensive••CostofpatentinginChina:(US$6,500)*CostofpatentinginChina:(US$6,500)*••Costofpatentinginkeylocationsthroughouttheworld:(US$30,Costofpatentinginkeylocationsthroughouttheworld:(US$30,000000--$50,000perapplication)$50,000perapplication)Movingfromanideatothemarketismoreexpensive••R&DR&D••ProductdevelopmentProductdevelopment••MarketingMarketing••SalesSales••OperationsOperations••Etc.Etc.Defensi