Croi4 hc

An IP Managment for Open Innovation and the idea of a commons

University of BerkleyMay, 25, 2011.

Carolina Rossini

Importance of Widespread Knowldge

• Open Innovation recognizes that there is useful and widespread knowldge

• Open Innovation teaches that you need to incentivize the emergence of secondry markets

Importance of Widespread Knowldge

– firms need to be able to develop business model capable of capture/extract value by buying, selling and sharing IP, and this may require “educate” its employees ealry on and “help” others to figure our their business models

and

– Government may need to provide infraestructure and foster standarization for knowldge sharing and communicaton (includig PTO)

Support and incentiveze the growth of a SECONDARY MARKET

• Both actors (firms and governments) need then to manage IP accordingly and to invest in a environment that supports such management

Learning from the Net

Text

it wasn‘t inevitable.

adaptabilityease of masterycapacity for leverageaccessibility

- zittrain

Innovation as a system’s capacity to produce unexpected results

can we “port” infrastructure that facilitates Open Innovation?

Managing “knowledge” > Managing IP

journals and books (copyright)data / databases (copyright/database-rights ?)

inventions / products (patents)

data: embryonic systems

By "open access" to this literature, we mean its free availability on the public internet, permitting any users

to read, download, copy, distribute, print, search, or link to the full texts of these articles, crawl them for

indexing, pass them as data to software, or use them for any other lawful purpose, without financial, legal, or

technical barriers other than those inseparable from gaining access to the internet itself.

text knowledge governance:

registrationcertification

disseminationpreservation

http://www.patentlens.net/daisy/Telomerase/2389/g1/2923.html

• Hard to assess the extent of legal rights you may have/risk of contamination

• May be hard to break the logic of “patents to exclude others”

closed innovation systems will then prefer incremental changes.

Do you?

Fig. 2.5IP Mapping Value Chain Analysis: Printers

Controllers

Print Heads

Lasers

Sensors

Repair and ServiceEquipment Installation Consumables Operation

Enabling Technology

Manufacturing

Integration

Site Prep

Assembly

Ink

Paper

Testing

Connectivity

Programming

Monitoring

Quality Control

Scheduling

Diagnostics

Testing

Procedures

Parts

= Moderate IP risk

= Strong IP position (possible assertion opportunity)

= High IP risk

= Low IP risk

In a world of Open Innovation there is too much good stuff out there!

Develop “scouting” strategies!Know you and your environment!

Be aware of your opportunities

Product line extensions In-licensing and Out-licensing Leverage into adjacent markets Neutralize risks in points of your value-chain Secure better terms from your suppliers Offer more to your customers, including “IP

insurance” Connect with you community and your

universities – get to know before others

can we “port” infrastructure that facilitates Open Innovation?

Deal with:

“lack of information”“lack of terms of trade”

“be smarter about your costs”

Deal with unused potential!

“only 60% of patents from top industry were utilized in their mainstream business”

“10% of patents from Universities represent 90% of royalties”

In order to:

Increase utilization of tech by you and others

Increase scope and number of areas by you and others

=

Increase value of your tech!

Standards!

http://wiki.creativecommons.org/patent_tools_public_discussion

field of use

revenue

geography

makeusesell

barterimport

“The primary goal of the IP Zone is to facilitate IP transactions. We envision the IP Zone as the central hub for companies, universities, and entrepreneurs looking to

manage, market and monetize their IP assets.”American Express‘ Tracey Thomas, Chief IP Strategist and acting CEO for the IP

Zone

But also ideas!

From “outside”

From “inside”: enterprise 2.0

"The way we chose to facilitate this discussion was through a community blog, which I called 'Discussion Group about the World Wide Web,' or DIGWWW," said Simon Revell, manger of enterprise technology and development at Pfizer. "The blog was set up to enable anybody to post—we deliberately wanted to lower the barrier to participation. Both [Pfizerpedia and DIGWWW] were initiated at the grassroots level and spread virally. One soon heard about the other, and that resulting in some beneficial 'cross-selling.'"

licensing works best inside a democratized ecosystem.

cyberinfrastructurebusiness investment

academic supportopen community

technical standardization

simple, accessible, extensible…

unreasonably effective over time.

what can you do?

standardize patent datakeep exploring pilots like P2P

fund infrastructurecertify standard tools

Do not forget to…pay attention to

there is no single “commons”

public domainpatent commons

open source softwarefree culture

Hasta pronto!