Ingrid Baele Philips Intellectual Property & Standards Use of IP system to obtain technical and commercial information WIPO – ICC IP workshop, Geneva September.

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


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’ 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


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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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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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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Information gathering and analysis

Resources in IP&S

• IP Analysis group

– IP searches

• Business Intelligence group

– IP intelligence

– Market intelligence

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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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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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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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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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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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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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IP Portfolio Management

Pro-active control of:

• Composition

• Size

• Geographical coverage


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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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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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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Ingrid Baele Philips Intellectual Property & Standards Use of IP system to obtain technical and commercial information WIPO – ICC IP workshop, Geneva September.

Documents

philips ip portfolio

ip workshop wipoicc

ip system

ip workshop wipoicc

philips technology

ip activities of competitors

ip portfolio planning

philips level key ip