Use of IP system to obtain technical and commercial information WIPO – ICC IP workshop, Geneva September 15 -16, 2008 Ingrid Baele Philips Intellectual Property & Standards 1
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-ICC 2
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 3
Philips Intellectual Property & Standards (IP&S): global presence Redhill Bothell Beijing Cleveland Seoul Eindhoven Vancouver Aachen Burlington Briarcliff Tokyo Shanghai Taipei San Jose Sao Paolo Mumbai Mexico Jakarta Madrid Buenos Aires Hong Kong Shenzhen Paris Bangalore Philips Intellectual Property & Standards, IP Workshop WIPO-ICC Singapore 4
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 5
Our organization: process driven Management Processes Philips Technology Business Process $ Third Party Technology Business Process $ Philips / Third Party Technology Business Process $ Support Processes Philips Intellectual Property & Standards, IP Workshop WIPO-ICC 6
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 Philips Intellectual Property & Standards, IP Workshop WIPO-ICC 7
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 Philips Intellectual Property & Standards, IP Workshop WIPO-ICC 8
Information gathering and analysis Resources in IP&S • IP Analysis group – IP searches • Business Intelligence group – IP intelligence – Market intelligence Philips Intellectual Property & Standards, IP Workshop WIPO-ICC 9
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), Compu. Serve (Thompson Reuters), … • Designs – Currently, mainly internet services – Commercial database under development Philips Intellectual Property & Standards, IP Workshop WIPO-ICC 10
IP searches • In examples mentioned information is not for free • Information for free on Internet from – WIPO – EPO (esp@cenet) – USPTO – … Philips Intellectual Property & Standards, IP Workshop WIPO-ICC 11
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, … Philips Intellectual Property & Standards, IP Workshop WIPO-ICC 12
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 Philips Intellectual Property & Standards, IP Workshop WIPO-ICC 14
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 Philips Intellectual Property & Standards, IP Workshop WIPO-ICC 15
Search and BI in our processes: some examples • IP Portfolio Management – IP novelty searches before filing – Benchmarking for IP portfolio planning Philips Intellectual Property & Standards, IP Workshop WIPO-ICC 16
IP Portfolio Management Pro-active control of: • Composition • Size • Geographical coverage Philips Intellectual Property & Standards, IP Workshop WIPO-ICC 17
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? Philips Intellectual Property & Standards, IP Workshop WIPO-ICC 18
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 Philips Intellectual Property & Standards, IP Workshop WIPO-ICC 19
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 Philips Intellectual Property & Standards, IP Workshop WIPO-ICC 20
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