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Maaike van Velzen Philips Intellectual Property and Standards April 03, 2011 IP portfolio management.

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Presentation on theme: "Maaike van Velzen Philips Intellectual Property and Standards April 03, 2011 IP portfolio management."— Presentation transcript:

1 Maaike van Velzen Philips Intellectual Property and Standards April 03, 2011 IP portfolio management

2 Philips Intellectual Property and Standards, Maaike van Velzen, April 03, Agenda Introduction to Philips IP&S in the Philips organization Philips IP strategy Value creation from IP in Philips IP portfolio management IP scouting & acquisition Conclusions

3 Philips Intellectual Property and Standards, Maaike van Velzen, April 03, A well-respected, blue-chip company for 120 years Founded in 1891 Headquartered in Amsterdam, the Netherlands Sales over EUR 25.4 billion in 2010 (USD 33.8 billion) 33% of sales generated in emerging markets Globally recognized brand (world top 50) Our brand value doubled to $8.7bln since ,000 employees Sales and service outlets in over 100 countries 1.6 billion investment in R&D, 6% of sales 50,000 patent rights – 36,000 registered trademarks – 63,000 design rights

4 Philips Intellectual Property and Standards, Maaike van Velzen, April 03, IP&S in the Philips organization IP&S is part of Corporate Technologies Organized in business groups that match the Philips sectors Working closely with research and the sectors Bothell Cleveland & Burlington Redhill Eindhoven Aachen Beijing Seoul Tokyo Shanghai Taipei Hong Kong Jakarta Singapore Bangalore Mumbai Paris Madrid Sao Paolo San Jose Buenos Aires Shenzhen Mexico Briarcliff Pittsburgh

5 Philips Intellectual Property and Standards, Maaike van Velzen, April 03, Facts & Figures Philips IP portfolio –Number of patents (=inventions) filed in 2010: 1300 –50,000 patents –36,000 trademarks –63,000 designs –3,900 domain names Philips Intellectual Property & Standards –26 IP&S offices worldwide in 16 countries –450 IP&S employees: 300 IP professionals, 150 support –Founded in 1924

6 Philips Intellectual Property and Standards, Maaike van Velzen, April 03, Maaike van Velzen Responsible for Healthcare IP portfolio activities within IP&S –Includes all types of IP –Worldwide –Portfolio built from in-house inventions and acquired IP CV: –2008 – Philips IP&S IP portfolio manager Innovation and emerging business –2005 – 2008 Philips IP&S IP counsel –1996 – 2005 Unilever IP counsel –<1996: Masters degree in chemistry

7 Philips Intellectual Property and Standards, Maaike van Velzen, April 03, Philips IP Strategy 1.Create own IP positions that can be leveraged in the market for Sector benefits (building IP control points) 2.Establish standards together with third parties to create or support business opportunities for Sectors 3.Manage risks w.r.t. third party IP to avoid businesses being blocked and/or to secure access at favorable terms 4.Counsel Sectors in IP matters in transactions with third parties to safeguard IP interests of Sectors Create IP solutions to support growth, competitiveness and profitability of Philips Sectors IP focus is on creating value

8 Philips Intellectual Property and Standards, Maaike van Velzen, April 03, Philips IP Strategy Strategy alignment with Sectors and Research through: –Participation in strategy meetings Sectors –Discussion of IP&S strategy and annual plans with Sector/BU/CTO management –Quarterly meetings IP&S BG management teams and Sector management teams Sectors Research IP&S Strategy Operational Plans Execution IP strategy has to be integral part of business strategy : A Business strategy without IP strategy is no strategy

9 Philips Intellectual Property and Standards, Maaike van Velzen, April 03, Value creation from IP in Philips Royalty incomeRoyalty savings via cross licenses Exclusivity Market share/margins Assign/license patents to obtain share in JV's / spin- ins/outs

10 Philips Intellectual Property and Standards, Maaike van Velzen, April 03, IP portfolio management Define IP needs of Business Define IP value model and IP policy per BU File IP on own ideas and/or acquire IP from 3 rd parties Ensure benchmarking of competition Make SWOT of own portfolio and major competitors Build and prune portfolio

11 Philips Intellectual Property and Standards, Maaike van Velzen, April 03, IP portfolio management Annual IP Portfolio Management Plan per Sector with detailed plans for each Sector BU IP creation follows technology / product lifecycle We look at the different IP rights together i.s.o in isolation in order to create optimal protection and enforcement opportunities for BUs PatentsTMDesignsDN IP Portfolio Management Plan Trade SecretsCopyrights

12 Philips Intellectual Property and Standards, Maaike van Velzen, April 03, IP scouting & acquisition Scout market on availability of IP based on IP needs Use extensive network of brokers If matching IP is found, make business case to assess and determine value of IP Acquire or in-license the IP when price is within pre- determined range

13 Philips Intellectual Property and Standards, Maaike van Velzen, April 03, Lean and mean IP portfolio Monitor costs –biomarker filings with multiple selected groups generally expensive Do not go too fast at beginning Review portfolio at least every 3 years Go through the cycle –Add young IP for future of business

14 Philips Intellectual Property and Standards, Maaike van Velzen, April 03, Conclusions Managing IP has to be done with IP value model in mind No business strategy without IP strategy IP value creation comes as revenues and cost savings/benefits Central management of IP is effective and allows to run it as a business Strengthen IP portfolio through IP scouting and IP acquisition Thank you for your attention !

15 Philips Intellectual Property and Standards, Maaike van Velzen, April 03, 2011


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