1. G. Conti - 2006 © - 1/12 POLITECNICO di MILANO Technology Transfer Office Developing IP strategy Integrating IP in your BP, Marketing and Export Strategies An Italian university point of view CRUI - WIPO Roma, 28.03.06 Giuseppe Conti

2. G. Conti - 2006 © - 2/12 POLITECNICO di MILANO Technology Transfer Office 1. Definition of IP 2. Definition of IP strategy 2.a University IP mission 2.b Spin-off IP mission 3. Developing a university IP strategy 3.a IP culture 3.b IP image 3.c IP business 4. Structure and managment 5. Procedures and tools 6. Ip exploitation strategy 7. Developing a spin-off IP strategy 8. Polimi facts and figures Table of contents

3. G. Conti - 2006 © - 3/12 POLITECNICO di MILANO Technology Transfer Office IPRes Cont.LicensingSpin-off Patent Industrial Design Trademark Copyright (inventions sw related) Definition of IP

4. G. Conti - 2006 © - 4/12 POLITECNICO di MILANO Technology Transfer Office Definition of IP strategy IP Strategy Define your critical IP business needs Develop an implementation plan based on your business requirements Assess the viability of your pre-existing IP infrastructure Define customer management and support requirements Define system-level integration and support requirements

5. G. Conti - 2006 © - 5/12 POLITECNICO di MILANO Technology Transfer Office Definition of a university / spin-off IP strategy Deeply linked to University/spin-off Mission Strictly related to University/spin-off Board University IP Mission IP culture to increase researchers competences and behaviour IP image to add value to research results IP business- Exploitation to make profit in licensing and equity share Spin-off IP Mission Freedom of Operation to avoid wasting money (investment, law suit…) IP Assets to establish a strong patent portfolio (competitors, investors) IP income mark-up, market shares, licensing out IP Mkting & advertising brand value

6. G. Conti - 2006 © - 6/12 POLITECNICO di MILANO Technology Transfer Office Developing a university IP strategy IP culture automatic monitoring and scouting of research results automatic selection of patentable inventions definition of a stronger (FoO) and leading research projects responsible behaviour of researchers/Institution in managing IP IP image > value to research > value to research results > negotiation power > funds attractivity IP Exploitation spin-off licensing out + industry database research and development contracts infringment monitoring

7. G. Conti - 2006 © - 7/12 POLITECNICO di MILANO Technology Transfer Office Organizational Strategy IP strategy aligned with the Board Diversify IP e KTransfer Technology foresight of market needs protecting core IP Reporting tools Visionary Guidelines for filing Standard tools and proced. Revision of portfolio FoOperation No infringment Patent on demand Strong evaluation phase Proactive Licensing Integrate Profit center Cost center Defensive

8. G. Conti - 2006 © - 8/12 POLITECNICO di MILANO Technology Transfer Office IP exploitation Pre-competitive agreements with SME partners: Development agreement Letter of Intents License Spin-off - developing idea into test product - engineering the product/production - exclusivity in negotiation while evaluating the potential market (i.e. paid option) final agreement:

9. G. Conti - 2006 © - 9/12 POLITECNICO di MILANO Technology Transfer Office Developing a spin-off IP strategy Freedom of Operation pre start-up State of the Art Research set up IP portfolio check after 12 months from priority validate after 18 months from priority Assets aggressive market share attitude aggressive competitors attitude > value of the company Marketing > brand value

10. G. Conti - 2006 © - 10/12 POLITECNICO di MILANO Technology Transfer Office Facts and Figures 1 Time and cost of IP Expolitation activity IP/timevalue know howincomeincome Licensing out 1 (33%) Medium (24m) Medium (32k) Licensing to spin off 0,5 (7%) Long (43m) Med-High (62k) Department exploit. 0,1 (10%) Short (12m) undirect Image 10 - -

11. G. Conti - 2006 © - 11/12 POLITECNICO di MILANO Technology Transfer Office Facts and Figures 2 Export Strategies University licensees IT, FR, DE, Pol, Slo, ES, CZ, US, CAN, China From Multinational to SMEs Spin-off patent portfolio 6 spin-off 22 international patents US, CAN, AUS, JP, EP, DE, UK, ES, FR, CH, SW

12. G. Conti - 2006 © - 12/12 POLITECNICO di MILANO Technology Transfer Office Grazie! Ing. Giuseppe Conti TTO Manager Technology Transfer Office Politecnico di Milano Tel. +39-02-2399.9232 E-mail giuseppe.conti@polimi.it