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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.

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Presentation on theme: "Ingrid Baele Philips Intellectual Property & Standards Use of IP system to obtain technical and commercial information WIPO – ICC IP workshop, Geneva September."— Presentation transcript:

1 Ingrid Baele Philips Intellectual Property & Standards Use of IP system to obtain technical and commercial information WIPO – ICC IP workshop, Geneva September 15-16, 2008 1

2 Philips Intellectual Property & Standards, IP Workshop WIPO-ICC 2 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

3 Philips Intellectual Property & Standards, IP Workshop WIPO-ICC 3 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

4 Philips Intellectual Property & Standards, IP Workshop WIPO-ICC Philips Intellectual Property & Standards (IP&S): global presence 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 Vancouver Briarcliff 4

5 Philips Intellectual Property & Standards, IP Workshop WIPO-ICC 5 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

6 Philips Intellectual Property & Standards, IP Workshop WIPO-ICC Our organization: process driven $ Philips Technology $ Third Party Technology $ Philips / Third Party Technology Support Processes Management Processes Business Process 6

7 Philips Intellectual Property & Standards, IP Workshop WIPO-ICC 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 7

8 Philips Intellectual Property & Standards, IP Workshop WIPO-ICC 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 8

9 Philips Intellectual Property & Standards, IP Workshop WIPO-ICC Information gathering and analysis Resources in IP&S IP Analysis group –IP searches Business Intelligence group –IP intelligence –Market intelligence 9

10 Philips Intellectual Property & Standards, IP Workshop WIPO-ICC 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 10

11 Philips Intellectual Property & Standards, IP Workshop WIPO-ICC IP searches In examples mentioned information is not for free Information for free on Internet from –WIPO –EPO (esp@cenet) –USPTO –… 11

12 Philips Intellectual Property & Standards, IP Workshop WIPO-ICC 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, … 12

13 Philips Intellectual Property & Standards, IP Workshop WIPO-ICC

14 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 14

15 Philips Intellectual Property & Standards, IP Workshop WIPO-ICC 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 15

16 Philips Intellectual Property & Standards, IP Workshop WIPO-ICC Search and BI in our processes: some examples IP Portfolio Management –IP novelty searches before filing –Benchmarking for IP portfolio planning 16

17 Philips Intellectual Property & Standards, IP Workshop WIPO-ICC 17 IP Portfolio Management Pro-active control of: Composition Size Geographical coverage

18 Philips Intellectual Property & Standards, IP Workshop WIPO-ICC 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? 18

19 Philips Intellectual Property & Standards, IP Workshop WIPO-ICC 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 19

20 Philips Intellectual Property & Standards, IP Workshop WIPO-ICC 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 20

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