Innovation Network

Protecting Your Business for Future Success

[Trademarks. Patents. Brands]

Exploiting IP:Lessons from the Front Line

An IP Wales® Presentation

Phil John

Field OfficerIP Wales is a business support initiative part funded by European Regional Development Fund and

the Welsh Development Agency

What Is Intellectual Property (IP)?

“Any product of the human intellect that is unique, novel, not obvious and has a value in the market place”

University of Texas, Arlington

“The oil of the 21st century”

Mark Getty, The Economist

Most businesses own some form of IP

• Trade Secrets• Know-how• Databases• Copyright

All of these are “automatic rights”All of these are “automatic rights”

Most businesses own some form of IP

• Patenting• Trade Marking• Registered Designs

These are territorial These are territorial and generally need and generally need formal registration.formal registration.

They offer “They offer “monopoly monopoly rightsrights”.”.

Why is IP important?

Not knowing could be expensiveSaves time and money

Creating a monopoly that’s legal!

Patents – Often newsworthy

The Anyway Up Cup (Mandy Haberman) – High Court action to sue bigger rival for patent infringement

Dyson v Hoover – settled for £4 million. The biggest court award in UK patent history?

What is a patent?

• Is novel & has a clear inventive step• Is not obvious• Is capable of industrial application

A “deal” between the State and an inventor – 20 years’ monopoly in return for full disclosure.

A patent protects an invention that…

… & is not in an excluded category. Eg. Mathematical methods, aesthetic creations, contrary to public morality

Patents give valuable rights

• to stop others from using your invention, i.e. the unlicensed manufacture, use, importation, or sale of patented invention

• to take legal action against others who might be infringing the invention to claim damages

• to let others use the invention under agreed terms, e.g. licensing an invention to let others exploit the invention and pay royalties under a licensing agreement

Valuable rights providing…• the scope of the written application covers the commercially important

elements of the invention– applicants should always consider employing professional help

• the owner has the means (& will) to enforce the patent – the State grants the right but neither polices nor enforces it

• the means to pay for the application and its upkeep– each territory incurs its own costs

& there is a clear, profitable and accessible market demand for the invention

A UK trademark is…“any sign which is capable of being represented graphically and which in the course of trade, distinguishes the goods and services of one undertaking from those of another.Such signs may include words, including personal names, designs, letters and the shape of goods or packaging”

A UK registered design is..…a monopoly right for the appearance of the whole or a part of a product

Registration protects aesthetic look (which must be of individual character) not functionality of product

Main benefits

• Valuable asset• Exclusive right to make, import,

use or stock any product to which design has been applied

• Marketing tool – branding the company’s products and image

Some restrictions• Cannot duplicate existing designs• If form of product is dictated by

function no protection is afforded

How can you make money from IP?

• Directly – by using it in your business

• Indirectly – by licensing it

Licensing

• Why do large companies want to get involved in licensing ?

• What are they looking for ?

• What do you have to offer ?

What do you have to offer ?

• Significance of IP

• Longevity of IP

• IP Management Capability

• Ability to exploit

Significance of IP

• Technical Advance• Importance of Know-How

• Competing IP in Value Chain?• Industry Maturity

• Profit Margins• Revenue Growth

Longevity of IP

• Remaining Patent Life

• Industry/Product Life Cycle

IP Management Capability

• Awareness

• Capability

Ability to Exploit

• Licensing track record

• Resources available

Our Tasks• Raise awareness of IP

– What companies own, do not own and could own

• Help protect IP– Help companies make decisions knowing all the

options and the true costs

• Help commercialise IP– Licensing deals

Free IP Audit Report

• Quick & easy on-line questionnaire

• Free instant report

• Provided by legal experts (Morgan Cole)

F r e e I P A u d i t

T h e a u d i t w i l l b e e m a i l e d t o y o u o n c o m p l e t i o n o f t h e f o r m b e l o w P l e a s e a n s w e r t h e f o l l o w i n g q u e s t i o n s , i f y o u n e e d a n y h e l p p l e a s e c o n t a c t u s Q 1 . D o y o u h a v e a n e w i d e a / i n v e n t i o n t o h e l p d e v e l o p y o u r b u s i n e s s ?

P l e a s e s e l e c t

Q 2 . D o c u s t o m e r s s p e c i fi c a l l y b u y g o o d s t h a t y o u m a n u f a c t u r e , d e s i g n o r s e l l b e c a u s e o f t h e w a y t h e y l o o k ?

P l e a s e s e l e c t

Q 3 . D o e s y o u r b u s i n e s s c r e a t e l i t e r a r y , m u s i c a l , d r a m a t i c o r a r t i s t i c w o r k s ( e . g . r e p o r t s , a r t i c l e s , l e a fl e t s , b r o c h u r e s , c o m p u t e r p r o g r a m s , p h o t o g r a p h s , d i a g r a m s , d r a w i n g s o r d e s i g n d o c u m e n t s ) , fi l m s , v i d e o s , s o u n d r e c o r d i n g s , b r o a d c a s t s o r c a b l e p r o g r a m m e s , o r d o e s i t p u b l i s h w o r k s a s p a r t o f i t s o p e r a t i o n ?

P l e a s e s e l e c t

Q 4 . D o e s y o u r b u s i n e s s c r e a t e o r u s e d a t a b a s e s a s p a r t o f i t s o p e r a t i o n ?

P l e a s e s e l e c t

Q 5 . I s t h e k n o w - h o w o r o t h e r i n f o r m a t i o n o f e m p l o y e e s i m p o r t a n t t o t h e s u c c e s s o f y o u r b u s i n e s s o r p o t e n t i a l l y d a m a g i n g t o y o u r b u s i n e s s i f d i s c l o s e d t o o t h e r p e o p l e ?

P l e a s e s e l e c t

Q 6 . D o y o u h a v e a w e b s i t e o r d o y o u i n t e n d a t s o m e f u t u r e d a t e t o c r e a t e a w e b s i t e f o r y o u r b u s i n e s s ?

P l e a s e s e l e c t

Free Advice• Options for protection

• Strategy & procedures

• Roughcut costs & timetables

Free Assistance

• Informal database searches (eg “Espacenet”)• Swansea “Patlib Centre”

– Marquesa® searches for Trade Marks

– DelphionTM patent database analysis

• Service provider briefings

Making contact with IP Wales®

www.ipwales.comInfo@ipwales.com

Phil John (Non Objective 1) – 07973 154773

David Wooldridge (Objective 1) – 07973 154775

IP Wales is a business support initiative part funded by European Regional Development Fund

and the Welsh Development Agency