Intellectual Property Commercialisation

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Intellectual Property Commercialisation

Building Business on Your Ideas

Tralee Institute of Technology 16th_{April 2015}

Joe Doyle

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My objectives:

• Contextual view of IP and Innovation

• Role of Enterprise Ireland

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Train…?

No, I’ve no interest in

trains. I just sell fruit!

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If you don’t capture

what you create you

can’t get full use of it

and…

…if you’re not using it,

do you know who is?

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Intellectual Property and Innovation?

Typical

Innovation

Cycle

Create

_{Commercialise}

Problems

Solutions

_Innovation

The process of applying new

solutions to existing problems

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Intellectual Property and Innovation?

Solutions

Innovation Strategy.

Managing interdependent

yet apparently competing

demands

Problems

Resources

Risk

Capability

Reward

Motivation

Profit

Competition

Market

Monopoly

Investors

Create

Commercialise

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Commercialise

Solutions

Convert creative output into

Missing Piece?

an asset that can be applied

to real world problems?

Problems

Create

Capture

Continuous Innovation

Requires a two-way data and information management process between the market and your development activities.

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Commercialise

Create

Solutions

Problems

Rights

Innovation and

Intellectual Property are

inextricably linked!

Intellectual

Property

Capture

Resources

Risk

Capability

Reward

Motivation

Profit

Competition

Market

Monopoly

Investors

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2. Enterprise Ireland

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IP is not a standalone activity but is a

component of a number of EI supports

Enterprise Ireland – Our Role!

Commercialise

Create

Capture

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Collaboration Supports

EI Financial and Strategic Supports for Innovation

Direct Supports

Supports for R&D, IP

Commercialisation &

Innovative Business

Development

3

rd

_Level

_Enterprise

Supports to Increase

Collaboration on market led

R&D, Tech Transfer &

Commercialisation between

Industry and 3

rd

_Level

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Incubation Centres & New Frontiers Programme Innovation Voucher Scheme Innovation Partnership Programme Horizon 2020 Technology Gateways Enterprise Europe Network Knowledge Transfer Ireland Technology Centres Programme

3

rd

_Level

_Enterprise

I-HPSU Commercialisation Specialists

Development and Technology Advisors TTSI (Tech Transfer

Strengthening initiative) Technology Transfer Specialists R&D Fund Commercialisation Fund Financial Supports Strategic Supports

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IP Commercialisation…

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Features

•Technical invention •Brand

•Look and feel

•Original Expression •Undisclosed Technology/process

IP Tools

•Patents •Trademarks •Registered Designs •Copyright •Trade secrets

IP relates to certain unique features of products, not

the totality of products themselves

Intangible Assets

Intangible Values

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Competition

Capability

Ethics

Patents

•Relate to new technical inventions

•Right to stop others from making

using, selling or importing the

invention

•Describes how the invention works

•Applies in the territories where the

patent is filed

•Lasts for 20 years

Some Images copyright of Dyson incorporated

How IP works

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Competition

Ethics

Registered Designs

•Relates to original aesthetic

appearance

•Right to stop others from copying the

design

•Describes the look and feel of a

product

•Applies in the territories where filed

•Lasts for up to 25 years

How IP works

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®

Trademark

•Relates to marks or signs that

distinguishes products from those of

competitors

•Right to stop others from using your

brand on their products

•Distinctive but not descriptive of the

product

•Applies in the territories where filed

•10 years initially, renewable every 10

years

How IP works

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Competition

Capability

Ethics

Copyright

•Relates the expression of an idea,

not the idea itself

•Right to stop others from copying

•Applies to original expressions of

literary, music, artistic, visual,

software, data etc.

•Automatic right applies in most

countries

•Lasts for up to 70 years after

creator’s death

©

How IP works

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From patented

product…

1974

2014

to

IP

Motor Cyclone Filter

…to productised

Patents!

Ball Fan

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Intellectual Assets

Brand Reinforcement Reputation Open Innovation “Coolness” Certification Sustainability

Intellectual Property

Patents Design

®

©

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Intellectual Asset

Management

Building blocks of your commercialisation

strategy

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Intellectual Asset Management Processes Intellectual Capacity Intellectual Assets Intellectual Property

Inputs

Outputs

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Intellectual Asset Management Processes

Vision and Management of

Creativity

•Stated intent

•Records management •Confidentiality and data

security

•Document templates •Processes to ring fence

creativity

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Intellectual Capacity

Resources and Capability

to Innovate

•Internal talent •Innovation financing •Partners/Collaborators •Development facilities •Innovative potential

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Intellectual Capacity

Intellectual Assets

Intellectual Asset Management

All Creative Output

•Intangible value/USPs •Accumulated Data

•Competitive advantage •Foundation for IP

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Patents Trademarks Copyright Domain Names Registered Designs Trade Secrets

Intellectual Capacity Intellectual Assets

Intellectual Property

Core Intellectual Assets

•A subset of IAs

•Key sources of intangible value •Recognised legal right

•Enforceable, Valuable & Transferable Creativity

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Patent

Data &

Records

Resources

Process

The Asset

Technical data, trade secrets, IP pipeline, licenses, inventors etc

Funding sources, inventors, background IP, collaborators etc

Invention capture process,

employee contracts, policy, reward and recognition etc

Why you need Intellectual Asset Management.

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Commercialisation –

Combining IA management with

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Intellectual Asset Management Processes Intellectual Capacity Intellectual Assets Intellectual Property

1. Establishing and leading the vision. Processes to ring fence the creative potential of the

Management & Leadership

2. R&D, innovation, technology development, NPD, collaboration, artistic/creative, brand development. Product/Technology Development Market Development

3. Capturing demand to drive market led innovation.

Developing sources of competitive advantage. Attracting customers in!

Intellectual Asset

Management

Business Development

Strategy

+

4. Exploiting competitive advantage and exploring new value creation opportunities. Keeping competitors out!

Value Multiplication & Profit Maximisation

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IP captures and secures the competitive

advantage conferred by innovation!

Francis Gurry DG WIPO 2013

IP Strategy Statement, communicate internally and record innovation.

1. START EARLY!

What do you have & how do you manage it? What do you need & how will you get it?

2. IA Audit

http://www.wipo.int/about-ip/en/ http://www.knowledgetransferireland.com http://www.iprhelpdesk.eu/ http://www.patentsoffice.ie/en/ip-clinic-service.aspx http://www.lawsociety.ie/SR14-Cert-IPRM.aspx http://www.ipo.gov.uk/ip4b/ip4b-uk/ip4b-uk-advice/equip.htm