China IPR SME Helpdesk Stakeholder Meeting

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1 China IPR SME Helpdesk Stakeholder Meeting Brussels, 21 January January

2 Presentation Outline The China IPR SME Helpdesk Initiative a recap Helpdesk Evolution Services at a glance 2012 Achievements and 2013 Objectives Helpdesk Impact Insights and Best Practices Discussion 21 January

3 China IPR SME Helpdesk for you Information and services free of charge for SMEs Raising awareness and preparing SMEs for IPR issues in China: know before you go Business-focused and practical first-line advice Delivering IPR business tools and self-help solutions (guides, E-learning) Enabling EU SMEs to make informed IPR decisions (protection, enforcement, IP management) Key message: It is possible for EU SMEs to deal with IPR in China and minimise risk for their business 21 January

4 Helpdesk Evolution: Milestones 2008 Pilot Phase 2009 Pilot Phase 2010 Pilot Phase 2011 Phase Phase 2 Milestones -Establish Services -Website -Events -Materials -Jargon free approach Milestones -Expert expansion -Intermediary network -Materials Drive -Team expansion -Focus on EU Milestones -ELMs -EU MS coverage -Intermediary -Case study catalogue Milestones -New website -New Visual ID -Webinars -Further integration EEN -Sector by Sector approach Milestones -Helpdesk TV -Social Media Drive -Mobile Friendly -Blog Implementation -How to Guides -HD Sector Matrix: Input EC 21 January

5 Overall Objectives 2013 Increase outreach, awareness and uptake Broadening the spectrum of industries and sectors Working in regions with SME clusters (non capital cities; second tier cities) Improve usability of the online portal and online footprint New serious game/mobile App Social Media /Target advertising Stakeholder partnerships Strengthening relationships and cooperation with stakeholder groups Synergies with Helpdesks Consolidate the Helpdesk Service package Produce Meeting specific areas of concern raised by SMEs and stakeholder groups Identifying IPR related trends, and emerging sectors 21 January

6 Information & Materials 2012 Our existing library of publications includes: IP specific guides, incl. patents & trade marks Industry specific guides, incl. creative industries, clean technology Business guides, incl. technology transfer How to guides, incl. trade mark search Quarterly Helpdesk newsletters Article placement 2012 Achievements: Number distributed 22,500 5 New guides 3 Updated guides 87 Articles placed in 17 publications 21 January

7 Information & Materials: Objectives 2013 Launch at least 4 new expert-written, practical, IP guides Publish at least 2 new How To Guides Continue and strengthen article placements in commercial trade publications and conduct outreach to new publications to establish more monthly Helpdesk subscription sections. 21 January

8 China IPR SME Helpdesk Training Workshops across Europe and in China Addressing general IPR and industry specific IPR matters Tailored to the needs of SME audience Outreach to regions: non capital cities, SMEs clusters Conducted in local language where possible Organised in partnership with SME intermediaries 21 January

9 Training Events - Impression 21 January

10 Training Achievements 2012 China Europe Webinars 33 training events 21 briefing events 4 visibility events 1,107 SME participants 14 cities 5 languages 30 partners 31 training events 8 visibility events 1,700 SME participants 14 MS 6 languages 22 partners Allowing SMEs to join from the convenience of their own computer 11 webinars 288 participants 18 MS 21 January

11 Training Objectives 2013 Maintain and increase frequency of training: 60 events minimum Extend geographical reach of training events and continue targeting clusters in China and EU Increase interactivity of trainings: Serious game 21 January

12 Online Portal Services Online resources E-learning modules Case study catalogue FAQ: Solution Centre Publications Helpdesk TV: videos Helpdesk Newsletters 21 January

13 New Social Media: Driving Helpdesk Outreach Sharing and Surveying Mass Dissemination Events and Discussions Dialogue and Exchange Visibility, Education and event support All encompassing Online Footprint Driving Helpdesk outreach and marketing activities 21 January

14 Online Achievements 2012 Increased web traffic from 2011 to 2012 Website optimisation Helpdesk TV Visitors Pages Downloadable Webinars 40% Social media outreach 30% ELMs 2012 Online portal users: Geo location Other 17% China 35% EU 48% 21 January

15 Online Portal Objectives 2013 Increased outreach and online footprint - SEO techniques - Social media /targeted advertising - China IP Insider Blog Continued training and content development - Case study videos - Webinars - E-learning modules - Podcasts - Serious game and Mobile App 21 January

16 Helpdesk Serious Game & App Realistic 3D environments and Cityscapes The business simulation game: players set up a virtual business to learn strategic decision making Heads Up Display (HUD) user interface: over the shoulder view of the game world for immersive learning Mobile Application: bringing pocket IP advisors to SMEs 21 January

17 Enquiry Helpline Highlights enquiries received from SMEs and SME intermediaries since the project began in enquiries received in Monthly Average 21 January

18 Enquiries Areas of IPR Utility Model Patent 3% Trademark 39% Invention Patent 11% Copyright 14% Commercial Secret 2% General 16% Design Patent 9% Domain Name 6% Prevention or Enforcement? 21 January

19 Helpdesk Enquiries Top 5 Industries Industry Enquiries Percentage Professional, scientific and technical activities Manufacture of machinery and equipment Other manufacturing Manufacture of wearing apparel Creative, arts and entertainment activities 28 9% 23 8% 18 6% 16 5% 16 5% 21 January

20 Helpdesk Impact Feedback survey Did you find the advice you received useful? Yes 97% Contacted a lawyer Registered a trademark Forwarded the info to HQ Registered a domain Other Applied for a design Technology transfer Registered copyright Undertook in-house Enforcement action After being advised by the Helpdesk, did you take any further action? Yes 77% % of responses January

21 Helpline Objectives 2013 Increase uptake of enquiry service through improved visibility, training, online portal - Increase monthly average by 20% Use feedback survey results to identify companies requiring additional support Ensure institutional knowledge is consolidated in industry matrix and policy resource report 21 January

22 Insights and Best Practices Clearly defined service package Strong message know before you go Building Key relationships with on the ground intermediaries Responding to market demand/trends Flexibility and efficiency in planning, delivery and budget Establishing an EU Brand 21 January

23 Video: Partnering with the Helpdesk Click Here 21 January

24 A sample of existing partners 21 January

25 A sample of 2013 new partners 21 January

26 The Helpdesk constantly aims to make its services more relevant to European SMEs and their intermediaries Feedback Questions Discussion For more information about our services and how the China IPR SME Helpdesk can add value to SMEs, please contact: Telephone: +86 (10) Online: 21 January

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