Intellectual Property Commercialisation

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1 Intellectual Property Commercialisation Building Business on Your Ideas Tralee Institute of Technology 16 th April 2015 Joe Doyle Intellectual Property Manager Enterprise Ireland

2 My objectives: Contextual view of IP and Innovation Role of Enterprise Ireland Key Concepts in Commercialisation of IP

3 Train? No, I ve no interest in trains. I just sell fruit! Picture Credit:

4 Relevance to in-house Innovation! 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?

5 Intellectual Property and Innovation? Solutions Innovation The process of applying new solutions to existing problems Problems Create Commercialise Typical Innovation Cycle

6 Intellectual Property and Innovation? Solutions Innovation Strategy. Managing interdependent yet apparently competing demands Problems Resources Motivation Create Commercialise Profit Investors Risk Capability Reward Market Monopoly Competition

7 Intellectual Property and Innovation? Solutions Missing Piece? Convert creative output into an asset that can be applied to real world problems? Problems Create Capture Commercialise Continuous Innovation Requires a two-way data and information management process between the market and your development activities.

8 Intellectual Property and Innovation? Solutions Innovation and Intellectual Property are inextricably linked! Problems Resources Motivation Create Intellectual Profit Capture Commercialise Property Investors Risk Capability Reward Rights Market Monopoly Competition

9 2. Enterprise Ireland Supporting innovative businesses to grow

10 Enterprise Ireland Our Role! Create Capture Commercialise IP is not a standalone activity but is a component of a number of EI supports

11 EI Financial and Strategic Supports for Innovation Collaboration Supports Direct Supports 3 rd Level Enterprise Supports for R&D, IP Commercialisation & Innovative Business Development Supports to Increase Collaboration on market led R&D, Tech Transfer & Commercialisation between Industry and 3 rd Level

12 EI Financial and Strategic Supports for Innovation Innovation Voucher Scheme Innovation Partnership Programme Horizon 2020 Commercialisation Fund TTSI (Tech Transfer Strengthening initiative) I-HPSU R&D Fund Incubation Centres & New Frontiers Programme 3 rd Level Enterprise Commercialisation Specialists Financial Supports Strategic Supports Technology Transfer Specialists Technology Gateways Technology Centres Programme Knowledge Transfer Ireland Development and Technology Advisors Enterprise Europe Network

13 IP Commercialisation Exploiting the value of creativity

14 How IP works. IP relates to certain unique features of products, not the totality of products themselves Features Technical invention Brand Look and feel Original Expression Undisclosed Technology/process IP Tools Patents Trademarks Registered Designs Copyright Trade secrets Intangible Values Intangible Assets

15 How IP works Some Images copyright of Dyson incorporated Patents Relate to new technical inventions Right to stop others from making using, selling or importing the invention Describes how the invention works Capability Applies in the Ethics territories where the patent is filed Competition Lasts for 20 years

16 How IP works Some Images copyright of Dyson incorporated Registered Designs Relates to original aesthetic appearance Right to stop others from copying the design Describes the look and feel of a product Ethics Applies in the territories Competition where filed Lasts for up to 25 years

17 How IP works Some Images copyright of Dyson incorporated 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

18 How IP works Some Images copyright of Dyson incorporated 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. Capability Automatic right Ethics applies in most countries Competition Lasts for up to 70 years after creator s death

19 IP Strategy- Multiplying Value Creation From patented product 1974 to 2014 Cyclone Filter Ball IP Fan Motor to productised Patents! Some Images copyright of Dyson incorporated

20 IP Strategy- Multiplying Value Creation Reputation Intellectual Assets Intellectual Property Open Innovation Coolness Patents Brand Reinforcement Design Sustainability Certification Some Images copyright of Dyson incorporated

21 Intellectual Asset Management Building blocks of your commercialisation strategy

22 Intellectual Asset Management Intellectual Property Outputs Intellectual Assets Intellectual Capacity Inputs Intellectual Asset Management Processes

23 Intellectual Asset Management Vision and Management of Creativity Stated intent Records management Confidentiality and data security Document templates Processes to ring fence creativity Intellectual Asset Management Processes

24 Intellectual Asset Management Resources and Capability to Innovate Internal talent Innovation financing Partners/Collaborators Development facilities Innovative potential Intellectual Capacity Intellectual Asset Management Processes

25 Intellectual Asset Management All Creative Output Intangible value/usps Accumulated Data Competitive advantage Foundation for IP Intellectual Assets Intellectual Capacity Intellectual Asset Management Processes

26 Intellectual Asset Management Intellectual Property Core Intellectual Assets A subset of IAs Key sources of intangible value Recognised legal right Enforceable, Valuable & Transferable Creativity Domain Names Patents Intellectual Assets Trade Secrets Trademarks Intellectual Capacity Intellectual Asset Management Processes Copyright Registered Designs Utility Models

27 Why you need Intellectual Asset Management. Demonstrate your intangible value - Intellectual Asset Audit 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

28 Commercialisation Combining IA management with Business strategy

29 Commercialisation Intellectual Asset Management Intellectual Property Intellectual Assets + Business Development Strategy Value Multiplication & Profit Maximisation Market Development 4. Exploiting competitive advantage and exploring new value creation opportunities. Keeping competitors out! 3. Capturing demand to drive market led innovation. Developing sources of competitive advantage. Attracting customers in! Intellectual Capacity Intellectual Asset Management Processes Product/Technology Development Management & Leadership 2. R&D, innovation, technology development, NPD, collaboration, artistic/creative, brand development. 1. Establishing and leading the vision. Processes to ring fence the creative potential of the business. Recording and documentation.

30 Conclusion IP captures and secures the competitive advantage conferred by innovation! Francis Gurry DG WIPO START EARLY! IP Strategy Statement, communicate internally and record innovation. 2. IA Audit What do you have & how do you manage it? What do you need & how will you get it? 3. Get informed

31 Tickets please! Picture Credit:

32 Thank you for your attention!

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