differing approaches to industry-university engagement
DESCRIPTION
Differing Approaches to Industry-University Engagement -- A Panel Introduction and Presentation at the University Industry Demonstration Partnership meeting, December 2-4, 2008, at National Academy of Sciences, Washington, DCTRANSCRIPT
Differing Approaches to Industry-University Engagement
Eric Giegerich, UC BerkeleySherylle Mills Englander, UC Santa Barbara
Susan Capella, Intel
University Industry Demonstration ProjectNational Academy of Sciences
Washington, DCDecember 4, 2008
Differing Approaches• Opportunity: Universities and industry are working
together through an expanding variety of engagements.
• Problem: Current engagement models seldom reflect the nuances of the relationship, needs, and activities.
• Challenge: Several industries, including IT, chemical, automotive, and oil and gas, have argued that a "one size fits all" approach to sponsored research and IP licensing typified by biotech deals from the 80's and 90's aligns poorly with their business models.
Conventional Engagement Modelsat Universities
• Environment: Open, public, publishable research environment
• Engagement Model: Tend to fit industry contracting into federal grant model
• Agreements: “One size fits all” templates• Sponsors: Single sponsor (primarily federal agencies)• IP Strategy: Tends to be patent-centric• IP Access: Exclusive license to IP is assumed starting
point
Conventional Engagement Modelsat Companies
• Environment: Closed, confidential, trade-secret, product development environment
• Engagement Model: Tend to fit university contracting into procurement model, or contract research model:– Buyer / Seller
– Ordering goods, vs. sponsoring research– Research is “made to order” to meet company specs
• Agreements: “One size fits all” templates• IP Strategy: Capture every type of IP resulting from project• IP Access:
– Want ownership…or– NERF for FTO and…– Exclusive / nonexclusive varies by sector
Differing Approaches –Open Questions
• How do companies and universities increase their cross-cultural understanding and tool box for engaging in U-I partnerships?
• How can both sides deploy a full spectrum of research collaboration and IP management strategies?
• How can office structures and and operating philosophies support U-I partnerships?
• What corresponding menus of actions and agreement types are available?
Panel Format
• Panel Overview • A Berkeley View – Eric Giegerich
– Q&A• SSLEC Center – Sherylle Mills Englander
– Q&A• Intel – Susan Capella
– Q&A• Panel Q&A
Differing Approaches to Industry-University Engagement
Eric GiegerichOffice of Intellectual Property & Industry Research Alliances (IPIRA)
University of California, Berkeley
University Industry Demonstration ProjectNational Academy of Sciences
Washington, DCDecember 4, 2008
A Berkeley View?A multidisciplinary group of Berkeley researchers has met since Spring 2005 to discuss The Landscape of Parallel Computing Research.
Is there a Berkeley View of University – Industry Partnerships?...
Their goal: To discuss a change from conventional wisdom. To reinvent from the bottom up.
They call it…The View from Berkeley
A Berkeley View?
• Features of a Berkeley View can be observed.
• Berkeley pioneers university-industry approaches: – Organization structure – IPIRA– Staffing– Operating philosophy– Relationship focus– Exploring new success metrics
• Henry Chesbrough says IPIRA practices Open Innovation.
No Manifesto. Decentralized. Free Speech. But…
Industry Alliances Office
IAO
Office of Technology Licensing
OTL
A Berkeley View--Office Structure
Organizational structure erases bias toward monetizing or licensing.
A given activity is not at the expense of another.
Licensing and ISRA revenue counted together.
Chancellor is behind it.
A Berkeley View
– Backgrounds in technology transfer, business, contracting – Backgrounds with Industry experience– Negotiators focus on IP, negotiation, contract management– Negotiators empowered to draft de novo– Negotiators have full pallet, full tool box– Negotiators given signature authority– Negotiators recognized for advising, consulting, teaching
--Staffing for Industry Research Partnerships
A Berkeley View--Relationship Focus
• Encourage long-term relationships – Single transactions don’t build best relationships– Long term relationships foster repeated engagement
• Before exchanging drafts, build good business understanding of the proposed relationship and project(s)
• Establish Common Ground• Two parties are pooling resources• R&D is a shared effort• Each party has stakeholders• Each party needs return on their investment
A Berkeley View
• Encourage innovation • Give permission to experiment and make
mistakes. • Take a holistic approach, agnostic about where
industry engages.– Industry and PI interests should determine relationship
type– Could be ISRA, Gift, Membership, License…– IP strategy should match deployment strategy– Chaperoning
--Operating Philosophy
A Berkeley View
Conventional Metrics: SRAs, Patents, Licenses, Startups– Quantity and revenue
New Metrics: All Aspects of University-Industry Partnerships– Total industry contribution to campus
Funding, know-how, data, materials, equipment, confidential information
– Licenses resulting from sponsored research– Number and variety of repeated engagements– Industry advising, market feedback, deployment– Industry internships and hiring – Social impact, public good
These are experimental. We are still learning.
--New Success Metrics
A Berkeley View--Another Metric
Several Companies engage on multiple fronts… Sponsored Research Agreements (SRAs) Industry Affiliates Programs IP Licenses Subscription Agreement Fellowship Agreements, Internships Open Collaboration Agreement (“Lablet”) Research Gifts
A Berkeley View--Another Metric
Provisos… These models work in Berkeley’s ecosystem
We don’t claim they work everywhere Some are proven, some experimental These models evolve
These examples show potentials for university - industry partnership
From Berkeley…Some Examples
Collaboration Agreement• Nokia, Navteq, UC Berkeley, Caltrans• Features cutting-edge wireless traffic
technology• Using cell phones as mobile traffic
sensors• Creating traffic monitoring system
fusing GPS cell phone data with existing traffic sensor data
• Literally “road testing” in traffic studies• Together, these partners create, test,
and deploy new technology
Example 1 of U-I Engagement Models Mobile Millennium
Collaboration FeaturesPublic and private stakeholders
Industry: Nokia, NAVTEQUniversity: UC Berkeley Government: US DOT, CalTrans
CCIT – a deployment-focused UC Berkeley research centerSharing tasks, data, software, equipment
Example 1 of U-I Engagement Models Mobile Millennium
Multiparty Research Agreement A Berkeley Research Center 20 companies, 3 UC campuses Industry Sectors:
Equipment vendors EDA companies Foundries Integrated manufacturers Memory companies
State matching funds (UC Discovery)
Example 2 IMPACTIntegrated Modeling Process and Computation for Technology
Marvell Microfab Lab
Example 2IMPACTIntegrated Modeling Process and Computation for Technology
Industry Benefits Students = most important
product; hiring, internships Workshop 2x/year Opportunity to suggest research
directions, steering committee Access to Berkeley Microfab Lab Reports, software, deliverables IP rights—Early access to
participants Marvell Microfab Lab
Example 2 IMPACTIntegrated Modeling Process and Computation for Technology
• IP includes: Patents, copyrights, maskworks, open source (ie., not patent-centric)
• Licensing decision process – Made explicit to show how UC Berkeley negotiates licenses when multiple sponsors express interest.
Example 2 IMPACTIntegrated Modeling Process and Computation for Technology
Agreement FeaturesOngoing for 9 yearsJust changed from 1 to 4 year term• Easy termination for convenience• Flexible payment schedule: elect
annual, semi, or quarterly. (Not one size fits all)– May include in-kind contributions
Public Domain Research Philosophy • A practice of managing a Project for early
publication.• Prefers public dissemination over perfecting
patent rights. • Berkeley nonetheless requires employees to
disclose inventions in accordance with University policy
• Berkeley reserves the right to perfect patent rights at its discretion when it may better serve the Project goals.
Example 3
Example 3
BWRC is…Industry Affiliate Program• Industry–University–Government partnerships• Laboratory for circuit and system evaluation from DC
to 110 GHz• Focused on prototyping• Focused on long term relationships• Interdisciplinary• Focused on technology transfer
Army Research Laboratory
California Energy Commission
Defense Advanced Research Projects Agency
Gigascale Systems Research Center
MARCO Focus Center Research Program
National Science Foundation
Office of Naval Research
Example 3
Example 3
• BWRC is one example on campus which prefers a“Public Domain Research Philosophy”
• No history of patent applications• Tends to work in EE-CS
– May not work everywhere• It’s a response to an industry sector• Evolved from faculty and company needs• Commercialization and public good may be better served• It works: companies continue to support• It’s a fine line—we’re always mindful of Bayh-Dole• This model may evolve
Online Carbon Footprint CalculatorSituation: an Existing Technology with continuing research potentialHelps businesses and households evaluate their complete climate footprints.
includes direct and indirect greenhouse gas (GHG) emissions from energy, transportation, goods and services.
Provides local climate footprint estimatesIdentifies actions to save money and reduce greenhouse gases.
http://www.berkeley.edu/http://www.berkeley.edu/news/berkeleyan/news/berkeleyan/2008/03/05_footprint.shtml2008/03/05_footprint.shtml
Example 4
A licensing or sponsored research opportunity?
Cool Climate Network (CCN)CCN was created as a Membership Program with a TAP Research focus: greenhouse gas footprint calculators and their introduction into the public sector and the marketplace (deployment)CCN provides customized tools for businesses, schools, community groups, cities, statesMembers: companies, consultants, nonprofits, schools, governments
Members therefore seek more than commercial IP rightsPartial displays of carbon footprint calculators publicly available.
CCN members get complete access, IP rights
Example 4
Our Strategy: Rather than license exclusively, technology is accessed through membership under a Technology Access Program. (TAP)
Membership Program FeaturesTechnology Access Program (TAP)
Full access to CoolClimate webservice & templatesBSD for non-commercial useRight to negotiate with OTL for commercial license
Data, updates, limited supportOnline community (network)
Right to obtain Certification Mark LicenseVoluntary grant back of data
Example 4
Example 5Socially Responsible IP Management
with a Social Impact Goal: • Make clean drinking water accessible • In countries with poor drinking water and
poor public infrastructure• At little or no cost • By developing a new class of household
consumer products for disinfecting water using surface-bound cationic antimicrobial compounds.
Two Collaborative Research Agreements
• Joint Contribution: – Research in safe water treatments and sanitation – Market and user adoption studies.
• Aquaya Contributes: – Expertise in developing and delivering clean drinking
water innovations in developing countries– International partner network.
• Deployment Focus: – Aquaya’s partner network provides a channel in the
developing world for the transfer of technology. – Market, user adoption helps deployment.
Example 5Socially Responsible IP Management
Example 5Socially Responsible IP Management
Agreement Features:• Charitable Purpose• Economically Disadvantaged Countries• Visiting Researcher• IP Licensing
– A fully paid, non-exclusive, royalty-free license (“NERF”) to inventions and copyrightable works
– To develop, sell and publicly distribute low-cost water treatment products in EDCs.
– Non-Assert• Sublicense Rights to Field Network• Retained Rights
A Berkeley View
Features of a Berkeley View of industry-university partnerships: – Organizational structure –created IPIRA– Staffing– Operating philosophy– Relationship driven– Exploring new success metrics
These features lead to creative examples of university industry partnership
No Manifesto. Decentralized. Free Speech. But…
Differing Approaches – Panel Q&A
• How do companies and universities increase their cross-cultural understanding and tool box for engaging in U-I partnerships?
• How can both sides deploy a full spectrum of research collaboration and IP management strategies?
• What corresponding menus of actions and agreement types are available?
• How can office structures and and operating philosophies support U-I partnerships?
• What are examples of new, innovative models of university-industry engagement?