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IP for businessand collaborations
Webinar on intellectual property rights
June 17, 2020 Felipe Aguilera-Børrersen
Innovation
Norway
• What are intangible assets and IP/IPR?
• How can IP be protected and used
• Why does IP matter?
• IP in collaborations
www.innovationnorway.no
ICEHOTEL
Hotel de Glace
Snow Hotel
Harbin Ice Festival
Snow Village
IP is what remains
once the ice
has melted
Intellektuell kapital
Immaterielle verdier
Immaterielle rettigheter (IPR/IP)
Industriellerettigheter (IR)
• Patent • Varemerke• Design
Intellectual capital
Intellectual assets
Intellectual property(IP/IPR)
Industrial property
• Patent • Trademark• Design
What are intellectual assets and IP?
PEOPLE
What the employeetakes home at the
end of the day
STRUCTURE
What remains in the company
RELATIONS
Externalrelationships ++
More specifically:
• Knowledge • Know-how• Competences• Skills• Education• Experience• Training
More specifically:
• Patents • Trademarks• Designs• Copyright• Trade secrets• Licences • Franchises• Inventions• Databases• Software • Publications
More specifically:
• Collaborations• Partnerships• Networks• Customer lists • Product
certifications• Brand• Goodwill
Intellectual assets
Innovation Norway 2016
What are intellectual assets and IP?
FormalIPR
Semi formalContracts
Informal
Related mainly to:
• Patents • Trademarks• Design rights• Copyright• Company names• Utility models• Geographical
indications• Integrated
curcuit layout• Domain name
Related mainly to:
• Confidenciality• Employee
inventions• Recruitment
freeze• Non-competition• Commercial use• Licensing• Certifications
Related mainly to:
• Secrecy• Publishing• Restrictions• Division of duties• Circulation of duties• Fast innovation
cycle• Complex product
design
Innovation Norway 2016Adapted from: KIS-PIMS IPR Manual
Industrial property
Methods to protect and extract value from IP
Patent Design Trademark Copyright
A patent is anexclusive right granted for an invention
Exclusive right to the look and shape of a product
Exclusive right to use a sign or brand capable of distinguishing the goods or services of companies
Grants the creator of an original work exclusive rights for its use and distribution
• New technical solution
• Inventive step• Industrial application
• Must differ from existing designs
• Must be novel
• Must differ from existing trademarks
• Cannot be descriptive
Original
Products, processesand applications
The look of products (also non physical),an ornament, interiorarrangements
Words, symbols, three-dimensional features, sounds or fragrances
Artistic expressionsmusic, texts, movies
20 years 25 years (5x) Unlimited (10x) 70 years (a.a.d.)
Stokke AS 2016
Patent Design Trademark Copyright
A patent is anexclusive right granted for an invention
Exclusive right to the look and shape of a product
Exclusive right to use a sign or brand thatdistinguish goods or services
Grants the creator of an original work exclusive rights for its use and distribution
Products, processesand applications
The look of products (also non physical), an ornament, interiorarrangements
Words, symbols, 3Dfeatures, sounds,fragrances
Artistic expressions, music, texts, movies
20 years 25 years (5x5) Unlimited (10x) 70 years (a.c.d.)
TM
Engine.is – Engstrom 2017
Patent Design Trademark Copyright
A patent is anexclusive right granted for an invention
Exclusive right to the look and shape of a product
Exclusive right to use a sign or brand thatdistinguish goods or services
Grants the creator of an original work exclusive rights for its use and distribution
Products, processesand applications
The look of products (also non physical), an ornament, interiorarrangements
Words, symbols, 3Dfeatures, sounds,fragrances
Artistic expressions, music, texts, movies
20 years 25 years (5x5) Unlimited (10x) 70 years (a.c.d.)
TM
Patent Design Trademark Copyright
A patent is anexclusive right granted for an invention
Exclusive right to the look and shape of a product
Exclusive right to use a sign or brand thatdistinguish goods or services
Grants the creator of an original work exclusive rights for its use and distribution
Products, processesand applications
The look of products (also non physical), an ornament, interiorarrangements
Words, symbols, 3Dfeatures, sounds,fragrances
Artistic expressions, music, texts, movies
20 years 25 years (5x5) Unlimited (10x) 70 years (a.c.d.)
TM
Patent Design Trademark Copyright
A patent is anexclusive right granted for an invention
Exclusive right to the look and shape of a product
Exclusive right to use a sign or brand thatdistinguish goods or services
Grants the creator of an original work exclusive rights for its use and distribution
Products, processesand applications
The look of products (also non physical), an ornament, interiorarrangements
Words, symbols, 3Dfeatures, sounds,fragrances
Artistic expressions, music, texts, movies
20 years 25 years (5x5) Unlimited (10x) 70 years (a.c.d.)
TM
Descriptive Non descriptive
SkypeOffice Supplies
Co-axial Master Chronometer Blackberry
Patent Design Trademark Copyright
A patent is anexclusive right granted for an invention
Exclusive right to the look and shape of a product
Exclusive right to use a sign or brand thatdistinguish goods or services
Grants the creator of an original work exclusive rights for its use and distribution
Products, processesand applications
The look of products (also non physical), an ornament, interiorarrangements
Words, symbols, 3Dfeatures, sounds,fragrances
Artistic expressions, music, texts, movies,software
20 years 25 years (5x5) Unlimited (10x) 70 years (a.c.d.)
Patent Design Trademark Copyright
A patent is anexclusive right granted for an invention
Exclusive right to the look and shape of a product
Exclusive right to use a sign or brand thatdistinguish goods or services
Grants the creator of an original work exclusive rights for its use and distribution
Products, processesand applications
The look of products (also non physical), an ornament, interiorarrangements
Words, symbols, 3Dfeatures, sounds,fragrances
Artistic expressions, music, texts, movies,software
20 years 25 years (5x5) Unlimited (10x) 70 years (a.c.d.)
TM
Strong IP Strategy = Interplay of RightsIP and software-based business models
Need
Analysis
Technical solution
Source code / SW
Product / Service
Patents Trademarks Designs Copyrights Contracts Secrets
Innovation Norway 2019
Data
SW b
ased P
&S -
creation
steps
www.innovationnorway.no
Strong IP Strategy = Interplay of Rights
Stokke AS
Patents
40+ patent families
Design
3 applications
Licenses
Technology out-licensing. Xiaomi, Smartisan, Texas Instruments, One Plus, OEMs
Copyright
Proprietary software
Domain Name
www.ellipticlabs.comCompany Name
Elliptic Laboratories
Trademarks & Brand
6 registered trademarks Inner Beauty® AI Virtual Smart Sensor Platform™
Contracts
Employees, suppliers, partners
INNER BEAUTY®Inner Magic™Inner Reflection™Inner Connection™
Strong IP Strategy = Interplay of Rights
Elliptic Laboratories AS
Why does IP matter?
Osvaldo Cavandoli
Why does IP matter?
Source: S&P 500
1. The value of companies is mostly intangible
Øvre Slottsgate - Oslo
Xiaomi 118 million phonesExtensive IP portfolioLicensees of EllipticLabs from Norway Opened 09.2019
DJI72% of global drone market. ExtensiveIP portfolio.A leading AIcompany in China
Polestar Volvo Car Group& Zhejiang GeelyHoldingOpened 10.2019Extensive IPportfolio
Why does IP matter?
Felipe Aguilera-Børresen 2019
1. The value of companies is mostly intangible2. Increasing international collaboration and competition
Why does IP matter?
1. The value of companies is mostly intangible2. Increasing international collaboration and competition3. IP mitigates risks and contributes to sustain competitive advantages
IP in collaboration projects
IP in collaboration projects
HumanityImpartiality
IndependenceNeutrality
Economic effectCompetitiveness
Market share
NGO
SME
Find a common ground and build trust
IP in collaboration projects
R&DTestsKnowledge
Business resourcesTechnical resourcesFinancial resources
ProductServicePlatformData
SME
NGO
Background Foreground Results
BrandMarket knowledge
Institutional knowledge
Establish clear roles, goals and ownership early on
Good sources of IP tools and infomation
European IPR HelpdeskHorizon Europe
UKIPO – Lambert Toolkit
Thank you!
Innovation Norway
www.innovationnorway.no/IPR