Use of IP system to obtain technical and commercial
information
WIPO – ICC IP workshop, Geneva
September 15-16, 2008
Ingrid Baele
Philips Intellectual Property & Standards
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Agenda
• Philips Intellectual Property & Standards
• IP strategy
• Information gathering and analysis
– Resources
– IP searches
– Market/IP intelligence
• Tools
• Search and BI in our processes
• Summary
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Koninklijke Philips Electronics N.V.
• Headquarters in Amsterdam, the
Netherlands
• Active in >60 countries in:
– Healthcare
– Lighting
– Consumer Lifestyle
• ± 124.000 employees
• Sales 2007: EUR 27 billion
Philips Intellectual Property & Standards, IP Workshop WIPO-ICC
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Philips Intellectual Property & Standards (IP&S):
global presence
Redhill
Bothell
Beijing
Cleveland
Seoul
Eindhoven
Vancouver
Aachen
Burlington
Briarcliff
Tokyo
Shanghai
Taipei
San Jose
Sao Paolo
Mumbai
Mexico
Jakarta
Madrid
Buenos Aires
Hong Kong
Shenzhen
Paris
Bangalore
Singapore
Philips Intellectual Property & Standards, IP Workshop WIPO-ICC
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Philips’ IP portfolio
• IP is more than patents and trademarks
• Our scope:
– Patents (60.000)
– Trademarks (29.000)
– Designs (43.000)
– Domain names (2.000)
– Trade Secrets
– Standards
– Copyrights
– Technology
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Our organization: process driven
Management
Processes
Philips
Technology
Business Process
$
Third Party
Technology
Business Process
$
Philips
/ Third Party
Technology
Business Process
$
Support
Processes
Philips Intellectual Property & Standards, IP Workshop WIPO-ICC
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IP strategy
• Define an overall IP strategy
• IP strategy is determined/influenced by:
– Strategic direction of company
– Competitive environment
– Technology position
• Have the IP strategy accepted/implemented
• Act according to strategy
Philips Intellectual Property & Standards, IP Workshop WIPO-ICC
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IP strategy
• Information about outside world needed
• Trends in
– IP activities of competitors (in general, per technology area)
– Market size
– Market shares
– Relations
– Patterns
– …
• Combination of IP, business and market information
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Information gathering and analysis
Resources in IP&S
• IP Analysis group
– IP searches
• Business Intelligence group
– IP intelligence
– Market intelligence
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IP searches
• Patent literature
– Derwent World Patent Index
– Search results are sent to inventors who are informed about the
latest state of the art
– Although publication after 18 months, backlog compared to
scientific articles restricted (review, publication take time)
• Non-patent literature
– Scientific magazines (IP&S/Research subscriptions)
• Trademarks
– Edital (Questel), CompuServe (Thompson Reuters), …
• Designs
– Currently, mainly internet services
– Commercial database under development
Philips Intellectual Property & Standards, IP Workshop WIPO-ICC
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IP searches
• In examples mentioned information is not for free
• Information for free on Internet from
– WIPO
– EPO (esp@cenet)
– USPTO
– …
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Market/IP intelligence
• Database access is not for free
• Licensing information
– News databases e.g. Factiva
– Info depending on what a company wants to disclose
– Insight in technology access
• Sales/market information
– Info depending on what is disclosed about a company
– Subscription to databases required
• Company structures
– How do companies relate to each other?
– What does that mean if we want to benchmark?
– Databases e.g. Dun & Bradstreet, Capital IQ, …
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Philips Intellectual Property & Standards, IP Workshop WIPO-ICC
Market/IP Intelligence
• Gathering information ≠ intelligence
• A lot of information is publicly available (free/not for free)
• Grouping and analysis of information = intelligence
• Consolidated information is company confidential information
• The foundation of a reliable landscape is a thorough search
• A clear definition is indispensable for a high quality search
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Tools
• Data set is of crucial importance
• Only then using a BI tool makes sense
• We put a lot of effort in structuring the data we use
• In the end, single tools were not able to process customized data set
• We developed an in-house customized tool
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Search and BI in our processes: some examples
• IP Portfolio Management
– IP novelty searches before filing
– Benchmarking for IP portfolio planning
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IP Portfolio Management
Pro-active control of:
• Composition
• Size
• Geographical coverage
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Benchmarking
• Competitors’ activities
– Market share
– IP activity
• Relevance of competitors
– Strategic partner on Philips level
– Key IP relation for IP&S
– One of many
• Do we need
– To be in balance with competitor?
– To be more/less active?
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Search and BI in our processes: some examples
• IP Value Extraction
– Strength analysis of patents
• IP Acquisition
– IP landscaping
• Cross licensing
– IP portfolio and trends
– Market share
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Summary
• Determine IP strategy and oversee consequences for activities
• Lots of information available, partly for free
• For good search results clear definition of needs and search criteria
• Grouping and analysis is needed to draw meaningful conclusions
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