Exploitation Strategies - a Practice Case from Research. (aka from FP to IP to Marketable Products)

Transcription

1 Exploitation Strategies - a Practice Case from Research (aka from FP to IP to Marketable Products) Stratos Papadimitriou & Ioannis Koliousis TIPS Training Academy Lyon February 4 th 6 th, 2014 Topics of this Presentation 1. Introduction 2. The IP Ecosystem 3. IP Marketing and Promotion 4. Case Studies - Best Practices 5. Conclusions & Remarks 2 1

2 Topics of this Presentation 1. Introduction 2. The IP Ecosystem 3. IP Marketing and Promotion 4. Case Studies - Best Practices 5. Conclusions & Remarks 3 Introduction Established in 1997 as Transport Economics Laboratory Repositioned in 2009 to capture market needs as Human Resources include 3 Professors (Full Time) 4 Professors (Part Time) 5 PhDs, PhD Candidates and Post-Docs 7 Graduates and Undergrads 2 Administrators Successfully implemented over 20 Projects in the past 5 years ( ) Laboratory members are regularly being invited to give speeches on cutting edge research topics 4 2

3 Topics of this Presentation 1. Introduction 2. The IP Ecosystem 3. IP Marketing and Promotion 4. Case Studies - Best Practices 5. Conclusions & Remarks 5 IP Ecosystem IP Creation IP Protection IP Enforcement IP Commercialization IP Marketing and Promotion Dr. Agarwal

4 (my interpretation of) The Research-to-Market Cycle Idea Build the Consortium & the proposal Research Research Outputs (Prototypes) Improve Prototypes Develop a business plan Market the products / services 7 so Research exploitation is a multidimensional issue! Increase Value (make money or make profit or improve society or change the world or ) 8 4

5 COMMERCIAL BARRIERS so Research exploitation is a multidimensional issue! Increase Value (make money or make profit or improve society or change the world or ) 9 IP System Holistic Approach Law Regulations Protection Enforce Wealth Creation IP Creation Utilization IP Management In-house Acquisition Guidance DR. D.R. AGARWAL

6 How does (should) IP Asset Management work IP Strategy Organizational structure including processes and procedures Innovation & creative activities Procedure to convert to legal rights including maintenance Organizational management (audit, inventory, portfolio analysis, compliance) Finance (valuation, collateralization) Commercialization (value extraction activities such as licensing, assignments, capitalization, assign & license back) Risk Management (finance, legal, operational) Monitoring & Enforcement Dispute prevention & litigation management DR. D.R. AGARWAL Developing an IP Strategy Step 1: what are your commercial goals Step 2: Do you have any IP rights Step 3: Do you know the competitive IP landscape Step 4: Align your IP rights with your goals Step 5: Formulate an IP strategy Step 6: Implement your IP strategy Step 7: Consider the global perspective The IP management framework should stimulate and capture creativity 12 6

7 IP Commercialization Process Patent & Literature Search Technology & Market analysis Conduct seminars, conferences, IP trade Show, IP Auction, IPR -> Market In-depth Market Analysis of the end product of the technology. IP Valuation Things to Consider: What are the different features of the product? What are the products in the market which uses similar technology? How is the product or service differentiated from others in the market? Who are the other key assignees dealing in similar technology? Is there any chance of infringing anyone else s patent while commercializing the product? Who are the probable customers of the product? What are the other products using similar technology? What are the distributors, competitors, retailers, etc. saying about the industry? Who are the key players in the industry? 13 Topics of this Presentation Introduction The IP Ecosystem IP Marketing and Promotion Case Studies - Best Practices Conclusions & Remarks 14 7

8 IP Marketing and Promotion Awareness Development & Training Workshops Seminars Conferences etc. 15 Impact of Corporate Awareness -- High Value generated Integrated IP on demand Intellectual Capital Strategic Innovation as a strategic link Licensing as a business Alliances & Ventures Strategic Value Extraction Proactive -- Low IP Management Process Linkage of IP to strategy None Defensive Licensing Value extraction systems R&D Without patents We make it Cost management Corporate IP Awareness Low High ITAG Business Solutions Ltd.,

9 Topics of this Presentation Introduction The IP Ecosystem IP Marketing and Promotion Case Studies - Best Practices Conclusions & Remarks 17 Topics of this Presentation Introduction The IP Ecosystem IP Marketing and Promotion Case Studies - Best Practices The Support Project The Contain Project Conclusions & Remarks 18 9

10 Project name: SUPPORT - Security UPgrade for PORTs EC contract no: Start date: July 1 st 2010 Time scale: 4 years Co-ordinator: BMT Consortium: 19 Participants Security research and development, DG Enterprise and Industry SUPPORT is an integrated project within the EU's 7th Framework Programme SUPPORT aims to raise the current level of port security by integrating legacy port systems with new surveillance and information management solutions. SUPPORT partners a number of ports SUPPORT organized full scale demonstrators in two representative EU ports 19 Project Objectives SUPPORT will provide general methods, technology and traini ng services to be used by any European Port to upgrade their security capability, meaning: Secure and efficient Port operations in the context of sustain able transport; Uninterrupted flows of cargo and passengers; The suppression of: terror and attacks on high value units illegal immigration trafficking of drugs, weapons and illicit substances large scale or continuous theft and economic black mail 20 10

11 Background Info: What is ISPS? The main objectives of the ISPS Code are: To detect security threats and implement security measures To establish roles and responsibilities concerning maritime security for governments, local administrations, ship and port industries at the national and international level To collate and promulgate security-related information To provide a methodology for security assessments so as to have in place plans and procedures to react to changing security levels Requirements For ships the framework includes requirements for: Ship security plans Ship security officers Company security officers Certain onboard equipment For port facilities, the requirements include: Port facility security plans Port facility security officers Certain security equipment In addition the requirements for ships and for port facilities include: Monitoring and controlling access Monitoring the activities of people and cargo Ensuring security communications are readily available

12 23 What is the PSMS An interactive real time dynamic web based dashboard designed to assist security professionals in monitoring and developing port security in line with the ISPS code and other legislation. The PSMS has the potential to deliver information, skills and methodologies that enable security professionals to maintain, evaluate, and upgrade their security measures, and create security awareness 24 12

13 Market Research The PSMS dashboard has been tested in different European cities by PFSOs, PSOs, National authorities, security experts and maritime inspectors in: Rotterdam Dublin Gothenburg Brussels The reactions of the testers were positive and they expressed their enthusiasm about the system. Especially the multiple components were appreciated by the users. Most of the testers especially liked the fact that the PFSO has access to this system from any place, because it is web-based

14 How the project IPR are exploited then? Implementer Marketeer Developer 27 The Product is already used by incumbent market players 28 14

15 Topics of this Presentation Introduction The IP Ecosystem IP Marketing and Promotion Case Studies - Best Practices The Support Project The Contain Project Conclusions & Remarks 29 CONTAIN PROJECT (in a nutshell) Project name: Container Security Advanced Information Networking EC contract no: Start date: 01/10/2011 Time scale: 4,5 years Co-ordinator: BMT Consortium: 19 Participants Security research and development, DG Enterprise and Industry CONTAIN develops a European Shipping Containers Surveillance system in a global context CONTAIN will demonstrate Secure Multimodal Corridor Design and Chain Monitoring & Control across international and European corridors The partnership covers Security Systems Integrators, Telecommunication companies, International Security solution providers, ports, ship, rail and road transport service providers, transport ICT solution providers, research and consultancies from nine EU countries, Norway and the USA

16 CONTAIN - Key Project objectives Define European Shipping Containers Surveillance system Develop a process to monitor Container Security Develop tools to implement the Container Security Process Make sure that the container has not been tampered 31 CONTAIN Partnership 32 16

17 CONTAIN Partners developed so far a Container Security Device (I/II) 33 CONTAIN Partners developed so far a Container Security Device (II/II) 34 17

18 and a system used by Logistics Platforms! CONTAIN Platform Dashboard 35 Topics of this Presentation Introduction The IP Ecosystem IP Marketing and Promotion Case Studies - Best Practices Conclusions & Remarks 36 18

19 Conclusions & Remarks Challenges Create (and trust) an alliance Adopt a robust sharing agreement (of both risks and rewards) Business Planning Know Thy Customer Market your products properly Most markets are re-inventing themselves Companies need efficient systems The David Goliath conundrum Fear of the wiz-kid next door not the Large MNC! Opportunities 37 Conclusions & Remarks There is not an exhaustive list of do s and don t s (aka there are too many pitfalls ) A license = a contract = subject to negotiation Influenced by parties respective bargaining power Ensure that technology is made easily accessible to those who can benefit from it Avoid duplication Avoid conflicts Seek synergies Seek added value to the end user Research Platform approach (researchers + consultants + end users) seems to have worked so far Lead in by strong market players Identify competition (Existing to be) 38 19

20 Thank you for your attention!!! Prof. Stratos Papadimitriou Director, Chairman, Department of Maritime Studies