IP data as a Source of Actionable Business Intelligence [1] CambridgeIP provides actionable IP intelligence to help technology companies assess freedom to operate, monitor competitors, identify licensing opportunities, and inform collaboration and M&A strategies. [2] As IP strategy needs grow more complex, companies require a variety of IP data types to address challenges like defining their technology space and interpreting patent landscape results. [3] Analyzing high-impact patents, competitor portfolios, and technology evolution can provide strategic insights but requires a systematic approach tailored to a company's situation.

1. IP data as a Source of Actionable
Business Intelligence
16th April, 2008
Ilian Iliev (CEO and Founder)
Quentin Tannock (Chairman and Founder)
© 2008 CambridgeIP. All rights reserved..

2. Document Outline
• CambridgeIP Background
• Growing Complexity of IP Strategy Needs
• IP as a Source of Business Intelligence
© 2008 CambridgeIP. All rights reserved..
2

3. CambridgeIP Snapshot
CambridgeIP is an innovative and cost-effective
provider of:
• Actionable IP intelligence
• To the technology sector Number of New Patent Applications by Year
228
• In the UK and internationally 204
140
149
102
97
82
75 71 76 71
61
43 45
38 37
32 34
We are not a legal service provider:
26 27
16
6
2006
2002
2003
2000
2005
1988
1998
1986
1989
1996
1999
2004
1992
1993
2001
1990
1985
1995
1991
1987
1997
1994
• IP Lawyers are our clients too
We have offices in Cambridge and London, and 100%
5 Year Growth of Technology Field and Share of All Biosensors Field
% of P atents in Last 5 years
% of A ll P atents in Field
50%
Technology Field as % of All Biosensor Patents
90% 45%
Patents Filed in last 5 Years as % of Total
80% 40%
representation in Boston, USA 70%
60%
50%
40%
35%
30%
25%
20%
30% 15%
20% 10%
10% 5%
0% 0%
Electrochemical
Acoustic Wave
Thermometric
Fluorescence
Chain Reaction
Optical
Biomimetic
Paramagnetic
Spectroscopy
Photoacoustic
Piezoelectric
Pyrolysis
Polymerase
Raman
Surface
© 2008 CambridgeIP. All rights reserved..
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4. Document Outline
• CambridgeIP Background
• Growing Complexity of IP Strategy Needs
• IP as a Source of Business Intelligence
© 2008 CambridgeIP. All rights reserved..
4

5. Increasingly complex uses of IP Intelligence…
Assessing Freedom to Operate (FTO) is only one part of the IP
Intelligence needs of technology enterprises
Key Corporate Uses of IP-related Intelligence: R&D Managers & IP Counsel
100%
100%
89%
90%
80%
70%
63%
60% 58%
54% 53% 53%
50%
40%
30%
21% 21%
20%
10%
0%
FTO analysis Competitive Infringement Licensing Collaboration New markets M&A due Investment IP Portfolio
Environment due diligence strategy Strategy diligence case quality
monitoring
Source: Survey conducted by CambridgeIP in Dec 07-March 08 with the kind support of EEDA
© 2008
© 2008 CambridgeIP. All rights reserved..
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6. Increasing complexity in the types of information gathered…
Complex uses of IP Intelligence are associated with a requirement for
complex and varied data types: often differing by sector
Type of IP Information Gathered by Respondents
100%
100%
95%
90%
79%
80%
70%
63%
60%
50%
42%
40%
30%
20% 16%
11%
10%
5%
0%
Patents in Key Competitor IP & Tech. Novel Uses of Bibliometric IP Impact Patent Law
Focus Inventors IP & R&D Space IP IP Data Information Changes
Industry Activity Evolution
Trends
Source: Survey conducted by CambridgeIP in Dec 07-March 08 with the kind support of EEDA © 2008
© 2008 CambridgeIP. All rights reserved..
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7. Key implications for your IP Intelligence requirements
The increasing complexity of IP intelligence uses, and the associated
complex information needs results in higher resource requirements
and complex governance needs
Key implications for the governance of IP Intelligence
– Need for formalised responsibility and resourcing
– Protecting IP is not only a legal concern, but a core part of your
business development strategy:
• IP Intelligence feeds into IP Management, Growth Strategy and
Business Development it is a core part of your strategy
– Practical implications:
• Involve your IP Manager/Legal counsel in strategy discussions
• Provide your R&D manager/CTO/Bus.Devmt executives with resources
for IP Intelligence
• Use a mixture of in-house and external service providers
© 2008 CambridgeIP. All rights reserved..
7

8. Document Outline
• CambridgeIP Background
• Growing Complexity of IP Strategy Needs
• IP as a Source of Business Intelligence
© 2008 CambridgeIP. All rights reserved..
8

9. Defining your industry space 1
Patents can be a highly reliable source of information about
an industry
• Legal ‘facts’, ‘audited’ by an authority
• Information on technology, inventors, linkages to other fields…
But… there are major
challenges related to
• Defining your technology
space A simple search for
• Identifying relevant ‘silicon device’ returns
patents 671,882 patents! Where
do you begin?
• Interpreting the results
Akin to finding multiple needles in multiple haystacks
© 2008 CambridgeIP. All rights reserved..
9

10. Defining your industry space 2
Where reliable and actionable IP intelligence results are required, the
method for data gathering and analysis should be:
• Systematic and transparent
• Correspond to the client’s technology & use of technology
• And to the strategic questions asked
Dataset Development & Analysis
Definition of Client Technology Space
Actionable Intelligence
© 2008 CambridgeIP. All rights reserved..
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11. Operating in a complex industry translates into a complex
strategic monitoring challenge
Using patent landscaping you can monitor the development of multiple
technology spaces within your industry
5 Year Growth of Technology Field and Share of All Biosensors Field
100% % o f P atents in Last 5 years
50%
% o f A ll P atents in Field
Technology Field as % of All Biosensor Patents
90% 45%
Patents Filed in last 5 Years as % of Total
80% 40%
70% 35%
60% 30%
50% 25%
40% 20%
30% 15%
20% 10%
10% 5%
0% 0%
Electrochemical
Acoustic Wave
Thermometric
Fluorescence
Chain Reaction
Optical
Biomimetic
Paramagnetic
Spectroscopy
Photoacoustic
Piezoelectric
Pyrolysis
Polymerase
Raman
Surface
© 2008 CambridgeIP. All rights reserved..
11

12. Competitor & Licensing Candidate Intelligence
Comparative analysis of key players’ IP portfolios can provide you with
information on R&D trends and licensing opportunities
Selected Assignees: Patent Portfolio Key Numbers
Rank by Assignee Name #Assignee Year of 1st Total Patents in Total # Search 2A
# of Patents in Patent Client Patents by Patents
Patents Search 2A Application in Industry* Assignee After 2000
in S.2 Search 2
1 ASSIGNEE 1 124 1981 2,568 501,746 23
2 ASSIGNEE 2 50 1978 3,857 676,142 6
3 ASSIGNEE 3 46 1975 3,164 720,028 6
4 ASSIGNEE 4 36 1979 3,413 727,743 11
5 ASSIGNEE 5 14 1977 2,659 155,148 3
Selected Assignees: Patent Portfolio Key Ratios
Rank by Assignee Name Assignee Search 2A Search 2A Overall Search 2A
# of Patents as % Patents as % of Patents as % of Importance Patents:
Patents of all Patents All Assignee Assignee All of Client Growth
in S.2 in Search 2A Patents in Client Patents Industry* for 2000-6
Industry* Assignee
1 ASSIGNEE 1 14% 4.8% 0.025% 0.51% 18.5%
2 ASSIGNEE 2 6% 1.3% 0.007% 0.57% 12.0%
3 ASSIGNEE 3 5% 1.5% 0.006% 0.44% 13.0%
4 ASSIGNEE 4 4% 1.1% 0.005% 0.47% 30.6%
10 ASSIGNEE 5 2% 0.5% 0.009% 1.71% 21.4%
© 2008 CambridgeIP. All rights reserved..
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13. Assignee & Inventor Network Analysis
Using patent datasets representative of your technology space,
you can discover a technology space‘s innovator networks
Visualising ‘deep’ networks
reveals information that is
difficult to ‘see’
• Licensing opportunities
• Key experts
• Collaborator networks
• Hiring opportunities
• Network entry points
Legend
Blue Bubble: Inventor
© 2008
Red Bubble: Patent Owner (Assignee)
Bubble Size: # of Patents
Line Thickness: # of joint patents
© 2008 CambridgeIP. All rights reserved..
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14. Tracking the Evolution of your Technology Space
• A technology initially developed for one industrial application often
finds uses in other areas: technology diffusion and migration
• Maintaining industry leadership – or challenging the leaders – often
depends on spotting early on such patterns, and identifying novel
areas of application of your capabilities
There is one core area of Over time, 2 key clusters of
application in the client’s space application have developed
Core client
application area
Technology Space: 1998 Technology Space: 2008
© 2008
© 2008
© 2008 CambridgeIP. All rights reserved..
14 *IPC stands for International Patent Classification

15. Case study: Analysis of key competitors’ patenting
strategy and benchmarking against client portfolio
The Competitor Analysis is focused on 3 The questions are addressed using a
key questions: mixture of analytical techniques
1. What is the competitors’ Patenting and data sources
Strategy
The analysis can be focused on
2. What are the key strengths & weaknesses individual technology/product
of their IP Portfolio areas
3. What are the Portfolio Maintenance costs
Analysis Value Matrix Competitor Competitor Portfolio
Patenting Strengths & Maintenance
Strategy Weaknesses Costs
IPC Composition of Company Portfolio
Technology Evolution - IPC Relationship Maps
Technology Sub-set Composition & Overlap Analysis
Patent Cluster Analysis
High-impact Patent Citation Tree Analysis
History of Patenting (tech. field or portfolio)
Legacy Subset (expired patents)
Application vs. Granted Patents Data
Patent Family Financial Investment
Top Inventor Analysis
Inventor Network Analysis
Geographical Location of Inventors
Geographical Location of Patents Filed
IP Attorneys/Patent Agents
Methods, Approaches and Benefits matrix
Litigation data
© 2008 CambridgeIP. All rights reserved..
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16. A single patent can paint a picture of an industry…
In every industry there is
a set of high-impact
patents: those with a
high number of
citations from other
inventors and patent
examiners
‘Forward citations’: other
patents citing focus patent
‘Backward citations’: prior art
cited by focus patent
Note: Patent citations are the result of other inventors ‘and
© 2008 CambridgeIP. All rights reserved..
16 patent examiners’ recognition of a patent as prior art

17. Using a single high impact patent we can map out the
key dimensions of an industry
Network of
Inventors Citing a
Patent
© 2008
Analysis of Key Assignees
Citing a Patent
Industrial
applications of Distribu tion of Forward Citations by Indu stry
Focus Patent’s Segm ents
impact Advanced Patent Analysis: Organisations Citing Focus Patent
A 61K 9/14
A 61M 15/00 6.1% Assignee Number of Number of Total # Year of Total Patents
12.3% Name Forward Backward Patents in entry into in Industry
Citation Citation Patent Tech. the field Space
A 61L 9/04 Links to… Links to… Space
5.2% Company 1 12 0 37 1993 740
Company 2 6 2 25 1998 33
Company 3 4 0 19 1997 953
Ot h er A 61K 9/72
65.9% 5.2% Company 4 4 6 16 1992 406
University 1 2 0 14 1999 345
University 2 2 0 11 1995 457
Inventor 1 1 6 6 2003 10
A 61K 9/12
5.2%
© 2008 CambridgeIP. All rights reserved..
17 © 2008

18. Are you fully exploiting the available IP
Intelligence insights?
FTO
Analysis
Competit
Are you fully exploiting Investor
Comm.s
or
growth opportunities? Monitor
Infringe
Are your competitors ID New
Markets
ment
benefiting from Monitor
IP
intelligence you are not Intel.
fully utilising? Uses
IP
In-
Portfolio
Licensing
What IP Intelligence would Quality
you access if you had the
resources? M&A Out-
Strategy Collabor Licensing
ation
Opportu
nities
© 2008 CambridgeIP. All rights reserved..
18

19. …and finally…
CambridgeIP can provide you with a cost-effective solution: whether for
a once-off project or repeat needs
Feel free to discuss your specific IP Intelligence requirements with
Quentin or Ilian
Sign up to our Newsletter and visit our blog to get regular IP Intelligence
insights
Thank You !
Ilian Iliev Quentin Tannock
(CEO and Founder) (Chairman and Founder)
E-mail: ilian.iliev@cambridgeip.com E-mail: quentin.tannock@cambridgeip.com
GSM: 077 863 73965 GSM: 077 8621 0305
Tel: 01223 370 098 Tel: 01223 370 098
© 2008 CambridgeIP. All rights reserved..
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