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An IP Managment for Open
Innovation and the idea of a
         commons


                      University of Berkley
                           May, 25, 2011.
                          Carolina Rossini
Importance of Widespread Knowldge


• Open Innovation recognizes that there is
  useful and widespread knowldge

• Open Innovation teaches that you need to
  incentivize the emergence of secondry
  markets
Importance of Widespread Knowldge
– firms need to be able to develop business model capable of
  capture/extract value by buying, selling and sharing IP, and this may
  require “educate” its employees ealry on and “help” others to figure
  our their business models

and

– Government may need to provide infraestructure and foster
  standarization for knowldge sharing and communicaton (includig
  PTO)



      Support and incentiveze the growth of a SECONDARY MARKET
• Both actors (firms and governments) need
  then to manage IP accordingly and to invest
  in a environment that supports such
  management
Learning from the Net
Croi4 hc
Text
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it wasn‘t inevitable.
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adaptability
ease of mastery
capacity for leverage
accessibility

               - zittrain
Innovation as a system’s capacity
  to produce unexpected results
can we “port” infrastructure that
  facilitates Open Innovation?
Managing “knowledge” > Managing IP


        journals and books (copyright)
data / databases (copyright/database-rights ?)
        inventions / products (patents)
Croi4 hc
data: embryonic systems
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By "open access" to this literature, we mean its free
 availability on the public internet, permitting any users
   to read, download, copy, distribute, print, search, or
   link to the full texts of these articles, crawl them for
  indexing, pass them as data to software, or use them
for any other lawful purpose, without financial, legal, or
   technical barriers other than those inseparable from
            gaining access to the internet itself.
text knowledge governance:

       registration
       certification
      dissemination
       preservation
Croi4 hc
http://www.patentlens.net/daisy/Telomerase/2389/g1/2923.html
• Hard to assess the extent of legal rights you
  may have/risk of contamination

• May be hard to break the logic of “patents to
  exclude others”
closed innovation systems will then prefer
           incremental changes.
Croi4 hc
Croi4 hc
Croi4 hc
Do you?
Fig. 2.5
   IP Mapping Value Chain Analysis: Printers

 Enabling                                                                         Repair and
Technology      Equipment        Installation     Consumables         Operation    Service



Controllers   Manufacturing       Site Prep            Ink          Programming   Diagnostics



Print Heads    Integration        Assembly           Paper           Monitoring     Testing


                                   Testing                             Quality    Procedures
  Lasers                                                               Control


 Sensors                        Connectivity                         Scheduling      Parts


                         = Moderate IP risk
                         = Strong IP position (possible assertion opportunity)
                         = High IP risk
                         = Low IP risk
In a world of Open Innovation there is
    too much good stuff out there!


   Develop “scouting” strategies!
  Know you and your environment!
Be aware of your opportunities

   Product line extensions
   In-licensing and Out-licensing
   Leverage into adjacent markets
   Neutralize risks in points of your value-chain
   Secure better terms from your suppliers
   Offer more to your customers, including “IP
    insurance”
   Connect with you community and your
    universities – get to know before others
can we “port” infrastructure that
  facilitates Open Innovation?


           Deal with:

      “lack of information”
    “lack of terms of trade”
 “be smarter about your costs”
Deal with unused potential!

“only 60% of patents from top industry were utilized in
             their mainstream business”

 “10% of patents from Universities represent 90% of
                     royalties”
In order to:


Increase utilization of tech by you and others

Increase scope and number of areas by you
                and others
                      =
        Increase value of your tech!
Standards!
Croi4 hc
Croi4 hc
http://wiki.creativecommons.org/patent_tools_public_discussion
make     field of use

  use
  sell     revenue

 barter
import    geography
Croi4 hc
“The primary goal of the IP Zone is to facilitate IP transactions. We envision the IP
Zone as the central hub for companies, universities, and entrepreneurs looking to
                                    manage, market and monetize their IP assets.”
   American Express‘ Tracey Thomas, Chief IP Strategist and acting CEO for the IP
                                                                                Zone
But also ideas!
From “outside”
From “inside”: enterprise 2.0




"The way we chose to facilitate this discussion was through a community blog, which I
called 'Discussion Group about the World Wide Web,' or DIGWWW," said Simon
Revell, manger of enterprise technology and development at Pfizer. "The blog was set
up to enable anybody to post—we deliberately wanted to lower the barrier to
participation. Both [Pfizerpedia and DIGWWW] were initiated at the grassroots level
and spread virally. One soon heard about the other, and that resulting in some
beneficial 'cross-selling.'"
licensing works best inside a
  democratized ecosystem.
cyberinfrastructure
  business investment
    academic support
    open community
technical standardization
simple, accessible, extensible…

unreasonably effective over time.
what can you do?

  standardize patent data
keep exploring pilots like P2P
     fund infrastructure
   certify standard tools
Do not forget to…pay attention to
Croi4 hc
Croi4 hc
there is no single “commons”

      public domain
     patent commons
   open source software
       free culture
Hasta pronto!

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Croi4 hc

  • 1. An IP Managment for Open Innovation and the idea of a commons University of Berkley May, 25, 2011. Carolina Rossini
  • 2. Importance of Widespread Knowldge • Open Innovation recognizes that there is useful and widespread knowldge • Open Innovation teaches that you need to incentivize the emergence of secondry markets
  • 3. Importance of Widespread Knowldge – firms need to be able to develop business model capable of capture/extract value by buying, selling and sharing IP, and this may require “educate” its employees ealry on and “help” others to figure our their business models and – Government may need to provide infraestructure and foster standarization for knowldge sharing and communicaton (includig PTO) Support and incentiveze the growth of a SECONDARY MARKET
  • 4. • Both actors (firms and governments) need then to manage IP accordingly and to invest in a environment that supports such management
  • 11. adaptability ease of mastery capacity for leverage accessibility - zittrain
  • 12. Innovation as a system’s capacity to produce unexpected results
  • 13. can we “port” infrastructure that facilitates Open Innovation?
  • 14. Managing “knowledge” > Managing IP journals and books (copyright) data / databases (copyright/database-rights ?) inventions / products (patents)
  • 24. By "open access" to this literature, we mean its free availability on the public internet, permitting any users to read, download, copy, distribute, print, search, or link to the full texts of these articles, crawl them for indexing, pass them as data to software, or use them for any other lawful purpose, without financial, legal, or technical barriers other than those inseparable from gaining access to the internet itself.
  • 25. text knowledge governance: registration certification dissemination preservation
  • 28. • Hard to assess the extent of legal rights you may have/risk of contamination • May be hard to break the logic of “patents to exclude others”
  • 29. closed innovation systems will then prefer incremental changes.
  • 34. Fig. 2.5 IP Mapping Value Chain Analysis: Printers Enabling Repair and Technology Equipment Installation Consumables Operation Service Controllers Manufacturing Site Prep Ink Programming Diagnostics Print Heads Integration Assembly Paper Monitoring Testing Testing Quality Procedures Lasers Control Sensors Connectivity Scheduling Parts = Moderate IP risk = Strong IP position (possible assertion opportunity) = High IP risk = Low IP risk
  • 35. In a world of Open Innovation there is too much good stuff out there! Develop “scouting” strategies! Know you and your environment!
  • 36. Be aware of your opportunities  Product line extensions  In-licensing and Out-licensing  Leverage into adjacent markets  Neutralize risks in points of your value-chain  Secure better terms from your suppliers  Offer more to your customers, including “IP insurance”  Connect with you community and your universities – get to know before others
  • 37. can we “port” infrastructure that facilitates Open Innovation? Deal with: “lack of information” “lack of terms of trade” “be smarter about your costs”
  • 38. Deal with unused potential! “only 60% of patents from top industry were utilized in their mainstream business” “10% of patents from Universities represent 90% of royalties”
  • 39. In order to: Increase utilization of tech by you and others Increase scope and number of areas by you and others = Increase value of your tech!
  • 44. make field of use use sell revenue barter import geography
  • 46. “The primary goal of the IP Zone is to facilitate IP transactions. We envision the IP Zone as the central hub for companies, universities, and entrepreneurs looking to manage, market and monetize their IP assets.” American Express‘ Tracey Thomas, Chief IP Strategist and acting CEO for the IP Zone
  • 49. From “inside”: enterprise 2.0 "The way we chose to facilitate this discussion was through a community blog, which I called 'Discussion Group about the World Wide Web,' or DIGWWW," said Simon Revell, manger of enterprise technology and development at Pfizer. "The blog was set up to enable anybody to post—we deliberately wanted to lower the barrier to participation. Both [Pfizerpedia and DIGWWW] were initiated at the grassroots level and spread virally. One soon heard about the other, and that resulting in some beneficial 'cross-selling.'"
  • 50. licensing works best inside a democratized ecosystem.
  • 51. cyberinfrastructure business investment academic support open community technical standardization
  • 53. what can you do? standardize patent data keep exploring pilots like P2P fund infrastructure certify standard tools
  • 54. Do not forget to…pay attention to
  • 57. there is no single “commons” public domain patent commons open source software free culture

Notas del editor

  1. Develop “scouting” strategies!: Talk to your costumers! Suppliers! Develop relations with Universities! And larger communities! Support standard bodies! Know you and your environment! TLC!
  2. Develop your tailored IP LIFE CYCLE MODEL!