woodward ip presentation 9-12-2013

Engine Systems

Woodward, Inc

What we do Technologies that allow engines to run on natural gas

Where we do business? China, Korea, India, US, Europe

How much China business experience do we have? Over 8 years with multi-million sales

Engine Systems

Why?

Why China?• Huge market• Fast growing market• Market trends fit well to our strategy

Why China customers use our technology?• Proven pedigree• Quality focus is valued• “Western technology” is highly desired and trusted

Engine Systems

How do we protect our business in China?

• Market share• Intellectual Property• Pricing

Engine Systems

It’s all about VALUE

What is our VALUE in the eyes of our customer?Our product Value is changing “daily”• Competitors (our competitors)• Customer profitability (our customers competitors)

Price < = Customers Perceived Value of our “product”

• Demands for lower price• Customer pulling more scope of product in house• Customer invest in their own R&D to replace us with their own

solution• Local China company offers a similar solution• IP infringement • Lose customer!

Out of balance situation attracts IP Infringement!

Engine Systems

Increase your Value to keep the balance

• Performance of product• Quality of product• Ease of Service and Repair• Helping solve their problems!

Engine Systems

My belief: You cannot rely on any legal protection

3 simple truths about protecting your business

1.You are not “entitled” to anything

2.You have to earn the business

3.You have to earn the right to keep the business

Engine Systems

Summary

Protect your IP. Protect your business. • Stay ahead of imitators. INNOVATE. INNOVATE. INNOVATE!• Superior support (or other complimentary assets)• Increase complexity (but it not if it reduces the value)

Encrypted software, RFIC

• Price competitively to reduce incentive to imitators / other threats