g. conti - 2006 © - 1/12 politecnico di milano technology transfer office developing ip strategy...
TRANSCRIPT
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Developing IP strategyIntegrating IP in your BP, Marketing and Export StrategiesAn Italian university point of view
CRUI - WIPORoma, 28.03.06
Giuseppe Conti
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1. Definition of IP
2. Definition of IP strategy
2.a University IP mission
2.b Spin-off IP mission
3. Developing a university IP strategy
3.a IP culture
3.b IP image
3.c IP business
4. Structure and managment
5. Procedures and tools
6. Ip exploitation strategy
7. Developing a spin-off IP strategy
8. Polimi facts and figures
Table of contents
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IP Res Cont. Licensing Spin-off
Patent
Industrial Design
Trademark
Copyright(inventions sw related)
Definition of IP
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Definition of IP strategy
IP Strategy• Define your critical IP business needs• Develop an implementation plan based on your business
requirements • Assess the viability of your pre-existing IP infrastructure • Define customer management and support requirements • Define system-level integration and support requirements
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Definition of a university / spin-off IP strategy
Deeply linked to University/spin-off Mission
Strictly related to University/spin-off Board
University IP Mission
IP culture to increase researchers competences and behaviour
IP image to add value to research results
IP business- Exploitation to make profit in licensing and equity share
Spin-off IP Mission
Freedom of Operation to avoid wasting money (investment, law suit…)
IP Assets to establish a strong patent portfolio (competitors, investors)
IP income mark-up, market shares, licensing out
IP Mkting & advertising brand value
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Developing a university IP strategy
IP culture• automatic monitoring and scouting of research results• automatic selection of patentable inventions• definition of a stronger (FoO) and leading research projects• responsible behaviour of researchers/Institution in managing IP
IP image• > value to research• > value to research results• > negotiation power• > funds attractivity
IP Exploitation• spin-off• licensing out + industry database• research and development contracts• infringment monitoring
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Organizational Strategy
IP strategy aligned with the Board
Diversify IP e KTransfer
Technology foresight of market
needs protecting core IP
Reporting toolsVisionary
Guidelines for filing
Standard tools and proced.
Revision of portfolio FoOperation
No infringment
Patent on demand
Strong evaluation phase
Proactive Licensing
Integrate
Profit center
Cost center
Defensive
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IP exploitation
Pre-competitive agreements with SME partners:
Development agreement
Letter of Intents
License
Spin-off
- developing idea into test product
- engineering the product/production
- exclusivity in negotiation while evaluating the
potential market (i.e. paid option)
final
agreement:
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Developing a spin-off IP strategy
Freedom of Operation• pre start-up State of the Art Research• set up IP portfolio• check after 12 months from priority• validate after 18 months from priority
Assets• aggressive market share attitude• aggressive competitors attitude • > value of the company
Marketing • > brand value
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Facts and Figures 1
Time and cost of IP Expolitation activity
IP/ time value know how income income
Licensing out 1 (33%) Medium (24m) Medium (32k€)
Licensing to spin off 0,5 (7%) Long (43m) Med-High (62k€)
Department exploit. 0,1 (10%) Short (12m) undirect
Image 10 - -
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Facts and Figures 2
“Export Strategies”
University licensees
IT, FR, DE, Pol, Slo, ES, CZ, US, CAN, China
From Multinational to SMEs
Spin-off patent portfolio
6 spin-off
22 international patents
US, CAN, AUS, JP, EP, DE, UK, ES, FR, CH, SW
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Grazie!
Ing. Giuseppe Conti
TTO Manager
Technology Transfer Office
Politecnico di Milano
Tel. +39-02-2399.9232
E-mail [email protected]