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

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

5. Learning from the Net

7. Text

9. it wasn‘t inevitable.

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)

16. data: embryonic systems

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

27. http://www.patentlens.net/daisy/Telomerase/2389/g1/2923.html

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.

33. Do you?

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!

40. Standards!

43. http://wiki.creativecommons.org/patent_tools_public_discussion

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

47. But also ideas!

48. From “outside”

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

52. simple, accessible, extensible…
unreasonably effective over time.

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

58. Hasta pronto!