Marcas, patentes, design e direito de autor. O valor de inteligência.

Centro de Congressos do Lagoas Park,
Oeiras.
06/02/2015
João Marcelino
Marcas, patentes, design e direito de autor
O valor de inteligência

Invenções
Acetato de
eslicarbazepina
para o controlo
de epilepsia
A invenção materializada sob a
forma de comprimidos, vendidos
numa caixa, sob uma marca
comercial
3

Invenções
Mecanismo de dupla
descarga de autoclismos da
empresa OLI
Autoclismo que incorpora a
invenção
4

Marcas
a proteção dos sinais distintivos
Componente
figurativa
Componente
nominativa
Marca mista
5

Marcas
princípio da especialidade
Monte Velho – vinhos – classe 33
6

Marcas
princípio da especialidade
Monte Velho – serviços de alojamento – classe 43
7

Design
a proteção da aparência estética
8

Um clássico do design português
continuamente revisitado
A cadeira Gonçalo
10

Portuguese design para o Google
11

Patentes
a proteção das invenções
13

PATENTE / DESIGN COPYRIGHT (DIREITO
DE AUTOR)
MARCA (TRADEMARK) SEGREDO (TRADE SECRET)
Âmbito Produto ou processo
Invenções
Soluções técnicas
novas e não óbvias
para problemas
técnicos
DESIGN: o desenho
ou modelo registado
protege a aparência
de um produto
Expressão de uma
ideia original (e não a
própria ideia), em
palavras ou num
suporte “artístico”, 2-
D ou 3-D, estático ou
em “performance”
Palavra, frase, símbolo ou
desenho, ou uma
combinação dos mesmos,
que identifica ou
distingue a origem
empresarial dos bens de
uma terceira.
Não pode ser do conhecimento
público
Confere um benefício enconómico
ao seu detentor (o benefício tem
que provir do facto de ser secreto, e
não apenas do valor da informação)
Tem que ser objeto de um esforço
considerável para ser mantido
secreto
Duração
(antes do ativo
passar para o
domínio
público)
20 anos a contar da
data do pedido
70 anos depois da
morte do autor
(obra por encomenda
até 120 anos)
Indeterminado (taxas de
manutenção cada 10
anos)
Nas palavras de Bono, “um segredo
é aquilo que se diz a uma pessoa"
Adaptado de Tachibana, Slideshare, Intellectual Property for Entrepeneurs
Formas de proteção pela PI

A P.I. não é uma “burocracia a evitar”
Vida Económica 29/01/2015
15

Case Study: Creative Systems
In Jornal de Negócios, 28/01/2015
16

Tecnologia Surfacelab®
https://www.youtube.com/watch?v=X8VZkBY7uOw
17

Descrição comercial da tecnologia
18

Descrição técnica da tecnologia (invenção)
Dispositivo para leitura de identificadores de radiofrequência garantindo confinamento
volumétrico da região de deteção
19

Conhecimento tácito e explícito
20

Portefólio de direitos
Extraído de:
http://worldwide.espacenet.com/publicationDetails/biblio?CC=PT&NR=104121B&KC=B&FT=D&ND=4&date=20100512&DB=EPODOC&locale=en_EP
21

https://www.youtube.com/watch?v=0BIPZuCJJjU
Tecnologia – aplicação prática e comercial do conhecimento
técnico e científico
22

Empreendedorismo:
o que é uma start-up?
23

Escalabilidade
Estar preparado para crescer - as despesas não crescem na mesma proporção das
receitas
24

Start-ups e PI
A start-up deve ter um portefólio de patentes.
As start-ups, frequentemente, por razões
financeiras, não conseguem investir
adequadamente num portefólio de patentes.
25

Razões para construir um portefólio de patentes
1. Na maior parte dos casos, uma start-up com
forte proteção por patente terá um maior
valor de "exit", ou seja, o valor por quanto é
cotada num mercado público ou vendida
numa venda comercial. Este valor mais
elevado é um prémio pago por uma start-up
com elevadas margens brutas, que resultam
de algum grau de proteção por patente, i.e. de
exclusividade para os seus produtos e/ou
serviços.
26

2. Essas margens mais elevadas, devidas aos
direitos de monopólio por patentes, também
significam que as start-ups com boas carteiras
de patentes auferem de uma maior "margem
de lucro" pelas vendas iniciais, e, portanto,
podem ter de levantar menos fundos de
investimento, a fim de promover mais o seu
próprio crescimento através do investimento
em I & D, marketing e capacitação empresa.
27

3. Para os investidores em start-ups, as carteiras de patentes
representam um forma de proteção para “problemas".
Mesmo que uma start-up falhe, o portefólio de patentes da
empresa pode por vezes ser vendido, licenciado ou
executado, a fim de recuperar parte do investimento
original. Um capitalista de risco só começa a participação
nos lucros, quando o fundo na sua totalidade é rentável,
por isso é muito importante obter alguma forma de
regresso do capital das start-ups que falham desde que isso
ajude um fundo, na sua totalidade, a progredir em direção
à "rentabilidade". Para uma start-up, isto significa
comprometer-se com a criação de um portefólio de
patentes sobretudo quando procura investimento junto de
investidores profissionais
28

4. Na mesma linha para o último ponto, um portefólio de
patentes representa proteção “para problemas” para
os fundadores e funcionários de uma start-up. Isso
significa que, mesmo se o negócio falhar, pode ter
valor para um adquirente (por exemplo um
concorrente) por causa da carteira de patentes; o
comprador pode pagar aos fundadores e à gestão (que
têm de negociar esses acordos e ser recompensados
por isso) algum valor de saída. Muitas vezes, para o
pessoal, essa operação pode significar que o negócio
continua a funcionar (embora com novos
proprietários); este resultado pode oferecer-lhes
continuidade do emprego.
29

5. Em muitos casos, uma start-up acabar por não prosseguir o
plano de negócios original. À medida que se vai
desenvolvendo, vai encontrando novas oportunidades,
encontra problemas, e tem de lidar com um ambiente
comercial em rápida mutação e competitivo. Por ter um
portefólio de patentes, uma start-up tem mais escolhas
estratégicas quando é necessária uma mudança de direção.
Um exemplo extremo disso é uma start-up de operação
(que se dedica à construção de um movo produto ou
serviço) mudar para se tornar uma empresa de
licenciamento. Outro exemplo é a mudança para um novo
espaço de produto, mesmo que a tecnologia ainda esteja
sustentada por alguns dos portefólios de patentes
existentes na start-up.
30

Dicas para reduzir despesas em PI
1. Procurar licenças para portefólios de patentes, exteriores à empresa
- estes podem ser de propriedade de empresas operacionais
maiores, ou por qualquer dos chamados "bancos de patentes". A
maioria das start-ups pode negociar acordos de licença sem
qualquer pagamento adiantado, e portanto estes tipos de negócios
têm um impacto de caixa mínimo. Os benefícios das licenças de
patente são numerosas, mas uma boa razão é estabelecer uma
âncora no espaço comercial da empresa. Os concorrentes maiores
não podem tão facilmente intimidar a inicialização. Esta intimidação
é mais fácil de fazer quando a inicialização não está apoiada em
patentes. Por outro lado o processo de elaboração de um portefólio
de patentes pode ser acelerado dentro da start-up dado que os
custos estão minimizados. Pelo licenciamento a start-up pode ter
uma posição de patente, real e defensável, muito mais cedo no seu
ciclo de vida.
31

2. Um novo modelo que está a desenvolver-se sobretudo nos
EUA é uma forma de "outsourcing" de carteiras de patentes
de inicialização. A empresa Acacia Research Corporation,
por exemplo, compra patentes de uma start-up e fornece
licenças de "lease back". Isso permite que a start-up
obtenha o benefício do monopólio comercial que lhe foi
concedido pelas suas patentes, sem ocupar todo o capital
necessário para construir e manter um portefólio de
patentes. Para a Acacia Research o benefício é que
começam a procurar oportunidades de monetização de
patentes para o portefólio de patentes, fora do campo de
prática da start-up. Prevê-se que surjam novos e
diversificados modelos para a terceirização das carteiras de
patentes de start-up, nos próximos anos.
Dicas para reduzir despesas em PI
32

Aquisições de Start-ups pela Google
33
Fonte: Google's Ten Biggest Acquisitions, JILLIAN D'ONFRO, BUSINESS INSIDER, JAN. 20, 2015 e base de
dados Derwent WPI (WORLD PATENT INFORMATION)

24
Nº de famílias de
patente

Portefólio de patentes Skybox
1/24 © WPI / Thomson TI
- Method for deploying imaging microsatellite in Atlas-V and Delta-IV launch vehicle for e.g. educational institutions, involves transmitting
imaging data to ground receiving station when imaging satellite is in deployed state
- Method for evaluating deployment of e.g. network access change request for managing access change assurance, involves responding
network access change request with respect to determined relationships request items and items of entity
- Imaging satellite for data collection for scientific experiments, has antenna system that not contacts body during transition from non-
deployed to deployed state and transmitting imaging data acquired by imaging system
- Method for delivering overhead video to computing device, involves transmitting video streams having geo-referenced video data to
computing device such that streams contain images of geographical region and proximal geographical region
- System for scheduling e.g. image acquisition tasks for constellation of micro-satellites, has satellite control system for converting near-
optimal schedule of events to control instructions for transmitting imaging satellites
- Imaging micro satellite used in e.g. educational institutions, has integrated antenna system that is configured to fit within cavity without
coming into contact with imaging system, when door is in closed position
- Method for evaluating deployment of network access change request, involves determining multiple relationships between multiple
formatted request items and corresponding items of entity out of firewall model and current firewall policy
35

0 (?)
Nº de famílias
de patente
36

17
Nº de
famílias de
patente
37

Portefólio patentes Postini
• 1/17 © WPI / Thomson TI
• - Policy implementation module for managing e.g. electronic mail, has policy implementation module for applying unified management
policies to one of intercepted communications associated with user
• - Synchronous message management method for providing e.g. instant messages between user in client network and other messaging
parties involves forwarding user presence notifier to messaging server corresponding to messaging protocol
• - Messaging system for managing transmission of electronic messages, has computer that manages transmission of electronic message
based on source data and metadata in data structure, and on reputation of associated network domain
• - Zero-minute virus and spam detection method for electronic message management system (EMS), involves examining metadata
associated with source addresses of senders, and based on analyzed content of monitored electronic messages
• - Transport layer security encryption providing method in e-mail service environment, involves initiating simple mail transport protocol
connection with receiving server and sending server, based on security certificate of servers
• - Information providing method for wireless communication device, involves receiving information request from mobile device,
generating responsive information for request, and transmitting portion of information to mobile device
• - Electronic message management system for use over e.g. Internet, has interpreter process monitoring traffic monitor and updating
conman table based on detected patterns in traffic monitor that violate specified rules
• - Notification message has message data having information regarding incoming messages blocked from reaching destination server, and
action logic for executing selections made by user
• - Message rules implementing method for electronic message management system, involves executing user defined action based on
confidence level
38

58
Nº de famílias de
patentes
39

Portefólio patentes Ita SW
• - Method for determining multiple routes for multiple passenger groups for pricing air travel using travel planning system,
involves merging results from multiple individual queries to produce joint solutions for passenger groups
• - Determining method for determining travel solutions that involve multiple routes for multiple passenger groups involves
displaying joint solutions after merging results from multiple/individual queries to produce joint solutions
• - System for predicting relative competitive availability of seating on airline flight in travel planning and reservation system,
has availability system receiving availability query for seating availability for flight
• - Method for dividing travel query into sub-queries for air travel planning system, involves receiving answers from several
computer systems for queries, and merging received answers to return answers that satisfy travel planning query
• - Interface for travel planning such as air travel scheduling used in travel agent system, has field that allows user to enter
layover description including duration of layover at destination
• - Method of managing query cache for system for, e.g. air travel scheduling, involves retrieving set of answers comprising
valid result with set of answers comprising travel options of flights and fares when valid result exists in cache
• - Method for presenting travel information to user, involves presenting multiple cached travel options obtained from prior
queries to user, where cached travel options satisfy travel query
• - Information acquiring and integrating product, has set of instructions for analyzing user-input tag data, and assigning
computer readable tags to respective non-user-tagged tokens of tagged document based on analysis
40

7
Nº de famílias de
patentes
41

Portefólio AdMob
• - Electronic advertisement sending method for mobile website on e.g. internet network, involves sending
electronic advertisement to desired mobile website as per calibrated selected desired model
• - Mobile device user and advertisement content associating method for inventoried content delivery service,
involves associating identifying information with unique user identifier on one or more databases
• - Mobile communication network i.e. Internet, development method, for e.g. mobile phone, involves processing
received communication to update ranked menu of mobile network sites, and sending updated ranked menu to
communication device
• - Advertisement targeting method for e.g. personal digital assistant, involves determining set of information
associated with mobile device during session when mobile device accesses publisher
• - Fee i.e. targeting fee, assessing method for advertisement accessed by e.g. cellular telephone, involves
determining fee associated with bid based on effect of parameters, and charging fee when advertisement is
clicked/published
• - Advertisement delivering method for e.g. cellular telephone, involves providing advertisement to publisher,
where advertisement is combined with content requested by mobile device and delivered with requested content
to device
• - Advertisement delivering method for e.g. cellular telephone, involves matching subset of characteristics
associated with mobile device and bids for advertisements, and determining advertisement from matched bids
43

Nº de famílias de
patente
22
44

Portefólio Waze
• - Road system for traffic mapping service, has server which sends location information received from navigation devices that are on possible
routes between current location and destination, to navigation device associated with service member
• - Cooler, useful for cooling semi-continuous vertical casting mold, comprises lines of holes and channels that are organized compared to chamber
to simultaneously distribute liquid with approximately equal flows and speed on lines of holes
• - Method of applying radiation therapy in treatment of cancer e.g. lung cancer by brachytherapy delivery device, involves maintaining two
cartridges in juxtaposition, and closing incision at surgical margin by standard staples
• - Instrument used for brachytherapy delivery in treatment of cancer by radiation therapy, has cartridges that are retained in parallel array so that
standard staples close incision at surgical margin
• - Mobile device used in television broadcasting comprises application executed by processor to provide live feed to broadcaster to broadcast the
live feed to receiving devices
• - System for transition management of webpage, has page transition unit that performs transition of page based on location information
extracted by database search unit
• - Partial designation apparatus for information processing apparatus of meta-information display system, has index information storage unit that
stores index information converted by conversion unit
• - Low cost multipurpose walking stick for visually challenged
• - Instrument used for brachytherapy delivery system for treatment of e.g. lung cancer has holder that receives cartridges in parallel array so that
standard staples close incision at surgical margin while source staples are secured
46

1
Nº de famílias de
patentes
47

Portefólio Youtube
• 1/1 © WPI / Thomson AN
• - 2008-J69097
• AP
• - [Provisional] US20070888084P 20070203; US20080024940 20080201; EP20080728945 20080204; WO2008US52935 20080204; [PCT
Application] WO2008US52935 20080204; [Based on WO2008097917 A 20080814] PR
• - US20080024940 20080201; US20070888084P 20070203 TI
• - Computer implemented method for determining new collaborative ranking for digital content item e.g. video, for e.g. video sharing website,
involves updating ranking for each digital content item in set based on new ranking score IW
• - COMPUTER IMPLEMENT METHOD DETERMINE NEW RANK DIGITAL CONTENT ITEM VIDEO SHARE UPDATE SET BASED SCORE PA
• - (GOOG ) GOOGLE INC - (KARU-I) KARUNAMURTHY V - (POWE-I) POWERS M - (WAJD-I) WAJDA C - (YOUT-N) YOUTUBE LLC PN
• - US2008189272 A1 20080807 DW200856
WO2008097917 A2 20080814 DW200856
WO2008097917 A3 20081023 DW200872
EP2126722 A2 20091202 DW200979
US7840563 B2 20101123 DW201077 ICAI
• - G06F17/00; G06F17/30 ICCI
• - G06F17/00; G06F17/30 AB
• - NOVELTY :
The method involves storing a set of digital content items such as videos, in a digital content database (114), where each item includes a ranking
in the set, and displaying the items to a set of users. A set of ranking votes is received from the users for the content items in the set, where the
votes order the items with respect to each other. A new ranking score is determined for each digital content item based on a previous ranking
score in a scoring module (110). The ranking for each digital content item in the set is updated based on the new ranking score.
48

8
Nº de famílias
de patentes
49

Portefólio Doubleclick
• - Website e.g. client website, activity reporting method, involves receiving event-level data representing visitor
activity through navigation entities on website, and providing online reports to client based on inferred attribution
• - Web-activity analyzing method for e-commerce, involves attributing characteristic information to pre-defined
visitor segments and aggregating attributed characteristic information
• - Advertisement delivering method for use on computer network e.g. Internet, involves selecting advertisement in
response to advertisement request, based upon stored information about user node
• - Anonymous user information transmission method for online advertisers, involves associating user identifier and
web browser identifier with anonymized user information and transmitting to receiving terminal
• - Automating method for on=line sweepstakes, involves electronically generating revised sweepstakes form based
on received input from user for altering appearance of sweepstakes form
• - Computer system for delivery of advertisements, selects advertising content corresponding to selected
advertiser node, for display at user node based on prior activities of user in advertiser web site
• - Automatic placement of advertising - includes use of advertiser node with advertiser web site responding to
user node request and selection of advertiser node according to user characteristics
• - Commercial transaction initiating method enabling seller and buyer to communicate over quasi-public network -
receiving seller's message for buyer and transaction and if buyer approves transaction, permits buyer to pay, via
agent, for transaction, via secure communication channel using authorisation code
50

130
Nº de famílias
de patentes
51

Portefólio NestLabs
•
• - Thermostat for governing operation of heating, ventilation, and air conditioning system used in e.g. building, has processing system operating
processor in sleep mode and wake-up mode, respectively during predetermined interval
• - Thermostat, particularly electronic thermostat for use in heating, ventilation and air conditioning system in residential home, such as single
family residential home, has housing and user interface with electronic display
• - Thermostat for use in heating, ventilation, and air conditioning (HVAC) systems, has processing system to enable away-state feature of
thermostat if it is determined that true indications of occupancy conditions are sensed at trial period
• - Intelligent controller for controlling environment, such as residence, comprises sensor that senses current value of environmental parameter
and local model for determining remaining response time and for displaying remaining response time
• - Thermostat for controlling heating, ventilating and air-conditioning (HVAC) system has processing system detecting user input based on
electrical signals generated by optical sensor mounted within housing
• - Wall-mountable programmable electronic thermostat for controlling forced air type heating, ventilation and air-conditioning system to e.g. heat
house, has wiring terminals mounted on backplate and arranged along circular arcs about opening
• - Programmable thermostat for controlling heating, ventilation and air conditioning system at e.g. single family dwelling, has central electronic
display displaying information representative of setpoint temperature value
• - Occupancy sensing electronic thermostat mounted in wall for controlling heating, ventilation and air-conditioning system, has microprocessor
that is programmed to detect occupancy based on measurements made by passive infrared sensor
• - Method for interactively and graphically displaying e.g. energy consumption of Heating, Ventilation and Air conditioning system to user, in
home, involves gathering information
53

29 535
Nº de famílias
de patentes
54

Portefólio Motorola
• 1/29.535 © WPI / Thomson TI
• - Antenna switch module for e.g. electronic device, has multiple non-overlapping signal paths configured to
selectively deliver signals between two antenna switches, where each signal path is associated with one of
frequency bands
2/29.535 © WPI / Thomson TI
• - Three-piece device ear hook assembly i.e. wireless audio headset, for use with electronic device, has
cantilevered protuberance engagement component including end biased against protuberance to retain device
and ear components together
• - Method for implementing low-power near-field communication authentication of near-field communication-
enabled entity, involves receiving authentication information from entity by using near-field communication
interface of computing device
• - Method for performing device-to-device communication between user equipments through e.g. base station,
involves delaying device-to-device transmissions to user equipment using period of time relative to determined
uplink transmission time
• - Method for providing context aware multiple-input and multiple-output (MIMO) antenna system, involves
aligning one or more antennas at several nodes based upon calibration measurements and preferred orientation
for each antenna
• - Electronic apparatus for prioritizing image quality of particular subject within image, comprises image sensor has
memory that includes data for representing reference set of faces, where processor is coupled to memory
56

Obrigado pela atenção
joao.marcelino@inpi.pt
57

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