lecture given at ESC Rennes school of business

1. INFLUENCE OF
INTELLECTUAL PROPERTY
ON DIGITAL STRATEGY
Jacques Folon
www.folon.com
Partner Edge Consulting
Maître de conférences
Université de Liège
Chargé de cours
ICHEC Brussels
Professeur invité
Université de Lorraine
ESC Rennes

2. composed by an AI to be like the beatles songs

3. Some IPR Criticisms
3
http://pyersedandridge.com/wp-content/uploads/2013/06/website-home-page-critique-550x322.jpg

4. 80% of the French Internet Users
do consider that Pyracy is not
theft
4

6. 6
COPYRIGHT LENGHT INCREASES

7. 7
IPR is outdated
Beaumarchais created
the first copyright society
in 1777
FRANCE IS
THE
« DROIT D’AUTEUR»
COUNTRY

8. IS IPR a property like any other one?
• No, it is limited in time
8

9. • No, it creates a temporary monopoly position
9
IS IPR a property like any other one?

10. IPR limits research
10

11. IPR limits art
11

12. ILLEGAL ARTWORK

13. What is the purpose of IPR?
• It allows the possibility for an author to
live
• It gives various type of protection
13

14. Février 2008
IDEAS
Ideas are not protected
works. They are not
subject to property and
are free as far as they
are not proposed in an
external way
(CA Paris 12 sept
1989)

15. IPR
• Inventions
– Patents
– GMO
– IT Chips
• Signs
– Trade mark
– Names
– Geographical protection
• Esthetical objects & design
– Design
• Copyright, droit d’auteur & neighboring
rights
15

16. « Droit d’auteur »
Original
• « shows the personality of the author »
• Plagiarism is not original
Concretization
• Ideas are not protected
• A minimum of concretization is enough
• two criteria needed
Source: Lionel Maurel http://www.slideshare.net/calimaq/droit-de-linternet-et-de-linformation-complet

17. 17
Questions to raise before using
protected works
• Are these protected works?
• Are we authorized to use them?
• Do we have a written agreement?
=> what are the basic principles?

18. 18
Basic principles
•Exclusive right
•70 Years after author’s death
•Preliminary authorization
•transfer of rights
•forbidden by law !!
Crédit image: http://www.tetedequenelle.fr/2010/03/droit-dauteur-mal-tourne/

19. 19

20. 20
Categories
« Droit d’auteur »
« copyright system »
creative commons
assignment of rights
Public domain

21. What is protected ?
Text
Conferences
theatre
choreography
circus
movie
paintings
music
photo
maps
architecture
software
design
fashion

22. 22
Membership of collective societies
• SACD - SACEM - SAIF
• SGAE - GEMA…
Authors assign their rights to
• Publishers (books, press, etc.)
• Producteurs (musique, cinéma)
Author’s keep some rights
• Reproduction (xerox copy)
• Representation
Contract
Trough
mandate
they keep
moral right
Source: Lionel Maurel http://www.slideshare.net/calimaq/droit-de-linternet-et-de-linformation-complet
Various assignments or representation

23. 23
Protection of the work
•Official declaration in the copyright
system
•Nothing for « droit d’auteur »

24. 25
The Author
Copyright system the producer
Droit d’auteur: the individual

25. 25
• The author has the exclusive right
– to make a copy or accept reproduction
– communication to the public
– translation
– adaptation
– sales
• Duration in EU: 70 years after the author’s
death
Crédit image: http://www.rtbf.be/culture/wp-content/uploads/2010/11/AFPgoncourt1.jpg

26. 26
Patrimonial rights
Patrimonial rights could be assigned to a third party
trout a contract, against payment or for free
reproduction
adaptation
communication to the public
translation
representation
Crédit image: http://www.moneyandfinanceblog.com/wp-content/uploads/2010/07/Money-transfer-sending-money.jpg

27. 27
reproduction right
•A copy of the work
•Xerox copy
•3D printing
•Recording
•copy of a film
•etc.
• IFFRO and copy

28. 28
Contracts
the author is the
weak party
strict
interpretation
assignment of
right clause

29. 29
The fact that one buys an object does not
means that he/she automatically owns the
copyrights
118

30. Copyright protection does not vary following
•the nature of the work (music,
sculpture, etc.)
•its form (digital, 3D or 2D, etc.)
•Its beauty or its price

31. 31
Moral right
Only in some
countries
end of the work
could not be seazed
Paternity
respect
destruction
honor & reputation
120

33. Exceptions
33
Quotations
legal licences
reprography
family
news
communication as minor element
fair use
public domain

34. Triple test
• Exceptions may apply:
– only for limited cases
– if they do not limit exploitation
– if not against rightsowners

35. FAIR USE
– the usage of the work may be accepted
depending on
• the usage (education
• the type of work
• size and quantities of use
• consequences on the market share
35

36. 36

37. PUBLIC DOMAIN

38. 38
Neighboring rights
categories that help the author or created
specific rights
!performing artists
!producers
!broadcasters
!database producers
!duration 70 years

39. Various type of remuneration
• Proportionnal
• Assignment of rights
• Collective organisations
• individual negociations
• Employee
• Legal licence

40. Which authorization for internet use?
• Reproduction rights
• Communication to the public
• ! each use s/b authorized
• Do not forget moral right
• assignment of right s/b in writing

41. To whom may we ask the
authorization?
• Author
• Performing artists
• Neighboring rights
• Broadcasters
• Rightsowners
• Collective organizations may help

42. Collective organizations
• Contracts with rights owners
• Reciprocal agreements
• Contracts with users
– internet
– TV
• Documentation
• Distribution

43. Assignment of rights
(Droit d’auteur)
• in writing
• Strict interpretation
• S/B precise
– which right
– remuneration
– how long
– for which territory
• Difference with the copyright system

44. Sub contractors
(droit d’auteur)
• in writing
• Strict interpretation
• S:B precise
– which right
– remuneration
– how long
– for which territory
• Difference with the copyright system

45. What if no assignment?
• The author keeps his rights
• Negociation at the end of the contract
• legal action from the author possible

46. What is not protected ?
• laws
• political speeches (with exceptions)
• some public documents

47. IPR and ICT
47

48. 48

49. Open source software
49

50. 50

51. Other licences

52. « What »
No
authoriza.on
needed as far
as you respect
the licence
A contract is needed for an
addi.onal use (commercial by
instance)
Example
Creative Commons
4 criteria 6 liences

53. « free » licences
• origin; open source world
• « copyleft »
• Philosophy : positive exploitation in order
to authorize copy, distribution, re-use,
modification, in order to increase share,
creation and the creation of common
goods

54. What is new
• individual rights management
• Preliminary authorization
• usage pre-defined

55. the most popular is CC invented by
Lawrence Lessig
philosophy oh the library of Alexandria
Free as a free speech not as a free
beer

56. • 4 criteria :
– atribute)
– no derivative
– Share-alike
– Non commercial (nc)

57. • Six licences :
– By
– By-nd
– By-nc-nd
– By-nc
– By-nc-sa
– By-sa

58. • The licence follow the work

60. Now you know how to handle
droit d’auteur, copyright &
neighboring rights
don’t forget it !
60

61. TRADEMARKS
An image, a graphic design
a word, an image
useful to recognize products
forbid confusion with other products
Duration 10 years renewable
by country and for EU

62. CONDITIONS
not forbid by law
no confusion
new means nothing similar already
protected
DISTINCTIVE <> GENERIC, USUAL OU
DESCRIPTIVE
Third party could refuse (ex:Apple)

63. http://www.tuxboard.com/classement-des-marques-les-plus-puissantes-2013/

64. Trademarks, domain names & user
names in social media
200 millions domain names
2 billions user names
google search identifies user names
crédit image: http://www.them.pro/files/images/domain-names-extensions.jpg

65. No coordination
=
CONFLIT
source FREDERIC BOURGUET
http://www.slideshare.net/search/slideshow?searchfrom=header&q=noms+de+domaine
trademarks usernames

66. !66
Some conflicts
• pre-existing trademark (Milka)
• idem but reasons (armani)
• trademark created after a domain name
78

67. Usernames
easy to obtain
no control
used by search engines
crédit image: http://www.saadkamal.com/social-media/change-facebook-username/

68. Trademark is important
• important since the beginning !
• Part of the e-reputation
• Allows to refuse other trademarks requests
• need to follow what happens on line

69. Design & models
Protects appearance if
it is new
it is specific
Duration 25 years
http://lyc-stpaulnotredame-72.ac-nantes.fr/IMG/jpg/Philippe_Starck_1949-_-_Presse-Agrume_1_.jpg
https://encrypted-tbn1.gstatic.com/images?q=tbn:ANd9GcRLU6-6-PHFcb9sXL9Vmx10ANW5L_gBg2a6RL2f79VbD5dxkQFlMg

70. Patents

71. Promotes research by giving during a
limited time (20 years) a monopoly to
a person or a company who invent a
product a process that is new

72. In order to receive a patent 4 conditions :
– new technical effect
– industrial consequences
–new (unknow by the public)
–Innovative (as expert decide)

73. 73
Why did Google bought Motorola ?

74. Right on his/her image
74

75. Basic principles
• International treaties
• privacy means also right to his image
• principally no need for a damage
• Preliminary authorization needed
• duration 20 years after the individual’s death

76. How ?
Prior authorization requested
Exceptions:
– person with a public status - even temporary (only during
public life)
– consent for a shooting does not mean consent for usage
the person needs be identified (>< crowd)

77. Remember authorization is also
needed for
• Artwork
• Buildings and monument (Eiffel tower)
• Houses
• trademarks
• design
• For pictures two authorizations needed
– photographer
– subject (individual or not)
• discussion for journalists: right of information >< right of
image

78. Internet: digital far west ?
78

79. 79
First court case

80. Legal questions on Internet ?
OPTE Project Map of the Internet – CC-BY
80
•Peer to peer
•drugs
•counterfeits products
•Diffamation
Virtual world– real world
National law - internet

81. INTERNET LAW ?
•There is no internet law
•digital is not different
•new usages & international level
•Digital influence the legal framework
81

82. Digital influence
82Source: http://www.slideshare.net/calimaq/ecriture-web-et-dimension-juridique
•Cut & paste
•multimedia (voice, music, video, )
•co-working
•immediate publication
•re-use, re-create, re-publish
•a work has an independent life

83. We are in a cut & paste civilisation
Will Lion. Copy Culture. CC-BY-NC-NC
Each use of a digital work implies a copy

84. 84
Big change
•Collaborative creation
•Collective intelligence
•Use of hyperlinks

85. Digital and the law
Laws do exist but are not
respected
New problems that are not
covered by existing laws
Who is responsible? (creator,
hosted, telecom operator,…)
Applicable law ?
85

86. Google Book Search
•US law vs. French law
• French stops Google
•Finally agreements
86

87. • more & more influence of the terms &
conditions
Applicable law is a complex matter

88. 88
Did you read them ?

89. 89
http://static.freepik.com/free-photo/psd-social-icon-social-media-social-media-icons_29-30000199.jpg

90. 90
Is it legal ???

91. Is a tweet
a protected work?

93. some examples

94. 3D Printers
94

95. Myth of 30 seconds
95

96. Another myth
96

97. How to suppress copyrights
97

98. It’s quite confusing
• wording not really understood (copyright,
free, free for use,…)
• many new laws and regulations
• and everything could be copied in one clic

99. Where is the limit?
• What happens after your death?
"emails
"social media ?
"virtual goods
"e-reputation
CC-BY-NC-ND Henning
99
Source: Lionel Maurel http://www.slideshare.net/calimaq/droit-de-linternet-et-de-linformation-complet

100. Where is the limit ?
100Source: Lionel Maurel http://www.slideshare.net/calimaq/droit-de-linternet-et-de-linformation-complet
Theft in videogames ?

101. WHERE IS THE LIMIT?
ARE AVATARS BECOMING LEGAL
ENTITIES ?
Sur Second Life
101

102. CURATION : ILLEGAL ?
102

103. http://www.scoop.it/t/any-need-for-reinventing-copyright-droit-d-auteur-intellectual-property-news
103
AUTHOR ?
A few lines
Photo Share… legally?

104. 104

105. Jacques Folon
Jacques.folon@ichec.be

106. 106
Q & A
Crédit image: http://jillsbooks.wordpress.com/2010/09/15/hellooooo-anybody-out-there/raise-your-hand-2/