1. Taylor Vinters: partner led, straight-talking, plain-speaking, to the point To the point. LondonSingaporeCambridge +44 (0)20 7382 8000+65 6622 5474+44(0)1223 423444

2. LondonSingaporeCambridge +44 (0)20 7382 8000+65 6622 5474+44(0)1223 423444 Overview of IP rights Relevance of IP rights to co- created products Key IP issues to address Developing an IP strategy in co-creation IP Issues in Co-Creation Agenda

3. LondonSingaporeCambridge +44 (0)20 7382 8000+65 6622 5474+44(0)1223 423444 Patents Protect inventions Require registration Monopoly right for 20 years Territorial Holy trinity –Novelty –Inventive Step –Industrial application Infringed by using the patented invention

4. LondonSingaporeCambridge +44 (0)20 7382 8000+65 6622 5474+44(0)1223 423444 Confidential Know-How Technical information –Secret –Substantial –Identified Trade Secrets Confidentiality Agreements

5. LondonSingaporeCambridge +44 (0)20 7382 8000+65 6622 5474+44(0)1223 423444 Trade Marks Identifiers of origin Repository of goodwill Protect by registration Monopoly right Use and renewal Infringed by use or the same or a similar mark in the course of trade

6. LondonSingaporeCambridge +44 (0)20 7382 8000+65 6622 5474+44(0)1223 423444 Copyright Expression of authors own intellectual creation Right to prevent copying, distribution, modification Arises automatically Lasts up to life + 70 years

7. LondonSingaporeCambridge +44 (0)20 7382 8000+65 6622 5474+44(0)1223 423444 Design Rights Appearance of product / packaging Registered v unregistered Infringed by using the design

8. LondonSingaporeCambridge +44 (0)20 7382 8000+65 6622 5474+44(0)1223 423444 How is this relevant to co-creation in NPD? Co– Creators Idea PRODUCT DEVELOPMENT FAB Chocolate

9. LondonSingaporeCambridge +44 (0)20 7382 8000+65 6622 5474+44(0)1223 423444 Inputs IdeasRecipesFormulasDesignsProcessesNames Entire products

10. LondonSingaporeCambridge +44 (0)20 7382 8000+65 6622 5474+44(0)1223 423444 Outputs ProductsProcessesDesignsBrands Know- how

11. LondonSingaporeCambridge +44 (0)20 7382 8000+65 6622 5474+44(0)1223 423444 Different forums Social Media Communities Competitions Collaboration programmes R&D agreements Endorsement B2B v B2C

12. LondonSingaporeCambridge +44 (0)20 7382 8000+65 6622 5474+44(0)1223 423444 Key Issues Right to use the co-creators ideas and IP in product development Protection of your own IP and know-how Own/right to use IP in new product No infringement/misuse of confidential information

13. LondonSingaporeCambridge +44 (0)20 7382 8000+65 6622 5474+44(0)1223 423444 Employees v 3 rd Party Co-Creators Automatic ownership of employee copyright and inventions Employment contracts Employer liability Co-creating with third parties is a whole different ball game!

14. LondonSingaporeCambridge +44 (0)20 7382 8000+65 6622 5474+44(0)1223 423444 Use of co-creators IP Depends on what they bring to the table No protectable IP in mere ideas Confidential? More technical product development –Patented products and processes –Designs –Confidential know-how

15. LondonSingaporeCambridge +44 (0)20 7382 8000+65 6622 5474+44(0)1223 423444 How to secure the right to use Agreements Terms on website May need negotiated agreements and licences where complex

16. LondonSingaporeCambridge +44 (0)20 7382 8000+65 6622 5474+44(0)1223 423444 Protection of proprietary IP and know-how Share to innovate Relevant patent protection Confidentiality agreements Restrictive covenants Restricted access to trade secrets

17. LondonSingaporeCambridge +44 (0)20 7382 8000+65 6622 5474+44(0)1223 423444 Who owns the resulting IP? Basic position is that IP owned by its creator Most IP can be jointly owned where more than one party has contributed to it Restrictions on what each joint-owner can do without the consent of the others

18. LondonSingaporeCambridge +44 (0)20 7382 8000+65 6622 5474+44(0)1223 423444 Dealing with ownership contractually Important to deal with ownership by contract Co-creator agrees to assign his rights in return for a reward Different forms of contracts Adequacy of reward When to contract

19. LondonSingaporeCambridge +44 (0)20 7382 8000+65 6622 5474+44(0)1223 423444 Mitigating the infringement risk Important that idea you incorporate doesnt infringe third party IP or misuse confidential info Warranties from co-creator Clearance / FTO searches Cost etc. dealt with by agreement.

20. LondonSingaporeCambridge +44 (0)20 7382 8000+65 6622 5474+44(0)1223 423444 Developing an IP strategy What kinds of ideas do you want? What level of co-creator involvement? How quickly do you want to lock co-creator in? How will you deal with reward? How will you deal with infringement risks?

21. LondonSingaporeCambridge +44 (0)20 7382 8000+65 6622 5474+44(0)1223 423444 Key points to take away Approach should be proportional to the type of co-creation Be upfront about how you will deal with ownership of IP Forward plan to avoid problems down the line!

22. Any Questions? LondonSingaporeCambridge +44 (0)20 7382 8000+65 6622 5474+44(0)1223 423444 Louisa Dixon Solicitor Taylor Vinters 01223 225182 louisa.dixon@taylorvinters.com @T_VTechnology