1. tm&i 2010 II.1 technology management & innovation intellectual property

2. Homework 1 – Discussion (R&D at P&G) Lecture 2 Intelectual Property Patent database search – Introduction to Espacenet Homework 2 – Instructions (Web of science & Espacenet) Today

3. tm&i 2010 II.3 what are intellectual property (IP) and intellectual property rights (IPR)? the different forms that IP can take comparison of IP types and rights gained some examples of IP overview of what’s in a patent

4. tm&i 2010 II.4 intellect - what’s in your head ideas, emotions, imagination, creativity, problem-solving ability* intellectual property (IP) - intellect made “real” the realisation, or expression of intellect, such as music, invention, art, writing* intellectual property rights (IPR) the legal right of an inventor or creator to control the use, by others, of their intellectual property *Intellectual Property for Managers and Investors. S.J. Frank, CUP. p.1

5. tm&i 2010 II.5 different forms of IP patent copyright © trademark ® or ™ know-how (trade secret)

6. tm&i 2010 II.6 patent what is it? “a government granted right to stop others from doing certain things specified in the patent document”* sounds good, doesn’t it? *Intellectual Property for Managers and Investors. S.J. Frank, p.2 how does it work? inventor invents something describes in pictures and words exactly how it is realised submits to patent office application is examined patent examiner and inventors negotiate allowable claims meanwhile the application is made public grant (or refusal) of patent

7. tm&i 2010 II.7 “From the perspective of the inventor, the process of obtaining a patent goes something like this: you work with your patent lawyer to prepare an application that describes your invention in exhaustive (and expensive) detail; the finest years of your life slip away as the application languishes, awaiting examination; at last the patent office awakens, only to curtly reject all of your claims, seeming almost astonished at your nerve; your lawyer says not to panic and, in most cases, eventually persuades the patent examiner to allow at least some claims; and finally, the stiff-covered patent award issues forth.”* *Intellectual Property for Managers and Investors. S.J. Frank, CUP. p.10

8. tm&i 2010 II.8 patent good for utilitarian (useful, practical, functional) inventions duration 20 years from filing date advantages clear protection coverage, enforceable by international law, broad range of subject matter. disadvantages high cost, delay between application and grant, disclosure prior to effectiveness of patent.

9. tm&i 2010 II.9 copyright © good for works of creative expression, e.g. writing, music, works of art, software, anything that can be “slavishly” copied duration life of author + 70 years advantages very low cost (essentially zero), absence of complex procedures, automatic international coverage, low eligibility criteria. disadvantages protection only covers slavish copying, numerous exclusions limit scope, does not cover independent development.

10. tm&i 2010 II.10 trademark ® or ™ good for words, names, symbols (logos), sounds, colours or even smells that distinguish goods and services duration effectively forever advantages low cost (typically << $2k to register), enforceable, clear ownership (register). disadvantages separate registration needed in each country/region, marks not in commercial use may be removed from register.

11. tm&i 2010 II.11 know-how (or trade secret) good for receipes, formula, algorithms, customer lists, manufacturing techniques etc., actually virtually anything ! duration for as long as you can keep it secret (!) advantages broad range of subject matter, no formal registration process. disadvantages difficult to enforce, discovery by independent development or reverse engineering, high cost of maintaining secrecy, laws vary from place to place.

12. tm&i 2010 II.12 example of a trade secret The receipe for has been secret since 1886! incidentally, the coca-cola logo was registered as a trade mark at the US patent office in 1893

13. tm&i 2010 II.13 example of a trademark the “Window” symbol is a well known trademark belonging to... Microsoft Corp

14. tm&i 2010 II.14 example of copyright This PowerPoint Presentation Copyright © 2009 M. Steinberg All rights reserved.

15. tm&i 2010 II.15 example of a patent 1980 - Pliva’s macrolide antibiotic, azithromycin is patented 1986 - azithromycin is licensed to Pfizer for the US, European and Japanese markets 1988 - launched under the Pliva tradename of “Sumamed” 1991 - launched under the Pfizer tradename of “Zithromax” 2000 - patent expires 2005 - generic version of azithromycin launched in USA

16. tm&i 2010 II.16 why patent technology? digital photography image processing microprocessor ICs (DSPs) optics memory & storage semiconductors computer peripherals cameras CCD detectors competition

17. tm&i 2010 II.17 what’s in a patent? cover page title inventors assignee (owner) application/grant number classification number (IPC) inside abstract detailed description claims figures

18. tm&i 2010 II.18 summary what is intellectual property (IP) and IP rights (IPR) different forms of IP comparison of IP types examples of IP overview of what’s in a patent next week: exploiting IP

19. tm&i 2010 II.19 homework task select your patent using assigned keywords review your selected patent (submission deadline 16/11/11) basic analysis identify inventors, assignee, priority date, IPC classification technical analysis what is it (a method, an apparatus)? what does it do according to the inventors? re-write claim 1 in your own words. Prepare a 1 page summary in Word or Powerpoint of your patent analysis (200 words max), you may include one figure to illustrate your report.

20. tm&i 2010 II.20 esp@cenet resources espacenet - Home page good introduction to the EPO search engine, esp@cenet (English) http://hr.espacenet.com croatian release of espacenet - use advanced, or number search http://v3.espacenet.com/eclasrch?locale=hr_HR international patent classification (IPC) codes (English/Croatian)

21. Web of Science How to select your patent? Use the assigned keywords to search the web of science database. Identify a leading researcher or a group in the field. Using Espacenet find patents from the person/group in the field and select your favourite. Example keywords: holographic sensor, glucose