20120402 prd - generic presentation

© 2012 EverEdge IP.

2012

Who are we?

New Zealand’s largest technology and intellectual property commercialisation firm.

Proprietary: Invest in and commercialise IP-rich technologies. Transactions include packaging, medical devices, software; 000,000 to 00,000,000 values.

Advisory: Advise organisations, innovators & investors how to commercialise technology. Clients include Fortune 100 companies, 3 of 5 largest companies in NZ.

We help our clients make money from ideas.

What do we do?

We help organisations leverage innovation, technology and intellectual property to:

Create new revenue & realise value.

Build competitive advantage.

Increase innovation & accelerate product

development.Reduce liability & risk.

Our Difference.

World Leading Experience.

Multi-disciplinary Team.

Hands On Practice. Independent (not a patent attorney).

Intellectual Property 101

» William Cullen, 1708

Powered Flight

» Nikola Tesla, 1886

Importance of IP

Every single technology, product, improvement to our lives began as an idea (intellectual property).

Refrigeration

» Wright Brothers, 1903

Alternating Current» Joseph Lister, 1867Antiseptics

» Larry Page, Sergey Brin, 1998Google» Salvino d’Armate, 1284Optical Glasses

» Johann Guttenberg, 1439Printing Press

» Alexander Bell, 1875Telephone

We all have “products of the human intellect”

Ideas The way we do things Experience Skills Wisdom Knowledge

These things are not necessarily “intellectual property”

Intangible Assets vs Intellectual Property

Intangible Assets (“ideas”): skills, expertise, wisdom, experience and knowledge of you and your people.

Intellectual Property (IP): the protected form of an intangible asset ie. patent, copyright, trade secret, trademark.

Intangible Assets

Intellectual Property

How do I convert Intangible Assets into IP?

An intangible asset becomes a piece of “intellectual property” when it is converted into one of the recognised classes of intellectual property:

patent registered trademark registered design plant variety domain name unregistered trademark

confidential information trade secret know how copyright integrated circuit layouts embedded secrecy

IP Classes in terms of volume & value

Trade Secret / Confidential Info

Copyright Unregistered trademarks Registered TMs Patents Design Rights Domain names Plant Variety Rights ICLs

IP Protection =

Not free

Free

Myth Busting: “Patents must be valuable”

“Patents are difficult to get so they must valuable & useful – right?”

Patents not always a silver bullet

Getting a granted patent is surprisingly easy – you can patent just about anything.

However getting a commercially useful patent (broad and defendable) is a lot more challenging.

For patent to be commercially useful must be completely new, 2) not obvious in light of all publicly available technology anywhere in the world & 3) must cover all effective means of achieving desired end result.

Patents like any other tool: used appropriately can be extremely valuable but can also cause a lot of damage / cost.

2. Commercialising IP

Defining: “IP Commercialisation”

IP Protection = IP Commercialisation “If I’ve protected it, I’ve commercialised it”

Most IP never commercialised

2004 study by Siemens estimated 90+% of all EPO patents never commercialised.

2002 P&G identified that 92% of its patents had “no business value of any kind to P&G”.

The Innovation Opportunity.

Lots of ideas but difficult to tell game changers. Most innovators make poor entrepreneurs. Demand for, but resistance to, innovation. Impedance Gap restricts flow of innovation.

Lack skill sets to commercialize.

Innovation Product

Supply of

innovation

Innovators(SMEs, inventors, public & private

R&D)

Internal factors resist innovation

Demand for innovation

Innovation Users

(Companies)

What is “IP Commercialisation”

Identification Assessment Development Protection Exploitation

IPC =

“Generating economic or strategic value from IP or technology assets via product development, licensing or

IP sale processes”

Strong vs Weak IP

Strong IP

Weak IP

No one copies you.

Everyone copies you.

Sustainable margins.

Product is a failure Product is a success!

No one copies you.

IP

PRODUCT VALUE

Outright Sale

License

Manufacture & Distribution

Commercialisation OptionsRe

war

d ($

val

ue)

Risk + Resource + Time

Total vertical integration

Outsource most processes

Commercialisation Strategy

May vary for core and non-core products Geographical variations – licensees in hard to

access territories Manufacture locally for nearby markets –

licence elsewhere. Choices are influenced by the strength of your

IP

EverEdgeIP Ltd.

Paul DaviesDirector Intellectual Property

EverEdgeIP Ltd+64 21 119 5599+ 64 9 489 2331

p.davies@everedgeip.comwww.everedgeip.com