june 6, 2005copyright 2004 - business metamorphosis llc 1 growing revenues from your intellectual...

June 6, 2005 Copyright 2004 - Business Metamorphosis LLC

1

Growing Revenues from your Intellectual Property

With BML’s Strategic

Opportunity CubeFinding Opportunities in Information

1- Anthony Trippe,Identifying Haystacks from Space...

a Patinformatics1 tool


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The Value of Intellectual Property “In a strictly legal sense intellectual property is a nebulous

subject, hard even for the lawyers to master and puzzling for anyone else-- including the people who come up with good ideas.

One things is for certain however: The market for intellectual property generates and enormous amount of money.

And this money comes from all fronts, from those who own valuable intangible assets to those who make a living out of lawyering, maintaining and managing the intangible assets of others”

The Value of a Good Idea, Silver Lake Press


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Where’s the Value?Where’s the Value?

Selling the IP Licensing the IP

– Limited Licenses Selling the Company Investing in IP

– Making the right choices


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Extracting the Value The Real Estate Analogy

Real Estate Broker– Makes Deals

Real Estate Appraiser– Appraises Real Estate

Real Estate Surveyor– Measures Real Estate

Intellectual Property Broker– Makes Deals involving IP

IP Valuer– Values Intellectual Property

Intellectual Property Intellectual Property CartographerCartographer– Measures and organizes

Intellectual Property

Intellectual Asset Management


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Measuring the ValueLocation, Location, Location

Measuring the value of patents is like measuring that of real estate. A patent’s value depends on where it is located in a landscape formed by patents held by a company and patents held by its competitors


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Valuation Methods Income Method *CAV **Black Shoals-- Option Method Asset Method

* Ted Haglein " A new method to value Intellectual Property" AIPLA Quarterly Journal (30 AIPLA Q.J. 353)** Nir Kossovsky, " Is the Average Patent Worthless?" Intellectual Asset Management, Aug/Sept 2004 pp 7-10


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The Strategic Opportunity Cube

Technology

Applications

Markets

Similar Content

Choice of Perspectives


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Example from an analysis using the

Strategic Opportunity Cube

Two companies who hold patents are contemplating a merger or acquisition--

One has about twice the number of patents as the other. But what is the value of the patents of one company to the other? Do we simply count them?


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Comparison of HoldingsA

SIC

Bog

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LOP

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CIS

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Def

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ubst

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Non

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Circ

uits

Opt

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Lith

ogra

phy

Opt

ical

Sw

itchi

ng

Qua

drat

ure

RIS

C

Sili

con

Ref

inin

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TQ

M

Tra

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educ

tion

Uph

eavi

ng

Xra

y Li

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y

Commercial Power Systems 1TX/2M-B 5TX/1M-B 16-M 4-TXConsumer Electronics 1-TX 2-TX 1TX/2M-B 2TX/2M-B 2-M 1-TX 1-TX 1-M

Fundamental 1-TX 1-TX 3-TX 14TX/18M-B 1-TX 3TX/6M-B 3-TXGeosynchronous Satellites 3TX/2M-B 1-M 6TX/3M-B 5-TX

Home Usage 1-TX 1-TX 1-TX 1-TXHome Usage Exterior 1-TX 1-TXHome Usage Variant 1-TX 1-TX

Low Earth Orbit Communications 4-TX 3TX/4M-B 3-TXMarine Systems 3-TX 5-TX 2-TX 5-TX

Medical Instrumentation 7-TX 24-TX 3TX/2M-B 1TX/1M-B 27TX/1M-B 1-MProcess Control Systems 4-TX

Rugged Computing Systems 5-M 1TX/1M-B 1-TX 4-TX 3-M 2TX/9M-B 1-M

TechnologyMost

in Common

Key Cell- Most Patents in Common

Technology/Product Cross Section Company A

Company B

Both

Products

Technologies


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Snapshot of Key CellRecNo Market

Patent / Docket/Tracker

Number Product Company File Date US Class/ subclass Intl Class290 I/O US5905800 Moskowitz, Scott A.; Cooperman, Marc Texas Instruments 5/18/1999 380028; 380030; 713176 H04L00900289 I/O US6064764 Bhaskaran, Vasudev; Ratnakar, Viresh Texas Instruments 5/16/2000 382183; 382100 G06K00900288 I/O US20010049788A1 SHUR, DAVID HILTON Texas Instruments 12/6/2001 713179 H04L00900287 I/O US6330672B1 Shur, David Hilton Texas Instruments 12/11/2001 713176; 380054; 382251 H04L00900286 I/O US6343138B1 Rhoads, Geoffrey B. Texas Instruments 1/29/2002 382100; 382135; 283901 H04K00100125 Power 20010049788 A1 Shur Texas Instruments 6/30/1998 713/179 H04L 00/900124 CPU 20010049788 A1 Shur Texas Instruments 6/30/1998 713/179 H04L 00/900123 Power 5905800 Moskwitz, Cooperman Texas Instruments 3/25/1998 380/28, 30 H04L 00/900122 CPU 5905800 Moskwitz, Cooperman Texas Instruments 3/25/1998 380/28, 30 H04L 00/900121 Power 6064764 Bhaskaran, Ratnakar Texas Instruments 3/30/1998 382/183 G06K 00/900120 CPU 6064764 Bhaskaran, Ratnakar Texas Instruments 3/30/1998 382/183 G06K 00/900119 CPU 6343138 Rhodes Texas Instruments 6/29/1999 382/100 H04K 00/100118 Power 6330672 Shur Texas Instruments 6/30/1998 713/176 H04L 00/900117 CPU 6330672 Shur Texas Instruments 6/30/1998 713/176 H04L 00/90095 Power 81300 Honsinger et al Motorola 7/13/200094 Power 80342 Honsinger et al Motorola 1/28/200093 Power 6044156 Honsinger et al Motorola 4/28/1997 380/54 H04Q 9/0092 Power 5905819 Honsinger et al Motorola 2/5/1996 382/284 G06K 9/3691 Power 6044182 Honsinger et al Motorola 7/29/1998 382/284 G06K 9/3690 Power 5859920 Honsinger et al Motorola 11/30/1995 382/115 G06K 9/0037 Power 6343138 Rhoads Motorola 6/29/1999 382/100 H04K 00/10034 Analog Conversion 79674 Honsinger Motorola 12/1/199933 Analog Conversion 79425 Honsinger Motorola 12/2/199924 Analog Conversion 5859920 Honsinger et al Motorola 11/30/1995 382/115 G06K 9/0025 Analog Conversion 6044182 Honsinger et al Motorola 7/29/1998 382/284 G06K 9/3626 Analog Conversion 5905819 Honsinger et al Motorola 2/5/1996 382/284 G06K 9/3627 Analog Conversion 6044156 Honsinger et al Motorola 4/28/1997 380/54 H04Q 9/0028 Analog Conversion 80342 Honsinger et al Motorola 1/28/200029 Analog Conversion 81300 Honsinger et al Motorola 7/13/200030 Analog Conversion 80327 Honsinger et al Motorola 11/1/200031 Analog Conversion 81596 Honsinger et al Motorola 12/13/200032 Analog Conversion 78850 Honsinger Motorola 12/2/1999


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Learning's from Analysis Both Companies patent most heavily in fundamental areas of

semiconductor manufacture– Optical Lithography– Silicon Refining – Defect Identification

The area with the most similar patents is fundamental uses of Optical Lithography- – By purchasing Motorola ,Texas Instruments more than doubles its

portfolio in this area• However the snapshot shows that almost all of those patents are by Honsinger

applied to Analog Conversion- The markets for TI and Motorola are totally separate

Motorola’s Unique patents are in Optical Switching and ASICS

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