David morgan tomorrow's world event presentation
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Transcript of David morgan tomorrow's world event presentation
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© Enterprise Europe Network South West 2009
Intellectual Property a Sustainable Enterprise
Dave Morgan Innovation Adviser
European CommissionEnterprise and Industry
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© Enterprise Europe Network South West 2009
Intellectual Property A Vital Asset To Business
• Traditionally organisations seen value in hard assets
• Intellectual Assets the jewel in the crown to many organisations
• Exactly the same attributes as traditional property
• Unauthorised or illegal use may result in prosecution
• Rewards for your creativity and innovation.
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IPR – What are they?
• PATENT – protection function very powerful comes at a cost
• TRADE MARKS – essentially a brand building block of enterprise
• REGISTERED DESIGN- protects external appearance of a product
• COPYRIGHT – used by us all under pins the creative economy
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The Innovation Journey
• CONCEPT
• FEASIBILITY
• DEVELOPMENT
• IMPLEMENTATION
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FIRE ANGEL®
• Nick Tate & Sam Rutter - Coventry
• Determined to enter business
• Innovation stems from the home
• Researched domestic products
• Destructive construction – re-engineered
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What Problems Did They Discover?
How Can Product Be Improved?
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FireAngel® Problems
• Operated by batteries - inefficient
• Temperamental –goes off when you burn the toast
• Ugly – spoils the look of your ceiling
• Not robust – flimsy materials
• Reset button on side
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© Enterprise Europe Network South West 2009
FireAngel®• Re-engineered moved on resultant innovation suitable patent
• Patent Protection gave them ownership of their own creativity for a period of 20years
• Effective monopoly for a period of 20 years which enables them to manufacture and exploit
• Patent is a negative right – enables them to take action against any one who copies them
• Opportunity to develop as a company and make a realistic profit
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First patent applied for in partnership with Coventry Uni.
2 later inter national patents applied for.
Aware of the need to protect their ideas.
WO0021047 – 7 Oct 1998 Smoke Alarm.
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© Enterprise Europe Network South West 2009
FireAngel®
• Needed to develop a brand to support the product – 1st April 1999
• Product to market initial problems
• Determination led to exclusive contract with B&Q
• Now available across the UK
• International portfolio re-brand for the US – Angel Eye
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Building a Portfolio
• Technology Strategy –move forward while protecting along the way
• IP portfolio enhances business value while deterring competitors
• 51 national patents 11 pending patents covering 8 technologies
• 4 Registered trade marks
• 3 Registered Designs
• IP protection major developed countries
• Current spend £60k per annum
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Commercial Status
• Products in 5000 retail outlets
• Exclusive supply deals with TESCO for all Fire & Co Safety products
• 70% of the B & Q safety products range
• Approx 50% of the UK business with Fire Brigades
• Financial performance first 6 months 2007 £33.3Million Profit £255k!!!!!
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Does This Apply to Me?
• YES Intellectual Property Applies to All
• Creators, Innovators, Service Providers most valuable thing is Intellectual Capital
• Understand how to use the IP to your maximum advantage
• Develop and implement strategies to under pin your business
• Design, Trade Mark and Brand, Patents and Copyright
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© Enterprise Europe Network South West 2009
PATENTS
• To be capable of grant there are a few basic rules:-
• Invention/innovation must be new and not known anywhere in the world
• Invention must have an inventive step not obvious or a simple adaptation
• Inventions must be industrially applicable
• The unwritten rule Commercially viable – most important is there a market?
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Patents
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© Enterprise Europe Network South West 2009
Patents
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Inventor Eric D Page January 2002
A fore head supporting device for restingA users head against the wall above a Urinal.
In use the user rests his head against theWall above the urinal enabling him to takeThe ultimate comfort break
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Patents Why Bother?
• An agreement between the state and inventor fixed period of time 20 years exclusive rights to this innovation.
• Solution to technical problems
• State gets access to the technology stops others from re-inventing the wheel
• For the inventor substantial commercial returns if proven viability
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What is a Patent ??A Bargain
State InventorFees
Technical Description
Exclusive Rights20 years
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Citations v. novelty: “Prior art”
Paul Graham USHERPatent No GB 2117179 APriority date: 18 March 1982
The BEANONo. 2015 page 128 February 1981
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James Dyson
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© Enterprise Europe Network South West 2009
Dyson
• Text book example of innovation yields market share
• Early 70s sea truck, ball barrow late 70s cyclonic separation
• Failed to get support – decided to go it alone
• Hoover noticed success copied patent Dyson success $5million damages
• Latest technology kitchen appliances
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© Enterprise Europe Network South West 2009
Patent Hints• No disclosure – no chats
• Work with others use Non Disclosure or Confidentiality Agreement
• Do work yourself – use online databases RESEARCH RESEARCH RESEARCH
• Search www.ipo.gov.uk espacenet inventor, technology
• Expert help www.cipa.org.uk
• GB, Other countries or world wide
• Useful links www.ideas21.co.uk
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© Enterprise Europe Network South West 2009
REGISTERED DESIGNS• A registered design is a monopoly right which protects a design. This can
be for all or part of a product :-
• This can be lines; contours; colours; shape texture or materials of the product or its decoration.
• The design maybe:-
• The shape of the product
• The decoration applied to a product or both eg a teapot with a specific pattern applied to it
• It is the design itself that is protected no matter what product is named on the application form
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© Enterprise Europe Network South West 2009
Registered Designs
Design Registration No 2081155 Design Registration No 000084223-0001
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© Enterprise Europe Network South West 2009
Registered Designs
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© Enterprise Europe Network South West 2009
Registered Designs
Design Registration No 3301664
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Cuddle Dry
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© Enterprise Europe Network South West 2009
Cuddle Dry
• Polly Marsh & Helen Woodbridge
• UK and European trade marks 2435436 and E6041131 registered 2006
• UK and European Design Registration 4003036 2007
• Baby Show in Milan
• Italian manufacturer – Infringement action
• Useful link www.acid.eu.com
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Robert Welch Designs Ltd
142922Argos
ACID.UK.COM
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Registered Design
• Royalties for past sales of £103,302.81
• £46,750 towards costs
• A licensing deal has now been agreed
• Alice Welch MD said in January 2006 “having built our brand on a strong design history, it is critical to us that our customers do not mistake an inferior product/copy to be our design. Therefore we at Robert Welch take IP very seriously and will pursue anybody who copy/pass off our designs”
• Useful link www.acid.co.uk
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© Enterprise Europe Network South West 2009
Trade Marks
• A badge of origin, a sign which is capable of distinguishing goods or services of one company from those of another
• Distinguished by an R in a circle. Trade marks are the only form of intellectual Property which can last forever provided they are kept in force
• As a society we are brand aware and TMs provide the opportunity for us all to effectively brand ourselves and to protect our brands.
• A Trade Mark is a BADGE OF ORIGIN
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© Enterprise Europe Network South West 2009
What Can Be Registered
Name Shape
Domain Name Slogan
Colour Logo
Music
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© Enterprise Europe Network South West 2009
Who Uses Trade Marks
• Anyone setting themselves up in business must consider brand right from the start.
• Established business spend vast amounts of time and money on research to identify a niche in the market before they launch a new product
• Probably one of the most important business decisions any SME will make.
• Consumers buy branded products and it is this which they will identify
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© Enterprise Europe Network South West 2009
Shapes as Registered Trade Marks
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Colours as Registered Trade Marks
- as applied to the outside of petrol filling stations- in relation to roadside recovery services
- in relation to milk chocolate
- in relation to cat food
- in relation to baked beans
- in relation to mobile communications
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© Enterprise Europe Network South West 2009
Slogans
• Just Do It
• I’m Lovin it
• Don’t leave home without it
• Always cutting prices
• Work, Rest & Play
• Once you pop, you can’t stop
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© Enterprise Europe Network South West 2009
Richard Branson – Virgin
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Trade Mark Hints• Create distinctive brand – this is your opportunity to create a brand
identity.
• Check up on the IPO database to establish if others have adopted this brand or something similar.
• Your brand will exist in a class which is the most appropriate for your field of business.
• Do your ground work before you set up a business mistakes are expensive to rectify and can destroy consumer confidence.
• DIY but you may need to use the services of a Trade mark agent who can add value to your application.
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Copyright
Caxton’s Printing Press
The Statute of Anne 1709
Scope increased to include engravings, prints, sculptures, dramatic works and musical
works
1956 – films, broadcasts and typographical arrangement
Copyright, Designs and Patents Act 1988
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What Is Copyright?
• It is a property right – gives creators ownership over what they create
• It is automatic
• No registration no forms to fill in
• Enables creators to earn money from their creativity
• Protects creations and allows creators to control how others can use them
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Who Uses Copyright?
• Authors, artists, photographers, musicians
• Gives creators ownership what they create
• Automatic – you have to prove infringement
• Prove ownership – retain original
• Musicians earn royalties
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Copyright Owners Control
• Copying works by any means including electronic storage
• Distribution of works as first sale, rental or publication
• Public performance of their works
• Broadcasting
• Adaptation or change
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Copyright in Music• In music copyright exists in :-
• Lyrics(“literary works”)
• Music(“musical works”)
• Production(”sound recordings”)
• Additional Copyright might exist in:-
• Photo or design of CD cover
• CD booklets - descriptions
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Who Owns Copyright
• Usually the first creator or author………..
• Or their employer if produced in the ordinary course of their employment.
• In the case of a contractor he will retain ownership unless their contract says otherwise
• Claim copyright by adding your name © date to all your works
• Provide an audit trail of your creations which you can use
• Copyright lasts for 70years after authors death.
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Who owns copyright?Taken by the prince’s executive chef, Carolyn Robb wearing their ‘new set of tweeds’.
Settlement later reached with Robb involving a four figure fee for the use of the photograph and use by the Royal Mail.
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Copyright
• ECONOMIC Rights Creators have various rights including the right to:-
• Copy their work, to perform or play their work in public.
• To broadcast their work on TV and radio, to make their work available on the internet
• To adapt their work
• MORAL rights – also protects the personality of the creator:-
• The right to be identified as the creator
• The right to object to any mis or derogatory use
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Audrey Hepburn
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Audrey Hepburn
• German postal service printed 14 million stamps
• Hepburn,s refused to grant permission under copyright to use his mothers image - glasses & not a cigarette
• Moral rights had been affected
• German government ordered all stamps to be destroyed
• Original approval sheet retained
• Sold auction 600,00 euros profits to charity
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Dan Brown -v- Michael Baigent & Richard Leigh
40 Million Copies – March ’03£1M+ in Legal Costs
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To Sum Up
• IP affects us all as an asset it is quite often of more commercial value than traditional assets
• Every business owns IP in some form or fashion
• Vital that you understand the value of IP before you start a business
• IP enables you to raise funds through licensing, capital funding, loans based on IP
• Be wary of those who make empty promises
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Bringing it all together® Registered Trade Mark
‘TM’ unregistered
Registered Design
Copyright: labels & artworkPatents: several dozen!
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GWE Offering• Impartial and commercially strategic IP advice • IP audit of all Intellectual assets • Sign posts to other areas of expertise • Sign post to other services UKTI, ERDF, EEN • Aim to ensure SMEs in the South West succeed.
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Contact Details
• 0845 60 60 969
• www.enterpriseeuropesw.org.uk
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