Product Dev n Ip

8/13/2019 Product Dev n Ip

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Product developmentand intellectual

property


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Product Development is

To develop new product.

Tube TV -> Plasma TV.

A single sim card mobile phone -> double

sim card mobile phone.

Sailing boat => steam engine boat.


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Birth Matured Death


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Longer time to invent

Product Development

duration

Antibiotic 30 years

Zip 30 years

Instant coffee 22 years

Ball pen 7 years


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Lifecycle product

1990s: Lifecycle product is 18-30 years.

New millennium: Lifecycle product became

6-18 years and nowdays, it even shorterespecially for the electronic products.

A war between the producer and

manufacturer; e.g. between Motorola,Nokia, Samsung & Blueberry for the mobilephone and between HP, Toshiba, Sony &Apple for the laptop.


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1st phase: Producing ideas

Further reading: Crawford (1994).

Ideas could be from the customer, R&D

department, competitor, worker orindustrial expo.

Multi techniques could be used to

produce creative and innovative ideassuch as brainstorming technique.


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2nd phase: Filtering idea

Avoid any unaccepted ideas.

3 questions should be asked on three

aspects:

Benefit (target group/customer).

Ability.

Profit.


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3rd phase: Testing and concept

development Marketing and engineering development:

Opinions from the users/customers.


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Product is needed

Designing new product

The end of engineering

process

Marketing new product

0 10 20 30 40 50 60 months

Modified from Smith (1988)


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Intellectual property

Intellectual property can be defined assomething produced by the mind, of

which the ownership or right to usemay be legally protected by copyright,

patent, trademark, etc. Intellectual

property includes industrial, litrary andartistic works.

(Al-Hawamdeh & Hart, 2002)


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Types of intellectual property

Trade secret.

Patent. Copyright.

Trade mark.

Industrial design.


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People with ideas people who

own ideashave more powerfulthan people who work machines

and, in many cases more powerful

than the people who ownmachines. (Howkins, 2002)


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Malaysian IP protections

(1) Akta Hakcipta 1987.

(2) Akta Perihal Dagangan 1972.

(3) Akta Cap Dagangan 1976. (4) Akta Paten 1983.

(5) Akta Hakcipta 1987.

(6) Akta Reka Bentuk Perindustrian 1996.

(7) Akta Petunjuk Geografi 2000.

(8) Akta Reka Bentuk Susun Atur LitarBersepadu 2000.

(9) Akta Cakera Optik 2000.


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World Intellectual PropertyOrganization (WIPO), Paris

Convention1883, BerneConvention 1886, and agreementof Trade Related Aspects ofIntellectual Property Rights(TRIPs) 1994.


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Purposes

Reward for the author

Stimulate artistic & scientific creativity
http://home.vicnet.net.au/~einstein/images/press.jpg


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Copyright

Ideas are not protected by copyright.

Duration: 50 years after death and then

become public domain.

(Some notes are referred to the handouts by

Professor Beth Simone Noveck).


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Things can be copyrighted

literary works

musical works, including any accompanying words

dramatic works, including any accompanying music

pantomimes and choreographic works

pictorial, graphic, and sculptural works

motion pictures and other audiovisual works; sound recordings; and

architectural works


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http://images.google.com/imgres?imgurl=www.italienischkurs.ch/Teile_allgemein/pantomime.jpg&imgrefurl=http://www.italienischkurs.ch/Leistungen.html&h=289&w=198&prev=/images%3Fq%3Dpantomime%26svnum%3D10%26hl%3Den%26lr%3D%26ie%3DUTF-8%26oe%3DUTF-8http://images.google.com/imgres?imgurl=membres.lycos.fr/jbvoinet/college/hey%20jude.gif&imgrefurl=http://membres.lycos.fr/jbvoinet/liste.htm&h=1650&w=1275&prev=/images%3Fq%3Dhey%2Bjude%26svnum%3D10%26hl%3Den%26lr%3D%26ie%3DUTF-8%26oe%3DUTF-8


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Exclusive Rights of Copyright

Owners Reproduce the work. A book could be;

Braille, animation script, film script, e-

book, condensed book etc. Prepare derivative works

Distribute copies or phono-records

Perform the work Display the work publicly

Transmit sound recording digitally


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Display

To "display" a work means to show a

copy of it, either directly or by means

of a film, slide, television image, or

any other device or process or, in the

case of a motion picture or other

audiovisual work, to show individual

images nonsequentially.


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Sony v. Universal City

Question: Does the sale of video tape recorders (VTRs) to

the public violate the Copyright Act?

Can a theory of liability be made out for those who sell

circumvention devices?

Why hold manufacturers liable? Why not sue the

broadcasters? Why not sue the infringing consumers?

What does Sony argue in its defense?
http://images.google.com/imgres?imgurl=www.80snostalgia.com/memories/betamax.gif&imgrefurl=http://www.80snostalgia.com/memories/betamax.html&h=163&w=250&prev=/images%3Fq%3Dbetamax%26svnum%3D10%26hl%3Den%26lr%3D%26ie%3DUTF-8%26oe%3DUTF-8


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Sony, contd.

Court borrows from patent law to create a standard for

copyright

Standard must balance protection of owner and freedom

of others to engage in substantially unrelated areas of

commerce

No contributory infringement if

Product widely used for legitimate, unobjectionable purposes

Device capable of substantial non-infringing uses


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Sonys Defense

Substantial Numbers of Copyright HoldersWould Consent

Time-Shifting is aNon-Commercial Use

Of Material Broadcast Free to Air

Private Activity In the Home

Serves the Public Interest of Increasing Accessto TV Programming


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Patent

Novelty in product, process or equipment to

produce the product.

Duration: 15 years.


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Could not be patented

(1) Flora.

(2) Fauna.

(3) New method in cure the human.

(4) New purpose.

(5) Anything that could be easily bought

from the market.

(6) Simple modification on any invention..


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Paper clip was patented by Norwegian, JohanVaaler in Germany, 1899.


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Thomas Alva Edison (d. 1931)

389 patents on lamp and

electrical power, 195 onphonograph, 150 on

telegraph, 141 on battery and34 on telephone.


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Hassan Kamel Al-Sabbah (d.

1935) 32 patents on solar energy, 4patents on TV and cathode ray

tube, 6 patents on power station, 3patents on pressure andtemperature equipments and 1

patent on condensed electricalimage.


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US Patent Office declared

that 97% of the registeredpatents never contribute the

profit to its owner!(DeMatteis, 2005)


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Business Week (1996): What is

the most important invention? 60 %: Car.

54 %: Lamp.

42 %: Telephone.

22 %: TV.

19 %: Aspirin.

13 %: Microwave.

7.6 %: Computer.

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