Technology analysis intro
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Technology Analysis - using patent databases as a data source 1 What questions can we can get answered using patent data? • How ”hot” is a technology area? • Where in the technology lifecycle is the technology? • Early stage • Growth • Maturity • No identifiable cycles • Which companies takes patents in the area? • What technology components do they combine in their innovations? • How ”rare” are the technology combinations used by the companies? • Which other companies share this technological fingerprint? • When developing a new business strategy which macro technology trends should be considered? • What acquisition targets would support our strategy? Maturity Growth Early Stage
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Transcript of Technology analysis intro
Technology Analysis - using patent databases as a data source
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What questions can we can get answered using patent data?
• How ”hot” is a technology area? • Where in the technology lifecycle is the technology?
• Early stage • Growth • Maturity • No identifiable cycles
• Which companies takes patents in the area?
• What technology components do they combine in their innovations? • How ”rare” are the technology combinations used by the companies? • Which other companies share this technological fingerprint?
• When developing a new business strategy which macro technology trends should be
considered?
• What acquisition targets would support our strategy?
Maturity
Growth
Early Stage
Electric Pumps - Technology stage: Depleted - Certainty: High
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Technology Stage: DEPLETED
Prediction certainty: HIGH
Underwater Drilling for Oil - using patent databases as a data source
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Technology Stage: GROWTH
Prediction certainty: HIGH
UV treatment of water, Drinking/Waste - using patent databases as a data source
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Technology Stage: GROWTH
Prediction certainty: LOW
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Technology Stage: UNIDENTIFIED
Prediction certainty: HIGH
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Subset of Peptides having more than 20 Amino Acids - Protease Inhibitors
Peptides having more than 20 amino acids; Gastrins; Somatostatins; Melanotropins; Derivatives thereof
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Technology Stage: DEPLETED
Prediction certainty: HIGH
The old Technology: Electric/Displacement Pumps - Case example
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Mature Technology • Declining number of new unique
patents shows a matured technology
• Patents taken now, most likely add very little value to customers compared to the resources needed to develop them.
Usage of pumps • It is important to state that the
analysis do not suggest that the use of electronic pumps will decrease, only that the benefit from researching into this matured technology will decrease.
Most common strategic mistake • When this happen most
companies actually increase the R&D spent in a futile attempt to increase output from the technology. Not realizing that the hardship is coming from a macro technology trend instead of other factors.
Unique patents
Most valuable patents
Maturity
Growth
Early Stage
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A Promising New Technology -UV treatment of water, drinking/waste
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Technology Growth Anticipated • Heavily patented technology area • Growth phase has not been
entered yet, but is anticipated. • IPR taken in this periode are likely
to be very valuable in the future
Markets Growth • Market growth is estimated to be
15-20% in the future M&A Activity • Large private equity funds are
buying market leaders in this industry e.g. Danaheir
• Good IPR should be considered important when considering a target
Early Stage
Year
Unique patents (This technology has a lot higher patent activity than pumps)
Our software can identify Technology Components in patents -Case example: Anti-phase Sound
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Looking at the Market Leader (60% Market share) -UV treatment of water, drinking/waste
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26 Patents with
the same technology
combination
A61L-002/10 C02F-001/32
US2010282661-A1; WO2010130031-A1; CA2760191-A1; EP2429679-A1; KR2012031935-A; CN102421498-A
Fluid treatment system, used for treatment of liquids such as water, comprises a fluid inlet, a fluid outlet, and a fluid treatment zone
Using our software we identified the most commonly used technology combination in Trojan’s Patent portfolio
Using the identified technology fingerprint we searched globally for companies using the same technology combination in their patents. This revealed a venture backed company in Israel with several patents with the same technology fingerprint.
Looking at the Market Leader (60% Market share) -UV treatment of water, drinking/waste
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The second most commonly used technology configuration in the Trojan patent portfolio is combining UV with electromagnetic waves
Using the identified technology fingerprint we searched globally for companies using the same technology combination in their patents. This revealed two Japanese companies; Chiyoda Kohan with no english homepage, and Iwasaki specializing in light.
23 Patents with this
configuration B01J-019/12 C02F-001/32
Radiation source assembly of transverse-to-flow fluid treatment system, has top plug element that is disengaged from reactor port without disengagement of elongate radiation source from reactor port
Customers are over served
Unit price decreases, as
production increases
Technology gets depleted
The technology Bermuda triangle -Wright, Clayton Christensen & Technology maturity
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Wright & Moore
Clayton Christensen
New customer segments
Unit price decreases, as
production increases
Technology not entering maturity
The Profit triangle -Wright, Clayton Christensen & Technology maturity
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Underwater drilling for oil - 948 patents last 10 years
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Unique Patents
Years
Underwater drilling for oil - 948 patents last 10 years
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Companies which has taken new patents in this area
MIT patents with combined IPC’s -When commercializing the number of technologies combined increases
IPC Code Description from WIPO
A61K-048/00
Medicinal preparations containing genetic material which is
inserted into cells of the living body to treat genetic
diseases; Gene therapy
C12N-015/11
Genetic material which is inserted into cells of the living body
to treat genetic diseases .... DNA or RNA fragments; Modified
forms thereof (DNA or RNA not used in recombinant
technology
17 1 Fleming, L. and Sorenson, O. Science as a map in technological search. Strategic Management Journal. 2004
Fleming, L. and O. Sorenson, 2004 Empirical findings
”The exponential relationship between citations and economic value found by Harhoff et al. (1999) for German patents holds in the U.S. market, this 10 percent increase in citations would correspond to a 214 percent increase in economic value.” Fleming, L. and O. Sorenson, 2004
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The hill of usefulness getting exploited
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IPC Code Description from WIPO
A61K-048/00 Medicinal preparations containing genetic material which is inserted into cells of the living body to treat genetic diseases; Gene
therapy
C12N-015/11 Genetic material which is inserted into cells of the living body to treat genetic diseases .... DNA or RNA fragments; Modified forms
thereof (DNA or RNA not used in recombinant technology
Contact info
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Filip Poulsen MSc in Management of Innovation and Business Development
Business development, strategy & technology analysis www.TCGConsult.dk Phone: +45 40 54 66 22 Mail: [email protected]
