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POLITECNICO di MILANO
Technology
Transfer
Office
Developing IP strategy
Integrating IP in your BP, Marketing and Export Strategies
An Italian university point of view
CRUI - WIPO
Roma, 28.03.06
Giuseppe Conti
Technology
Transfer
Office
Table of contents
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POLITECNICO di MILANO
1. Definition of IP
2. Definition of IP strategy
2.a University IP mission
2.b Spin-off IP mission
3. Developing a university IP strategy
3.a IP culture
3.b IP image
3.c IP business
4. Structure and managment
5. Procedures and tools
6. Ip exploitation strategy
7. Developing a spin-off IP strategy
8. Polimi facts and figures
POLITECNICO di MILANO
Technology
Transfer
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IP
Patent
Industrial Design
Trademark
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Copyright
(inventions sw related)
Definition of IP
Res Cont.
Licensing
Spin-off
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POLITECNICO di MILANO
Technology
Transfer
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Definition of IP strategy
IP Strategy
• Define your critical IP business needs
• Develop an implementation plan based on your business
requirements
• Assess the viability of your pre-existing IP infrastructure
• Define customer management and support requirements
• Define system-level integration and support requirements
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Definition of a university / spin-off IP strategy
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Deeply linked to University/spin-off Mission
Strictly related to University/spin-off Board
University IP Mission
IP culture  to increase researchers competences and behaviour
IP image  to add value to research results
IP business- Exploitation  to make profit in licensing and equity share
Spin-off IP Mission
Freedom of Operation  to avoid wasting money (investment, law suit…)
IP Assets  to establish a strong patent portfolio (competitors, investors)
IP income  mark-up, market shares, licensing out
IP Mkting & advertising  brand value
Technology
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Developing a university IP strategy
POLITECNICO di MILANO
IP culture
• automatic monitoring and scouting of research results
• automatic selection of patentable inventions
• definition of a stronger (FoO) and leading research projects
• responsible behaviour of researchers/Institution in managing IP
IP image
• > value to research
• > value to research results
• > negotiation power
• > funds attractivity
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IP Exploitation
• spin-off
• licensing out + industry database
• research and development contracts
• infringment monitoring
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Technology
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Organizational Strategy
 Technology foresight of market
needs protecting core IP
Visionary
 Reporting tools
 IP strategy aligned with the Board
 Diversify IP e KTransfer
Integrate
 Patent on demand
Profit center
 Strong evaluation phase
 Proactive Licensing
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 Guidelines for filing
Cost center
 Standard tools and proced.
 Revision of portfolio
Defensive
 FoOperation
 No infringment
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IP exploitation
POLITECNICO di MILANO
Pre-competitive agreements with SME partners:
 Development agreement
- developing idea into test product
- engineering the product/production
 Letter of Intents
- exclusivity in negotiation while evaluating the
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potential market (i.e. paid option)
final
agreement:
 License
 Spin-off
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POLITECNICO di MILANO
Freedom of Operation
• pre start-up State of the Art Research
• set up IP portfolio
• check after 12 months from priority
• validate after 18 months from priority
Assets
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• aggressive market share attitude
• aggressive competitors attitude
• > value of the company
Marketing
• > brand value
Developing a spin-off IP strategy
Technology
Transfer
Office
Facts and Figures 1
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POLITECNICO di MILANO
Time and cost of IP Expolitation activity
IP/
know how
time
income
value
income
Medium (24m)
Medium (32k€)
Med-High (62k€)
Licensing out
1
Licensing to spin off
0,5 (7%)
Long
Department exploit.
0,1 (10%)
Short (12m)
Image
10
(33%)
-
(43m)
undirect
-
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Transfer
Office
Facts and Figures 2
POLITECNICO di MILANO
“Export Strategies”
University licensees
IT, FR, DE, Pol, Slo, ES, CZ, US, CAN, China
From Multinational to SMEs
Spin-off patent portfolio
6 spin-off
22 international patents
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US, CAN, AUS, JP, EP, DE, UK, ES, FR, CH, SW
POLITECNICO di MILANO
Technology
Transfer
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Grazie!
Ing. Giuseppe Conti
TTO Manager
Technology Transfer Office
Politecnico di Milano
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Tel. +39-02-2399.9232
E-mail [email protected]