Sao paulo 12112012.pptx - Open Innovation Seminar

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12/11/12 Open innova-on and branding 3. Apply open innova-on in rela-on to other assets! The case of branding • Does your firms have brands? • Did you ever think how openness can help you in advancing sales of exis-ng brands or how to build new ones? • Open innova-on can / has to be smoothly integrated in these new branding strategies • We use a con@nuum from closed to open focusing on examples of Unilever License scheme of Bekaert & ConEnental (technical standards) 5. Open innova-on and IP 100% 60%: compensa*on for licensing ac*vi*es 40% Bekaert Other suppliers 0% x % 2x % Con-nental Other clients 100% Proposal: • X = …% of net sales value of supplied product • Supplier collects royalties • Cross-license agreement between client and supplier implying: • Bekaert to supply "other clients" at X% • "Other suppliers" to supply the Continental at X% • Bekaert grants sublicenses to "other suppliers". The latter can supply to "other clients" at 2X% IP policy: IMEC’s posi-on in the technology life cycle Collaborative research embryonic potential growth mature generic technology potential Own Research application oriented declining/ obsolete technology life cycle IP policy: IMEC Industrial AffiliaEon Program • What – R&D coopera-on in generic technologies – Strategic program develop by IMEC and executed in IMEC – IIAP partners send guest researcher(s) to IMEC • Advantages – Sharing costs, risks, research infrastructure, IP – IIAP partners get access to: -‐ IMEC’s background knowledge -‐ selected results of other partners in IIAP – bilateral contract within the framework of IIAP • Leverages – resources – knowledge – cross-‐fer-liza-on of research of different partners – shortening -me to market 6
12/11/12 IP policy: IAP – Generic framework common IP (R 1 - R 1* ) co-owned – non-exclusive license partner IP (R 2 ) exclusive license partner A partner … IMEC IIAP background knowledge partner B IIAP foreground knowledge 6. Technology markets and the role of innomediaries IMEC IP (R o ) non-exclusive licensing partner C knowledge developed within the program Shi]ing roles and the emergence of (intermediate) technology markets Shi]ing roles and the emergence of (intermediate) technology markets Running business Running business Industrial Research Developments in Science & Technology Source: Adapted from Jos Put - DSM Industrial Research Developments in Science & Technology Technology users Growing Gap Technology suppliers • TTO • External CV • Public / private research institutes • OI campus: HTC, Chemelot, etc… • Markets for technology: Yet2.com, Innocentive, Ninesigma • OI services: IDEO, BIG, … Source: Adapted from Jos Put - DSM OI and technology markets Role of innomediaries – 2-‐sided markets (Rochet & Tirole (2005) Two-‐Sided Markets: A Progress Report; Eisenmann, Parker, and Van Alstyne (2006) Strategies for Two-‐Sided Markets, HBR) – Innomediaries can clear the market more efficiently • Innocen-ve, Ninesigma, … • Yet2.com, Ocean Tomo • YourEncore – Problem of quality of technology (garbage technology on the market) • High quality technology searched in embedded networks – Why companies s-ll have their own portals (P&G’s C +D) 7. Public policy and OI S-ll uncharted territory! 7
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