Industrial Technologies Innovation Platform 2ο workshop «Εκπαίδευση για τα στελέχη μεταφοράς τεχνογνωσίας»

The contents of this publication represents the point of view of the ESIC2 Consortium and can in no way be taken to reflect the views of the European Commission

«Τα σεμινάρια στρατηγικής για την αξιοποίηση προϊόντων έρευνας»

Μεταφορά τεχνολογίας από την έρευνα στη

βιομηχανία

3 Ιουνίου 2015

10:00 – 10:30, Ice breaking Welcoming the participants (by the Host organisation, by the Expert and by the PO/PTA) Introducing the participants (by the Project) Introducing the ESS agenda with methodology and objectives (by the Expert) 9:30 – 11:15, Achieving Project Goals (by the Expert) Presenting the state of the art of key exploitable results (by each WP Leader/Exploitation Manager) Characterising Key Exploitable Results (with the Project, in sub-groups if necessary) 11:15 – 11:30, Coffee Break (by the Host Organisation) 11:30 – 13:30, Towards an effective Exploitation Strategy (by the Expert) Completing and discussing the priority map (with the Project) Completing and discussing the contribution-benefits matrix (with the Project) 13:30 – 14:30, Lunch (by the Host Organisation) 14:30 – 15:30, Consortium Agreement & IPRs (by the Expert) The Consortium Agreement: Key exploitable results and IP related issues (with the Project) 15:30 – 16:00, Standardisation, a suitable mechanism for enhancing the exploitation (by the Expert) Addressing Standardisation 16:00 – 16:30, The Plan for Using and Disseminating the Foreground (by the Expert and the Project) Aims, structure and contents 16:30 – 16:45, Collecting ESS feedback forms 16:45 – 17:00, Wrapping up & Closing Remarks (by the Expert and Host Organisation)

ESS AGENDA

To build a common exploitation culture

To resolve potential conflict situations, clarify issues, guide the activities, propose and suggest solutions and actions, etc.

To set-up targeted exploitation instruments

ESS general objectives

ESS: to be effective (1/2)

An ESS has to respect some important characteristics and assumptions:

- the Expert is a Facilitator: he/she will facilitate the discussion among participants and lead them to a common objective. He/she should also act as a “trainer on exploitation”, leading partners to better understand market issues and exploitation related issues;

- Partners should discuss in an open and courteous manner in order to explain and share their considerations and thoughts;

- Partners should be active in the discussion by giving their contribution and their point of view when examining the project exploitation results;

ESS: to be effective (2/2)

- Each participant attends the seminar voluntarily with the aim of finding solutions to identified problems;

- All participants’ opinions have the same weight;

- The seminar should not be disturbed by other partners’ priorities or interruptions (e.g. phone calls) in order to keep concentration high and the “environment” suitable for discussion;

- The seminar should be result-oriented;

- Since the agenda of an ESS is very dense, attention to and respect of the time frame is crucial.

ESS: the value driven approach

Value can have different meanings:

generate revenues if there are customers available to pay for the new technology/product;

fulfill an existing gap;

increase the organization's distinctive skill set and improve the internal processes and/or quality.

Exploitation Concept

WHAT does the product or service do?

HOW is it different from other products or services?

WHO will buy it?

WHY will they buy it? (Benefits)

• Price?

• Convenience?

• Better than what’s currently available?

• Pleasurable experience?

• Uses new technology?

WHERE will it be sold?

• Geographic location of business and customers

WHEN will it be ready to be sold?

• Concept, start-up, initial operations phase

HOW will it be promoted and sold? (Sales channels)

Exploitation Concept Statement

(not more than 150 words)

List of potential risks

Technological risks: Worthless result: ill-timed disclosure. Worthless result: earlier patent exists. Worthless result: better technology/methodology exists. Significant dependency on other technologies. The life cycle of the new technology is too short. Result aiming at replacing existing and well entrenched technologies

Partnership risks: Disagreement on further investments: some partners may leave. Industrialization at risk: no manufacturer for the exploitable result. Industrialization at risk: an industrial partner leaves the market. Industrialization at risk: a partner declares bankruptcy. Disagreement on ownership rules Partners on the same market

Market risks: Exploitation disagreement: partners on the same market. Exploitation disagreement: partners with divergent interests. Worthless result: performance lower than market needs. Nobody buys the product. Nobody needs it. Nobody buys the product. Too expensive. Nobody buys the product. Unsuitable sales force. Nobody buys the product. The project hits against a monopoly. Nobody buys the product. Problems at the time of the first sales. Nobody buys the product. Rejected by end-users.

List of potential risks

Legal risks: Legal problems: proceeding against us. Legal problems: we are sued for patent infringement. Know- how risks: it is easy to counterfeit the patent. Know- how risks: a counterfeit cannot be proved. Know- how risks: the patent application is rejected.

Management risks: Nobody buys the product. Our licensee is not exploiting his exclusive

license. Know- how risks: there are leaks of confidential information. Multiple changes to original objectives. Inadequate communication among partners. Off time supply of financial means. Weak exploitation. Inadequate business plan

Environmental/regulation/safety risks: Nobody buys the product. Does not comply with the standards. Nobody buys the product. Standards to make it compulsory don’t yet exist. Research is socially or ethically unacceptable. Influence of laws and regulations.

GLOBAL FINANCIAL CRISIS

The Chinese word for "crisis"

simplified Chinese: 危机;

traditional Chinese: 危機;

is composed of two sino-

characters that can represent

"danger" and "opportunity"

One product – many IP rights

ima

ge

© N

OK

IA®

• Reg. Designs for phone shape

• Reg. Trade Mark - "NOKIA" & start-up tone

• Copyright - software, ringtones & images

• Patents - for technology to produce and

operate. Some pooled or cross-licensed, others

kept exclusive

• Licenses – in licenses for different features

• Trade secrets - some technical know-how kept

"in-house" and not published

Intellectual Capital WHAT

Standardisation

It supports with the use of recognized methodologies, processes and terminology It enables the fast and easier marketability and dissemination of project key results to stakeholders in the field It facilitates long-term exploitation of the project results

RUNNING

Standardisation

It supports with the use of recognized methodologies, processes and terminology It enables the fast and easier marketability and dissemination of project key results to stakeholders in the field It facilitates long-term exploitation of the project results

RUNNING

web2

• Website

• Wiki

• Youtube

• Fb

• Twitter

• Rss feed

• Blogs

Negotiation

Some points to consider

Partners from different backgrounds

Partners from different countries

Relatively long duration

Legal, technical and financial aspects

Be sufficiently prepared to negotiate

…acquire information on the other parties

…examine the technology

Search for a win-win agreement

…take into account the other party’s interests

…provide objective technical and business data

Discuss the agreement as a whole

…search for an overall agreement and avoid deadlocks

…discuss conditions together with price

Time is always important

…respect the time constrains of the parties and of the technology

…good preparation and discussion, faster agreement

Negotiation

Resources

IPR-Helpdesk

http://www.ipr-helpdesk.org/home.html

ftp://ftp.cordis.europa.eu/pub/fp7/docs/ipr_en.pdf

http://www.wipo.int/sme/en/documents/guides/technology_licensing.html

Guide to Intellectual Property Rules for FP7 projects

Exchanging Value - Negotiating Technology Licensing

Agreements - A Training Manual

Other wipo publications

support

More ESIC2 Services

1. Business Plan Development

2. Assistance for Patenting

3. Assistance for Standardisation

ESIC2 Services

It is important to know that:

1. Project consortium can ask more than one service

2. Services can be requested more than once during project’s life and even after the end of the granting period

3. Assistance for Patenting, Assistance for Standardization and Business Planning can be asked also by individual project partners

ESIC2 - esic2@meta-group.com

Emmanuel Sofianopoulos, BEng, MPhil, PMP®

ESIC2 expert

Tel.0030 6972335147

Skype: manos_s

ooVoo: emmanuel@osm.eu.com