PIAC, Beijing September 5, 2011

The Vital Role of Patent Information for the Success of a Leading Global Company

Gerhard FischerIP Information Research

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Syngenta at a glance

● A uniquely broad product portfolio

- A leader in crop protection

- Third in high-value commercial seeds

● World-class science

- $1 billion R&D investments in 2010

- 5,000 people in R&D around the world

● Global reach and experience

- Over 26,000 employees in more than 90 countries

● Commitment to working with customers

- Tailoring solutions to individual needs

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Demand is driven by population growth and land scarcity

19602 people

2005>4 people

People fed per hectare

2030>5 people

19502.5 billion

20056.5 billion

2030

>8 billion

World population

Source: FAO, World Bank statistics, Syngenta

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Major R&D sites located on three continents

Other sites

● Marker-assisted and seed breeding capabilities

● Global field station network

Global R&D capabilities

GREENSBOROFormulationEnvironmental Science

SBIBiotechnology

R&D

JEALOTT’S HILLChemical DiscoveryWeed ControlFormulationBioscienceEnvironmental Science

STEINFungicides, Insecticides &Professional Products

GOAChemistry

BEIJINGBiotechnologyR&D

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Where our people are located

NAFTA5,022

APAC4,687

EAME12,466

LATAM4,004

TOTAL* = 26,179* FTE at December 2010

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The importance of intellectual property (IP)

Crop Protection

Germplasm Traits

SeedCare

Bt11GA21

MIR162 MIR

604

Patents

Trademarks

Secrets

PVP*

IP rights are central business assets.

IP provides market exclusivity and hence the incentive for investing in R&D.

Competitiveness is based on the ability to provide high value-added products and services at a competitiveprice.

*PVP= Plant Variety Protection

IP makes up for 74% of the average purchase price of acquisitions (PricewaterhouseCoopers, London).

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Did you know that…?

It is estimated that currently 50 billion US Dollars* are spent in Europe on

double inventions annually.

*Source: British Patent Office

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Information is key in…..

InnovationCulture

FTO ExpansionIP Acquisitions

InnovationProtection Proactive

information research

IP Exploitation (“Intellectual

Capital”)

IP Enforcement& Anti-

counterfeiting

Avoiding double inventionsEnabling patent quality Reducing risk / exposure

Identifying opportunities

Generating revenue

External growth / leverage

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Service AgendaThe deliverables

Innovation Culture• Management of information resources and tools acceleration of R&D

• Engagement & education of tools and services maximize usage

• External sourcing of inventions/know-how/skills Open Innovation

Innovation Protection• Patentability searches• Prior Art searches• Balance professional vs End-user searching Increase relevance and success of filed

patents

IP Exploitation• Information research for 2nd uses of technologies and new value capture models (adjacent technologies)

• Niche market identification• Licensing support

FTO Expansion & IP Acquisition• Infringement, clearance and freedom-to-operate searches

• Data Mining projects• Validity/invalidity searches

IP Enforcement & Anticounter-feiting• Infringement monitoring (patent intelligence)• Commercial infringement monitoring• Monitoring of activities or real and potential competitors

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Proactive information research support: From idea creation to product launch and life-cycle management

0 20 40Years

Active Ingredient / Gene

Mixtures / Construct

Formulation / Event

New Uses / Variety / Derived product

ProductDevelopment: 8 – 15 years

Market Exclusivity

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Falls into the scope of

at least 70 patents

owned by at least 31 companies / institutes

Golden Rice™ - A worst case example for multiple dependency

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Documents

Technology

Time PressureQ

uality

Size(Maximize protection) Complexity

(Technology)Volumes(Almost doubled inthe last 10 years)

Precision(Relevant

documents only)

Density(Information units/

page)

NarrowCompetition

FasterGo-to-Market

Models

FasterGo-to-Market

ModelsFast Following

Projects

Completeness(Failure not an option)

Patent Informationto cope & deliver

Best Processes Make the Difference !

The challengesMulti-level & multi-faceted

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Aligned information services

Business Environment

VU

CA

*

SyngentaProvide

integrated solutions

Create global platforms

Leverage across org boundaries

Patent InformationProvide value-added information research

Manage and maintain databases and tools

Technology Alerting systems

Patent Information strategies & priorities aligned with Business

*VUCA = Vulnerability, Uncertainty, Complexity, Ambiguity

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The foundation for service excellence in patent information

Excellent technical expertiseProficient in searching

professional databasesGood understanding of patent law

ServiceExcellence

Integration of technology, know-how & skills

People

Access to informationIT &Tools

Workflow integration

Process &Technology

IP Dept preferredCenter of excellence

Organizational Setup

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Value-added information researchThe process

Full specifications

Document Viewer

Detailed technical analysis

In-depth Evaluation

Abstracts

Highlighting

Low-cost formats

Check at source of retrieval

Pre-Evaluation

Communication

Getting an expert

Query expansion

Keeping control

Search strategies &

Retrieval

Technical assessment

Fully digitalized

Point & click access to cited documents

Reporting

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Key Performance Indicators (KPIs) and MetricsDriving value

● Number of delivered projects

● Average return time

● System usage counts

● No double inventions, time to grant

● Number of court cases / rejections

● Costs overall, per project and tool

Creation

Operations & Costs

Value & Revenue

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