Segment 1 Making Patents Work for Strategic Business Advantage Presentation at KAIST October 2010 Bruce D. Sunstein Sunstein Kann Murphy & Timbers LLP

Segment 1

Making Patents Work for Strategic Business Advantage

Presentation at KAIST October 2010

Bruce D. SunsteinSunstein Kann Murphy & Timbers LLP

Boston

www.sunsteinlaw.com©2010 Sunstein Kann Murphy & Timbers LLP

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Archimedes:

“If you give me a lever of sufficient length and a fulcrum in the right place, I can move the world.”

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Was Archimedes a Patent Lawyer?

“If you give me a lever of sufficient length and a fulcrum in the right place, I can move the world.”

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Knowing where to apply the leverage of patents—

is critical to successful patent portfolio buildingcannot be done without awareness of business goals and knowledge of the competitive landscape

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Patent Leverage

BUSINESS GOALS

COMPETITIVE ENVIRONMENT

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Our setting:

Our company has a growing portfolio of technologyWith pending and issued patentsHow do we know What to file? When to file? When to license?

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We should develop a patent portfolio on purpose!

Not based on accidentNot based on blind guessingInstead, based on a planned strategy, aimed at supporting defined business objectives

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How to develop a patent portfolio on purpose

Develop patent and business strategies that are aligned with each other, andMake the patent and business strategies appropriate to the competitive environment

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Making the patent strategy fit business strategy

Patent strategy must be aimed to protect existing and potential markets of the companyPatent strategy and business strategy must inform each other Existing and potential markets that can be

protected may depend on how well the company can develop technology in a particular area

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What will the business look like five years from now?

An application filed today defines what protection the business has five years from nowWhat products and processes will the business be selling (and using)? What products and processes can we expect the competition to be selling and using? The answers to these questions go to the heart of the company’s business plan

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What technology should we target to get our new products and services to market?

The targeted technology defines our patent filing strategyWe craft a filing strategy to cover our planned products and services as well as potential work-arounds by competitors

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Patent filing strategy can inform the business plan

Steer product development in directions that are ripe for patenting and technologically feasibleCoordinate product development and introductions with patent filings

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Patent strategy and business strategy can inform one another

But only when the masterminds of each meet with one anotherRequired are regular meetings of patent counsel and general counsel with heads of business development, marketing, and technology development

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IP Portfolio Meetings

Use a patent portfolio listing Place new inventions on it, and indicate timing for filing Place existing filings on it, with filing data, pertinent

product lines, and status

Review and update the listing in meetings, so the listing also becomes an agendaHave patent counsel update the listing between meetings

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IP Portfolio Meetings (cont’d)

Items on the portfolio listing can be adjusted in relation to the business strategy The business strategy can be adjusted in relation to items on the portfolio listingThe adjustments must take into account competition, developments in the market, the technology, legal proceedings involving the portfolio and the company, and the budget

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Patent Licensing and Litigation

Can be addressed in the IP Portfolio meetingsLicensing-in may be used expand the reach of the company’s portfolio, and may be needed for clearance purposesLicensing-out, a potential source of revenue from the portfolioLitigation, both patent assertion and defense, can be evaluated in the business and technology context

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Strategic planning considerations: I

Technology in house?

Patent applied for?

YesProsecution/Enforcememt

Yes

No

Search for in-licensing

opportunities

Evaluate New Patent Application

Path A:Start with Market

Need

Path B:Start with Innovation

Invent

No

Current market?

Yes

Significant Future Market (e.g. <10 yrs)

No Outlicense or HoldNo

Evaluate New Patent Application

Yes

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Strategic planning considerations: II

Filing Decisions

Market Analysis

Competitive Analysis

Likelihood of Commercialization

Patentability

Prosecution Costs

IP Strategy

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Strategic planning considerations: III

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0.0 2.0 4.0 6.0 8.0 10.0 12.0

Realization Difficulty

Mar

ket

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rier

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Making your patent strategy deal with the competition

Learn what the competition is doing Develop an integrated view of the competition and the prior art Use the integrated view to inform the patent strategy

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Learn about the competition

SEC filings (esp. Form10-K): EDGAR filings on SEC website and e.g. www.secinfo.com (also Lexis, Westlaw)Competitor web sites & WWW generallyNewspapers, trade journalsLicensing authorities; e.g., FDA Orange Book, www.fda.gov/cder

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Learn about the competition—

Patent and Technology Searching

www.uspto.gov, http://ep.espacenet.com (EPO website)Dialog (www.dialog.com), STN database of American Chemical Society (http://stnweb.cas.org), Micropatent (www.micropat.com), NIH: National Center for Biotechnology Information (www.ncbi.nlm.nih.gov)

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Learn what the competition is doing √Develop an integrated view of the competition and the prior artUse the integrated view to inform the patent strategy

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Developing an integrated view

Patent mapping can helpExample: IPVision (www.ipvisioninc.com and http://see-the-forest.com)Specific map: base patent to Cipro® (ciprofloxacin) of Bayer Aktiengesellschaft Found in the Orange book, 4,670,444

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The Patent Landscape Map Shows the Patent Landscape

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(7,55) 4670444 Bayer AktGrohe, Klaus;Zeiler, Hans-Joachi7-amino-1-cyclopropyl-4-oxo-1, 4-dihydro-quinoline-and

(1,21) 3849421 SUMIPROCESS FOR THEPREPARATION OF COMPOU

(1,56) 4146719 Kyorin SeIrikura, TsutomuPiperazinyl derivatives ofquinoline carboxylic acids

(1,23) 4284629 Bayer AktGrohe, Klaus;Zeiler, Hans-JoachiProcess for the preparation of4-pyridone-3-carboxylic aci

(2,1) RE32975 ReisGrohe, Klaus;Zeiler, Hans-Joachi4-Pyridone-3-carboxylic acidsand/or derivatives thereof

(2,43) 4292317 LaboratorPesson, Marcel1,4-Dihydro-quinoline-3-carboxylic acid derivatives, p

(4,3) 4472579 Kyorin SeIrikura, Tsutomu;Shiba,Toshie;Process for the preparation ofquinoline carboxylic acid der

(3,8) 4522819 Norwich EFox, Jr., Charles L.;Modak, Sha1-Ethyl-6-fluoro-1,4-dihydro-4-oxo-7-(1-piperazinyl)-3-quino

(6,2) 4556709 Bayer AktGrohe, Klaus;Zeiler, Hans-Joachi2-Amino-8-cyclopropyl-5-oxo-5,8-dihydro-pyrido 2,3-d!-py

(28,0) 6395746 Alcon ManCagle, Gerald;Abshire, RoberMethods of treatingophthalmic, otic and nasal in

(13,0) 6359016 Alcon UniSingh, Onkar N.;Bhagat, HaresTopical suspensionformulations containing cipro

(2,5) 4804760 Bayer AktSchriewer, Michael;Grohe,KlausProcess for the preparation of4-hydroxy-quinoline-3-carbox

(6,2) 4889857 YoshitomiAraki, Kazuhiko;Kuroda, TsuQuinolonecarboxylic acidcompounds and pharmaceut

(2,5) 4758567 RottapharDesideri, Desiderio;Stradi,Riccar7-(4-amino-piperazinyl)- or 7-(4-chloro-piperazinyl)quinoli

(8,2) 4820716 Bayer AktPetersen, Uwe;Grohe, Klaus;Z7-(1-Pyrrolidinyl)-quinolonecarboxylic acid der

(8,6) 5180719 Norwich EWhite, Ronald E.;Demuth, Jr.,ThAntimicrobial quinolonyllactam esters

(29,5) 5336768 Hoffmann-Albrecht, Harry A.;Keith, DenniAntibacterial cephalosporincompounds

(27,2) 5329002 Hoffmann-Albrecht, Harry A.;Keith,Dennis D.;Wei, Chung-Chen;Weigele, MAntibacterial cephalosporin c

(8,9) 5328908 Procter &Demuth, Jr., Thomas P.;WhiAntimicrobial quinolonethioureas

(2,3) 5281596 Bayer AktKitao, Tadatoshi;Sekiguchi,NobAntibacterial drugs for fish The method of combating bacterial in

(21,3) 5262417 The UpjohGammill, Ronald B.;Bisaha, SAntibacterial quinolonecompounds

(18,1) 5233091 Pfizer InMcGuirk, Paul R.6-fluoro-1,4-dihydroquinol-4-one-3-carboxylic acid derivat

(13,8) 5179096 Rhone-PouGentilini, Marc;Guyot, Anne;RTherapeutic application offlouroquinolone derivatives

(4,3) 5169853 SterlingLesher, George Y.;Singh, BaPyridinyl-quinolonecompounds, their preparatio

(25,6) 5162523 Hoffmann-Keith, Dennis D.;Roberts, JohnCephalosporin antibacterialcompounds

(25,4) 5159077 Hoffmann-Keith, Dennis D.;Roberts, JohnPenam antibacterialcompounds

(6,6) 5145853 Bayer AktMetzger, Karl G.;Zeiler, Hans-JoaBactericidal formulations foruse in veterinary medicine

(26,7) 5147871 HoffmannAlbrecht, Harry A.;Chan, Ka-Kong;Keith, Dennis D.;Then, RuAnti-bacterial cephalosporin c

(19,0) 5104868 Pfizer InMcGuirk, Paul R.Tricyclic derivatives of 7-substituted-6-fluoro-1,4-dihy

(4,2) 5091530 Chinoin GHermecz, Istvan;Kereszturi,Geza;Vasvari, Lelle;Horvath,Baron chelates of quinoline c


(8,8) 5075319 SterlingLesher, George Y.;Singh,BaldePyridinyl-quinolonecompounds, their preparatio

(2,7) 5039683 Pfizer InNakanishi, SusumuAzetidinyl quinolone carboxylicacids and esters


(23,5) 5023257 Bayer AktPollinger, Norbert;Serno, PeIntramuscular injection formsof gyrase inhibitors

(4,0) 5811433 Bayer AktBartel, Stephan;Grohe, Klaus1,6-naphthyridonecarboxylicacid derivatives

(11,3) 5843930 Bayer CorPurwar, Shivaji;Goldman,DavidMethod of treating otitis withciprofloxacin-hydrocortisone

(5,0) 5556861 LaboratoiBacque, Eric;Barreau, Michel;1,8 benzonaphthyridinederivatives and antimicrobial

(10,0) 5656623 The ProctWhite, Ronald Eugene;Demuth,Jr., Thomas ProsserAntimicrobial lactam-quinolon


(1,0) 5786363 Bayvit, SCanovas Soler, Pedro;DelgadilAqueous compositionscontaining ciprofloxacine, an

(13,0) 5530116 The ProctDemuth, Jr., Thomas P.;WhiAntimicrobial quinolonyllactams

(10,7) 5631256 The ProctDemuth, Jr., Thomas P.;WhiAntimicrobial quinolonethioureas

(6,1) 5798115Santerre, Paul J.;Mittelman,MaBioresponsivepharmacologically-active po

(2,0) 5756506 Bayer CorCopeland, Dennis D.;Ewert,Kathleen M.;Wollen, Terry S.Single high dosefluoroquinolo

(11,1) 5434147 Proctor &White, Ronald W.;Demuth, Jr.,ThAntimicrobial quinolonyllactam esters

(36,0) 5648346 The ProctWhite, Ronald Eugene;Demuth,Jr., Thomas ProsserAntimicrobial carbacephem-qu

(4,1) 5739399 Bayer AktSattler, AndreasProcess for the preparation ofcyclopropanecarboxylic acid

(35,0) 5637580 The ProctWhite, Ronald E.;Demuth, Jr.,ThAntimicrobial penem-quinolones

(12,1) 5387748 Procter &Demuth, Jr., Thomas P.;WhiAntimicrobial dithiocarbamoylquinolones

(5,4) 5679336 Alcon LabAli, Yusuf;Jani, RajniAntibacterial compositions Aqueous pharmaceutical compositions

(36,0) 5646139 The ProctWhite, Ronald Eugene;Demuth,Jr., Thomas ProsserAntimicrobial carbapenem qui


(12,1) 5672600 The ProctDemuth, Jr., ThomasProsser;White, Ronald EugeneAntimicrobial dithiocarbamoyl

(6,2) 5496947 Dong WhaYoon, Sung-June;Chung,YoungQuinolone carboxylic acidderivatives

(8,0) 6313299 Dong WhaYoon, Sung-Joon;Chung,Yong-Ho;Lee, Chi-Woo;Oh,Yoon-SeQuinolone carboxylic acid der


(5,0) 6262072 Yung ShinLee, Fang-YuOrally administeredantimicrobial pharmaceuti

(122,0) 6261601 RanbTalwar, Naresh;Sen, HimadriOrally administered controlleddrug delivery system providi

(6,0) 6191143 PharmaciaWatts, Jeffrey L.;Stehle, RandaTopical administration ofantimicrobial agents for the t

(4,0) 6136338 AmericanDanielson, Douglas W.;Nichols,EOral veterinary compositioncontaining a fluoroquinolone

(1,0) 5998418 Bayer AktBonse, Gerhard;Hamm,Martin;Enrofloxacine injection orinfusion solutions

(9,0) 5965549 Bayer AktPurwar, Shivaji;Goldman,DavidCiprofloxacin-hydrocortisonesuspension

(9,0) 5929086 PharmaciaWatts, Jeffrey L.;Wardley,Richard C.;Stehle, Randall G.Topical administration of anti

1974 1975 1976 1977 1978 1979 1980 1981 1982 1983 1984 1985 1986 1987 1988 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002

1974 1975 1976 1977 1978 1979 1980 1981 1982 1983 1984 1985 1986 1987 1988 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002

List Of Assignees And Co-Assignees On This Map # 13 Bayer Aktiengesellschaft 8 The Procter & Gamble Company 5 Pfizer Inc. 4 Hoffmann-La Roche Inc. 2 Alcon Universal Ltd. 2 Bayer Corporation 2 Dong Wha Pharmaceutical Industrial Co., Ltd. 2 Kyorin Seiyaku Kabushiki Kaisha 2 Norwich Eaton Pharmaceuticals, Inc. 2 Pharmacia & Upjohn Company 2 Procter & Gamble Pharmaceuticals, Inc. 2 Sterling Drug Inc. 2 The Upjohn Company 1 <blank> 1 Alcon Laboratories, Inc. 1 Alcon Manufacturing, Ltd. 1 American Cyanamid Company 1 Bayvit, S.A. 1 Chinoin Gyogyszer- es Vegyeszeti Termekek Gyara Rt. 1 Dainippon Pharmaceutical 1 Hoffmann La-Roche, Inc. 1 Laboratoire Roger Bellon 1 Laboratorie Roger Bellon 1 Proctor & Gamble Pharmaceuticals, Inc. 1 Ranbaxy Laboratories Limited 1 Rhone-Poulenc Sante 1 Rottapharm S.p.A. 1 SUMITOMO CHEMICAL COMPANY, LIMITED 1 Yoshitomi Pharmaceutical Industries, Ltd. 1 Yung Shin Pharmaceutical Industrial Co. Ltd.

List Of Inventors On This Map # 12 Demuth, Jr., Thomas P. 12 White, Ronald E. 8 Grohe, Klaus 6 Metzger, Karl G. 6 Zeiler, Hans-Joachim 5 Keith, Dennis D. 4 McGuirk, Paul R. 3 Albrecht, Harry A. 3 Wei, Chung-Chen 3 Weigele, Manfred 2 Barbachyn, Michael R. 2 Bhagat, Haresh G. 2 Bisaha, Sharon N. 2 Chung, Young-Ho 2 Gammill, Ronald B. 2 Goldman, David 2 Irikura, Tsutomu 2 Judge, Thomas M. 2 Kim, Kyoung S. 2 Kim, Nam-Doo 2 Lee, Chi-Woo 2 Lesher, George Y. 2 Oh, Yoon-Seok 2 Purwar, Shivaji 2 Reuman, Michael 2 Roberts, John L. 2 Scheer, Martin 2 Singh, Baldev 2 Singh, Onkar N. 2 Stehle, Randall G. 2 Timko, Joseph M. 2 Watts, Jeffrey L. 2 Yoon, Sung-June 1 <blank> 1 Abshire, Robert L. 1 Ali, Yusuf 1 Araki, Kazuhiko 1 Bacque, Eric 1 Balogh, Marie 1 Barreau, Michel 1 Bartel, Stephan 1 Beermann, Dieter 1 Bonse, Gerhard 1 Bremm, Klaus-Dieter 1 Cagle, Gerald 1 Canovas Soler, Pedro 1 Chan, Ka-Kong 1 Choi, Dong-Rack 1 Copeland, Dennis D. 1 Danielson, Douglas W. 1 Daum, Sol J. 1 Delgadillo Duarte, Joaquin 1 Desconclois, Jean-Francois 1 Desideri, Desiderio 1 Endermann, Rainer 1 Ewert, Kathleen M. 1 Fox, Jr., Charles L. 1 Gentilini, Marc 1 Girard, Philippe 1 Guyot, Anne 1 Hagemann, Hermann 1 Hamm, Martin 1 Hayami, Toshio 1 Hermecz, Istvan 1 Hofmann, Wolfram 1 Horvath, Agnes 1 Husband, Brent 1 Ikeda, Yoshifumi 1 Jani, Rajni 1 Jin, Yoon-Ho 1 Kereszturi, Geza 1 Kitao, Tadatoshi 1 Konzelmann, Frederick M. 1 Kryvenko, Michel 1 Kuroda, Tsuyoshi 1 Lavergne, Marc P. 1 Lee, Fang-Yu 1 Lim, Jae-Kyung 1 Marmarosi, Katalin 1 Matsukubo, Hiroshi 1 Milanese, Alberto 1 Mittelman, Marc W. 1 Modak, Shanta M. 1 Moreno Rueda, Juan 1 Moriguchi, Akihiko 1 Muller, Hanns-Peter 1 Naik, deceased, Arundev Haribhai 1 Nakanishi, Susumu 1 Nichols, Eric 1 Pajor, Aniko 1 Paris, Jean-Marc 1 Pesson, Marcel 1 Petersen, Uwe 1 Picaut, Guy 1 Pollinger, Norbert 1 Ritli, Peter 1 Rosenheim, Michel 1 Rossman, Pamela L. 1 Santerre, Paul J. 1 Sattler, Andreas 1 Schriewer, Michael 1 Sekiguchi, Noboru 1 Sen, Himadri 1 Serno, Peter 1 Shiba, Toshie 1 Sipos, Judit 1 Staniforth, John N. 1 Stegemann, Michael 1 Stradi, Riccardo 1 Stroman, David W. 1 Talwar, Naresh 1 Then, Rudolf L. 1 Uemori, Satoru 1 Vasvari, Lelle 1 Vetter, Oliver 1 Voege, Herbert 1 Wardley, Richard C. 1 Wollen, Terry S. 1 Yang, Roxana 1 Yanni, John M.

List Of U.S. Classifications On This Map # 44 514 - DRUG, BIO-AFFECTING AND BODY TREATING COMPOSITIONS 5 540 - ORGANIC COMPOUNDS -- PART OF THE CLASS 532-570 SERIES 5 544 - ORGANIC COMPOUNDS -- PART OF THE CLASS 532-570 SERIES 4 424 - DRUG, BIO-AFFECTING AND BODY TREATING COMPOSITIONS 3 546 - ORGANIC COMPOUNDS -- PART OF THE CLASS 532-570 SERIES 2 564 - ORGANIC COMPOUNDS -- PART OF THE CLASS 532-570 SERIES 1 560 - ORGANIC COMPOUNDS -- PART OF THE CLASS 532-570 SERIES

Bayer Aktiengesellschaft's U.S. Patent No. 4,670,444Citation Map (1 Level Backward And 1 Level Forward, color-coded by Assignees)

Top 8 by Assignee # 13 Bayer Aktiengesellschaft 8 The Procter & Gamble Company 5 Pfizer Inc. 4 Hoffmann-La Roche Inc. 2 Bayer Corporation 2 Dong Wha Pharmaceutical Industrial Co., Ltd. 2 Pharmacia & Upjohn Company 2 Sterling Drug Inc. 26 MISC 64 Total U.S. Patents On This Map

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Patent Time Scale

Patent Time Scale

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Starting Patent

The Starting Patent

The Starting Patent

Citation Lines

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Each patentto left of yellow starting patent is cited prior art

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Each patent to right of the yellow starting patent cites the starting patent as prior art

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Each blue tail to the left of each patent box indicates when the application for the patent was filed

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The map colors the patent boxes according to the name of the owner (assignee) of the patent

Patent Owners (Assignees)

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1974 1975 1976 1977 1978 1979 1980 1981 1982 1983 1984 1985 1986 1987 1988 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002

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The map also lists all owners of the patents on the map

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All patent owners (assignees and co-assignees)

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The map lists inventors shown on the patents in order of frequency of appearance

The Inventors

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The map lists classifications into which the mapped patents have been placed by the USPTO

Classifications into which the mapped patents have been placed by the USPTO

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Who (patent owners, inventors) obtained patent coverageWhen they filedWhen they obtained patent coverageBut not a substitute for reading!Data can be developed manually, too

The Patent Landscape Map shows particular things in relation to the starting patent(s):

Patents cited as prior art to the starting patent(s)—located to the left of the yellow starting patent

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1974 1975 1976 1977 1978 1979 1980 1981 1982 1983 1984 1985 1986 1987 1988 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002






Each patentto left of yellow starting patent is cited prior art


Patents citing the starting patent(s) as prior art—located to the right of the yellow starting patent

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Each patent to right of the yellow starting patent cites the starting patent as prior art


Patents cited as prior art to the starting patent(s)—located to the left of the yellow starting patentPatents citing the starting patent(s) as prior art—located to the right of the yellow starting patent

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The Patent Landscape Map shows particular things in relation to the starting patent(s)

Patents cited as prior art to the starting patent(s)—located to the left of the yellow starting patentPatents citing the starting patent(s) as prior art—located to the right of the yellow starting patentThis map often serves as an excellent introduction to the subject area, and can give a feeling for the scope of the starting patents based on patents citing them and cited by them.

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The Co-Citation Map

Same starting patentFind all patents (“forward references”) that cite this patentFind all references cited by the forward references Some of these might be pertinent prior art,

particularly if cited by a number of forward references

Map 2AList Of Inventors On This Map # 39 Grohe, Klaus 28 Metzger, Karl G. 25 Zeiler, Hans-Joachim 19 Petersen, Uwe 17 Baichwal, Anand R. 13 Demuth, Jr., Thomas P. 13 Schriewer, Michael 13 White, Ronald E. 11 Endermann, Rainer 11 Staniforth, John N. 10 <blank> 9 Domagala, John M. 9 Keith, Dennis D. 8 Haller, Ingo 8 Kuhrts, Eric H. 8 Matsumoto, Jun-ichi 8 McGuirk, Paul R. 8 Wei, Chung-Chen 7 Conte, Ubaldo 7 Weigele, Manfred 6 Albrecht, Harry A. 6 Krebs, Andreas 6 Maggi, Lauretta 6 Schenke, Thomas 6 Theeuwes, Felix 5 Chu, Daniel T. 5 La Manna, Aldo 5 Lesher, George Y. 5 Nakamura, Shinichi 4 Bremm, Klaus-Dieter 4 Chan, Ka-Kong 4 Culbertson, Townley P. 4 Durckheimer, Walter 4 Fujimoto, Masaharu 4 Hermecz, Istvan 4 Horvath, Agnes 4 Kereszturi, Geza 4 Mich, Thomas F. 4 Miyamoto, Hisashi 4 Nagano, Noriaki 4 Pajor, Aniko 4 Ritli, Peter 4 Schuehle, Steve 4 Sipos, Judit 4 Takase, Yoshiyuki 4 Ueda, Hiraki 4 Wehling, Fred 4 Wong, Patrick S. 3 Aki, Shinji 3 Balogh, Marie 3 Boltralik, John J. 3 Bridges, Alexander J. 3 Cagle, Gerald 3 Irikura, Tsutomu 3 Iwanami, Masaru 3 Konzelmann, Frederick M. 3 Labeeuw, Bernard 3 Lammens, Robert 3 Lattrell, Rudolf 3 Machida, Yoshimasa 3 Madamala, Navayanarao 3 Maeda, Tetsuya 3 Nagano, Yoshinobu 3 Nakano, Kohji 3 Nishimura, Yoshiro 3 Otsuka, Tatsuya 3 Rosen, Terry J. 3 Salhi, Ali 3 Sanchez, Joseph P. 3 Scheer, Martin 3 Suzue, Seigo 3 Vasvari, Lelle 3 Voege, Herbert 3 Yamazaki, Atsuki 2 Arnould, Jean C. 2 Ayer, Atul D. 2 Barbachyn, Michael R. 2 Barreau, Michel 2 Bergamini, Michael V. W. 2 Bhagat, Haresh G. 2 Binderup, Ernst T. 2 Bisaha, Sharon N. 2 Bodor, Nicholas S. 2 Bolikal, Durgadas 2 Bolton, Sanford 2 Bouzard, Daniel 2 Bowman, Lyle 2 Chen, Chih-Ming 2 Chen, Raymond 2 Chung, Young-Ho 2 Constansa, Jordi F. 2 Cooper, Curt S. 2 Corominas, Juan P. 2 Curatolo, William J. 2 Daum, Sol J. 2 Desai, Subhash 2 Desconclois, Jean-Francois 2 Di Cesare, Pierre 2 Edgren, David E. 2 Egawa, Hiroshi 2 Essiz, Munir 2 Friedman, Doron I. 2 Fuisz, Richard C. 2 Fujita, Masahiro 2 Gammill, Ronald B. 2 Gaylord, Norman G. 2 Gilligan, Paul J. 2 Girard, Philippe 2 Goldman, David 2 Hagemann, Hermann 2 Hagen, Susan E. 2 Hayakawa, Isao 2 Heymes, Rene 2 Hirai, Keiji 2 Hirose, Tohru 2 Holland, George W. 2 Ishizaki, Takayoshi 2 Jacquet, Jean-Pierre 2 Jefson, Martin R. 2 Jolidon, Synese 2 Judge, Thomas M. 2 Kiely, John S. 2 Kim, Kyoung S. 2 Kim, Nam-Doo 2 Kirrstetter, Reiner 2 Kitoh, Kyosuke 2 Koga, Hiroshi 2 Kohn, Joachim B. 2 Kompis, Ivan 2 Kovacs, Gabor 2 Kuck, Karl-Heinz 2 Kunkle, Jr., Herman Melvin 2 Lee, Chi-Woo 2 Lee, Kyu T. 2 Lo, Jeelin 2 Locher, Rita 2 Lutz, Andre 2 Mapelli, Luigi 2 Masuzawa, Kuniyoshi 2 Minamida, Akira 2 Miyajima, Mikako 2 Miyamoto, Teruyuki 2 Modak, Shanta M. 2 Mulligan, Seamus 2 Naik, Arundev H. 2 Narita, Hirokazu 2 Nathan, Aruna 2 Negi, Shigeto 2 Nichols, Jeffrey B. 2 Nomoto, Seiichiro 2 Oh, Yoon-Seok 2 Patel, Rajesh 2 Philipps, Thomas 2 Picaut, Guy 2 Pinol, Augusto C. 2 Purwar, Shivaji 2 Remuzon, Philippe 2 Reuman, Michael 2 Roberts, John L. 2 Robertson, Stella M. 2 Saikawa, Isamu 2 Sampath, Lester A. 2 Schroeder, Mel C. 2 Sen, Himadri 2 Serno, Peter 2 Sheth, Prabhakar R. 2 Singh, Baldev 2 Singh, Onkar N. 2 Sparks, Randall T. 2 Stegemann, Michael 2 Stehle, Randall G. 2 Sugiyama, Isao 2 Tanaka, Yoshiaki 2 Timko, Joseph M. 2 Todo, Yozo 2 Tossounian, Jacques L. 2 Valentine, William 2 Vallet Mas, Jose A. 2 Vildaver, Margarita 2 Watts, Jeffrey L. 2 Weber, Abraham 2 Weiss, Ekkehard 2 Witty, Michael J. 2 Wyss, Pierre-Charles 2 Yamauchi, Hiroshi 2 Yoon, Sung-June 2 Zalipsky, Samuel 1 Al-Razzak, Laman A. 1 Alvarez, Francisco J. 1 Angerbauer, Rolf 1 Blumbach, Jurgen 1 Igarashi, Isamu 1 Ishihara, Sadao 1 Kinast, Gunther 1 Levin, Robert H. 1 Luedders, Wilmer L. 1 Nakao, Hideo 1 Seeger, Karl 1 Sugawara, Shinichi 1 Wieduwilt, Manfred 416 MISC

List Of Assignees And Co-Assignees On This Map # 53 Bayer Aktiengesellschaft 18 Edward Mendell Co., Inc. 16 Hoffmann-La Roche Inc. 13 Warner-Lambert Company 12 <blank> 12 Pfizer Inc. 9 Dainippon Pharmaceutical 9 The Procter & Gamble Company 8 Alcon Laboratories, Inc. 8 Alza Corporation 8 Sterling Drug Inc. 6 Abbott Laboratories 6 Otsuka Pharmaceutical Co., Ltd. 5 Hauser-Kuhrts, Inc. 5 Jagotec AG 5 Laboratoire Roger Bellon 4 Cima Labs, Inc. 4 Merck & Co., Inc. 4 Norwich Eaton Pharmaceuticals, Inc. 4 Sanofi 4 Yamanouchi Pharmaceutical Co., Ltd. 3 American Cyanamid Company 3 Bristol-Myers Company 3 Chinoin Gyogyszer es Vegyeszeti Termekek Gyara Rt. 3 Ciba-Geigy Corporation 3 Cibus Pharmaceutical, Inc. 3 E. R. Squibb & Sons, Inc. 3 Eisai Co., Ltd. 3 Hoechst Aktiengesellschaft 3 Hoffman-La Roche Inc. 3 Kyorin Seiyaku Kabushiki Kaisha 3 Roussel Uclaf 2 Alcon Universal Ltd. 2 Andrx Pharmaceuticals, Inc. 2 Bayer Corporation 2 Daiichi Seiyaku Co., Ltd. 2 Dong Wha Pharmaceutical Industrial Co., Ltd. 2 Enzon, Inc. 2 Euro-Celtique, S.A. 2 Forest Laboratories, Inc. 2 Fuisz Technologies Ltd. 2 Insite Vision Incorporated 2 Kyorin Pharmaceutical Co., Ltd. 2 Laboratorios Cusi, S.A. 2 Laboratorios del Dr. Esteve S.A. 2 Leo Pharmaceutical Products, Ltd. A/S 2 MERCK + CO., INC. 2 Pharmacia & Upjohn Company 2 Pharmos Corporation 2 Procter & Gamble Pharmaceuticals, Inc. 2 Provesan S.A. 2 Ranbaxy Laboratories Limited 2 Smith Kline & French Laboratories Limited 2 The United States of America as represented by the Secretary 2 The Upjohn Company 2 Toyama Chemical Co., Ltd. 1 ~Individually Owned Patent 1 Abic Ltd. 1 Alcon Manufacturing, Ltd. 1 APR Applied Pharma Research SA 1 Archifar Laboratori Chimice Farmacologici S.p.A. 1 Asta Pharma Aktiengesellschaft 1 Banyu Pharmaceutical Co., Ltd. 1 Bayvit, S.A. 1 BioAdvances LLC 1 Biogal Gyogyszergyar 1 Biotech Australia PTY Limited 1 Board of Regents, The University of Texas System 1 Bodor, Nicholas S. 1 Cambridge Scientific, Inc. 1 Chinoin Gyogyszer- es Vegyeszeti Termekek Gyara Rt. 1 Chinoin Gyogyszer-es Vegyeszeti Termekek Gyara Rt 1 Ciba-Geify Corporation 1 Connlab Holdings Limited 1 CROWN ZELLERBACH CORPORATION 1 DepoMed Systems, Inc. 1 DIAMOND SHAMROCK CORPORATION 1 Dr. Lo. Zambeletti S.p.A. 1 E. I. Du Pont de Nemours and Company 1 Ekita Investments N.V. 1 Elan Corp., P.L.C. 1 Elan Corporation, plc 1 Eli Lilly and Company 1 Eurand International S.p.A. 1 Eurand Italia S.p.A. 1 Farmitalia Carlo Erba S.p.A. 1 G. D. Searle & Co. 1 Glaxo Group Limited 1 Glaxo Laboratories Limited 1 Hallmark Pharmaceuticals, Inc. 1 Hoechst AG 1 Hoffmann La Roche Inc. 1 Hoffmann La-Roche, Inc. 1 Hokuriku Pharmaceutical Co., Ltd. 1 I.C.I.-Pharma 1 ICI Pharma 1 ICI-PHARMA 1 ImaRx Pharmaceutical Corp. 1 Imperial Chemical Industries PLC 1 Kansai Paint Company, Ltd. 1 Laboratoires Prographarm 1 Laboratorie Roger Bellon 1 Leiras Oy 1 Leo Pharmaceutical Products Ltd. A/S (Lovens Kemiske Fabrik 1 LTS Lohmann Therapie-Systeme GmbH & Co., KG 1 MAY + BAKER LIMITED 1 McNeill-PPC, Inc. 1 McNeil-PPC, Inc. 1 Mediolanum Farmaceutici S.R.L. 1 Merck Patent Gesellschaft Mit Beschrankter Haftung 1 Minnesota Mining and Manufacturing Company 1 Mission Pharmacal Company 1 Nippon Pharmaceutical Development Institute Co. 1 North American Philips Consumer Electronics Corp. 1 of Health and Human Services 1 of the Navy 1 Orion-Yhtyma Oy 1 Pentech Pharmaceuticals, Inc. 1 Pfizer, Inc. 1 Poli Industria Chimica, S.p.A. 1 Proctor & Gamble Pharmaceuticals, Inc. 1 Produktionsaktieselskab) 1 R. P. Scherer Corporation 1 Reckitt & Colman Products Limited 1 Research Corporation 1 Rhone-Poulenc Sante 1 Rottapharm S.p.A. 1 Samsung Electronics Co., Ltd. 1 Sankei Pharmaceutical Co., Ltd. 1 Sankyo Company Limited 1 Schering Aktiengesellschaft 1 Shionogi & Co., Ltd. 1 St. John's University 1 Sumitomo Chemical Company, Limited 1 Takeda Chemical Industries, Ltd. 1 Tanabe Seikaku Co., Ltd. 1 Tanabe Seiyaku Co., Ltd. 1 Techmix, Inc. 1 Teijin Limited 1 The Boots Company PLC 1 The Trustees of Columbia University in the City of New York 1 The University of Kentucky Research Foundation 1 Tokyo Tanabe Company 1 Troponwerke GmbH & Co. 1 Trustees of Columbia University in the City of New York 1 Union Carbide Corporation 1 UPJOHN COMPANY 1 UT SW Medical CTR at Dallas 1 Valentine Enterprises, Inc. 1 Yoshitomi Pharmaceutical Industries, Ltd. 1 Yung Shin Pharmaceutical Industrial Co. Ltd. 1 Zyna SA

Top 8 by Assignee # 53 Bayer Aktiengesellschaft 18 Edward Mendell Co., Inc. 16 Hoffmann-La Roche Inc. 13 Warner-Lambert Company 12 <blank> 12 Pfizer Inc. 9 The Procter & Gamble Company 8 Alza Corporation 237 MISC 378 U.S. Patents On This Map

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(7,55) 4670444 Bayer AktGrohe, Klaus;Zeiler, Hans-Joachim;Metzger, Karl G.7-amino-1-cyclopropyl-4-oxo-

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1969 1970 1971 1972 1973 1974 1975 1976 1977 1978 1979 1980 1981 1982 1983 1984 1985 1986 1987 1988 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002

List Of U.S. Classifications On This Map # 177 514 - DRUG, BIO-AFFECTING AND BODY TREATING COMPOSITIONS 123 424 - DRUG, BIO-AFFECTING AND BODY TREATING COMPOSITIONS 23 540 - ORGANIC COMPOUNDS -- PART OF THE CLASS 532-570 SERIES 19 546 - ORGANIC COMPOUNDS -- PART OF THE CLASS 532-570 SERIES 13 544 - ORGANIC COMPOUNDS -- PART OF THE CLASS 532-570 SERIES 4 560 - ORGANIC COMPOUNDS -- PART OF THE CLASS 532-570 SERIES 4 564 - ORGANIC COMPOUNDS -- PART OF THE CLASS 532-570 SERIES 2 428 - STOCK MATERIAL OR MISCELLANEOUS ARTICLES 2 525 - SYNTHETIC RESINS OR NATURAL RUBBERS -- PART OF THE CLASS 520 SERIES 2 552 - ORGANIC COMPOUNDS -- PART OF THE CLASS 532-570 SERIES 1 002 - APPAREL 1 403 - JOINTS AND CONNECTIONS 1 429 - CHEMISTRY: ELECTRICAL CURRENT PRODUCING APPARATUS, PRODUCT, AND PROCESS 1 438 - SEMICONDUCTOR DEVICE MANUFACTURING: PROCESS 1 524 - SYNTHETIC RESINS OR NATURAL RUBBERS -- PART OF THE CLASS 520 SERIES 1 549 - ORGANIC COMPOUNDS -- PART OF THE CLASS 532-570 SERIES 1 556 - ORGANIC COMPOUNDS -- PART OF THE CLASS 532-570 SERIES 1 604 - SURGERY 1 623 - PROSTHESIS (I.E., ARTIFICIAL BODY MEMBERS), PARTS THEREOF, OR AIDS AND ACCESSORIES THEREFOR

Bayer Aktiengesellschaft's U.S. Patent No. 4,670,444Co-Citation Map (1 Level Forward Then 1 Level

Backward, color-coded by Assignees)

Starting patent

One patent in the map cites much of the prior art to the starting patent and a lot more as well

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What patent is this?

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Patent 6261601

Assigned to Ranbaxy Laboratories Limited Licensed in by Bayer Indian publication Economic Times (August 15,

2002)

Patent mapping example 2: 3D imaging

You want to learn about the state of the art relating to 3D imaging without special glassesYou perform a search in the USPTO database for “autostereoscopic display”You get 331 patents

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USPTO search results: 331 patents

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What are you going to do with 331 patents?You do not want to look at all of these now, so you select the most recent 50 of themWith those 50 you access IPVision on the web where you have an account and put them on a patent map

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In the patent map, lines connect any patent that cites another patentWhen you have selected patents and put them on a map with these lines, you have what IPVision calls an “interconnection map”

57

Patent interconnection map for 50 3D imaging patents

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The map shows 10 patents to Philips NV, 3 to Philips US, 6 to Samsung, etc.

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Each patent box on the map (and on a pdf that can be generated from it) is live, and can give me patent information

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Mouse click on a boxaccesses that patent’s text, images, history, patent family

I can click to select patent information of interest for each patent on the map

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I do not have to stop with an interconnection mapI can look forward and backwards as well: Patents that cite these patents Patents that are cited by these patents

(If map both forward and backwards citations, I have a landscape map, like our first example)


But we started with recent patents, and looking for forward citations may not yield much. So let’s look only for backwards citationsFor example, 47 of the recent patents and 63 recent patents cited by these patents

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Patent map of 47 recent patents relating to “autostereoscopic display” and 63 recent prior art references cited by them

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Of these 114 autostereoscopic display patents, who are the major patent owners?

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I can find and click on the blue boxes to read the patents owned by Samsung

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Licensing Opportunity Analysis Map for Company A

Company 1

Company 2

Company 3

Uses of patent maps

To assess quickly a large patent portfolioTo understand relative patent positions of a number of companies in a technological area of interestTo identify prior art that might be invalidating

68

So when might I use patent maps?

Evaluation of one or more competitors In relation to developing and managing my own

company’s portfolio and product development In relation to defensive strategies for my company

Evaluation of a company targeted for acquisitionEvaluation of prior art before filing a new patent applicationFinding and evaluating patents to be licensed in and identifying companies to take licenses outDefending against patents asserted in negotiations or litigation

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Learn what the competition is doing √Develop an integrated view of the competition and the prior art √Use the integrated view to inform the patent strategy

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Using the integrated view to inform the patent strategy

Must reflect the technical and market position and goals of the companyUse regular, joint meetings to tune the IP Portfolio: Patent counsel General Counsel Marketing head Technology head Business development head

72

IP Strategy Sessions

Share information and insightsDevelop and refine goalsReview position of company in relation to competition and company goalsAgree on filings and budget consistent with these goals and the competitive context

73

Your patent strategy serves your business strategy and provides business leverage

You know what the competition is doingYou have an integrated view of the competition and the prior artThe integrated view informs the patent strategy and the business strategy

Thank you.

Documents

Segment 1 Making Patents Work for Strategic Business Advantage Presentation at KAIST October 2010 Bruce D. Sunstein Sunstein Kann Murphy & Timbers LLP