AI Issue 4 2017

Acquisition International - April 2017 39 Unique – Patent Attorney and Industry Analyst “This is the basis our firm has chosen when we collaborate with our clients. The firm’s consultative approach is based on our broad technology background and deep insights into emerging technologies and industry trends, as well as an understanding of the broader financial and value aspects of IP protection. “That this approach is successful and was proven when we received the 2016 European Business award 2016 by CV magazine in the category, ‘IP Law Firm 2016 – Germany’. Articulating actual patent descriptions and claims, as well as having the aforementioned future developments in mind, helps us to increase the granting of the patent and their potential economic value.” Industry Analyst and Patent Attorney = Unique Advantage LifeTech IP’s deep understanding of technology trends, as well as the required technical expertise, is based on decades of experience in research institutes, the industry and industry analyst companies Ruediger explains. In particular, a background as industry analyst is instrumental in bridging the gap between excellent technical details of a new idea and a commercialisation via product management, marketing and sales Ruediger says. Admittedly, the profession of an industry analyst is not well understood. Worldwide, there are roughly about 2000 serious industry analysts. They work with executives of the global 2000 enterprises, as well as IT companies and IT service providers of every size. As one example, also a management consulting form like McKinsey could well be a customer of an industry analyst firm. Currently, Ruediger also works with the CXP Group as Vice President Enterprise Software (more details can be found at www.pac-online.com/ users/rspiespac-onlinecom or www.ruediger-spies. de). “For this, we are currently focusing on the high- tech industry, namely computer implemented inventions (hardware, software, e.g., machine learning, cognitive computing), semiconductors (incl. Internet of Things), communications (e.g., mobile technologies), automotive (incl. e-cars, autonomous cars, battery/energy management), robotics, nano-technologies, broader electro- techniques, physics, optical-electronics, radar systems, renewable energy (incl. solar cells) and related technologies. “However, also technical areas, traditionally attributed as ‘low-tech’, like farming, are coming more and more into our focus area. This is driven by the digitalisation and Industry 4.0 approaches (i.e., the usage of sensors and actuators in every part of the industry) in every production and every service process, as well as along the consumer value chain. Thus, we are also working in technical fields like digital farming which may serve here as one example for industries traditionally understood as low-tech. “In these fields, we design and file patent applications, help defining asset-based IP strategies, perform freedom to operate (FTO) analysis’, perform IP valuation projects and represent national and international clients at the German patent office and the European patent office. Additionally, we help our national clients to protect their inventions worldwide by collaborating with a broad network of partner law firms. Thus, based on the knowledge of the industry analyst community (CXPgroup), we go as patent law firm far beyond the classical low level approach of simply writing a patent application and file it.” LifeTech IP see in their client base, a growing demand to address cross-functional dependencies of IP protection for the development of new business models. Hence, innovation at all levels – not only in terms of products – but also in terms of the way customers are addressed and supported, business processes are designed, as well as business models, is required Ruediger underlines. Clearly, those who do not innovate may sooner or later lose the competitive game he adds. “In some industries, it is currently discussed to not charge for a product but only for the usage of a product. This is a complete change if compared to the era of mass marketing with millions of completely identical products. Today, products and services are individualised (very often by software) and customers may pay as they use the product. “As an example, a coffee machine may soon cost close to nothing, may operate for free, e.g., the first 100 cups of coffee, and then charge the customer automatically for every additional cup of coffee brewed. This example can be extended to almost every consumer and professionally used article – indeed a car may be paid by the number of kilometers driven, a smart phone by the number call being made, a TV set by the hour it is switched on, an electrical razor by number of times it was used for shaving, etc. “This fundamental change of charging for a product/ service – enabled by networked Internet of Things devices – requires a new and innovative approach to product/service development, IP protection, as well as to the underlying business models. The digitalisation opens a new window of innovation. However, the shorter and shorter product cycles increase the requirement to protect these mainly digital assets in order to get the return from performed research and development efforts.” The double role of Ruediger Spies – one of the founders of the IP law firm LifeTech IP // Spies & Behrndt Patent Attorneys and senior partner – and in parallel as industry analyst with CXP Group is worldwide unique. On the one hand, he is – as industry analyst – involved in discovering, researching and defining the upcoming industry trends. On the other hand, it allows discussing at eye height technical issues of upcoming technologies with the inventors. Thus, both parties – the broader enterprise as well as the individual developer – benefit from this duality of skills. The additional role as advisor in the sub-committee for software-based innovations of the German patent bar (as well completes the skill profile. “In order to organise our client-oriented services efficiently, we have adapted a Silicon Valley type of approach in order to eliminate organisational friction. The working atmosphere is based on trust and self-organisation with distributed responsibilities and a sense of urgency. Our clients experience this through a very competitive fee structure and effective and efficient personal interactions. “Based on this set up, LifeTech IP feels confident to address the growth challenges over the next couple of years. However – as in many other cases – the objective to hire the right people continues to be a bottleneck. For us, the question is not only, “can the candidate perform the task at hand?”, but ‘can he/ she perform his/her job here, in our environment?’ The team approach requires not only technical and legal expertise but also good soft skills as well as the ability to be a successful in direct client-facing activities.” The bottom line is that LifeTech IP is proud of having received the European Business Award 2016. The firm is bridging the gaps between excellent ideas, industry trends, a solid IP strategy and enterprise success, “with our unique combination of industry analyst and patent attorney skills and we are looking forward to having fun in one of the most innovation driven industries” Ruediger concludes.