transforming the business strategic use of ip by a … · © copyright, confidential, tata motors...

Transforming the business

© Copyright, Confidential, Tata Motors Ltd


STRATEGIC USE OF IP BY A GLOBAL

ENTERPRISE

Sept 2013 Rio de Janeiro, Brazil





Index

Business Business Strategy

Intellectual Property

Building a Portfolio and Management

Enforcement





The Business

2



India’s largest automobile company Consolidated Revenue of over $ 20

billion 2nd largest bus manufacturer & 4th

largest truck manufacturer in the world Market Leader in Commercial Vehicles

in India Over 6 million vehicles on Indian Roads Over 25,000 employees Over 70 year old business

TATA MOTORS





Commercial vehicles: world standard truck range

3138 K

4938 S

4928 S



Commercial Vehicles: Goods transportation

Small Light

Medium & Heavy



Magic

Winger

Starbus

Commercial Vehicles: Passenger transportation

Tata Marcopolo Bus



Defence Vehicles

Armoured Sumo LPTA 715 TC 4x4

Tata 8x8

High Mobility Vehicle



Passenger Cars & Utility Vehicles

Utility Vehicles:

The Indigo Manza

Passenger Cars:

The Indica Vista The Nano

The Safari The Sumo Grande MKII



Jaguar Land Rover Vehicles

Jaguar XFR Jaguar XF Jaguar XJ

Discovery 3 Range Rover Range Rover Sport





The Business Strategy

10



Mission

To be passionate in anticipating and providing the best vehicles and

experiences that excite our customers globally. Vision

Most admired by our customers, employees, business partners and

shareholders for the experience and value they enjoy from being with us.





Aligning with Business Strategy

Plans for next five or

ten Years

Markets &

Products

Securing IP in

advance





Intellectual Property

14

IP Portfolio IP Case





IP Management Cycle

http://www.google.co.in/url?sa=i&source=images&cd=&cad=rja&docid=NKBDoYAFi3x9eM&tbnid=ws3u61RSsrTLwM:&ved=0CAgQjRwwAA&url=http%3A%2F%2Fwww.techinsights.com%2Fservices-and-solutions%2F&ei=138oUuL4Eu24sASUw4CACw&psig=AFQjCNGPHJJlYj3bR3nQ6qWE4msy3O9jMA&ust=1378472279468755





IPR Activities IP filing

IP Infringement & FTO analysis

Patent Mapping

licensing Agreements & SOX compliance

IP Awareness, Target &

Motivation

Due diligence





Some technologies, such as Steel, Paper or Cement manufacturing, have a long lifespan while in other cases, such as Electronics or Pharmaceuticals, the lifespan may be quite short

Gains from a product through its "vital life“





Building an IP Portfolio and its Management

18



> 250 in India. > 75 abroad.





AFGANISTAN ALBANIA ALGERIA ANGOLA ARGENTINA ARMENIA AUSTRALIA AUSTRIA AZERBAIJAN BAHRAIN BARBADOS BELARUS BHUTAN BOLIVIA BOSNIA – HERZEGONIA BOTSWANA BRAZIL BRUNEI BULGARIA CAMBODIA CHILE CHINA

COLOMBIA CONGO COSTA RICA CROATIA CUBA CZECH REPUBLIC CZECOSLAVAKIA DENMARK DOMINICAN REPUBLIC ECUADOR EGYPT EL SALVADOR ETHIOPIA ESTONIA

FIJI ISLANDS FINLAND FRANCE GHANA GEORGIA GERMANY GREECE GUATEMALA GUYANA HONDURAS HUNGARY INDONESIA IRAN IRAQ ISRAEL ITALY JAMAICA

JAPAN JORDAN KAZAKASTAN KENYA KUWAIT KYRGYSTAN LAOS LATVIA LEBANON LESOTHO LIBERIA LITHUANIA LUXEMBURG MACAO MACEDONIA MALAYSIA MALTA MAURITIUS MEXICO MOLDOVA MONTENEGRO MOROCCO MOZAMBIQUE NAMIBIA

NEPAL NETHERLANDS NEW ZEALAND NICARAGUA NIGERIA NORWAY OMAN PANAMA PAPUA NEW GUINEA PAKISTAN PARAGUAY PERU PHILIPPINES POLAND

PORTUGAL QATAR ROMANIA RUSSIA SARAWAK SAUDI ARABIA SERBIA SEYCHELLES SINGAPORE SLOVAK REPUBLIC SLOVENIA SOLOMON ISLANDS SOMALIA SOUTH AFRICA SOUTH KOREA SPAIN SRILANKA SUDAN SURINAM SWAZILAND SWEDEN SWITZERLAND SYRIA TAJIKISTAN TAIWAN TANGANYIKA THAILAND TRINIDAD & TOBAGO TURKEY TURKMENISTAN U.A.E UGANDA UKRAINE URUGUAY U.K U.S.A

UZBEKISTAN VANATU VENEZUELA VIETNAM WESTERN SAMOA ZAIRE ZAMBIA

OVERSEAS MARKETS





An IP Case

22





The Insight





Business Strategy

Need Safe &

affordable personal

transport for Families

Opportunity An efficient & affordable Car

Deliver Elegant low

cost small car





Price below US $ 1000

Spacious - to seat a family of 4

Fuel efficient

Safe

Sturdy

Tall Order





Visualisation





Nano inventions





BuildCabinternal combustion enginepowertrainBraking systemFuel supply systemExhaust systemHVAC systemotherscooling system

Nano related First filing of Patent applications (86)





The IP Support

30





Innovation is crucial for the development & deployment of breakthrough Products & technologies. The life cycle of technologies can be divided into a number of steps – from invention, through R&D and market development, to commercialization Careful monitoring & deployment is required ▪

Realising the Strategy





IP trends need to be analyzed to identify : Trends in IP filings and also

development of technology over time;

Trends in IP and technology transfers into the country.

Gives an indication how the market

is developing and who are the players now and in future.





Maintenance of Portfolio

• Secure IP registrations

• Contest oppositions diligently

• Keep Evidence dockets on all IP ready

• Review Portfolio with the business

• Review Innovation pipeline & secure IP





Best Practice

• Thorough Search in Target Markets

• Also make Internet Searches

• Local opinion on the IP proposed

• Consider local Legal environment

• Consider rivals and their portfolio





Enforcement

35





Counterfeit Goods - India FY 10 Value Total market for auto components

US$ 22 billion

Share of aftermarket 25%

Value of aftermarket US$ 5.5 billion

Share of counterfeit components 35%

Value of counterfeits US$ 1.9 billion

Excise duty 10%

Other taxes 15% Loss to government* US$ 496 million

* Indicative figure – calculated by assuming an average tax rate and profit margin on these automotive components

Source ACMA



Identifying is tough Counterfeit Goods



Raising Awareness





THANK YOU !

transforming the business strategic use of ip by a … · © copyright, confidential, tata motors...

Documents