who visits wipo.int? - wipo - world intellectual … clients potential clients tadeo tech-transfer...

Who visits wipo.int? Understanding the users of our web site

These 19 personas embody the key goals of the people who visit and use wipo.int. They help us think like our web site users, and not just about them.

Existing Clients Potential Clients

Tadeo Tech-Transfer(Pages 9-10)

Hassan Help(Pages 11-12)

Filip First-Time-Filer(Pages 7-8)

Patrick & Patricia Patent Partners(Pages 1-2)

Len & Leah LitiGate LLP(Pages 5-6)

Beatrice & Bernard Beaucoup Brands, Inc.(Pages 3-4)

Policy & Operational People Information Seekers

Christa Creative(Pages 29-30)

Walter What’s WIPO?(Pages 31-32)

Joe Journalist(Pages 25-26)

Anna Academic(Pages 23-24)

Consuelo Capital(Pages 15-16)

Imran IPO(Pages 17-18)

Larry Lobby(Pages 19-20)

Nya NGO(Pages 21-22)

Ong On-My-Own(Pages 27-28)

Min Mission(Pages 13-14)

PatrickPatent Partners

Patrick is a senior patent attorney, specializing in the biotechnology, chemistry and pharmaceutical fields. He works with a wide range of clients to find the best strategy to protect and license new formulations, devices and research results. Patrick has extensive experience in patent drafting and prosecution, including international applications through the PCT. These days his focus is mostly on licensing and litigation work. He is an active member of several associations including the Licensing Executives Society (LES) and well known through his blog on which he posts opinions on IP news and developments.

PatriciaPatent Partners

Patricia is a paralegal at Patent Partners. It is a busy job and – as Patrick frequently tells her – time is money at Patent Partners. Her daily tasks include preparing and completing USPTO, EPO and PCT forms, recording and monitoring deadlines, and managing invoices; she is also building her expertise in clearance/patentability searching. She works on international files and enjoys liaising with colleagues from the firm’s offices in other parts of the world, the EPO and WIPO. She’s always on the lookout for training opportunities and job openings to develop her career and eventually work abroad.

Patent Partners is a leading law firm providing a comprehensive range of intellectual property services through its network of offices in Asia, Europe and the U.S.

Page 1 EXISTING CLIENTS

How we can help Patent Partners: Patrick and Patricia need wipo.int to provide fast, efficient access to PCT services, information and tools, and to help them manage their interactions with WIPO as they continue to protect their clients’ IP.

Patrick’s wants & needs:I need to maintain my expertise in international patent protection:

•Information on recent and future PCT developments•Information on treaty updates (fees, membership, new rules)•Updates on international legal developments•Case law, national laws and practices•Alternatives to litigation, particularly for international cases

I need to keep informed of technological developments:•Patent documents and search tools•Tools to monitor technological developments in specific fields•Access to platforms to find/promote technologies for licensing

Patricia’s wants & needs:I need to do all the procedural work to file patent applications:

•PCT filing guides, tools and practical advice•Information on treaty updates (fees, membership,

new rules)•Patent documents and search tools•Patent classifications•Fee information and tools •Deadline information and tools•Practical, procedural and case-specific information

for ISAs, IPEAs and DOs

I need to manage my account with WIPO:•Access specific registrations or pending files•Check status of pending applications or requests•Invoice and WIPO payment information•Guidance to solve irregularities / Direct contact points

I’m interested in developing my expertise in IP:•Training and job opportunities at all levels and beyond patents (arbitration & mediation)

We rely on WIPO tools and services for our

international patent work.

Page 2

Bernard is a junior trademark attorney who has worked in Beatrice’s team for three years. He works closely with internal clients to manage the IP portfolios of various brands. This includes general counseling (when, where and how to apply for what type of protection); search and clearance of new trademarks; prosecution of trademarks and designs at national, regional and international levels (filings, renewals, payments, deadline monitoring); and litigation matters (including domain name recovery). There are big business interests at stake and he can’t afford to make mistakes. But Bernard is a smart guy, and Beatrice knows she can count on him for fast and accurate work. He enjoys sharing his expertise and keeps up-to-date on branding trends and IP-law news through Twitter.

BeatriceBeaucoup Brands Inc.

BernardBeaucoup Brands Inc.

Beaucoup Brands Inc. (BBI) is a large group of companies with a portfolio of over 30 luxury brands in the fashion, cosmetic and jewelry sectors.

Beatrice is Chief Intellectual Property Counsel at BBI. She has worked in the Paris head office as part of the larger BBI legal team for over 20 years and now leads a large team of lawyers and paralegals who handle trademark, domain name, industrial design and patent matters. Counterfeiting is a big problem for BBI, so much of Beatrice’s time is spent coordinating the company’s worldwide anti-counterfeiting strategy.

Beatrice is very active in business groups such as BASCAP and she is a frequent speaker at INTA and other IP-related events. She is very familiar with WIPO because BBI uses many WIPO tools and services: the Madrid and Hague systems to protect the company’s brands and designs internationally, the Arbitration and Mediation Center to win back

domain names from cyber squatters, and the PCT to protect the company’s inventions. She is occasionally invited to speak at WIPO events and seminars, and would like to explore ways to increase BBI’s cooperation with WIPO.


How we can help Beaucoup Brands Inc.: Beatrice and Bernard need wipo.int to provide fast, efficient access to WIPO services, information and tools, and to help them manage their interactions with WIPO as they continue to protect BBI’s IP portfolio.

Beatrice’s wants & needs:I need to stay informed on developments in international IP law and changes to WIPO services:

•Updates on international legal IP developments•Information on treaty updates (fees, membership, new rules)•Case law, national laws and practices•Updates on developments in WIPO services•Information on Madrid/ Hague/ PCT/ AMC events & programs

I want WIPO’s cooperation in the fight against counterfeiting:•Information on WIPO anti-counterfeiting events and activities

Bernard’s wants & needs: I need to do all the procedural work to file trademark and design applications and domain name complaints:

•Madrid, Hague DN filing strategies/guides/tools/practical advice•Brand and design search tools and classifications•History of recorded trademarks•Fee information and tools •Deadline information and tools•Practical and procedural information for national offices •Background information on domain name panelists•Information of recent/future developments in WIPO services•Treaty updates (membership, new rules/regulations)

I need to manage our account with WIPO:•Access specific registrations or pending files•Check status of pending applications or requests•Invoice and WIPO payment information•Guidance to solve irregularities / Direct contact points

I’m interested in developing my expertise in IP:•Training materials and events at various levels

Our brands are our

business…and it is our job to protect them.

Page 4

Len, a founding partner of LitiGate LLP, is a registered patent attorney with a computer science background and expertise in patent and internet law. He has more than ten years’ experience in preparing, prosecuting, securing and enforcing patent and trademark rights. He now focuses mostly on litigation matters including patent infringement lawsuits, trademark opposition proceedings and ICANN UDRP domain name disputes. His experience with the WIPO AMC as both a respondent and a complainant in domain name cases has left him with a positive impression of the Center.

Len has used the AMC web site on various occasions, e.g. to choose the panelists neutrals for the complaints he has filed. He is aware that the Center offers a range of arbitration and mediation services but he’s so busy that he’s never really investigated the information on the site further. Now one of his clients is having patent–related problems with a foreign supplier. His client wants to settle the dispute quickly, confidentially and in a way that can salvage the business relationship with the supplier. Len is hoping that the AMC arbitration services can help with this dispute.

LenLitiGate LLP

LeahLitiGate LLP

Leah is Len’s new legal secretary. She is a recent college graduate on her first job. Leah needs to hit the ground running without much help - she needs to figure this job out on her own and get as much training and information as she can online. Len is too busy to do more than point her in the right direction - and today that is the WIPO web site: she needs to pay a couple of invoices, find out the status of a pending complaint being processed and file the complaint for a new domain name dispute. Leah’s dream is to go to law school one day and become a lawyer like Len, so she has a strong incentive to prove herself and do this right.

LitiGate LLP is a 6-person law firm. They specialize in all types of IP claims, including contract disputes and unfair business practices.


How we can help LitiGate LLP: Len and Leah need wipo.int to provide fast, efficient access to AMC services and information, and to help them manage their interactions with WIPO as they move further into international IP dispute resolution.

Len’s wants & needs:I need up-to-date information on all legal and procedural developments in my field:

•Updates on new rules and procedures•Case law, national laws and practices•Information on treaty updates (fees, membership, new rules)•Fee information•List of neutrals•Background information on panelists•Patent and trademark documents and search tools

I want to branch out into international IP dispute resolution:•Information on WIPO arbitration and mediation services•Workshops and advanced training

Leah’s wants & needs:I need to do all the procedural work related to domain name disputes:

•Filing guides, tools and practical advice•Fee information and tools •Deadline information and tools•Invoice and WIPO payment information

I need to manage my account with WIPO:•Access specific files•Check status of pending case•Invoice and WIPO payment information•Guidance to solve irregularities •Direct personal or online contact points

I’m interested in developing my expertise in IP:•Training materials and events

We find the best ways for our clients to resolve their

international IP disputes.

Filip is a Russian patent agent working in a small IP law firm in Moscow. He has a few years’ experience in prosecuting patent and trademark applications through the national IP office, Rospatent. Now his practice is about to go international thanks to his new clients who have invented a technology that they believe could revolutionize the automotive industry. His clients are two brilliant engineers who are pinning their dreams – and their life savings – on taking their big idea to market.

Filip’s initial searches on European and American patent databases have convinced him that this invention is patentable and that it would be of significant interest to European, Asian and American car manufacturers. Next step – prepare a strategy for international protection.

He needs to decide whether it’s best to file five separate applications - with Rospatent, the EPO, USPTO, JPO and KIPO – or use the PCT for the first time. On the Rospatent site he found a list of PCT links leading to the WIPO web site. He knows that he can file an international patent application with Rospatent as a receiving office but wants to know if can he also file directly with WIPO and what (if any) would be the advantages of that. He also wants to know what choices are available for searching and examining authorities and needs precise information on all deadlines and fees. He needs to learn quickly about the filing procedures under the PCT and is looking to WIPO for the information, training and practical tools to assist him in this process.

While he’s at the WIPO web site, he will also want to learn more about the international protection of marks through WIPO since his clients already have a name proposal for this new technology. Is the procedure similar to the PCT? Can he file directly with WIPO? He needs quick and precise information about trademark filing procedures and is interested in training opportunities on this as well.

Filip First-Time-Filer

POTENTIAL CLIENTS

How we can help Filip:Filip needs wipo.int for the guidance, services and tools he needs to expand his IP knowledge and activities into the international arena.

Filip’s wants & needs: I need detailed information on the PCT:•Treaty information (membership, rules, updates, fees)•Advantages of PCT and WIPO as receiving office versus other

routes for international protection•Options available for choosing searching and examination

authorities•Fee information and tools •Deadline information and tools

I need tools to help me file a PCT application for the first time:•Step-by-step guidance on procedures•Guides, tools and practical advice•Direct personal or online contact points•Training materials and events •Patent documents and search tools•Patent classifications•Payment information

I need detailed information to fie for international trademark protection•Treaty information (membership, rules, updates, fees)•Madrid filing strategies/guides/tools/practical advice•Brand search tools and classifications•Fee information and tools •Deadline information and tools•Practical and procedural information for national offices •Information of recent/future developments in WIPO services

I want to promote my client’s technology (once it is protected):•Access to platforms to find/promote technologies available for licensing

I can protect a client’s IP

internationally - as long as I

know what the process is.

Page 8

Tadeo is an environmental engineer working on renewable energy research at the Universidade da Ciência (UDC) in Brazil. With the enactment of the new national law on innovation, UDC needs to establish a technology transfer office (TTO) to help bring ideas out of the university labs and into the marketplace. Tadeo is tasked with setting up this new tech transfer office.

Tadeo has valuable experience with the TTO at a top European university where he did his graduate research, and where he received specialized training on patent searching and drafting. He is already named as co-inventor in a couple of PCT applications and is a firm believer in the potential that university research results can have when protected and licensed to the right commercial partner. He is excited to have this opportunity to share his knowledge with other UDC researchers and set up an office that can raise the income and profile of the university.

Apart from establishing the University’s IP strategy, policies and procedures, Tadeo will need help to set-up training programs on IP, patent searching/drafting, contract negotiation and licensing for fellow UDC researchers. He will need to ensure that the Office offers access to the right databases of patent, trademark and scientific information. He will also need to hire legal and commercial specialists, join relevant forums and find networking opportunities to share experiences, promote the University’s technologies and find potential commercial partners. He thinks that organizations like AUTM and WIPO can be of great help in his endeavors and will visit their sites today looking for resources, programs and training opportunities.

TadeoTech-Transfer

Page 9 POTENTIAL CLIENTS

How we can help Tadeo:Tadeo needs wipo.int to help him find the resources, training and networking opportunities he needs to set-up the structure and IP strategy of the new TTO.

Tadeo’s wants & needs: I want to ensure that IP is understood and respected at my university. I’ll need guides or manuals and training programs on:•IP basics•Patent searching, drafting and filing•Technology licensing•IP dispute resolution

I need to identify and set the structure to protect my university’s IP:•IP audit and asset management•Model policies, procedures and contracts

I need resources and services to protect my university’s IP:•Access to patent databases and non-patent literature•Patent drafting and prosecution

I want my university to capitalize on its IP:•Platforms to promote technologies and identify potential

commercial partners•Assistance in drafting and negotiating appropriate contracts

I need advice on complex IP issues:•Assistance from qualified experts•Forums for discussion and networking opportunities•Case studies•Contact point

I am setting up an office

to protect and exploit the commercial potential of

my university’s research.

Page 10

Hassan is a minor celebrity and business-owner who runs Arganhair - a well-known chain of hair salons in Morocco. He says he owes the secret of his success to his Berber grandmother, who used to extract oil from argan seeds for her hair and skin. Hassan moved to Casablanca several years ago and has become the hairdresser of choice for TV personalities and fashionistas. In addition to his salons, Hassan has a web site (www.arganhair.com) where his clients browse the latest styles and order his merchandize.

A few months ago, Hassan received a letter from an American manufacturer of beauty products claiming to have registered “Argan Hair” as a trademark in the US. The company offered to buy the arganhair.com domain name from Hassan - for a mere US$1,000! He ignored the letter and now has received a large package of legal documents in English telling him that he is a defendant in a domain name case filed against him at somewhere called WIPO in Switzerland.

Hassan doesn’t understand how this could be happening. His business is his life – his pride and joy. Surely he hasn’t done anything wrong, has he?! What is going to happen? How much is this going to cost him? He remembers that the lawyer who helped him register his salons as a company advised him to get a trademark for the Arganhair name. Has his trademark expired? Was it ever valid in the US or Switzerland? Is it really possible that another company is using his business’ name in the US? Hassan is now frantically searching for some answers on the WIPO web site while trying to get hold of his lawyer.

Hassan Help

Page 11 POTENTIAL CLIENTS

How we can help Hassan:Hassan needs wipo.int to help him understand his rights and to explain the services and procedures available to him as someone who is in need of legal assistance and needs to protect his business internationally.

Hassan’s wants & needs: I have a problem and urgently need simple answers to my questions in a language I can understand (Arabic or French):

•What is WIPO/AMC? •Why did I receive these documents from you? •Am I really at risk of losing my domain name and trademark?•Who can I talk to?

I need to know how to work with WIPO on a domain name dispute:•Simple explanation about domain name disputes •Step-by-step information on how to proceed with the domain name case filed against me•Information on panelists•Payment information

I need to know how to protect my trademark worldwide:•Basic information on trademarks•Introductory information on the Madrid system•Brand search tools•Fees and deadlines information and tools•Step-by-step information for filing an international trademark

application

My business is under

attack. I don’t understand

what is happening!

Page 12

Min is the WIPO and WTO delegate at his country’s large Mission in Geneva. He is a diplomat with a legal background and with special expertise in multilateral trade issues.

Min represents his country at all WIPO meetings in Geneva, either alone or as part of a larger delegation of experts, and reports back to his capital on a weekly – and sometimes daily - basis. He has to be on top of substantive negotiations in the Standing Committees; he needs to know as soon as new meeting documents, reports, studies, statistics and other publications are released, so he can inform relevant colleagues from the IP offices and government ministries back home. He provides his Ambassador and capital with regular briefings on developments and results at WIPO, with a particular focus on issues of national interest to his country.

Min also needs to understand and report on how WIPO functions as an organization (who does what, what programs/activities/events are planned or underway, how money is spent etc.) and as part of the UN (cooperation with and relevance to work undertaken by other UN agencies).

His country is very involved in all aspects of WIPO’s work. His national patent office is a PCT and Madrid receiving office and donates substantial yearly Funds-in-Trust for training and capacity-building activities. The patent office has several bilateral and regional agreements with other national IP offices and is very interested in developing work-sharing programs and standardizing IP laws and procedures throughout the world.

Apart from the many and varied public interests that his country has in WIPO’s work, the private sector in Min’s country is an important client base for WIPO services. Large businesses in his country are among the top users of WIPO services.

Min visits the WIPO web site as often as twice a week and relies on it to find the latest and in-depth information about the Organization.

Min Mission

Page 13 POLICY & OPERATIONAL PEOPLE

How we can help Min:Min uses wipo.int to gather the information he needs to prepare his contributions to WIPO negotiations and to report back to capital.

Min’s wants & needs:I need in-depth information about how WIPO operates and what it does:

•Management, staff and organizational structure•Financial status and how funds are spent•WIPO’s work in relation to other UN agencies and other IP-related entities•Ways to increase cooperation with (and donations to) WIPO

I need access to WIPO’s information resources and experts:

•News, latest developments•Laws and treaties (membership and updates)•Publications, studies, reports, data and statistics•Records and archives•WIPO expert advice on specific IP issues or questions •Confidential (member state only) information about WIPO

including financial monitoring and audit reports

I need information specific to my country:•Statistics on WIPO services specifically related to my

country•Promotion of activities carried-out with my country’s

cooperation

I need information about conferences and meetings:•Logistics (date, time, place, issues, discussed, registration,

accommodation, etc.)•Meeting documents•Procedures: to submit proposals, commission studies etc.

I represent my country’s

interest in shaping the

international IP landscape and WIPO’s role.

Page 14

Consuelo is the recently appointed Deputy Director of the National Patent and Trademark Office (PTO) in a small Latin American country. Articulate and results-focused with a strong background in both IP and business, Consuelo has a reputation for getting things done. She oversees the management of the PTO’s trademark and patent filing services, prepares proposals for changes to national IP legislation, advises on the implications of bilateral and international IP agreements, and is involved in several other IP-related policy issues.

Consuelo believes that her country is losing out economically because too few of its businesses and universities really understand how they can use and protect their IP. They need access to better information, training, and expertise. But the PTO doesn’t have a big budget and she’s not sure where to start. And it’s not just the business sector. The best papayas in the world grow in the south of the country where she grew up, and Consuelo reckons that smart branding, perhaps a geographical indication, could double their export market.

Consuelo attended her first WIPO meeting as a delegate to the Assemblies last year. She will now be coming to Geneva for the meetings of some Standing Committees. She has to coordinate her country’s position on key issues and report back on progress in those discussions. While she believes that IP can be a valuable tool, she is wary of one-size-fits-all solutions. She feels strongly that a small developing country like hers has different needs from those of some of the big industrialized member states, and wants to make sure that these are taken into account in all the decisions that are made at WIPO.

The PTO has already started working with WIPO on developing a national IP and innovation strategy. Consuelo has also identified a bunch of urgent needs for training and expert guidance, in areas like technology licensing, drafting IP laws, training patent and trademark examiners, and enforcement. She is also convinced that her country should join the Madrid System – but she knows that she will face opposition both from colleagues within the PTO and from local trademark agents. She is on the lookout for good material to convince them that it is the right way to go.

Consuelo Capital


How we can help Consuelo:Consuelo needs wipo.int for information on meetings, resources, contacts and programs that will help her develop her country’s ability to benefit from IP.

Consuelo’s wants & needs:I want to know about the technical assistance and capacity-building activities that WIPO offers:

•Legislative advice•IP strategies•Access to technological information •Modernization of IP filing systems•Training and resources for government officials

(including customization to local context/language/laws)•Development Agenda project details •Case studies on countries benefiting

from IP / WIPO assistance•Information about partnership and cooperation opportunities

I need a direct contact so I can request customized help from WIPO to:•Organize an event in my country•Implement specific projects with tangible results from using IP

I need information about conferences and meetings and to stay informed even when I cannot attend them:

•Logistics (date, time, place, issues discussed, registration, accommodation, visa processing, financial assistance)

•Meeting documents in my language•Procedures: to submit proposals, commission studies, etc.•Summaries/reports of meetings and webcasts

I need access to WIPO’s information resources and experts:•News, latest developments•Laws and treaties (membership and updates)•Publications, studies, reports, data and statistics•WIPO expert advice on specific IP issues or questions •Confidential (member state only) information about WIPO including

financial monitoring and audit reports

We need help as we seek

to make our country more competitive in

today’s knowledge economy.

Page 16

Imran is the Registrar of a medium-sized intellectual property office in a developing country. He has about 150 staff reporting to him, organized into the patent, design and trademark sections. His country is a member of PCT, and will join the Madrid and Hague systems by the end of this year.

With regards to patents, Imran is worried about the recent increase in PCT applications that his office is handling, and wonders if there is a better way to examine them given that they have already been examined in other countries. He wants to know how other national offices process PCT applications and any best practices. Can his examiners obtain documentation electronically from WIPO and receive copies of examination results from other offices? He could also improve the quality of patent examination if he could have access to patent databases, and training from other patent offices.

With regards to trademarks, Imran is worried about the Madrid system implementation because it is complicated and he doesn’t have enough information on the procedures and requirements. He will also need help to promote the Madrid and Hague systems to national users once the country joins these systems.

Imran knows that his IT systems are old and inefficient. Most processes are still on paper, and data is re-entered into different systems for examination and publication. The IT department is too busy to improve the systems, and the office is paying a lot of money to an external vendor for maintenance. Imran has heard that WIPO has a system called IPAS, but he doesn’t know how much it costs, what it does, or how to implement it.

As for human resources, Imran’s examiners need training on international classifications, patent examination and will also need training on processing Hague and Madrid applications.

Imran IPO


How we can help Imran:Imran needs wipo.int to help him manage the implementation and operation of WIPO services at the national level, and to help him find ways to make his office more efficient.

Imran’s wants & needs:I want legal and operational information about the PCT, Madrid and Hague systems:

•What services/tools/training does WIPO offer to improve examination, classification and accelerated processing?

•What are the different ways to communicate with WIPO and what type of documents are used?

I want technical information about the PCT and Madrid systems:

•Does WIPO provide assistance for improving the IT systems in IP offices? How is it requested / implemented?

•Are there best practices / work-sharing projects regarding examination procedures, IT systems, etc? How can my office participate?

I need access to:•Restricted areas for IPOs (applications, forums, financial

information) •Global platforms for work exchange•Global databases for data input and statistics

I need implementation assistance for the Madrid and Hague systems:•Are specific declarations required to accede to these systems?•What are the Common Regulations and how are procedures applied at the national level?•What advantages do these systems offer to national users?•What procedural/functional support can WIPO provide for my office implementation?•How can my office staff participate in working groups, seminars or study visits at WIPO or,

at other offices?

I need technical and operational assistance to manage

international filings made through my

office.

Page 18

Larry heads the European office of WRITE! – a big international association of publishers and authors with a worldwide membership. WRITE!’s mission is “to promote and protect the principles of copyright for the encouragement of authorship, publishing and dissemination of creative works in a digital world.” They are well funded, well organized and pursue their interests vigorously.

Piracy is the number one headache for WRITE!. Copyright gets a lot of bad press these days, and Larry spends much of his time on blogs, social media and on conference floors trying to get the authors’ perspective heard above the vociferous “free all content” lobby. He is also closely involved in the Association’s work with collective management organizations to develop new systems and business models that make it easier and inexpensive to pay for content, including user-friendly licensing mechanisms and rights clearance systems for the reproduction, digitization and dissemination of copyrighted works.

Larry has to keep completely up to date on all developments in international copyright laws and policies, and how each impacts the group’s members. He follows in detail the deliberations in WIPO’s SCCR, since every sentence, every change agreed in these negotiations could potentially impact the interests of WRITE!’s members. His role is to anticipate changes, get the voice of the publishing industry heard by key member states, and lobby influential delegations so as to influence the details before they get written in stone. Larry depends on the WIPO web site to get logistical information about meetings, and is an avid consumer of reports and documents. When he can’t attend meetings in person, he relies on the webcasts.

Larry is also working on trying to improve the image of the industry. WRITE! was among the first groups to come forward and partner with WIPO on the VisionIP and TIGAR initiatives for the visually impaired.

Larry Lobby


How we can help Larry:Larry needs wipo.int. to access up-to-date information and Committee documents on all discussions relating to international copyright policy and law.

Larry’s wants & needs: I want to shape new international laws on IP:

•Meeting procedures: to distribute related studies, get the Association’s voice heard •Opportunities to present his organization’s viewpoint in published content (propose papers/

articles for publication)•Ways to cooperate with (and donate funds to) WIPO•Opportunities to promote his events/hold events at WIPO•Opportunities for collaboration and partnerships with other WIPO observers and members

I need to follow closely negotiations at WIPO – even those I can’t attend in person – and anticipate new developments that may have a bearing in my industry:

•Meeting logistics (date, time, place, issues discussed, registration, accommodation)

•Summaries/reports of meetings and webcasts

I need to stay informed on WIPO programs and activities in my field:

•News, latest developments•Updates on new WIPO initiatives in the copyright area•Information on collective management developments and

activities•Direct contact at WIPO

My industry needs to be two steps

ahead when it comes to copyright issues.

Page 20

Nyangoma (Nya for short) is the president of Preserve the People (PtP), an NGO dedicated to preserving the lifestyle and cultural traditions of the indigenous Banyoro people of Uganda, her home country. The Banyoro have rich music, folklore and oral traditions – Nya tells how her grandfather could keep an audience riveted with music and stories from dawn till dusk without once repeating himself. The Banyoro also create distinctive pottery, which is prized for its quality.

PtP started out in 2007 when volunteers came to Uganda to help document elements of Banyoro life, including a first ever recording of the Entogoro pod rattle dance. Since then, PtP has raised money, launched several projects, and is developing a focus on Banyoro arts.

Nya is now expanding the organization’s focus from simply documenting to trying to protect more actively what the Banyoro do. What, for example, can be done to stop the poor imitations of Banyoro pottery which are flooding craft markets in the region – and even popping up in online stores? And what about the pictures that photographer took of one of their sacred rituals – which are now being used on postcards? Nya has learned that an organization in Geneva is negotiating new international laws to protect the knowledge of indigenous communities, and she wants to know more—much

more. She has no idea if the Banyoro traditions qualify as ‘intellectual property,’ or whether that is a path that would make sense for them, but colleagues in similar NGOs and local offices of UN

agencies have pointed her in WIPO’s direction.

Nya knows she needs to learn more about both IP and WIPO. She is raising funds for travel, but can’t afford to waste money on talk-fests, and needs a lot more information first. Is WIPO the right organization to help PtP? If so, how? And how should she apply for membership? What are the benefits, and fees? How can she find out what is going on in these negotiations? Is there some kind of conference or meeting she should come to? If so, how can she sign up? What other NGOs are involved with WIPO? Right now, Nya has a feeling she’s looking in the right direction when she looks at WIPO…but that’s about all she knows.

Nya NGO


How we can help Nya:Nya needs wipo.int to help her learn what IP and WIPO can do for traditional knowledge, and to support her as she considers becoming an observer.

Nya’s wants & needs: I need to understand the basics of what WIPO is and what it does:

•What does WIPO do, who does it help and how?•How is WIPO related to the issues that I deal with? •Does WIPO have any projects, meetings, activities,

studies related to my issue?•How does WIPO work with other UN organizations?

I need to understand IP:•What is IP and what does it protect?•How is IP relevant to the issues that I deal with?•What IP laws and treaties apply to my work?•Where/how can I get more in-depth training on this?

I need to know if WIPO is the right organization to help my cause:•I need to talk to a human being/a direct contact at WIPO•I need to understand how to work with WIPO•Are there examples of other work that WIPO has done that I can relate to?

I want to get involved with WIPO:•Is my organization eligible to “join” WIPO? What is the application process?

Are there any fees involved? What would be the benefits of becoming an observer? Are there any responsibilities/things I am obliged to do under this status?

•I want funding from WIPO

I need information about conference and meetings:•Which meetings would be relevant to my cause?•What is the process for getting invited/attending?•Logistics (date, time, place, issues discussed, registration,

accommodation, visa processing, financial assistance)

Is WIPO the right

organization to help

the cause I represent?

Page 22

Dr. Anna is a professor at the Center for Research and Innovation at the Polytechnics University in Warsaw. She focuses her research on innovation, IP policy and the impact of IP laws on different industry sectors. She is a prolific writer on these subjects, publishing her findings in various academic journals, publications, web sites and blogs.

Anna is constantly seeking reliable national and international data in the field of IP, economics and innovation. She regards WIPO as an important source, and is also on the look out for opportunities to get involved in future research projects that WIPO might commission.

Anna also teaches the introductory law courses to undergraduates and has been asked to start teaching the first graduate course on IP at her University. She has taken to heart some frank feedback from last year’s students that her lectures got boring, so she is currently looking for lively, thought-provoking materials and case studies on IP in action to illustrate her lectures and stimulate discussion.

Anna is interested in exploring opportunities, both for herself and for her University, to do more with WIPO. She would be interested in participating in – or better still, speaking at – relevant WIPO events, or contributing to publications. There may also be some new courses available at the WIPO Academy that she can recommend to her students (she did a couple of Academy distance learning courses herself when she was a grad student). And it would be great publicity for the University if they could co-host an IP Summer School. Maybe WIPO could also recommend a network of IP teachers that she can join.

Anna Academic

Page 23 INFORMATION SEEKERS

How we can help Anna:Anna wants to use wipo.int to access up-to-date and historic information, studies and data about international IP trends and impact.

Anna’s wants & needs: I need information about WIPO programs and activities:

•News, latest developments

I want to ‘dive deep’ into WIPO’s information resources and talk to experts:

•Laws and treaties (membership and updates)•Publications, studies, reports, data and statistics•Records and archives•WIPO expert advice (or in-depth information)

on specific IP issues or questions

I want educational and training resources:•Educational materials/courses for my students (online and onsite)•IP teaching training for me•IP academics network/forum/networking opportunities

I want to work or collaborate with WIPO:•As a consultant •At WIPO events as an attendee or instructor•Have a WIPO expert to come to an event at my University•Submit an article/study to be published by WIPO•Have WIPO fund a program at my University

I want to visit WIPO:•To attend meetings/training events (by myself)•As part of a study program (with my students)

I need reliable data and studies

about the use and impact of IP, and I’m always

interested in new training

programs and materials.

Page 24

Joe is a writer for the Huffington Post. He writes articles that typically show up in either the Business or Science sections, because he particularly focuses on stories about new discoveries or technologies making their way into the business world. Occasionally, he produces video content for the web site. He’s written many articles on everything from pharmaceuticals to nanotechnology. Joe understands how intellectual property ‘works’ in the science and business worlds, because ownership of ideas comes up so often in the articles he writes. However, his knowledge is what he’d consider second hand; he’s never had to do a deep dive into the laws and processes that he knows surround intellectual property issues.

Joe knows that many companies file and work to protect patents in many countries, but he doesn’t know exactly how that works. He also knows that the United Nations is involved in the international IP arena, and he’s heard of WIPO, but again, he doesn’t know a lot of specifics. He’s simply never needed to for any of the articles he’s written.

Joe’s working on a new article about counterfeit computer chips that have been showing up in South America and Australia. A very large Russian company is trying to file a suit against the people manufacturing and distributing the chips, and it’s become an incredibly complex situation with a lot of moving parts. Joe’s story has led him to questions about how patents are enforced on a worldwide stage. He wants to find some statistics that will help his readers understand the scope of the problem he’s describing, and some ‘basics’ that will help readers understand how international patents work (without overwhelming them).

Joe is also always on the lookout for story ideas, and would welcome having a new source of inspiration.

Joe Journalist


How we can help Joe:Joe wants to use wipo.int to track down answers to questions he has about how international IP works. He needs the information to be digestible but thorough. He also needs to be able to contact press representatives of WIPO to get quotes and official information he can use in his stories.

Joe’s wants & needs: I need answers to specific questions related to a story I’m working on:

•How can I use the WIPO site?•Which sections of the site are going to be most useful to me? How do I use them?•Where can I find the latest authoritative facts and figures to back my story?

I need digestible yet thorough information on a variety of topics:•What is IP, and what does it protect?•How does IP protection work?•How does IP affect everyday people? Why should they care?•What does WIPO do?•How does WIPO fit into the ‘big picture’ of international IP?

I need ‘official’ information that I can use or quote in my stories:

•What projects and programs does WIPO run?•What are the laws and treaties WIPO manages?•Where can I find ‘original sources’ (like the actual text of a law?)•I want WIPO to comment on IP issues making the news

I want to know how WIPO makes a difference:•What makes WIPO unique?•How does WIPO help inventors and creators to make a living?•Success stories?

I want story ideas:•Do you have original content (written/video) to inspire stories?

I need a reliable, official resource for information

about international

IP issues, and new story

ideas would be great too.

Page 26

Ong, a materials scientist by background, lives and works in Singapore. He left his job at a government-funded research institute to set up on his own as an independent technical consultant advising companies on a range of engineering and design projects. He has a quick brain and relishes a challenge. Ong is also an avid follower and consumer of new technologies. He loves being part of the global interconnected tech and scientific community, and is a regular contributor to various online specialist forums. He prides himself in coming up with ingenious solutions to problems, and dreams that, one day, one of his own ideas will make him a fortune. And...that might be happening now!

Ong has invented a sensor that can be woven into fabric during the production process and removed when production is complete. He believes it could help solve some problems that clothing manufacturers face when they work with multiple vendors. Ong is excited about what he’s done so far. He has spent some time searching the web to see if such a thing already exists, and he’s found some that are similar, but it doesn’t seem like anyone is doing what he is doing. However, he knows it’s just a matter of time before someone has the same idea he has. He has a head start, and the more he works on his product the more convinced he is that he’s onto a winner.

Ong knows a little bit about what is involved in patenting, because he worked on the documentation for a couple of new products which he was involved with at his former research institute. The legal experts at the institute’s technology transfer office gave him specific instructions on the drawings and technical specifications they needed from him in order to file an international patent application through the Singapore patent office. It was an interesting process. Ong doesn’t know what happened to all that documentation once he handed it over, but the lawyers joked about him ‘doing the hard part.’ The next he heard about it was when he got the little plaque from the institute that they give anyone who is named on a patent.

Ong is still keeping his invention close to the chest. He’s not ready to bring in more people, and is certainly not yet ready to start handing over his hard-earned cash to patent lawyers. Instead, he’s been devoting long hours to web research to see how much – if any - he can do by himself. He searched ‘international patent’ on Google and that’s how he discovered WIPO--it was the second result, right after the US Patent Office.

Ong On-My-Own


How we can help Ong:Ong needs wipo.int to help him understand how IP works and what the different options may be with respect to international IP protection, so that he can decide what his next steps will be.

Ong’s wants & needs: I’d like to do some research on my own and am interested in any self-serve tools:

•Is my product really unique, or is it already patented by someone else?•Do you have practical guides and tutorials (i.e. patent searching and drafting)?•What tools/training materials/courses do you have for me, how can I use them and how

much do they cost?

I want to know how WIPO can help me protect my invention worldwide:•Is my invention eligible for WIPO protection?•Where is it eligible for protection?•What services do you offer (or don’t offer) to people like me (case studies)?•How can I use your services and how much do they cost?•Can I do this on my own or do I need a lawyer?•Payment information

I want to see how much I can do myself before I have to start paying a

patent lawyer.

Page 28

Christa is a go-getter. She is a busy mother of three, but that’s certainly not all she is. She designs jewelry and thinks of herself as a ‘potential entrepreneur’ who will one day build a business of her own. Her hero is Joy Mangano - a famous, self-made millionaire who built her business by re-designing basic household items and selling them. If Joy Mangano can make millions by re-inventing clothes hangers, fabric steamers, and mops, then Christa can create a successful business too!

When Christa’s kids are at school, she works on her designs. A couple of years ago, she set up an online store on the Etsy online craft marketplace, and has just set up her own web site www.christajewels.com. She also has a booth at a craft fair during the holidays. She prides herself on the quality of the craftsmanship as well as her creative flair.

This year, she suddenly started getting quite a lot of orders for a particularly unusual pendant. She made the first few by hand, but then got a foundry to make a mold and forge to order for her. One friend ordered the pendant in gold, and a customer from Italy bought three!

Christa has set up her jewelry business as a sole proprietorship called Christa Jewels. She recently took a class on entrepreneurship at the local community college. One of the lecturers spoke about how important it is to protect your “intellectual property,” especially when your business goes international. Today, she’s going to search “Intellectual Property” on Google to learn more about it. Essentially, she has an international business already, doesn’t she? People in Italy have bought her product! It’s so exciting! Maybe her pendant design could be the start of something big. But what if someone copies it? She needs to find out more.

Christa Creative


How we can help Christa:Christa needs wipo.int to help her understand how IP works and what her different options may be with respect to (international) IP protection, so that she can decide what her next steps will be.

Christa’s wants & needs: : I need basic information about intellectual property:

•What is IP?•How is IP relevant to my business?•What type of IP can I use to protect my creations?•Where can I find out more? (training materials/courses)

I’d like to do some research on my own and am interested in any self-serve tools:•Is the time I’m investing in this research worthwhile?•Can I do this on my own or do I need a lawyer?•I’m looking for examples of use of IP by similar businesses •Are my creations unique or are they already owned by

someone else?

I want to know about WIPO’s services to protect my creations worldwide:•What services do you offer to people like me? •Am I eligible to use your services?•Where would my creations be protected?•How can I use your services and tools?•How much do your services and tools cost? How would I pay?

I want help with specific questions I have:•Who/how can I contact for more information specific to my case?

I create beautiful things and I want to

protect them…but I don’t know how.

Page 30

Walter is a freelance translator who recently moved to Geneva. He is currently looking for new freelance opportunities or a good full-time job. He knows that there are many international organizations that have their headquarters in Geneva, and at least one of them must have opportunities for translators.

Based on his online searches and reviews of job boards, Walter has been compiling a list of web sites to research, and one of those is wipo.int. So what is WIPO? What does it do? How does it work?

He was intrigued to see an advertisement in the local paper recently for an interesting-sounding cultural event at WIPO that is about to open to the public. If he can find out more, perhaps this would be a good opportunity to go along and get a bit of a feel for the organization.

Walter What’s WIPO?


How we can help Walter:Walter wants to use wipo.int to find out about WIPO as an organization and as a member of the Geneva business community.

Walter’s wants & needs: I want basic information about WIPO:

•What is WIPO? •What does WIPO do? •How does WIPO work?•Who works at WIPO (management, staff and

organizational structure)?•How is WIPO’s work related to that of other UN

agencies?

I want to know if there are any employment opportunities for me at WIPO:

•Do you have any job or internship vacancies?•What kind of profile/skill set is needed

to work at WIPO?•Can I work with WIPO as a freelancer?

I want to visit WIPO:•Practical information (location, opening hours,

places open for visitors, etc.)•Are you holding any events that are

open to the public?

I want to know what WIPO is

and does.

Page 32

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