SMEs Division as an effective capacity building tool

SMEs Division as an effective capacity building tool March 2008 Won-Kil YOON Counsellor, SMEs Division World Intellectual Property Organization (WIPO) © 2005 -2007 The Most Advanced e-Learning Content on IP for Business!

SMEs Division IP PANORAMA Project Major Characteristics How to Use © 2005 -2007 The

SMEs Division 1. What is IP PANORAMA Project © 2005 -2007 The Most Advanced

SMEs Division Background and Purpose May 2003, WIPO OECD Forum IP Academy as a best practice of KIPO and KIPA Nov 2004, Trilateral Agreement Joint Development of E-learning Content (JDEC) • JDEC Article 1. Purpose to provide small and medium-sized enterprises (SMEs), especially of developing countries, and universities with an effective educational tool for sharing IP-related knowledge © 2005 -2007 The Most Advanced e-Learning Content on IP for Business!

SMEs Division Development of 10 Modules Module 1: Importance of IP for SMEs developed in 2004 as a pilot project Based on “IP for Business” in SMEs Homepage • Why is IP relevant to your SME? • IP as a business asset • IP as an investment • The value of IP assets • Introduction of IP Audit © 2005 -2007 The Most Advanced e-Learning Content on IP for Business!

SMEs Division Basic IP Modules in 2005 Module 2 : Trademarks and Industrial Designs • Main Story : Susan faces difficulty in marketing due to weak brand poor design. With the help of Gibson and hard work, her company eventually succeeds in developing a new brand a nice design to attract consumers. Alex Gibson Susan Nicole Chris Marketing IP Lawyer CEO Designer Branding strategist Expert • Learning Points - TM and ID to increase the Power of Marketing - Brand Building - How to Protect TM and ID - Trademarks Management © 2005 -2007 The Most Advanced e-Learning Content on IP for Business!

SMEs Division Basic IP Modules in 2005 Module 3 Invention and Patent Module 4 Trade Secrets Module 5 Copyright & RRs • Learning Points - Basics of trade secrets - TS management program - Violation of TS - TS audit • Learning Points - Basics of invention and patent - Patent application - Patent infringement - Patent management IP Promotion • Learning Points - Basics of copyright - Copyright and related rights - Ownership of copyright - Using works owned by others © 2005 -2007 The Most Advanced e-Learning Content on IP for Business!

SMEs Division Advanced IP modules in 2006 Module 6 : Patent Information Module 7 : Technology Licensing in a Strategic Partnership Module 8 : IP in the Digital Economy Module 9 : IP and International Trade Module 10 : IP Audit © 2005 -2007 The Most Advanced e-Learning Content on IP for Business!

SMEs Division 2. Major Characteristics of IP PANORAMA © 2005 -2007 The Most Advanced

SMEs Division © 2005 -2007 The Most Advanced e-Learning Content on IP for Business!

SMEs Division Storyline based Case Study for IP education • Each module tells an interesting story that may happen in real business life. - Module 2 MP 3 player company suffering from a weak brand a poor design - Module 3 Folding type mobile phone company involved in patent disputes - Module 4 Slide type mobile phone company establishing Trade secrets management system - Module 5 MP 3 player company launching a new product and executing a new marketing strategy © 2005 -2007 The Most Advanced e-Learning Content on IP for Business!

SMEs Division Storyline based Case Study for IP education • As the story flows, relevant learning points are provided and emphasized. • It presents a solution for the IP problem. • Various characters in the story help learners to learn the role of IP in business. © 2005 -2007 The Most Advanced e-Learning Content on IP for Business!

SMEs Division Characters in Module 4 Gibson Calvin Esther IP Lawyer CEO of Fox Telecom IP team manager Carly CEO of Mobile Shot Benito Engineer of Fox Telecom Samantha Designer of Fox Telecom June Marketing strategist of Fox Telecom All 28 characters in IP PANORAMA © 2005 -2007 The Most Advanced e-Learning Content on IP for Business!

SMEs Division Learning Points and More References © 2005 -2007 The Most Advanced e-Learning

SMEs Division Quiz and Heart-to-Heart Talk © 2005 -2007 The Most Advanced e-Learning Content

SMEs Division Learning Flow Introduction Today’s issue People in the story : : : Learning Point Inside the story The education contents The story with educational contents flows scene-by-scene : : : More references Reflection Simple Quiz Heart-to-Heart talk Self-reflection journal © 2005 -2007 The Most Advanced e-Learning Content on IP for Business!

SMEs Division Learning Map of Module 5 #1. A new MP 3 player #2. Commissioned brochure Introduction [LEARNING POINT 1] Basics of copyright Today’s issue --- Background of the story People in the story --- Self-introduction of characters Inside the story Story scenes & LEARNING POINT --- Today’s story is playing main contents 1. Definition of copyright 2. Requirements for copyright protection #3. Website only for the SEONA MP 3 player users [LEARNING POINT 2] Copyright and related rights main contents 1. Scope of copyright protection (1) The works copyright protects (2) The things copyright does not protect (3) Economic rights & Moral rights 2. Basics of related rights (1) Definition of related rights (2) Rights that related rights provide 3. Period of protection [LEARNING POINT 3] Ownership of copyright Quiz --- simple quiz about copyright main contents 1. Meaning of ownership of copyright 2. In case of commissioned works 3. In case of works created by an employees 4. In case of works created by several authors Heart-to-Heart talk --- Alex’s talking about his experience more references 1. A work in public domain #4. Big hit #5. Wrong decision #6. Anna’s lawsuit #7. Urgent meeting Reflection My reflection journal --- Reflection about today’s learning more references 1. Copyright protection abroad 2. Copyright notice 3. Other legal means to protect original works more references 1. Copyright infringement 2. How to get income from copyright 3. Role of CMOs #8. Hard time for mediation #9. Employee training [LEARNING POINT 4] Using works owned by others main contents 1. When do you need permission 2. When you don’t need permission 3. The process to get authorization 4. How to reduce the risk of infringement more references 1. How to find out whether a work is still protected 2. Using a work under a limitation or exception 3. Using works published on the Internet #10. A new copyright issue © 2005 -2007 The Most Advanced e-Learning Content on IP for Business!

SMEs Division 3. How to Use © 2005 -2007 The Most Advanced e-Learning Content

SMEs Division Target Audience • Employees of enterprise, especially SMEs and SMEs support institutions • Students of engineering, MBA schools or law schools, and various educational institutions • General public and policy makers © 2005 -2007 The Most Advanced e-Learning Content on IP for Business!

SMEs Division Free Access through Internet • Publicly available from the website of SMEs

SMEs Division http: //www. wipo. int/sme/en/multimedia/ © 2005 -2007 The Most Advanced e-Learning Content

SMEs Division The IP Academy by KIPO and KIPA © 2005 -2007 The Most

SMEs Division Distribution of IP PANORAMA CD • To member states of WIPO •

SMEs Division Translation and Adaptation • For wider use of IP PANORAMA, it is necessary to translate the content into various languages. - Translate only the script - Translate the script and the written material - Fully translate all the content including narration • Each company, educational institute or country may adapt IP Panorama for its purpose. - IP Panorama for your company - IP for business course using IP Panorama © 2005 -2007 The Most Advanced e-Learning Content on IP for Business!

SMEs Division IP for Business Course • We strongly encourage to establish an IP for Business Course in every IP educational institution using IP PANORAMA. - On-line, Off-line or Blended Learning - Using IP PANORAMA as main material, submaterial or reference • KIPA set up IP for Business Course with two universities in Korea. © 2005 -2007 The Most Advanced e-Learning Content on IP for Business!

SMEs Division Week on/off-line theme contents 1 st Off-line IP for business in knowledge-driven society 2 nd On-line (module 1, 2, 3) 3 rd Off-line Development of technology and patent - The basic of patents (International and domestic views) - What is patent, how to protect patent and how to untilze patent for your business 4 th Off-line Trademarks and industrial designs - The basics of trademarks and industrial designs (International and domestic views) - The role and importance of trademarks and industrial designs for creating and strengthening the brand of your business. 5 th On-line (module 4, 5) 6 th Off-line 7 th Midterm 8 th On-line (module 6) 9 th Off-line 10 th On-line (module 7) 11 th Off-line 12 th on-line (module 9) 13 th off-line 14 th on-line (module 8, 10) 16 th Final exam - Introduction of intellectual property (IP) for business - Importance of IP management - Invention and patent (A story about Fox Telecom's folder mobile phone) - Trademarks and Industrial Designs (A story of Seona and its MP 3 pleayer) -Trade secrets (A story about the leak of trade secrets of Fox Telecom) - Copyright and related right (A story about Seona’s copyright infringement) Trade secrets and copyright - How to protect confidential information of company - The basic concepts of copyright and related rights lecturer self-study Online multiple-choice test (in English) - Patent Information (A story about the development of new digital camera in Tolmnex) Patent Information - The concept, role and importance of patent information - Practice in patent information search (Keyword searching) - Technology licensing in a strategic partnership (A story about technology licensing between Tolmnex and Picmara) Strategic Technology Licensing - The concept, strategies and main considerations of licensing - The case study on technology licensing - IP and international trade (A story about Knoxx Electronics) Strategic IP management in the overseas market - The protection and management of IP in the export market - IP in international outsourcing - IP in the digital economy (A story about online market of Saomink) - IP audit (A story about IP audit of Knoxx Electronics) self-study Team Project (Make presentation about IP management of overseas and domestic company) © 2005 -2007 The Most Advanced e-Learning Content on IP for Business!

SMEs Division IP for Business Course by KIPA © 2005 -2007 The Most Advanced

SMEs Division Expert committee Translation into Korean Synopsis Manuscript (by WIPO) Storyboard examination Building up an instructional design strategy (by KIPA) Translation into English Characters, Basic designs Storyboard (by KIPA) Translation into English Synopsis examination (by WIPO, KIPO) Building up the detail instructional design strategy (by WIPO, KIPO) With Learning contents Analysis Scenario (by KIPA) Restructured Manuscript (by KIPA) Contents development (by KIPA) Narration script & recording (by KIPA) Contents examination (by WIPO, KIPO) Contents modification (by KIPA) End of Project Evaluation committee © 2005 -2007 The Most Advanced e-Learning Content on IP for Business!

SMEs Division Further Development Arbitration and Mediation of IP Disputes Enforcement of IPRs Valuation and Financing of IPRs Franchising and IPRs Merchandizing of IPRs, etc. Basic Modules 1. Importance of IP for SMEs 2. Trademarks and Industrial Designs 3. Invention and Patent 4. Trade Secrets 5. Copyright and Related Rights Advanced Modules 6. Patent Information 7. Technology Licensing in a Strategic Partnership 8. IP in the Digital Economy 9. IP and International Trade 10. IP Audit © 2005 -2007 The Most Advanced e-Learning Content on IP for Business!

SMEs Division Suggested Cooperative Activities • Translation and Adaptation - IP for Business Series, IP PANORAMA - Open Source Model / Various Business Models • Establishing Education Programs - Seminars and Academic Programs for entrepreneurs, students or policy makers © 2005 -2007 The Most Advanced e-Learning Content on IP for Business!

SMEs Division WIPO SMEs Web-Site “www. wipo. int/sme” “IP for Business” Series in Publications “IP PANORAMA” in Multimedia “E-NEWSLETTER” Won-Kil YOON yoon@wipo. int Tel)+41 -22 -338 -8159 Fax)+41 -22 -338 -8760 © 2005 -2007 The Most Advanced e-Learning Content on IP for Business!