作者:Andrew T. Pham
概述
A patent portfolio can be a significant part of a corporation’s overall value, as evidenced by the recent sale of Nortel’s 6,000 patents for $4.5 billion and Google’s acquisition of Motorola and their 17,000 patents for $12.5 billion. Knowing this, companies must place the same measure of attention on their patent portfolio as with other investment portfolios. Therefore, the old rules of investing – asset allocation, scale, diversification, buy and hold – must be applied to patents and patent portfolio management. For a patent portfolio to be a truly successful, effective, and winning portfolio, a company must also strategically manage it to return profits and direct market trends.
专利组合可以成为公司整体价值的重要组成部分，最近北电以45亿美元出售6000项专利以及谷歌以125亿美元收购摩托罗拉及其17,000项专利的收购案例就证明了这一点。因此企业必须像其他投资组合一样对其专利组合给与同样的关注。旧的投资规则-资产配置，规模，多样化，购买和持有 - 必须适用于专利和专利组合管理。要使专利组合真正起作用，成为有效且成功的投资组合，公司还必须对其进行战略性管理，以赢得利润和引领市场趋势。
This QuickCounsel provides a concise outline of the components of successful patent portfolio management. Managing a patent portfolio parallels managing an investment portfolio in many respects. Therefore, viewing patents as a portfolio and creating and maintaining the volume, scale, diversity, and balance of the portfolio are the keys to success.
本QuickCounsel简要概述了成功的专利组合管理的组成部分。管理专利组合与许多方面的投资组合管理相似。因此，将专利视为投资组合，创建和维护投资组合的数量，规模，多样性和平衡是成功的关键。
投资组合
The true value of patents derives from their aggregation in the patent portfolio—that is, the collective value of the entire portfolio as a whole and not the individual patents themselves. A significant patent portfolio spreads the risks among many patents and decreases the dependency on individual patents (in other words, decreasing reliance on individual claim scope and validity). Additionally, holding many patents in one technology allows a company to have a controlling interest in that market as well as direct and influence the markets that rely on that technology. This can be a very powerful tool to enable market power, technology development, and innovation while minimizing risk.
专利的真正价值来自于它们汇总在专利组合中形成的整体价值，而不是个别专利本身。一项重要的专利组合将风险分散到许多专利中，并减少对个别专利的依赖（换句话说，减少对个人索赔范围和有效性的依赖）。此外，在一项技术中持有多项专利，使公司能够对该市场拥有控制权，并直接影响依赖该技术的市场。这可以是一个非常强大的工具，可以在最小化风险的同时实现市场力量，技术开发和创新。
Many considerations go into determining the optimal size of a company’s patent portfolio and the optimal patent portfolio size will be different for each company. While a large patent portfolio is always preferred, there is a limit. A company should not patent every idea that comes along. Each company requires an organized strategy that not only considers the basic premise of risk allocation and reduction, but also looks closely at what innovations to file patents on. As the size of the patent portfolio increases, each individual patenting decision will become less important and will have less of an impact on the portfolio as a whole. Nonetheless, a continuous, organized strategy that looks at the innovation, gauging the scope, quality and the company’s own guidelines will continue to foster a quality patent portfolio.
在确定公司专利组合的最佳规模时需要考虑很多因素，并且每家公司的最佳专利组合规模都不同。虽然总是首选大型专利组合，但总归是有限度的。公司不应该为每一个出现的新想法申请专利。每家公司都需要一个有组织的战略，不仅要考虑减少风险的基本目标，还要密切关注申请专利的创新程度。随着专利组合规模的增加，每项个人专利决策将变得不那么重要，对整个投资组合的影响也会减小。尽管如此，一个持续的，有组织的战略，审视创新，衡量范围，质量和公司自己的指导方针，将继续培养高质量的专利组合。
R&D spending over patenting filings can serve as a basic metric for companies to determine patent portfolio size. First, consider the patenting intensity per R&D expenditure. Generally, for every $1.3 million in R&D expenditure, U.S. companies file one patent application. Next, consider R&D spending. Generally, the smaller a company is, the more it spends in R&D as a proportion of revenue. Therefore, if smaller companies are spending more on R&D, they should also patent more proportionally.
专利申请的研发支出可以作为公司确定专利组合规模的基本指标。首先，考虑每个研发支出的专利强度。通常，每研发支出130万美元，美国公司就会提交一份专利申请。通常，公司规模越小，其在研发中的支出就越多。因此，如果规模较小的公司在研发上花费更多，他们也应该按比例申请更多专利。
Based on the patenting intensity of U.S. resident per R&D expenditure, the suggested patent filing rate for U.S. companies with less than $100 million in revenue is 12 patent applications per year. For U.S. companies with revenue between $500 million and $1 billion, the patenting intensity should be approximately 65 patent applications per year.
根据美国居民基于研发支出输出的专利申请强度，美国公司收入少于1亿美元的专利申请率为每年12项专利申请。对于收入在5亿美元至10亿美元之间的美国公司，专利申请强度应为每年约65项专利申请。
At a certain point, IP risks will be minimized. Each individual patent and patenting decision will become less important as the size of a patent portfolio grows because of the power of aggregation and the spreading of risks throughout the portfolio. Primarily, the remaining risks are broader industry risks influenced by external factors including: the economy, demand, consumer confidence and unforeseeable shifts in technologies.
在一个特定的节点上，知识产权风险将处于最小值。由于专利整合为专利包的机体力量和整个专利组合中风险的分散，随着专利组合规模的扩大，每项专利申请都将变得不那么重要。在这种情况下的风险是受外部因素影响的更广泛的行业风险，包括：经济，需求，消费者信心和不可预见的技术变化。
In addition to R&D, scale and diversity are important in determining a company’s optimal patent portfolio size and composition.
除了研发，规模和多样性对于确定公司的最佳专利组合规模和组成也很重要。
规模
In a patent portfolio, scale is the effective total filing in a given subject matter, which includes applications and issued patents in all countries. It is important to have scale in a patent portfolio because it is what enables market and category leadership. Category leadership drives profitability. Therefore, scale can be a measure of category leadership. Having the right to exclude others on several related patents provides broad protection of the subject matter. This type of category leadership provides benefits beyond straightforward profitability.
在专利组合中，规模是给定主题的有效总申请，其中包括所有国家的申请和已颁发的专利。在专利组合中拥有一定的规模非常重要，因为它可以实现市场和类别领导，这将推动企业在这一类别的盈利。因此，规模可以衡量类别领导力。有权将其他几项相关专利排除在外，可为该主题提供广泛的保护。这种类别的领导力提供的好处超出了直接的盈利能力。
首先，一个强大且适当规模的专利组合作为反对诉讼的防御性武器。拥有反索赔目的的专利组合的公司不是一个好的或容易的目标。其次，适当规模的专利组合也可以作为攻击性武器。它阻止其他人进入该领域-实质上是创造进入的障碍。第三，具有这种类别领导力的公司来自规模化的投资组合可以塑造行业决策并影响行业信息和标准化。对主题的广泛保护，规模的衍生，增加了专利组合的许可和货币化的议价能力，并将使公司能够发挥重要的市场影响力。简而言之，一个规模庞大的专利组合可以创造领导力并推动盈利。
First, a strong and properly scaled patent portfolio operates as a defensive weapon against litigation. A company with a portfolio of patents to choose from for the purpose of counterclaims is not a good or easy target. Second, a properly scaled patent portfolio can also operate as an offensive weapon. It discourages others from entering the field – essentially creating a barrier to entry. Third, a company with this type of category leadership from a scaled portfolio can shape industry decisions and influence industry message and standardization. Broad protection of a subject matter, a derivative of scale, increases bargaining power in licensing and monetization of the patent portfolio and will enable a company to wield significant market influence. In short, a well-scaled patent portfolio creates category leadership and drives profitability.
多样性
多元化是一种风险对冲形式。在专利组合中，它涉及在不同领域获得专利。与金融资产类似，这些多元化专利（子组合或类别）应对同一事件做出不同反应（强调增加）。换句话说，如果专利类别或子组合的价值没有完全同步地上下移动，那么整个投资组合可能比基于单一事件损失或获得价值的投资组合更具风险规避性。（例如消费者需求或品味的转变）。它不能保证不会丢失（例如，通过选择错误的专利或字段做出错误的决定），但这是一种将长期风险降至最低的方法。
Diversification is a form of risk hedging. In a patent portfolio, it involves obtaining patents in different areas. Similar to financial assets, these diversified patents (sub-portfolios or categories) should react differently to the same event (emphasis added). In other words, if the value of the patent categories or sub-portfolios do not move up and down in perfect synchrony, then the portfolio as a whole is likely more risk-averse than a portfolio that loses or gain value based on a single event (such as a shift in consumer demand or taste). It will not guarantee against loss (e.g., making the wrong decision by choosing the wrong patent or field), but it is a way to minimize long-term risk.
多样性是规模的补充，但不应取代规模。虽然规模创造了类别领导力，但多样性提供了风险，资产和业务多样化的好处。太多的多样化会降低规模效益，因此必须谨慎。公司必须具备成功的规模;多样化本身不会创造一个成功的专利组合。然而，适当多元化和规模化的投资组合可以成为推动企业成功的非常有力的工具。
Diversity is complementary to scale, but should not replace scale. While scale creates category leadership, diversity provides benefits of risk, asset, and business diversification. Too much diversification can reduce the benefits of scale, so it is imperative to be cautious. A company must have scale to succeed; diversity alone will not create a winning patent portfolio. However, a properly diversified and scaled portfolio can be a very powerful tool to drive corporate success.
创建理想的多元化专利组合类别是每家公司独有的。所选类别应与公司的长期公司业务战略密切配合。行政和高级管理层必须为制定多元化战略提供投入。例如，应考虑可能是（未来）收入和利润的重要贡献者的产品和技术-即成为专利类别的主体。对冲未来风险。公司应拥有的理想专利和专利类别数量因公司规模，产品线和行业而异。现代股票投资组合理论的一个经验法则是，持有20只股票将实现最佳多样性。这可以作为优化专利多样性的指导，不应超过20个专利类别。
Creating the ideal diversified patent portfolio categories is unique to each company. The chosen categories should align closely with the long-term corporate business strategy of the company. It is imperative that executive and senior management provide input to shape the diversification strategy.For example, products and technologies that may be important contributors to (future) revenue and profit should be considered – that is, be the subject of a category for patenting to hedge against future risks.The ideal number of patents and patent categories that a company should hold will vary by company depending on its size, product line and industry. One rule of thumb for modern stock portfolio theory claims that a holding of 20 stocks will achieve optimal diversity. This can be guidance that to optimize patent diversity no more than 20 patent categories should be considered.
平衡
为了正确维护获胜的专利组合，应对其进行定期和系统的审查和重新平衡。专利组合应根据公司当前的需求和特定技术或专利的寿命进行修改。公司在追求他人的同时不会续签一些专利。
To properly maintain the winning patent portfolio, it should be periodically and systematically reviewed and rebalanced.The patent portfolio should be modified based on the company’s current needs and the life span of a given technology or patent. Companies will not renew some patents while they pursue others.
为了审查和重新平衡，公司应分析其在各个行业，细分市场或类别中的竞争地位，以确定实力和市场领导地区以及竞争力较弱的领域。确定真正的行业领导潜力和职能范围存在的位置尤为重要。首先，评估投资组合，以确定哪些专利，技术和类别，以及所有这些的组合，将在额外价值或投资回报方面提供最大规模。其次，通过在索赔范围和竞争使用方面确定具有良好基本面的子组合，子细分或子类别来对投资组合进行细分。第三，通过确定公司可以实际实现类别领导的投资组合内的区域来规划有针对性的增长。然后定义开发和支持子组合增长并合理化或修剪其他领域的举措。第四，通过评估规模和多样性如何受益并优化投资组合来平衡投资组合。
To review and re-balance, a company should analyze its competitive position across its industries, segments or categories to identify areas of strength and market leadership and areas where it is less competitive. It is particularly important to identify where true industry leadership potential and functional scale exists. First, assess the portfolio to identify which patents, technologies and categories, and which combinations of all of these, will provide the most scale in terms of additional value or return on investment. Second, segment the portfolio by identifying sub-portfolios, sub-segments or sub-categories with sound fundamentals—in terms of claims scope and competitive use. Third, plan for targeted growth by identifying areas within the portfolio where the company can realistically achieve category leadership. Then define initiatives to develop and support growth to the sub-portfolios and rationalize or prune other areas. Fourth, balance the portfolio by assessing how scale and diversity benefit and optimize the portfolio.
从根本上说，重新平衡专利组合正在决定要丢弃哪些专利，要维护或更新哪些专利以及要追求哪些专利。例如，如果公司浪费资源进行更新，尤其是在产品生命周期即将结束时（换句话说，新专利的好处超过旧专利的好处），公司应该放弃专利。如果专利仍然符合投资组合的最佳利益，则通过支付任何续订费来维持专利，特别是如果专利涵盖产品生命周期的早期或中期阶段。通常，产品生命周期早期的专利需要新的和类似的专利来涵盖不断变化的技术。公司可能还需要考虑和更新持续申请和部分继续申请（增加新事项和披露）以跟踪市场变化。时间是专利组合管理和平衡的关键。由于现有技术和权利要求的缩小，经常进入现场后经常导致专利的显着贬值。另一方面，提前进入可能是一个潜在的金矿。再次，知道什么时候出去。公司面临资源部署效率低下的风险，在拥挤的领域拥有专利，价值有限。考虑是否更好地应用（通常是有限的）资源来捕获新的创新。
Fundamentally, re-balancing a patent portfolio is determining which patents to discard, which patents to maintain or renew, and which patents to pursue. A company should discard a patent if, for example, it is a waste of resources to renew, particularly if it is near the end of the product lifecycle (in other words, the benefits of new patents exceed the benefits of the older patents). Maintain a patent by paying any renewal fees if it is still in the best interest of the portfolio, particularly if the patent covers a product in the early or middle stage of its lifecycle. Often, patents in the early stage of a product lifecycle require new and similar patents to cover changing technology. A company may also need to consider and update continuing applications and continuation-in-part applications (adding new matters and disclosures) to track market changes.Timing is the key to patent portfolio management and balancing. Oftentimes entering a field late results in a significant devaluation of the patent due to prior art and narrowing of the claims. On the other hand, early entry may be a potential gold mine. Again, know when to get out. Companies are at risk of inefficient deployments of resources with patents in crowded fields that are of limited value. Consider whether it is better to apply,often limited,resources to capturing new innovations.
结论
每个拥有完善业务战略的公司都应该将专利组合和战略作为其计划的一部分。制定适当规模和多样化的基于投资组合的专利战略将有助于确保公司获得类别领导力。公司在其投资组合中应拥有的专利数量取决于公司的规模，收入和研发支出。公司应扩大专利规模，以优化品类领导力，避免过度多样化而牺牲规模，控制专利类别数量以确保最佳结果。一旦投资组合到位，通过定期审查和重新平衡来维护成功的投资组合。
Every company with a sound business strategy should have a patent portfolio and strategy as part of its plan. Developing a portfolio-based patent strategy that is properly scaled and diverse will help ensure the company attains category leadership. The number of patents a company should hold in its portfolio depends on the company’s size, revenue and R&D expenditures. Companies should scale their patents to optimize category leadership and avoid over-diversification at the expense of scale, keeping the number of patent categories in check to ensure optimal results. Once the portfolio is in place, maintain the successful portfolio by periodically reviewing and re-balancing it.
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