價值主張在領域專利申請策略的適用

Abstract

在現有的企業專利的申請策略，多是將焦點集中在新產品或新工藝的創新成果，關注的目標在最終取得專利或其他智慧財產權的權利保護，以此累積專利或其他智慧財產權等無形資產。而現今這些由專利權等各項智慧財產權構成的無形資產，已經成為企業最重要、最主要的資產之一。為使專利權在作為無形資產更有價值，企業、發明人、專利代理從業人員等往往視專利品質為關鍵，不僅權利不易被撤銷，並且可以為專利權人帶來較佳的訴訟成績或授權成效。 然而，無論是新產品或新工藝的應用範圍或是其是否具有關鍵核心技術，只有市場才是數英雄、論成敗的競技場。當策略思維轉換為創新戰略思維時，關注焦點應該在新產品或新工藝的市場機會，而不會只是在創新成果上。本研究以從亞馬遜無人商店（Amazon Go）與Uber作為個案分析對象，以兩者向顧客所傳遞的價值主張及其所作的專利申請進行比較，確認在新創領域中，是能夠以價值主張為主、技術為輔來進行專利申請的策略思考，並據此應用於新創團隊的智能耳機專利申請。在新創團隊以價值主張思考專利申請，確實讓專利申請所保護的範疇、內容都有所不同，在實際應用智能耳機的專利申請，其專利保護確實能更為周延、完整。 據此，本研究依據亞馬遜無人商店（Amazon Go）與Uber的專利申請分析，並結合新創團隊在智能耳機的專利申請案例，建構以價值主張為基礎思考專利申請的流程，以期提供新創團隊或新創企業在進行專利布局的參考，能夠有效創造專利資產的價值最大化。

Nowadays, strategies for filing intellectual properties in most industries are focused in innovative efficiencies of new product or new technologies, and protective rights in the intellectual property, for example: patent, obtained is the main target to accumulate intangible assets in patent or other intellectual property. And these intangible assets composed by the patents and intellectual properties have became one of the most important mainly properties. Industries, inventors and patent specialists often take the patent qualities as key factors, not only being irrevocable, but also compatible and licensable for patentees, to make these patents in the field of intellectual property even more valuable. However, whether applied field of new products or technologies, or no matter there is key technologies existing, it is marketing that counts racing arena. When the strategy is turned into an innovative strategy, the spot light should be focused on marketing opportunities instead of only in the innovative efficiencies. This research is taking Amazon Go and Uber as analyzing cases to confirm strategies in patent filing based on mainly in value proposition and then technologies secondly via comparing both value propositions passing to customers and their patent filing; for example, the strategy applied in patent filing of Smart Headset for the startup team. Patent filing thought based on value in Startups makes protective region and content different in patent filing for sure, and furthermore the patent protection can be even more complete and consist in Smart Headset in reality. Therefore, this research shows maximizing effectively create the value of patent asset by constructing patent filing process based on value proposition and building patent development as reference to innovative team or new industries based on patent filing analysis of Amazon Go and Uber with the patent filing case of Smart Headset from startups.