CambridgeIP offers advice and analysis strategies on how companies can best utilize their IP in consideration of the current economic climate.

1. CambridgeIP
Marketing your technology in
the credit crunch
June 2009
Quentin Tannock (Chairman, Founder)
Miranda Weston Smith (Senior Associate)
© 2009 CambridgeIP. All rights reserved

2. Contents
• CambridgeIP – who we are
• Context – survey results
• Fact-based IP strategies – analysis techniques
• Case studies – accelerated IP marketing
• Appendix
– Our Thought Leadership
– Our Production Process
© 2009 CambridgeIP. All rights reserved
2

3. CambridgeIP Snapshot
• Actionable business intelligence driven by patent data:
– We assist senior executives of leading technology organisations with fact based
strategy development
• Thought Leadership and leading edge thinking applied to client
projects:
– We are committed to continual improvement of our methods and our experts
regularly contribute to patent strategy blogs, journals and textbooks
• International perspective:
– Our diverse team is drawn from around the world and we have offices in
Cambridge and London, and representation in Boston, USA
• Global IP coverage:
– Our IP databases and proprietary search methodology offer unique patent
landscape coverage; including China, Japan and South Korea
3 © 2009 CambridgeIP. All rights reserved

4. CambridgeIP Strategy Consulting
• Technology Marketing: The CambridgeIP
– Advice on active companies and consortiums who could Advantage:
leverage your patents and technologies around the world
- Multifaceted Team
• Competitive Intelligence: - Deep Technical
– Database-driven analysis and custom reporting on who the Expertise
competitors are, where they are located, when they - Global IP Coverage
became active and who they are partnered with
- Fact-based Advice
• Prospective Partners: - Extensive Network
– Information on top corporate, university and governmental - Referrals &
partner candidates operating in your area of interest Introductions
• IP Landscape & FTO Input: - Proprietary
Methodologies
– Our global IP databases, proprietary methodologies and
consulting provide unique patent landscape coverage, - Rapid turnaround
highlighting technology “white space” and informing your
own FTO due diligence efforts
4 © 2009 CambridgeIP. All rights reserved

5. CambridgeIP Executives & Selected Team Members
• Quentin Tannock (Chairman & co-founder):
– Founder of multiple Startup Companies, International Management & Strategy
Consultant, Speaker and Author
– Expert in emerging technology IP mapping, analysis & consulting in UK & USA
– Member of UK government IP task force on industry-university R&D
collaborations; Chairman of the Chartered Institute of Arbitrators IP &
Electronic Media Group
• Ilian Iliev (CEO & co-founder):
– Entrepreneur, Strategy & Policy Consultant, Speaker and Author
– Co-founder of successful startup companies spanning Intellectual Property,
Medical Instrumentation and Electrical industries
– Strategy and innovation consulting for the senior leadership team of a Top 5
Global Corporate Law firm
• Miranda Weston-Smith (Senior Associate)
– Education: Natural Sciences, University of Cambridge
– Prior Experience: technology transfer manager at Cambridge Enterprise,
formation of life science companies, seed capital investment experience
• Arthur Lallement (Associate):
– Consultant and Inventor in Life Sciences domain, based in Boston
– Discoverer of the optimal protocol to extract to extract the streptococcal
antigen I/II (SA I/II), a major cell surface glycoprotein of Streptococcus
mutans, for mass production
– Education: MBA (AIT), MIM (Ceram), MSc Molecular Biology (UPS)
5 © 2009 CambridgeIP. All rights reserved

6. CambridgeIP Expertise
Our methods and tools are applicable to the full spectrum of high-
technology developments
Our work experience in over 60 projects since 2007 has given us particular
expertise in the following fields:
• Energy
– Wind Energy, Biomass, Fuel Cells, Advanced Refrigeration, Photo Voltaics, Clean Coal / Carbon
Capture, Concentrated Solar, Marine Transport
• Health & Life Sciences
– Drug delivery; Medical devices; Medical imaging; Nanotechnology; Pharmaceutical
formulations; Stem Cells & Regenerative medicine; Surgical materials; Wound healing
• Nanotechnology
– Measurement innovations, Nanocomposite materials, Pharmaceuticals, Photonics, Photo
Voltaics, Sensors
6 © 2009 CambridgeIP. All rights reserved

7. Contents
• CambridgeIP – who we are
• Context – survey results
• Fact-based IP strategies – analysis techniques
• Case studies – accelerated IP marketing
• Appendix
– Our Thought Leadership
– Our Production Process
7 © 2009 CambridgeIP. All rights reserved

8. PRAXIS/CambridgeIP survey
• 21 technology transfer offices
spanning a wide range of
technology areas participated in a
survey on patent marketing
strategies
• Patents take between 1 to 5+
years to market, with most
(around 30%) taking 3 years
• Respondents commented that
their technologies are very early
stage with the result that they are
‘not yet fit for industrial use’ and
‘do not satisfy market need’
• 60% of respondents said that lack
of market need was the reason
patent marketing failed
8 © 2009 Cambridge IP. All rights reserved

9. PRAXIS/CambridgeIP survey
• Top current methods for patent marketing are: face-to-face meetings,
attending trade shows, consultancy advice, and your own websites
• However insufficient patent marketing resources are a significant reason
for failure (causing around one third of failures)
• Survey respondents ‘top tips’ on reducing the time to market
– Utilise networks
– Very early research / commercial feasibility analysis / due diligence
– Allocate time to review progress regularly
– Take time to build relationships / partnerships with relevant active companies
9 © 2009 CambridgeIP. All rights reserved

10. Contents
• CambridgeIP – who we are
• Context – survey results
• Fact-based IP strategies – analysis techniques
• Case studies – accelerated IP marketing
• Appendix
– Our Thought Leadership
– Our Production Process
10 © 2009 CambridgeIP. All rights reserved

11. A few patent facts
Patents as data are:
• Structured
• Comparable
• Objective
• Information rich
Multiple data sources are freely available (an opportunity
and a challenge!), eg:
- USPTO
- Espace.net
- Google Patents
11 © 2009 CambridgeIP. All rights reserved

12. CambridgeIP Production Process Overview
12 © 2009 CambridgeIP. All rights reserved
Fidelity Internal Information 12

13. Reliable & efficient analysis of vast amounts of data enables
fresh insights based on actual activity in your sector
Examples of our analysis : Informing R&D strategies
Sector composition analysis Technology Evolution Maps
Identifying hot-spots and new Identifying technology migration
areas of R&D activity across broad and diffusion patterns over time,
technology spaces (this example: together with interdependencies
Biosensors)
IPC Relationship Map: 2000
The applications and location
of client’s technology are
dispersed
IPC Relationship Map: 2007
Over time, 2 key clusters of
application have developed
13 © 2009 CambridgeIP. All rights reserved

14. Our unique, data intensive approach provides evidence
to underpin your strategic and tactical decisions
Examples of our analysis : Informing your licensing & collaboration strategies
Network analysis Statistical analysis
Visualising collaborations revealed Identifying most relevant & prolific
in a 10,000+ patent dataset in the actors, year of entry to the space
clients area of strategic focus and strategic importance of the
space to them
14 © 2009 CambridgeIP. All rights reserved

15. Our proprietary processes enable fast and comprehensive IP Landscape
® delivery
Examples of our analysis: Informing your FTO analyses
116 Expired
Patents 104 Likely Expiring
Patents in 5 yrs
In addition to PowerPoint summaries, we provide detailed datasets and further analyses
in spreadsheet format © 2009 CambridgeIP. All rights reserved
15

16. Contents
• CambridgeIP – who we are
• Context – survey results
• Fact-based IP strategies – analysis techniques
• Case studies – accelerated IP marketing
• Appendix
– Our Thought Leadership
– Our Production Process
16 © 2009 CambridgeIP. All rights reserved

17. Case Study 1: Rapidly gain understanding of an industry -
Report ‘Energy Harvesting devices’
Client Profile
The Integrated Products Manufacturing KTN approached CambridgeIP to create a report on global MEMS patent activity, with special focus
on micro- & nano- scale energy harvesting devices - a space of particular interest to KTN members.
Business Situation
• Emerging area of interest for the KTN membership, characterised by multiple technology approaches, varied sectors of application and
globally distributed R&D efforts. A key driver was to provide KTN members with clear, evidence-based, information on R&D trends and
commercial activity.
Our Approach
• We defined the space and implemented a rigorous, multi-layer search strategy. A series of broad IP Landscapes were produced, providing
context on relevant areas of activity, and deep analysis was conducted using the RedEyeTM suite of tools.
• A report detaining findings was developed for distribution to the KTN membership
Results and Benefits
• We helped inform our reader’s collaboration and licensing strategy, by
identifying the most active and networked players, and their relationships :
• Leading corporations : PerpetuuLtd (UK); Enocean GMBH
(Germany) and Microstrain, Inc. (USA)
• Top research centres : California Institute of Technology (USA) and
the University of Southampton (UK)
• Geographical hotspots of innovation :Germany (thermoelectric),
the United Kingdom (electromagnetic) ; USA (radiation)
• Identified key growth sectors for energy harvesters : structural health
monitoring, wireless sensor networks and healthcare applications
• R&D and Market trends analysis with reference to policy priorities
• Identified the most frequently used energy sources for energy harvesting
(vibration and thermal energy) , and the top patented technical approaches
(piezoelectric and electromagnetic)

18. Case Study 2: New insights and fresh licensing
opportunities - IP Landscape® ‘Nano-sensor devices’
Client Profile
A medium sized VC funded company delivering nano-enabled sensing solutions to the defense and homeland security sectors approached
CambridgeIP for assistance updating their IP portfolio and developing an up-to-date patent landscape
Business Situation
• Sophisticated and well-advised client with good understanding of its IP space and competitors, holding a relatively large patent portfolio.
• Key drivers were to improve understanding of adjacent IP spaces, increase efficiency and structure in IP intelligence gathering activities,
inform investor communications
Our Approach
• We audited the client’s patent holdings, developing indexed and cross-referenced patent databases; We defined the client’s space and
identified adjacent spaces, undertaking IP Landscape and benchmarking analysis against the client’s existing portfolio. Business
intelligence and key statistics were extracted using the RedEyeTM suite of tools.
Results and Benefits
• Identified technology migration opportunities & threats from adjacent
technology spaces
• Demonstrated client’s dominance of aspects of its IP Landscape
• The client used our independent findings and analysis in presentations to
VC investors, as part of a successful Series C funding round.
• Identified existing, known, players and new entrants to the client’s core IP
space – including newly active academic institutes and corporations
• Improved organisation of the client’s existing portfolio, laying a foundation
for future portfolio management
• Identified portfolio gaps for our client to plug and areas for consideration
in future patent filings

19. Case Study 3: Accelerate licensing strategy development –
Early stage surgical materials technology
Client Profile
A leading UK University asked us to help identify market opportunities for an early stage surgical materials development
Business Situation
• Previous market research had not resulted in uptake of the technology by corporate prospects
• A go / stop decision point was imminent as international PCT roll-out of an initial patent application approached
Our Approach Results and Benefits
• 20+ organisations were identified, were categorised by type and
arranged in order of priority for approach by our client
• Marketing objectives and recommendations were made in relation
to each organisation type
• Key geographical markets containing high profile licensing prospects
were identified for addition to PCT designated states lists
• Information on similar approaches, including diagrams, were
provided to client academic experts in a convenient format
• We defined the technology space and implemented a multi-layer
search strategy that aimed at identifying
• licensing candidates
• potential collaboration partners
• key markets & applications
• critical geographical areas
• Information useful to marketing the technology
• Results and recommendations were presented to the client in a
PowerPoint summary report, and cross-referenced Excel dataset
• A workshop with the client's TTO representatives and client’s
academic experts aided understanding and dissemination of results
and recommendations
© 2009 CambridgeIP. All rights reserved

20. Our impact
We measure success by our ability to create value for
our clients
clients
We were very impressed: CambridgeIP's IP Landscape tool picked out all of the main
inventors and competitors we knew of and showed us some new entrants. As a mature
technology company we found the IP Landscape an important input for our IP management
and investor communications needs. It would have cost us a fortune to do this with a
traditional IP services provider..."
— Billy Boyle co-Founder and Director of Owlstone Ltd
"I wish it had been possible to access the IP Landscape earlier during the patenting process: it
would have saved us time and money."
— Daniel Jones co-founder and Director of Novexin Ltd (Now Expedeon)
"CambridgeIP provided us with a highly personalised service that resulted in an informative
patent-based technology landscape. The research outputs helped us focus our market research
and enabled clear product development decisions. Ilian really sought to understood our
business and our requirements and adapted his interaction to ensure that we had the correct
search parameters to enable us to get the most from the patent landscape study."
— Dr Chris Smith Technical Director of Wessex Technology Group Plc
I was impressed by the speed of delivery, quality of data... and at such a low cost. I would
certainly use CambridgeIP again..
- Dr Mark Eccleston CEO of Vivamer Ltd
© 2009 CambridgeIP. All rights reserved

21. Our contact details
Quentin Tannock Miranda Weston-Smith
(Chairman and Founder) (Senior Associate)
quentin.tannock@cambridgeip.com mws@cambridgeip.com
GSM: +44-077-8621-0305 Tel: +44-1223-370-098
Ilian Iliev Arthur Lallement
(CEO and Founder) (Associate)
ilian.iliev@cambridgeip.com arthur.lallement@cambridgeip.com
GSM: +44-077-863-73965 Tel: +1-617-418-4493
Corporate Office Internet Resources
Cambridge Intellectual Property Ltd Website: www.cambridgeip.com
Sheraton House, Castle Park Blog: www.cambridgeip.com/blog
Cambridge CB3 OAX UK Sign-up for our Free Newsletter
UK: +44 (0) 1223 370 098 on our Home Page
Fax: +44 (0) 1223 370 040
21 © 2009 CambridgeIP. All rights reserved

22. APPENDIX
Our Thought Leadership
Our Production Process
22 © 2009 Cambridge IP. All rights reserved

23. Thought Leadership and leading edge thinking applied to
client projects (1)
We are committed to continual improvement of methods and tools
Pending: From IP Assets to IP Revenues, chapter in European
Patent Office approved textbook ‘IP Management in Europe’
Ongoing: Developing the most complete to-date patent
landscaping exercise across 6 low-carbon energy
technologies
Jun 2009: “Challenges and Opportunities in the Licensing of
Renewable Technologies”, Journal of Commercial
Biotechnology
May 2009: Patenting trends in the CleanTech space, presentation to
Cambridge Network, Cambridgeshire’s high-tech community
Mar 2009: Patent trends in low-carbon energy systems and
emerging markets technology transfer, presentation to
WIPO, Geneva
Feb 2009: Marketing Patents, industry survey of 25 leading
Universities and Research Institutes with assistance from
PRAXIS
23 © 2009 CambridgeIP. All rights reserved

24. Thought Leadership and leading edge thinking applied to
client projects (2)
Feb 2009: Energy Harvesting Device patents and patent
applications, industry report with the Integrated Products
Manufacturing KTN
Oct 2008: Climate Strategies on patent landscape in Clean
Coal/Super-critical applications, Climate Strategies
Report
Oct 2008: The Patent Landscape of AIM, publication with Growth
Investor in Business XL magazine
Aug 2008: Toward Phase 2 in the Evolution of IP Intelligence,
article in The Innovation Handbook
Jun 2008: Member of Technology Licensing for Renewables Group at
the Licensing Executives Society, presentation to LES,
“Renewable Energy: Emerging Challenges to the
Patent Licensing System”
Dec 2007: Corporate uses of IP Intelligence, Industry survey of 29
leading corporations sponsored by EEDA
24 © 2009 CambridgeIP. All rights reserved

25. Thought Leadership and leading edge thinking applied to
client projects (3)
Our experts regularly conduct training and executive education:
China-UK showcase: King’s College London ‘Chinese University patenting
trends and China-UK business opportunities’
www.cambridgeip.com/blog/?p=28
AIM company executives: Business Excel Live event ‘Intellectual Property –
how to keep it safe’ www.cambridgeip.com/blog/?p=25
CleanTech companies: Cambridge Network: ‘Global Patenting Trends in Key
Low-Carbon Energy Technologies: Results of Joint Research with
Chatham House’
WIPO, Geneva: Patent trends in low-carbon energy systems and
emerging markets technology transfer
University TTOs: PRAXIS Technology market research master-class ‘Marketing
patents’, www.cambridgeip.com/blog/?p=85
Health Technology companies: KTN webinar ‘Developing a fact based IP
strategy’
Displays & Lighting corporations: KTN tutorial: ‘Patent strategies’,
www.cambridgeip.com/blog/?p=31
Licensing Executives: LES Workshop 'Advanced corporate uses of patent
intelligence', www.cambridgeip.com/blog/?p=76
Licensing Executives: LES Annual Conference ‘Emerging Challenges to the
patent system’ www.cambridgeip.com/blog/?p=29
© 2009 CambridgeIP. All rights reserved