Buzzient IP strategy

1. Social Media Reality Check: IP DOES Matter | Buzzient http://www.buzzient.com/blog/social-media-reality-check-ip-do...
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March 4, 2013 Recent Blog Posts
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Social Media Reality Check: IP DOES Matter
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It’s often assumed in the technology world that the
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It’s often assumed in the technology world that the products and services being developed, (often with tens
or hundreds of millions of $’s of VC money) are in fact innovative. Innovation can have many definitions; a
Salesforce.com sentiment Siebel siebel crm
new internet service based on open source components might have an innovative business model or a Social CRM SocialCRM social
new delivery method without having a single line of software innovation at the core. social enterprise
customer
applications Social Media
Regardless of how one feels about where real innovation lies, or whether patents make sense to software Social Media
Socialmedia
or internet companies, the truth remains that our system enables entrepreneurs to both protect innovation,
as well as have it measured objectively. That’s what the USPTO is for, and love ‘em or hate ‘em, the
Analytics social media
USPTO does provide a “Good Housekeeping Seal of Approval” as to whether certain technology is
integration Social Media Management
innovative enough to be legally protected. Social Media Marketing Social Media
Publishing social media reach Social Media Tools social
In the social media explosion of the last several years, we’ve observed a real focus on user network analysis Techcrunch Technology
acquisition(even with no revenue) and growth, but less interest in IP. As a result, at Buzzient we developed Twitter workflow
an IP development and protection strategy from early on; our belief has been that eventually social would
evolve into a platform technology and that by owning key components of the stack, we’d build a more
valuable company. A great read on the value of embedded IP is in the book “Invisible Engines” Social CRM and the Enterprise
Adam Metz Enterprise Software Insider
http://www.amazon.com/Invisible-Engines-Platforms-Innovation-Industries/dp/0262550687
Oracle CRM Blog Paul Greenberg CRM
In this regard, Buzzient chose a strategy more like that of Qualcomm. If you go back in time, Qualcomm
Web Strategy by Jeremiah Xenophon Strategies
made both semiconductors as well as phones:
1 of 3 3/7/13 12:28 PM

2. Social Media Reality Check: IP DOES Matter | Buzzient http://www.buzzient.com/blog/social-media-reality-check-ip-do...
As the market for mobile phones became more crowded, the company realized early that commoditization
of phone pricing was inevitable. As opposed to scaling up their phone production efforts to produce at
higher volume/lower margin, the executives at Qualcomm chose to focus on the CDMA software platform
that drives many of the phones on the planet. To do so required a concerted IP protection strategy, and a
positioning of the company to no longer sell phones, but to license CDMA for royalties.
In social media we’ve seen a similar growth in the number of social media applications. In
listening/monitoring alone there are over 100 companies providing some level of capability, largely because
open source tools have dropped the barriers to entry to the proverbial “two guys and a dog”-created
minimum viable product.
Anticipating this Cambrian explosion of social media tools, Buzzient prepared years ago by filing broad
utility patent coverage. In addition to selling our own applications for social analytics, and uniquely, our
integration with multiple CRM applications, we’ve set Buzzient up to be the “Qualcomm of social media”
long-term. The first steps in doing so were the patent filings; the second steps have been the grant of not
just one, but two core patents in social media:
http://www.slideshare.net/tbjbuzzient/us7974983-b2
http://www.slideshare.net/tbjbuzzient/us8375024-b2-16489212
These patents cover (1) the ability to target advertising based on social media sentiment and (b) the ability
to determine an implicit social network based on social media traffic weighted by sentiment analysis and
other measures. Without going into details, we know that Buzzient has prior art to several multi-Billion $
valuation social media companies.
So, even though the perception might be that social media is a casual, technology-light category of the
industry, at Buzzient we’ve articulated not only a strategy for building core technology, but also protecting
that innovation. Social media companies need to take heed; IP DOES matter.
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3. Social Media Reality Check: IP DOES Matter | Buzzient http://www.buzzient.com/blog/social-media-reality-check-ip-do...
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