Webinar Transcript: Competitive Intelligence and IP Best Practices

This is a transcript of the webinar Competitive Intelligence and IP Best Practices, hosted by Innography’s own Emma Roubtsov, which is available now on demand.

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Emma Roubtsov: Thank you so much ladies and gentlemen for joining the Innography webinar. We are still seeing a number of people joining us at quite fast velocity, so we are going to give everyone 2-3 minutes to continue the joining process so please bear with us and we will be back right with you in just 2-3 minutes. Thank you.

Thank you so much everyone for your patience. We have a lot of attendees just joining; we wanted to make sure our have full audience. I really appreciate your patience here and thank you so much for taking time out of your working day to join us here at Innography for our webinar “Competitive Intelligence and IP Best Practices”.

Now for those of you out there that don’t know me or haven’t heard about me before; I think for many you probably recognize my name or at least my unpronounceable last name, my name is Emma Roubtsov, I am a Sales Engineer Manager here at Innography. I have been with the company nearly 7 years and during that period of time I have had the privilege of working both on the post-sales side with our services team as well now with our pre-sales side and in doing that I have worked hand in hand with I think some of the world’s most IP driven organizations. I have learned from them, working with them and I hope they learned something working with me too. And in the webinar today what I wanted to try to achieve in this short time that we have is to share with you some of those experiences or some of those best practices that I’ve gleaned over the 6-7 years that I have been with Innography, and as I say working with some of these large organizations but also with some of those smaller companies that are perhaps getting their arms around intellectual property and what it means to them as an organization.

So that’s what I am going to try and do today and it’s a pleasure to welcome you all and to speak with you.

So what we going to accomplish in our short time; I have put together a brief agenda here. I want to talk about what is competitive intelligence. I know that sounds like a really stupid question. Isn’t it obvious?

I don’t think it is.

So I wanted to drill into that just a little bit. From there I want to talk about the role of intellectual property. Now I know everyone on the phone here knows exactly what the role of intellectual property is but I want to start to join the dots between the role of intellectual property and that of competitive intelligence. For many organizations those two things don’t necessarily go hand in hand. When we think about competitive intelligence, I think there’s this pressure because of certain things that are changing in our landscape, you know movement from more of a manufacturing economy to more of a knowledge base economy. I think there’s more of a feeling that we should be doing competitive intelligence all the time. I don’t necessarily think that that is a manageable thing especially in life with everything else that we need to get done in a day so are there certain things we need to look for that can really indicate when or why we should be doing or focusing more on competitive intelligence than others and then lastly approaches to competitive intelligence in IP analysis looking at a few high level approaches from a landscape perspective as well as from an individual competitor perspective and of course the right at the end we’ll pause and if you have any questions from the things you see in the presentation that you like more information around or other questions in general then we’ll do that right at the very end.

Okay, so with that being said, let’s get started.

So there’s Chinese saying: know thy-self, know thy competition, and get it right almost every time. Well getting it right almost every time may seem a little unlikely but certainly knowing your competition will decrease the opportunities and possibilities to get it wrong, that’s for sure. What I do know is that competitive intelligence is something that we all feel we need to be doing more of to stay ahead, but yet we know little about what it really is. No longer is it being able to sit once a month at some board meeting or a round table of key industry players and believe you have all the information that you need of what is going on in the world. Competitive intelligence is a much more complex process that should give you insights into what is happening in the present, what may happen in the near future, it could also be beneficial to take a look at what has occurred from a historical perspective. More importantly it involves stages where raw data is taken and transformed into information or knowledge and then further refined into intelligence.

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